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New Year Ambitions

Whenever the calendar turns over, humans suddenly get the urge to reinvent themselves. They hope to leave their old self behind and start the year with a positive attitude, refreshed perspective and grand ambitions. Many of the MSP Owners that I talk to on a regular basis are no exception to this, as they use this time to set the direction of their business and give themselves a target to work towards. 

Resolutions vs. Goals

While this is a great habit that can certainly inject some life into the status quo, it can also be unsustainable. If it weren’t unsustainable, we probably wouldn’t find the urge to reinvent ourselves every year to begin with (but that’s a topic for another discussion). We sometimes call them “resolutions” because they imply that a change is being made. It’s almost as if what you become is not nearly as important as what you no longer are. 

My take is that it’s more important to have a goal than it is to have a resolution. If you set a measurable benchmark, then you can reverse engineer the changes that you need to make to get there. The point however is that those are not just changes for the sake of something different. They are changes that are a means to an end result. Also, the word “measurable” should not be overlooked. One of the reasons that resolutions are hard to adhere to is they are subjectively vague. If you say you will “eat better” then you are going to have a hard time determining what success and failure actually looks like. 

Realistic and Measurable

The most sustainable way that I have found to make progress in anything is with small, realistic, and measurable goals that can be adjusted over time. For example, instead of saying you are going to “eat better” you could say, I am going to limit my sodium intake to 2,300mg per day (or 100% of DV). The changes that you make to accomplish this ultimately become the foundation of your “resolution.” They also establish new habits which can be stacked on top of each other. Before you know it, you are in fact “eating better” and more importantly you will have measurable results to show for it.

The same concept can be applied to every area of your business as long as it is both realistic and measurable. To demonstrate this, I have compiled a list of 25 goals for you to skim through, each segmented by department. The idea is not to accomplish all of these at once. It is to find the goal that aligns with the change you want to see most and to give yourself something to work towards.

Measurable Goal Ideas

Marketing

1. Publish 1 blog article per week

If thoughtfully written, a cadence of weekly blog posts can dramatically improve traffic flow to your website. Focus on your clients’ biggest challenges and deliver insights they simply can’t ignore. Over time, this relevance and consistency builds credibility that will pay off in the long term. 

2. Post 3 times per week on LinkedIn

The decision makers you are trying to reach are likely hanging out on LinkedIn. By sharing stories, advice, or blog / video content three times a week, you can start real conversations and attract the right kind of attention. Show up, add some value, and watch your network grow.

3. Increase website traffic by 25%

Driving more traffic isn’t just about quantity, it’s about quality too. A mix of content marketing, local SEO, and paid promotion can keep the visitors flowing. This offers invaluable performance and demographic data to inform a legitimate inbound strategy. 

4. Launch 1 lead magnet per quarter

A well-crafted lead magnet turns curious visitors into an owned audience. Think simple, like an event, checklist or guide tailored to your ICP’s precise needs. Launching one each quarter keeps your pipeline fresh and helps to nurture your most engaged audience.

5. Generate 20 new opt-ins per month

While they may not be ready to buy, every opt-in is a chance to nurture a future client. With compelling CTAs and helpful resources, growing your email list by 20 contacts a month is totally within reach. Simply make your audience feel like they’re getting something valuable and then actually deliver on it.

Sales 

6. Attend 1 networking event per week 

The best opportunities often come from the right connections. Weekly networking events ensure you’re consistently meeting potential clients and partners. Show up prepared, listen more than you talk, and always follow up.

7. Book 5 discovery calls per month

Discovery calls can act as the gateway to building a health sales funnel. By booking just five a month, you’ll build a steady pipeline of opportunities. Focus on active listening and identifying their unique challenges to set the stage for a meaningful conversation.

8. Increase average deal size by 10%

Bigger deals don’t just happen. You have to earn them. Upselling or bundling services can elevate your average contract size while delivering more value to your clients. It’s all about creating win-win scenarios that drive growth.

9. Find 1 strategic partner per quarter

Partnerships can open doors you didn’t know existed. By identifying and building relationships with one strategic partner each quarter, you’ll gain access to new audiences, resources, and opportunities that can transform your business.

10. Grow LinkedIn connections by 25%

A larger LinkedIn network means more content distributions and a larger pool of potential leads. Growing your connections by 25% doesn’t mean adding random people. Look to build a purposeful audience of decision-makers and influencers who align with your ICP.

Service

11. Complete 1 training course per quarter

Keeping up on technology and industry trends is non-negotiable in IT. By completing one training course each quarter, your team can stay ahead of the game and sharpen the skills that matter most to your clients. It’s an investment that pays off in both personal growth and client satisfaction.

12. Reduce ticket resolution time by 10% 

Consistently quick resolutions build trust and expectations over time. Aiming to cut resolution time by 10% forces you to streamline processes, identify bottlenecks, and empower your team with the tools they need to work smarter, not harder.

13. Achieve 95% SLA compliance per contract

SLA compliance isn’t just a checkbox; it’s a promise. Hitting 95% compliance shows your clients you take commitments seriously. Track performance rigorously and use it as a benchmark for delivering exceptional service.

14. Improve Net Promoter Score by 15%

Happy clients talk, and their recommendations can be your best marketing. Boosting your NPS by 15% means listening to feedback, addressing pain points, and consistently delivering value that goes above and beyond expectations.

15. Automate 1 repetitive task per month

Automating one repetitive task per month saves time and frees up your team to focus on higher-value work. From ticket triage to reporting, automation can make a big difference in the day-to-day grind.

Finance & Ops

16. Increase EBITDA by 10% per quarter

Growing your EBITDA means focusing on efficiency and profitability. This goal pushes you to optimize costs, fine-tune pricing, and eliminate waste. Small, consistent improvements each month or quarter can compound into big gains by year-end.

17. Achieve 100% contract renewals

Keeping your clients on board is just as important as winning new ones. Aim for 100% contract renewals by staying proactive, addressing concerns early, and delivering value that keeps clients coming back without hesitation.

18. Lower tech stack costs by 15%

The right tools should save money, not drain it. Review your tech stack and identify underused or redundant tools. Cutting costs by 15% allows you to redirect resources into areas that drive real growth.

19. Improve time-tracking by 20%

Accurate time tracking means better billing and more insight into how your team spends their time. Improving this by 20% can uncover inefficiencies and help you focus on high-value activities that move the needle.

20. Reduce excess licensing by 25% 

Unused or over-provisioned licenses add up fast. Aiming to reduce excess by 25% ensures you’re only paying for what you or your clients actually use. This is a simple, measurable way to improve your bottom line without cutting corners.

Leadership

21. Reduce staff turnover rate by 25%

Retaining great employees starts with creating an environment where they feel valued and supported. Reducing turnover by 25% means focusing on engagement, professional development, and open communication. A happy team is a productive team.

22. Spend 5 hours/ week on strategic planning 

Strategic planning isn’t just for annual offsites and retreats. Dedicating five hours a week helps you focus on long-term goals while staying adaptable to new opportunities. Regular time for reflection ensures your business is moving in the right direction.

23. Read 1 leadership or business book per month

Continuous learning is a requirement when it comes to maturing as a leader. Reading one book a month introduces fresh ideas and perspectives that can inspire better decisions. It’s a simple commitment that can yield powerful insights for your business.

24. Attend 1 virtual or in-person event per month

Expanding your horizons often starts with showing up. Whether it’s a webinar or a conference, attending one event each month keeps you connected to industry trends, new strategies, and valuable contacts.

25. Check-in with 1 employee every day

Checking in with a different team member every day can foster a culture of communication and trust. Taking this time out of your busy day helps you stay connected to your team’s challenges and successes while showing that leadership starts with listening.