From the moment Paul Bryce (pictured) became MD at Node4 in 2021, growth was on the horizon. This Derby-based MSP, fuelled by his leadership, is now eyeing a major milestone: aiming for a turnover of £216 million this year.
While sector experience plays a pivotal role in driving channel growth strategies, Bryce stands out with his unparalleled breadth and depth of knowledge, boasting over two decades of expertise in the channel industry.
After beginning his career at IT reseller KCOM, Bryce joined Node4 in 2004 as the head of its sales and marketing division. As one of the company's founding directors, he moved through key roles before ultimately ascending to the position of MD. Now at the helm, he exudes a palpable confidence that not only motivates but also reflects in the company's growth trajectory.
Driven by his fervor for technology and its potential to benefit businesses, he has helped transform a team of 3 into a 1,150-strong force, expanded Node4's presence from a single office to eight locations and elevated its turnover to £182 million. With his direction, the company has also established three cutting-edge UK data centres that host Node4's private cloud platform and offer access to hyperscale networks.
“For the initial decade, our focus was purely on organic growth. We prioritised evolving, strengthening customer and partner relationships, and maturing our portfolio. Our business is on an upward trajectory, expanding year after year, largely fuelled by a mix of organic development and strategic acquisitions," Bryce says.
What's fuelling Node4's growth?
To date, the Microsoft partner has strategically acquired 10 entities, the most recent being a cybersecurity firm named ThreeTwoFour. Bryce mentioned that when Node4 looks at possible companies to acquire, it doesn’t just assess their finances. It also makes sure there's a shared view on customers and a vision that fits well with the firm.
“Every acquisition we've made has either brought in a unique skill set, introduced a new technological angle we previously lacked, or provided access to a customer base we hadn't reached. Importantly, each addition came with a team that shared our vision and values,” he says.
"When we acquire a business, we don’t start stripping out costs by laying people off; instead, it is about adding to what we have.”
Bryce is acutely aware of the intricacies involved when merging corporate cultures. Yet, he sees the new faces at Node4 not as challenges but as a testament to its success. “The people that we have integrated into the business as a result of the acquisitions we have completed have played a significant role in driving things forward,” he says.
For instance, he says, Node4’s recent acquisition of ThreeTwoFour was aimed at building on its existing security offerings and Security Operations Center (SOC).
“Although the acquired business isn't huge, it brings with it around 20 specialised security consultants. These experts are equipped to engage with board members, discussing and addressing the risks they face. One of the principles that guides our strategy is the awareness that mishandled technology can risk damaging the reputation of its customers.”
Therefore, he says, it is crucial for the firm to serve as trusted security experts, a role he believes was further solidified by its acquisition of companies like ThreeTwoFour.
Another dimension of Node4's growth is investments in its cutting-edge data centres, cloud platform, and tailored IT solutions. "We're not scared when it comes to making the right investments,” he says. “We've heavily invested in our data centres and cloud platform, understanding the importance of doing things right.”
This approach has been pivotal in amassing a devoted customer following of over 1,800 clients in the UK. “Our customers have been a big contributor to our growth,” he says. “We've got some customers who have been with us for the full 19 years.
“We're adding new customers all the time, but we pride ourselves on the ones that have stayed with us for the whole journey.”
With Node4’s expanding customer base, Bryce emphasises there is a significant opportunity to continuously roll out new services, either directly to end-users or partners. “Over recent years, our portfolio has diversified, notably with our addition of ERP expertise in Microsoft Business Central and many other areas.
“Our partners lead the talks with their end-users, and we act as a technology ally. We also educate through security webinars to help identify new opportunities.”
Data-driven managed services
Amid a rising tide of ransomware and cyberattacks, Bryce’s priorities include bolstering Node4's security offerings. “We have a diverse security portfolio focused on cloud and networking,” he says. “But we want to add value in and around that.”
One key way Node4 is doing that is by refocusing on data. “We’re reinvesting in database-managed services. Data is a huge area of growth for us, and we’re looking to add value that way.”
As the company increasingly focuses on data-based managed services, he emphasises that raising brand awareness and effectively communicating the firm's message to both customers and partners is also equally crucial.
“Our priority is to ensure businesses are aware of our capabilities across our entire technology stack,” he says. “Whether a customer needs one solution or multiple services, we understand how it all fits together.
“The focus for us lies in understanding the strategic objectives of our partners or customers and leveraging our technology to address their challenges.”
Growth hacks for MSPs
Bryce emphasises that in today's competitive and post-pandemic landscape, MSPs looking to expand must focus on understanding their client's needs and adapting to new customer buying behaviours.
For Bryce, the key to success for MSPs lies in having a skilled sales team that zeroes in on tangible business results while being highly attuned to the challenges and pain points faced by their clients.
He argues that when sales teams engage meaningfully with clients, it allows businesses to uncover "what their goals are and demonstrate how technology can help them achieve their targets.”
