Referral
Arrives warm, arrives with a name, and arrives with no idea what it is buying. Trust is already there. A brief is not.
Managed IT and MSP
Your free audit spends engineer time before anyone commits
A managing director who knows IT is a problem and cannot name which part books a discovery call. Then an engineer goes and finds out, in their tenant, for nothing, and the 36 month contract is still not signed. RampFunnels builds the scored diagnostic that takes that first pass instead.
Not open yet. Ours scores your funnel rather than a prospect’s network, and it is the quickest way to see one of these from the answering side.
Today
Your best leads arrive with no brief and no budget
Four sources, and every one of them hands you the same conversation: somebody who is unhappy with their IT and cannot say what adequate would look like.
Local networking
The same conversation, over a longer period, with a room of people who will send you one lead every eighteen months.
Cold outreach
An email asking for 30 minutes, competing with every other email asking for 30 minutes. A question about their backups does not compete with those.
Paid search
Somebody typed “managed IT support” and a town name. You pay properly for that click and it lands on a contact form.
None of the four is broken. All four end at the same page, which asks for a name and an email and learns nothing about the network on the other end of it. So the spend buys sessions, and your pipeline is whatever a salesperson remembered to chase.
What it costs
The free technical audit is a qualification step staffed by engineers
Somebody senior reads the backup logs, the patch state, the tenant configuration and the support history, and writes it up. It works. It is the only thing you have that answers the managing director’s actual worry, which is whether what they are paying for now is adequate.
It is also billable time given to everybody who reaches a discovery call, including the ones who were never moving providers this year. The cost does not show up as a marketing line. It shows up as engineer capacity.
From our own census
Across every interactive-assessment vendor we swept, not one positions for managed IT at all.
The category is dense at the generic security end and empty at this one. (RampFunnels, Quiz Funnel Opportunity Atlas, 2026)
What we would build
18 questions, six domains, one number a board understands
The SMB IT Risk and Readiness Score. It runs 0 to 100 and places the respondent in a peer band by headcount and sector. The roadmap that comes back is sequenced by what each fix costs against the risk it removes.
Backup and recovery
When did anyone last restore from backup, rather than check that a backup ran?
Patching
How long does a critical patch take to reach every machine in the building?
Identity
How many accounts can open company email without a second factor?
Endpoint
What is running on the laptops nobody has signed into since last winter?
Support responsiveness
When something stops at 9am, who picks it up, and how long before somebody does?
Continuity
If the one person who knows how the network is wired leaves on Friday, what happens on Monday?
Every one of those is something a non-technical managing director can answer about their own company without opening a console. That is the design constraint, and it is the one most free audits in this market fail. Anything a prospect has to go and look up ends the session, and an abandoned session is a lead you already paid for.
What they get
A number, a peer band, and a costed order to fix things in
The managing director came for a verdict on what they already pay for. They leave with one, whether or not they ever call you.
rampfunnels.com/it-risk-score, question 4
Question 4 of 18
About 90 seconds left
When did anyone last restore a file from backup?
rampfunnels.com/it-risk-score/result
58of 100
At risk
Two domains are carrying the rest
Backups are running and have not been tested. Identity is the gap that would cost most to close and least to start.
- Holding
Endpoint and support responsiveness are where a peer band would expect them.
- Exposed
Nothing has been restored in the last year, so the backup is a belief.
- First
Second factor on company email. Cheapest thing on the list, biggest move on the score.
Sample content. RampFunnels is pre-launch, so the wording and the score here are illustration, not a result anybody got.
The band is the part that travels. Amber is a judgement and an MD can argue with it. Sitting below the median for a 40 seat firm in their sector is a position. It is the sentence they repeat to a co-director on the way to signing something.
The lowest band has to be honest or the top band is worth nothing. A report that congratulates a company with untested backups is a report the next reader discounts.
94%
The managing director is doing that ranking with three provider websites and a conversation at a networking breakfast. A verdict with their own numbers in it is one of the few things a buyer wants during that week, and it arrives with your name on it.
Routing
A score is only worth building if it changes who gets an engineer
Four routes out of one question set. The model that decides them is written first, signed by whoever currently says yes or no to an audit, and argued with before anything is designed.
High risk, enough seats
Untested backups, thin identity coverage and 50 or more seats. That is the audit worth staffing, and the result page puts a calendar in front of them while they are still reading their own number.
High risk, no room to move
Same exposure, smaller company, no signal that anything is budgeted. They get a sequence written against the six domains they came out worst on, not against the page they landed on.
Already well served
Some of them will come out well, because somebody is doing the job. Tell them so. An MD who lands at 84 and is told the truth remembers who told them, and no incumbent holds a contract forever.
An IT manager answering
Co-managed is a different sale to a different person, and the answers give it away inside two minutes. That route ends somewhere else, because an internal IT manager is not buying replacement, they are buying cover.
Your traffic
A question about their backups outperforms a request for 30 minutes
Two channels carry this, for two different reasons.
Outbound
Volume is already high and the ask is already the problem. The opening line stops being about your contract and starts being about their last restore.
Google Ads
A local managed IT click is expensive and arrives mid-problem. The page it lands on decides whether that spend bought a lead or a session.
Packages
Three packages, fixed scope, nothing open ended
Most MSPs would start at the middle one, because the routing is where the contract value comes from and routing is package two. Leads without routing are a list, and a list is not pipeline.
Prices are not published yet because they are not final. When they are, they go on the pricing page as numbers.
Questions
What MSP owners ask first
Keep it. This decides which ones get staffed. The audit is the most persuasive thing you do, and it is also the most expensive. Right now it goes to everybody who books a discovery call, including the managing director who was never moving providers this year.
Your turn
The fastest way to judge this is to answer one
Ours scores your own funnel on the four things that decide whether traffic converts, and names the one costing you the most leads.
Not open yet. When it opens, the score and the report are yours whether or not we ever speak.