What MSPs Actually Get From Lead Signals and Upsell: Five Results by Region

Most "results" pages in MSP marketing are a single testimonial and a number nobody can check. This one is different. Below are five MSPs running Lead Signals and three running Upsell, with the numbers pulled straight from the platform on October 2, 2026. We've removed the company names and describe each MSP by region only.

One thing this post does not do is claim revenue or ROI. Most of these MSPs have been live for one to four months. That isn't long enough for a managed services deal to move from first conversation to signed agreement, so any revenue figure today would be a guess. What we can show honestly is what was delivered and what it cost per lead.

What counts as a "lead" here

A lead is one business in the MSP's territory that showed a buying signal and was delivered to their feed. That signal could be a compliance deadline, active shopping for IT services, a new IT job posting, a security exposure, or a visit to the MSP's own website. Leads the MSP suppressed (existing clients, competitors, do-not-contact) are excluded.

A lead is not a booked meeting. It's a reason to call a specific company this week, usually with a named person to call. What happens next depends on the MSP's follow-up, which is exactly why speed to lead matters.

Cost per lead is the MSP's monthly plan price divided by the average number of leads delivered per 30 days since their first delivery.

Result 1: An MSP in the South Central US (exclusive territory)

• Live since: June 2026 (114 days)
• Leads delivered: 3,550, about 931 per month
• Named decision-maker on the lead: 81%
• Plan: exclusive metro, $1,046/month
• Cost per lead: $1.12

This is the most expensive plan of the five, and it still comes in at about a dollar a lead, because an exclusive metro sees every signal in the market instead of sharing them. More than half of their leads (1,878) were compliance signals: businesses facing a regulatory or insurance requirement they can't meet alone. We cover why those convert into conversations in compliance deadlines as MSP sales triggers.

Result 2: An MSP in New England

• Live since: June 2026 (108 days)
• Leads delivered: 2,238, about 619 per month
• Named decision-maker on the lead: 94%
• Plan: shared metro, $521/month
• Cost per lead: $0.84

Their mix was close to even between compliance (889) and active buying intent (777), with 259 companies hiring for IT roles. At $0.84 a lead, the constraint isn't supply. It's how many of those 600-plus monthly leads the team can actually work.

Result 3: An MSP in the Great Plains

• Live since: June 2026 (110 days)
• Leads delivered: 931, about 254 per month
• Named decision-maker on the lead: 94%
• Plan: shared, two smaller metros, $191/month
• Cost per lead: $0.75

The lowest cost per lead in the group came from the lowest-priced plan, covering two mid-sized metros. Smaller markets produce fewer signals, but the price scales down with them. This MSP pushed 180 leads straight into their CRM to work.

Result 4: An MSP in Florida (five metros)

• Live since: June 2026 (114 days)
• Leads delivered: 849, about 223 per month
• Named decision-maker on the lead: 89%
• Plan: shared, $521/month
• Cost per lead: $2.33

This MSP takes a narrow approach: they filter hard on industry and company size, so they get fewer leads than the others at the same price. What stands out is the follow-through. They pushed 88% of everything delivered (751 leads) into their CRM. A smaller, tighter feed that actually gets worked beats a big one that sits unread.

Result 5: An MSP on the Gulf Coast (Signals + Upsell)

• Live since: August 2026 (50 days)
• Leads delivered: 892, about 536 per month
• Named decision-maker on the lead: over 99%
• Plan: shared metro, $521/month
• Cost per lead: $0.97

This is the only MSP in the group running both sides of the model. Signals found 892 new businesses in market. Then, when they connected their PSA, RMM and email-security tools to Upsell, it found 219 opportunities across 90 of their 299 active clients in eight days. That's demand they already had access to and hadn't seen.

What Upsell found inside three client books

Upsell reads the systems an MSP already runs (PSA, RMM, backup, documentation, email security) plus each client's public web presence, and flags specific, evidence-backed opportunities. All three MSPs below are in their trial, so there's no cost per lead to report yet. Here's what showed up in the first days:

MSP	Days connected	Opportunities	Active clients with one or more	Most common finding
Gulf Coast	8	219	90 of 299 (30%)	Services clients aren't under agreement for (80)
Central Florida	25	214	49 of 123 (40%)	Services clients aren't under agreement for (108)
South Florida	9	89	42 of 102 (41%)	Missed patches (38)

Counts cover active clients only. Opportunities Upsell found on prospects and former clients in the same PSA aren't included.

Other recurring findings across the three: weak or missing email authentication, end-of-life operating systems, devices without endpoint detection, missed patches, recurring ticket themes that point to a project, and license counts that have drifted from what's billed. We go deeper on these in what your PSA already knows about your next sale.

What the five have in common

1. Supply isn't the problem. Four of the five pay about $1 per lead or less. Every one of them gets more leads than a typical two- or three-person sales team can call in a month.
2. Most leads come with a person. Between 81% and 99% of leads arrived with a named decision-maker, so the first call goes to someone, not to "the business."
3. Follow-through is the difference. The MSP that pushed 88% of its leads into its CRM got the most out of a smaller feed. A lead that nobody calls is worth nothing at any price.
4. The clients you already have are the cheapest place to start. Upsell flagged at least one opportunity for 30% to 41% of active clients within days, without buying a single new list.

Want your market's numbers?

Lead volume depends on the metro, the industries you target and the company sizes you serve. See what Lead Signals finds in your territory, or read why we think every MSP should start with demand they can see before spending on anything else.

All figures pulled from MSProspector production data on October 2, 2026. Company names removed; regions are approximate. Cost per lead = monthly plan price ÷ average leads delivered per 30 days.