Stealth Startup

Commanding presence in a world full of noise.

Co-Founder

Global Technology Industry Association (GTIA)

Advisory Council Member - SaaS Ecosystem

Luminary

The MSP channel speaks its own language—and after a decade of translating tech innovations into compelling stories, I created Luminary as a strategic partner for SaaS founders ready to be understood.

I'm not an agency selling deliverables. I'm an advisor who helps founders create straightforward go-to-market strategies that connect with MSP decision-makers. No vanity metrics or complex campaigns—just clear positioning and channel-focused tactics that drive real growth.

After years in this ecosystem, I've learned that MSPs have specific buying behaviors that generic marketing approaches simply don't address. The problem isn't your product—it's how you talk about it.

Whether you're launching, struggling with adoption, or scaling your MSP relationships, I'll help you simplify your narrative and develop a GTM strategy that speaks directly to this unique market.

Founder

CompTIA

It's a privilege to join a team that's at the forefront of exploring the vast potential of SaaS, applications, and cloud solutions. In this rapidly evolving digital era, understanding and leveraging these technologies is pivotal for businesses, innovators, and learners alike.

CompTIA is the largest non-profit global tech industry trade association in the world in business for over 40 years as well as the largest provider of vendor agnostic certifications in the IT industry.

Advisory Council Member

FlexPoint

Head of Marketing

Thread

Head of Marketing Consultant

MSPbots.ai

vcpi, a DAS Health Company

Spectrum Health Companies

Head of Sales and Marketing

The MSP channel speaks its own language and I've spent years learning its unique dialect to help SaaS founders get their message across. I created Luminary as a strategic partner for tech innovators who are ready to be understood in this specialized ecosystem.

I've watched brilliant SaaS startups struggle in the MSP space despite having rock-solid products. The issue wasn't their solution, but their story. MSPs don't buy fancy tech, they buy solutions to specific business problems. Without that translation, even groundbreaking platforms collect dust instead of customers.

With my background in building marketing strategies for MSP's and SaaS, I now help founders cut through the noise with messaging that actually connects. No jargon, no buzzwords, just clear narratives that move sales conversations forward. 

I specialize in three things that matter most to MSP-focused startups: crafting channel-friendly go-to-market strategies, developing growth plans that acknowledge the reality of partner relationships, and creating messaging that resonates with MSP owners who are juggling fifty other priorities.
Here's my simple offer: If MSPs aren't getting why your solution matters, I can help. No fillers, no BS, just messaging that actually converts.

Katie Vreeland

Vanity metrics don't build companies. Impact and growth do.


After years in SaaS marketing, I’ve seen teams get lost in dashboards. Revenue goals. Chart after chart. Numbers everywhere.

But behind every number, there’s a person. A partner. A story.

Let's ask a few different questions:
• Did a client share a win?
• Did a referral come from genuine trust?
• Did someone say, “Now I get why you matter”?

Those moments count more than any spreadsheet.

Because real growth isn’t just about hitting targets. It’s about helping people and partners thrive. When you focus on impact, everything else follows.

Here’s what I’ve learned:
→ Stories matter. Referrals matter. Moments of connection matter.
→ Sustainable growth starts with serving others, not chasing numbers.
→ If your team and partners grow, your company grows.

I’ve watched SaaS founders struggle in the MSP channel. Not because their products failed, but because their story didn’t connect. The market wants solutions to real problems, not fancy dashboards.

If you lead a team, ask yourself:
• Are you measuring what matters?
• Are you building impact, or just counting wins?

I’m grateful to work with people who see past the numbers. Who care about the human side. Who build companies that last.

What’s your metric for real impact?

Entrepreneur & Strategist | Building Companies That Power SaaS & MSP Market Leaders

No alternative text description for this image

Jesse Miller

I founded PowerPSA Consulting with a single mission: To help MSPs crack the code for delivering profitable vCISO services at scale. 

Our unique approach is the only vCISO operations blueprint of its kind.

✅ 𝗣𝗿𝗲𝗰𝗶𝘀𝗲 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴
       • Differentiate with niche signals, not vanilla pitches.
       • Client triggers + your strengths = value they want.

✅ 𝗦𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝗶𝘇𝗲𝗱 𝗣𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴
       • No more custom quotes. No more confusion.
       • Clear tiers, clear scope, and clean execution.

✅ 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀-𝗔𝗹𝗶𝗴𝗻𝗲𝗱 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 
       • Operations built with business acumen.
       • Easy for clients to see value from day one.

✅ 𝗗𝗲𝗹𝗶𝘃𝗲𝗿𝘆 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸𝘀
       • Assessments, IR planning, roadmaps, client reports...
       • All mapped out and ready to go.

✅ 𝗕𝘂𝗶𝗹𝘁-𝗜𝗻 𝗦𝘁𝗲𝘄𝗮𝗿𝗱𝘀𝗵𝗶𝗽
       • Clients feel the value every step of the way.
       • And that makes renewals a no-brainer.

Ready to scale your vCISO services?

👇

Click 'Grow Your MSP' in the Featured section below.

Principal Consultant

PowerPSA is the culmination of expertise gleaned from decades at the forefront of technology strategy, operations, and executive leadership in multiple roles and domains. We specialize in tactically deploying force multipliers for managed service providers and information security departments, helping organizations realize their maximum potential.

Simply put, we remove the guesswork, and help you build efficient and profitable infosec programs.

➥Drive change by identifying areas of waste, automating manual processes, and installing feedback loops to supercharge efficiency. 

➥Eliminate pain points and streamline the end user experience through workflow automation. Allow your teams to do more with less, while decreasing burnout and improving morale within and without the technical business units. 

➥Design modular, repeatable processes that allow seamless cross functional teamwork and facilitate a hive-mind mentality for service delivery, all while maintaining superior execution rates.

The result is stunning growth that translates into substantial ROI for those who are bold enough to shift the paradigm and transform their business.

"Thank you for creating this community."

"I wouldn't have been to able to do this without the PowerGRYD."

"It makes all the difference in the world to know I have a place to go for answers."

These were some of the messages I received from our members over the last couple days...

and honestly I'm still kinda reeling.

I really didn't know what to expect when I started this thing.

But it's become one of the joys of my life to see the difference we're making for so many MSPs.

And the true friendships and relationships we've forged as part of that?

Man, I'm so thankful.

So to all of our PowerGRYD members, vendor partners, and contributors:

I value you more than you know.

You all are the best.

Happy Thanksgiving 🦃🍂🥧

Add $1M+ ARR through vCISO services 🚀 Scale fast with the PowerGRYD vCISO System™

I don't have a clever #cybersecfarmers post for ya today, but something equally as important I want to talk about.

Buying local.

This may get a little "ranty" but here goes.

It's not just necessary for the local economy, but for your health as well.

Yesterday's turkey got me thinking about this.

We don't do turkeys on our farm, but we bought ours from a friend who runs another small farm in the area... 

It was probably the best turkey I've ever had - so juicy and flavorful.

Yep, I just said that about turkey 🤯

Did a classic brine and then oven roasted with herb and butter (ghee) under the skin. I suspect ghee might have also contributed to it being juicier because it's easier to lather in there and coats more evenly.

But the real quality comes from the freshness and the way it was raised.

The flavor profile of meat is most influenced by its diet and lifestyle. 

1) This thing was not stuffed in a cage where it could barely move, being pumped full of the cheapest soy-based feed they can find.

2) It was literally out in a pasture eating greens, grass, getting scraps of real food from the farm (supplemented by high-quality feed as well).

Bottom line, the quality of life + quality of feed really translates on the plate.

This means better flavor, yeah - you get that in spades - but also more nutrients, less inflammatory elements, and a whole range of other health benefits to boot.

If you all can find it, highly recommend going with a pasture raised bird from a local farm next year.

And get intentional about partnering with a local farm using sustainable agriculture practices for your meat, eggs, and produce as well.

Your health (and your community) will thank you for it.

/end #cybersecfarmers rant 😅

Winter is a truth-teller - and here's what that means for your vCISO program.
 
Minnesota dropped freezing rain, sleet, and snow this week.

And the aftermath is the truth-teller on a farm.  

It exposes every shortcut.  
Rewards every small, boring decision you made back when the weather was fine.  

Shows you exactly who hustled in October… and who’s paying for it now.

And this year?
 
The tractors fired.  
The heaters kicked on.  
The waterers stayed open.  
Zero surprises. Zero scrambling.  

Because the prep was done 𝘣𝘦𝘧𝘰𝘳𝘦 the storm.
 
And that’s where most MSPs get wrecked with vCISO.
 
They want the revenue…  but they haven’t “winterized” the program:
 
No systems.  
No sequencing.  
No GTM motion.  
No defined first 90 days.
 
So when a client finally signs?
 
Things don’t just get “hard.”  
They risk catastrophic failure.
 
Expectations don’t get met.  
Delivery gets sloppy.  

Your client loses confidence…
 
…and your entire team develops a Pavlovian disgust for vCISO because the 𝘧𝘪𝘳𝘴𝘵 experience felt like getting dropped into a blizzard without a coat.
 
Not to mention one bad rollout can poison the well for years with your client base.
 
The bottom line is this:
 
The market rewards the MSPs who build early - not the ones who build during the storm.
 
If you want January deals to hit clean without freezing your clients out on day one...
 
DM me “Winterized” and I’ll show you how PowerGRYD gets your vCISO program prepped, tested, and storm-ready before the next wave of clients hits.

Or head here next: https://lnkd.in/gaJ7Chm2 

#cybersecfarmers

The number one profit killer of an MSP's vCISO offer...

and the three symptoms that show you have it.

The problem?

Throwing vCISO packages and services at the wall to see what sticks.

If you're doing this, it's time for a reality check.

Because without defining specific customer needs and value prior to building this offer, you'll have:

1. 𝗪𝗮𝘀𝘁𝗲𝗱 𝗥𝗲𝘀𝗼𝘂𝗿𝗰𝗲𝘀
   - Launching without targets = wasted time and money.
2. 𝗖𝗹𝗶𝗲𝗻𝘁 𝗗𝗶𝘀𝗰𝗼𝗻𝗻𝗲𝗰𝘁
   - Offerings miss the mark; clients look elsewhere.
3. 𝗠𝗮𝗿𝗸𝗲𝘁 𝗠𝗶𝘀𝘀𝘁𝗲𝗽𝘀
   - Guessing causes lost opportunities and rework.

I've seen this cost MSPs hundreds of thousands of dollars in lost opportunities, and lost margin.

Read that again 👆

Instead:

• 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗲 𝗕𝗲𝗳𝗼𝗿𝗲 𝗟𝗮𝘂𝗻𝗰𝗵
  - Know your client's pain points and needs.
• 𝗦𝘁𝗿𝗲𝗮𝗺𝗹𝗶𝗻𝗲 𝗢𝗳𝗳𝗲𝗿𝗶𝗻𝗴𝘀
  - Offer outcomes that hit the target, every time.
• 𝗟𝗲𝗮𝗱 𝘁𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁
  - Be the MSP that gets it right, right out of the gate.

👇 The Andidote 

Having a value stream process is more than just "smart"...

It's the difference between red and black on your P&L.

And it's exactly how we help MPSs refine their vCISO offer in the PowerGRYD.

An offer that's built for ultimate profit.

Ready to pivot and lead with precision? 

When you leverage the PowerGRYD vCISO System, you focus your efforts for maximum value.

Shoot me a DM with the word "Profit" and let's talk about how to build a 7-figure vCISO program.

Or head here next: https://lnkd.in/gaJ7Chm2

4 alarming signs your MSP's vCISO program is flushing money down the drain.

If your cyber practice feels like everyone’s working hard but pulling in different directions...

It's more common than you think.

That’s what I call the Spiral of Silos™

When the business has process, but no 'connective tissue' holding it together.

And it means you're missing huge revenue opportunities.

Here’s how it shows up:

1. vCISOs in the dark on sales ops.
2. Sales struggle, making blind promises.
3. Account Management teams overreaching.
4. Departments all flailing in their own bubbles.
   
𝗚𝗼𝗼𝗱 𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝘀, 𝗰𝗵𝗮𝗼𝘁𝗶𝗰 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀.

The thing is, each group probably has decent methods.

But since there's no connective tissue, it doesn't yield results.

The solution?

A linked customer experience, from go-to-market, onboarding, service delivery and account management.

• Imagine all moving as one.
• Communication that’s clear and shared.
• All roles understand the global client journey.

And that means:

• Operations flow seamlessly.
• Clients experience the difference.
• Revenue surges as your MSP harmonizes.

"So, how?" - you're probably asking.

💡 It's what the PowerGRYD vCISO System was designed to do.

• Tear down silo walls.
• Weave connective tissue between departments.
• Make cross-functional processes your new rhythm.

Ready to evolve and capture a new 7-figure revenue stream in the process?

DM me "Connected" and build a repeatable profit machine for your vCISO program.

If a prospect asks: "How much time are you spending?" on vCISO…

They’re not curious.
They’re signaling a problem.

They're actually saying "I don’t see the value."
Because they can't picture the outcome.
So they can't grasp the transformation.

They just see hours.
And hours are replaceable.

Think about it this way:

You don’t ask Microsoft how long it took to develop E3.
You don’t ask Zoom how many engineer-hours per call.
You don’t ask Salesforce how many sprints per deal.

Because real products don’t compete on effort.
They compete on impact.

But MSPs keep trying to sell vCISO like labor.

Blocks of hours.
One-off deliverables.
A “we’ll figure it out as we go” experience.

And when you sell it that way
your client buys it that way.

Which means:

They scrutinize.
They nitpick.
They question.
They push back.
And eventually…

they churn.

Not because your advice was bad.
Not because the service wasn’t needed.
But because you never positioned it as a product with a defined outcome and a predictable value path.

That’s why the PowerGRYD vCISO System works.

It forces discipline.
It forces clarity.
It forces you to package vCISO like the recurring value it’s meant to be.

Repeatable.
Understandable.
Sellable.

Scalable.

And when you do that?

Clients stop measuring minutes
and start measuring wins.

If you’re done being treated like a contractor wearing a strategist’s badge…

DM me “Productize" 

I’ll show you how the GRYD turns vCISO into a real product your clients respect... and pay for without blinking.

Or head here next: https://lnkd.in/gaJ7Chm2

Is your MSP stuck in a bad relationship with vCISO?

A vicious cycle of: 

-> Difficulty on go-to-market & messaging 
-> Unclear positioning, packaging, and pricing
-> Lots of conversations... but no closed deals

And because it's costly and risky to 'tinker' when you don't have concrete answers for the problem...

There's a bit of analysis paralysis going on, right?

So, let's make it simple.

Here's what to do:

✅ Niche down; corner a hyper-specific market
✅ Create clarity with outcome-based packages
✅ Scale value (and wins) with repeatable processes

And open the floodgates for profit 💪

Listen, I 𝙠𝙣𝙤𝙬 this works.

It's what I've been helping vCISO programs do for over a decade.

Back when no-one knew what the heck a vCISO even was.

And I've got 𝘵𝘩𝘦 blueprint for you.

Purpose built for service providers and practitioners.

So, if you're looking to build your vCISO program into a juggernaut that scales profit, and generates opportunities for every part of your business...

Drop me a DM with "Juggernaut" and find out how to turn vCISO into an unstoppable revenue engine.

Or head here next: https://lnkd.in/gaJ7Chm2

If you're missing these 5 things, your MSP's cyber revenue will continue to struggle.

Can a security program be effective without:

1. Policies?
2. Risk Management?
3. Business-Driven Outcomes?
4. Strategic Advisory and Oversight?

Finally, the big one:

5. Can a client's security program be effective without a leader?

See the common thread?💡

-> All these support business goals.
-> All these are strategic.

And yet...

I don't see the majority of MSPs including this stuff.

Or worse...

it's in your most expensive package.

Or fatally...

you're giving it away for free.

And it's probably why your clients come down the security path kicking and screaming...if at all.

👆 How do we solve for this?

It's a relatively simple idea.

Flip the way you're packaging security, and make vCISO services your cyber keystone.

Literally, if you have to sell one thing, sell vCISO services.

It's the very best way to:

- Build a trusted advisor dynamic
- Have clients buy in on security
- Get paid for your expertise

And it creates an offer that helps you land bigger, better, more profitable clients.

Want to break the cycle of dead end security convos?

vCISO is the key.

------------------------------------------

💰 I help you scale your vCISO program; profitably.

𝘍𝘰𝘭𝘭𝘰𝘸 𝘮𝘦 - Jesse Miller - 𝘧𝘰𝘳 𝘥𝘢𝘪𝘭𝘺 𝘵𝘪𝘱𝘴 𝘵𝘰 𝘨𝘳𝘰𝘸 𝘺𝘰𝘶𝘳 𝘱𝘳𝘢𝘤𝘵𝘪𝘤𝘦

------------------------------------------

MSPs - I've got one final task for you before you check out for the holiday.

Get this on your calendar.

Luis Giraldo and I have spent an 𝘦𝘯𝘵𝘪𝘳𝘦 𝘺𝘦𝘢𝘳 laying out the foundations of how to get your vCISO service built right, and we're bringing it home with the final episode next week.

This time, we'll talk strategy for future-proofing your offer, and making sure the growth continues long after the "honeymoon period" wears off.

This is how enterprise value is built.

Don't miss it 👇

Click the link below to register, and make sure you're building for the future.

Just like that, the last session of our vCISO webinar series is right around the corner! 

Luis Giraldo and Jesse Miller have shared what it really takes to build and launch a successful vCISO offering. Now, it’s time to close the loop.

In the final session on December 4th, Luis and Jesse will dive into the systems that keep your vCISO program improving long after launch.

Register here to join us: https://lnkd.in/ghTAFw3P

Five mistakes I made (that you can avoid) when I built my first vCISO practice.

I say you learn the most from those "oh crap" moments...

So here's a chance for you to benefit from some of my early mistakes 😉

1. 𝗡𝗼 𝗜𝗖𝗣   
   - A missing Ideal Client Profile = Lack of focus
   - Lack of focus means death by a thousand cuts

2. 𝗜𝗴𝗻𝗼𝗿𝗶𝗻𝗴 𝘀𝗮𝗹𝗲𝘀 𝗲𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻   
   - Expecting your sales team to just "pick it up"
   - Results in a leaky funnel and abysmal close rates

3. 𝗟𝗲𝘃𝗲𝗹-𝘀𝗲𝘁𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝘁𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝘁𝗲𝗮𝗺𝘀   
   - Launching services; ignoring consensus
   - Surefire way to cause chaos and discord

4. 𝗦𝗲𝗲𝗶𝗻𝗴 𝘁𝗵𝗶𝗻𝗴𝘀 𝗳𝗿𝗼𝗺 𝗰𝗹𝗶𝗲𝗻𝘁 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲    
   - You have this great new service...
   - Think your clients will be excited too?
   - Why? Better have thought this through via ICP.

5. 𝗛𝗼𝗹𝗶𝘀𝘁𝗶𝗰 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀 𝗺𝗼𝗱𝗲𝗹   
   - vCISO touches every aspect of your business
   - Do you have playbooks for...
   - Sales, design, technical teams, account management?

Ignoring these was grinding our MSP to a halt. Something had to change. 

I went back to the drawing board, and viewed the system as a whole.

The result? A comprehensive ops design - a model that gave me lines of sight - all the way from sales to billing. 

All of a sudden, we started crushing it.

We were moving in symphony.

Clients began to rave.

Margins jumped.

So...

If you're currently in the rapids, fighting fires and dealing with churn as margins continue to erode...

Then change your paradigm and cruise the open waters of:

- Solid, calculated, proven packaging
- Systems that align your teams
- Frictionless service delivery
- Engaged, happy clients

And watch the difference it makes on your P&L.

Want to build this out with a proven blueprint?

Shoot me a DM with "Blueprint" and learn how to build a 7-figure vCISO practice (that doesn't slow your MSP down)

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The Battle

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