NSITSP Spotlight: Ryan Redmond of Optrua (EP 916)
Ryan Redmond spills the secrets to making CRM work for MSPs and how Optrua’s “smarter systems” drive better sales. We dig into Microsoft Dynamics, co-pilot AI tools, and the challenges of industry regulation in IT.
I chat with Ryan Redmond, founder of Optrua and a long-time advocate for smarter sales, better systems, and industry progress. Ryan walks us through his background in CRM and ERP, shares why MSPs struggle with sales automation, and explains the challenges facing IT professionals when adopting Microsoft Dynamics and integrating it with existing business tools. We also dig into why process matters more than technology, how co-pilot and AI are changing the game, and what NSITSP is doing to move industry standards forward.
Topics include Optrua’s consulting approach, practical tips for CRM adoption, sales process optimization, resources for MSP growth, and the importance of active participation in IT advocacy. You’ll find fresh perspectives to help you run your business smarter.
List of Companies, Products, and Books:
- Optrua: https://optrua.com
- NSITSP: https://nsitsp.org
- Microsoft Dynamics: https://dynamics.microsoft.com
- Microsoft 365: https://microsoft.com/microsoft-365
- Microsoft CRM (now Dynamics): https://dynamics.microsoft.com/crm/
- IAMCP: https://iamcp.org
- Salesforce.com: https://www.salesforce.com
- Oracle: https://www.oracle.com
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Ryan Redmond
CEO
Ryan Redmond – CEO of Optrua
Ryan Redmond is the founder and CEO of Optrua, a Microsoft partner helping mid-sized businesses modernize their sales systems through Dynamics 365 Sales, the Power Platform, and AI. Guided by Optrua’s brand promise, “Smarter Systems. Better Sales.” (SSBS), Ryan and his team focus on aligning CRM, AI, and automation so sales organizations can accelerate revenue instead of being slowed down by disconnected tools.
Ryan brings over 25 years of experience in CRM, ERP, and enterprise consulting. Before launching Optrua in 2022, he founded and led Customer Dynamics (2004–2020), a Microsoft Gold Partner recognized for delivering CRM solutions that helped clients streamline operations and improve revenue growth. He also served as Practice Director at Dynamic Consulting and sa.global, where he oversaw CRM delivery and business optimization initiatives. Earlier in his career, he directed CRM development at Lilly Software and managed ERP consulting teams at Alpine Systems.
His leadership philosophy is grounded in Agile and continuous improvement, shaped by decades of consulting and his military service in the U.S. Navy. From 1982 to 1988, Ryan served as a Machinist Mate aboard the USS Enterprise (CVN-65), where he oversaw nuclear power plant maintenance programs and trained personnel in emergency response. This rigorous environment instilled in him a lifelong commitment to precision, teamwork, and accountability.
Ryan has also contributed to the Microsoft partner community as Vice President (2012–2014) and President (2014… Read More
