Stop Selling Security Backwards (EP 988)
In this episode, I sit down in-studio with my good friend Tim Coach from Cynomi to talk about how MSPs can finally get cybersecurity, vCISO services, and compliance under control without drowning in frameworks and spreadsheets. We dig into what Cynomi actually does for partners, how it turns risk assessments into clear action plans, and why it helps MSPs package and price security in a way clients actually understand. If you’ve ever struggled to move beyond “tools and alerts” into real security outcomes, this one’s for you.
In this conversation with Tim Coach from Cynomi, I pull back the curtain on what it really takes for MSPs to offer vCISO, cybersecurity, and compliance services that actually make money instead of creating headaches. We talk about how to move beyond buzzwords, use the right tools, and turn security conversations into long-term, high-value relationships with your clients.
Why listen
- Learn how Cynomi helps MSPs deliver repeatable vCISO and cyber risk services without hiring a full-time CISO.
- Hear practical ways to position cybersecurity, compliance, and risk assessments so business owners actually engage.
Chapters
- 00:15 Welcome back and why Tim is in studio
- 02:19 Who is Tim Coach and what is Cynomi?
- 02:46 Florida move, St. Pete life, and “Florida man” stories
- 07:52 Driving Alligator Alley and road‑warrior life
- 10:12 Radio, streaming apps, and paying for content
- 16:17 Binge‑watching, sports, and how we consume media
- 21:01 Fast‑paced sports, soccer, and cricket detour
- 25:00 Shifting gears into tech and Cynomi at Empower
- 25:10 What Cynomi does for MSPs and weekly community calls
- 26:33 New public API, PSA integration, and reducing labor
- 27:36 AI agents in Cynomi and scaling CISO‑level insight
- 29:46 Turning security into business language clients understand
- 31:34 Selling MFA and security as risk and revenue protection
- 34:20 Regulations, Ohio example, and why baselines matter
- 35:11 MSP security standards vs. NIST, CIS, and government frameworks
- 36:07 How many MSPs are actually following frameworks?
- 37:11 Uncle Marv’s two‑tier security model and “minimum CSF”
- 38:32 Standardizing on a few frameworks so you don’t lose money
- 40:08 Stop selling, start consulting, and being the expert in the room
Guest: Tim Coach, Cynomi
Companies / vendors / products mentioned
- N-Able Empower Conference: https://empower.n-able.com/
- Ring (doorbell / app): https://ring.com
- Reddit: https://www.reddit.com
- SiriusXM: https://www.siriusxm.com
- iHeartRadio (iHeart): https://www.iheart.com
- Spotify: https://www.spotify.com
- NFL Red Zone: https://www.nfl.com/redzone
- KVJ Morning Show (The KVJ Show): https://www.kvjshow.com
- WRMF (97.9 WRMF): https://www.wrmf.com
- Bubba the Love Sponge: https://www.bubbaarmyradio.com
- F1 (Formula 1): https://www.formula1.com
=== SPONSORS:
- Livestream Partner, ThreatLocker: https://www.itbusinesspodcast.com/threatlocker
- Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/
- Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip
- Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid
- Digital Partner, Designer Ready: http://itbusinesspodcast.com/designerready
=== SHOW MUSIC:
- Item Title: Upbeat & Fun Sports Rock Logo
- Item URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UET
- Author Username: AlexanderRufire
- Item License Code: 7X9F52DNML
=== Connect with Uncle Marv
🌐 Website: https://www.itbusinesspodcast.com/
🎙 Host: Marvin Bee
🛒 Uncle Marv’s Amazon Store (gear & tools I recommend): https://amzn.to/3EiyKoZ
☕ Support the show: https://ko-fi.com/itbusinesspodcast
If you found value in this episode, share it with another MSP, IT provider, or tech entrepreneur. Your support helps keep practical, no-nonsense IT business conversations coming every week.
Tim Coach, Pia’s Global Channel Chief, focuses on helping businesses grow through process and innovation. He has an expert understanding of the complete lifecycle of delivering services from the client to the consumer, as well as the intricacies of running a business at every level. He is focused on finding new and innovative ways to help the MSP community thrive.
Tim’s partnership with Pia focuses on bringing AI to MSPs to help increase the efficiency of a single employee throughout the entire department. By integrating AI into the daily work process, it allows us to increase the efficiency of current staff without depending on hiring more people. Being in IT for the last several decades gives him a unique perspective on every level of execution. As a much sought-after consultant with MSPs from across the entire US, he has worked directly with leadership to increase profitability and improve processes and procedures all the way through improving overall company culture now through introducing functional AI to the industry. Whether he has been directly rebuilding MSPs or as a consultant, his primary focus has always been to help businesses achieve their overall vision.
Upon entering the channel space in 2021, his passion for his work drove him to accelerate his advancement at an unprecedented rate. He has performed numerous keynotes and presentations since moving to the channel, receiving countless accolades, and has become a globally recognized award-winning speaker for all his efforts.
When not speaking at channel events, you used t…Read More
