#60 – From the Trenches: Dispatch Discipline, AGP & Security-Focused MSP Growth (Luis Alvarez)

In this From the Trenches episode, Josh Peterson sits down with Luis M. Alvarez, President & CEO of Alvarez Technology Group, an award-winning security-focused MSP based in Salinas, California. Luis shares his journey from Air Force linguist and PC builder to leading a 25-person MSP that’s been a Central Coast IT mainstay for more than two decades. 

They dig into why dispatch is the heartbeat of the service desk, how to design agreements that actually protect your margins, and the discipline it takes to track time, measure agreement gross profit (AGP), and manage pull-through project work. Luis also talks about going all-in on security, embracing automation and AI instead of just adding headcount, and using tools like Cognition360 and ConnectWise to make data-driven decisions. 

If you’re an MSP owner or leader wrestling with time entry, dispatch chaos, or flat recurring revenue that isn’t profitable, this conversation is a masterclass in operational maturity, culture, and long-term security-first positioning.

👉 Learn more about the BMK Vision Operating System: https://beringmckinley.com/vision

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🔗 Connect with Our Guest & Host
Luis M. Alvarez – Alvarez Technology Group
• Website: https://www.alvareztg.com/ 
• LinkedIn:   / luismalvarez   

Josh Peterson – CEO, Bering McKinley
• LinkedIn:   / joshdpeterson  
• Bering McKinley:   / bering-mckinley  

📺 Subscribe on YouTube:    / @beringmckinleyvision  

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🔥 Topics We Cover
• From Air Force linguist to MSP CEO
• Building Alvarez Technology Group from 2-person shop to leading regional MSP
• Moving from break-fix to managed services
• Why dispatch owns the day, the tickets, and the hours
• Time entry discipline and closing the “lost time” leak
• Agreement gross profit (AGP) and re-wiring the GL for real reporting
• Using Cognition360, Power BI & data to decide which clients to fire or grow
• Pull-through project revenue vs. over-stuffing agreements
• Security-focused MSP positioning and non-negotiable security stacks
• Hosted vs on-prem PSA/RMM and the true cost of changing tools

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⏱️ Chapters / Timestamps
00:00 – Intro & why From the Trenches exists
00:36 – Luis’ journey: Air Force linguist to accidental computer guy
02:50 – Early PC building, startup life & first exit
05:20 – Launching Alvarez Technology Group in 2001
07:45 – Discovering the MSP model & early managed services experiments
09:30 – Choosing a PSA: AutoTask roadshow, Janine, and landing on ConnectWise
13:30 – RMM evolution: Managed Workplace, LabTech/Automate & tool sprawl
17:40 – Why changing PSA/RMM is so painful for mature MSPs
20:30 – Halo, pricing, and why reporting is non-negotiable
23:45 – Cognition360, Power BI and finally seeing the real KPIs
27:30 – Agreement gross profit, time entry, and fixing the GL
32:10 – Pull-through rate, project work, and scope creep guardrails
34:30 – Dispatcher as profit guardian & shield for the techs
37:20 – Cross-training techs in dispatch and ticket hygiene
39:50 – EOS, Level 10s, and weekly KPI rhythm
41:10 – Why many MSPs stall without data-driven leadership
42:20 – Security-focused MSP, risk posture, and saying “no” to bad fits
42:55 – Where to find Luis online & closing

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🎙 Guest Bio — Luis M. Alvarez
Luis M. Alvarez is the President & CEO of Alvarez Technology Group, Inc., a security-focused managed services provider headquartered in Salinas, California. He founded ATG in 2001 and grew it from a two-person consultancy into a premier IT solutions provider serving 200+ organizations across the California Central Coast, with a strong emphasis on cybersecurity, compliance, and strategic IT leadership. 

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🎤 Host Bio — Josh Peterson
Josh Peterson is CEO of Bering McKinley and host of the BMK Vision Podcast. For decades, Josh has helped MSPs level-up through operational maturity, financial clarity, leadership development, and better use of tools like ConnectWise. Through the BMK Vision Operating System, he and the BMK team guide MSP owners to build durable, profitable, and scalable businesses.
👉 Learn more: https://beringmckinley.com/vision