What is ROTRU™?
ROTRU™ (Revenue Optimization Through Resource Utilization™) is a strategic analytics framework developed by Next Level Now for IT Managed Service Providers (MSPs). Most MSPs face the challenge of balancing profitability, client satisfaction, and efficient resource allocation. ROTRU™ shifts operations from reactive planning to proactive, data-driven decision-making.
By analyzing client behavior, labor costs, and profitability metrics, ROTRU™ enables MSPs to:
- Align staffing and services with true profitability
- Serve the right clients
- Hire and allocate the right team members
The ROTRU 3-Step Process
1. Client Banding
Segment clients based on actual service consumption rather than outdated metrics.
Key attributes include:
- Revenue for services (recurring or total)
- Market segment (e.g., healthcare, legal, education)
- Geographic footprint
This approach reveals performance bands that reflect real value generation.
2. Cost Infrastructure Analysis
Understand the true cost-to-serve each performance band.
Key insights include:
- Time and effort per client group (technician hours, ticket volume)
- Identification of outlier clients draining resources
- Refinement of client bands based on accurate usage patterns
This ensures costs and effort align with actual client value.
3. Resource Planning by Band
Align staffing with demand from each client band for precision resource planning.
Key questions to answer:
- How many Tier 1, Tier 2, and Tier 3 technicians are required per segment?
- Are tech resources allocated in proportion to client value?
- How can MSPs shift from generic FTE planning to profitability-focused operations?
Key Questions ROTRU™ Helps MSPs Answer
- Where should sales and marketing focus?
- Do our pricing models reflect cost-to-serve?
- Which clients are draining profitability?
- What’s our ideal client profile or “sweet spot”?
- Do we have the right tech mix across tiers?
- How do we deliver more value without raising costs?
Why ROTRU™ Matters
Many MSPs still rely on surface-level metrics like gross revenue, endpoint counts, or utilization benchmarks. These often overlook the nuances of true profitability.
ROTRU™ fills that gap with a fact-based framework that connects performance directly to profit.
With ROTRU™, MSPs can:
- Correlate Price, Time, Effort, and Profit
See how every contract, client, and service performs across key dimensions. - Make Smarter Staffing and Pricing Decisions
Replace guesswork with insights that optimize teams, pricing, and services. - Leverage PSA and Financial Systems
Integrate ConnectWise, HaloPSA, AutoTask, QuickBooks, or NetSuite to reveal hidden trends. - Align Sales, Service, and Strategy Around Profit
Break down silos and ensure every department drives toward margin-focused goals.
Implementation Tools
ROTRU™ implementation begins with automated data extraction from core systems:
- PSA systems (ConnectWise, HaloPSA, AutoTask)
- Time tracking tools (to measure real labor cost)
- Financial systems (QuickBooks, Intacct, NetSuite)
Next Level Now then performs a full ROTRU™ analysis, transforming complex data into a clear roadmap that prioritizes:
- Profitability by client and service
- Resource allocation efficiency
- Pricing model improvements
- Long-term scalability
The Bottom Line
ROTRU™ isn’t just another operational model—it’s a profitability framework for MSPs. By uncovering inefficiencies, aligning staff with actual demand, and connecting operations directly to profit, ROTRU™ empowers MSP leaders to increase EBITDA without adding complexity.
If your MSP is ready to shift from reactive planning to data-driven growth, ROTRU™ provides the path forward.