‘We want to deepen our long-standing relationships’: New Maintel COO on leadership goals

Sarah Roberts talks about her C-suite responsibilities, transitioning from a generalist to a specialist MSP, and three pillars of ambition

UK-based telecoms MSP has recently overhauled its executive team to pivot from a generalist to a specialist firm.

In February, Dan Davies transitioned from interim to permanent CEO.

Six months later, the company hired Sarah Roberts to become its new COO.

The recent leadership reshuffles come as the organisation looks to transition from a generalist to a specialist, which involves developing highly skilled engineers, giving them time to innovate, and ensuring efficiency, says Roberts in an exclusive interview with CRN.

In her new role, she will look to deepen long-standing customer relationships, “some of which are 15 to 20 years old.”

As the business develops its operations function, it will also be able to scale further and bring on more customers.

“It is not just about delivering a service but enabling value.”

The organisation currently counts more than 1,800 clients across the UK, with a strong footprint in financial services, retail, and the public sector, especially healthcare.

She adds that utilities are also an important vertical for the MSP.

These firms usually employ 250 to 10,000 people, and include Vanquis Bank, JD Sports, and 46 NHS Trusts.

The business also reportedly supports smaller customers, and its sales team is segmented into enterprise, mid-market, and desk-based sales.

Maintel is staffed by 450 team members, a little over half of them in operations.

In terms of vendors, it works with companies such as Mitel, Genesys, Zoom, Cisco, and Fortinet.

It collaborates with carriers including BT Wholesale, PXC, and Gamma.

The leadership team will also change further in the future, as the MSP is looking to recruit a new chief people officer, following the departure of Rebecca Hughes in July.

Roberts herself replaced former COO Gillian Bailey, after she joined Giacom in April.

Driving growth

While the company’s results flatlined in H1 FY25, with revenue down 0.2 per cent to £46.5m, Roberts identifies security and connectivity as the organisation’s fastest growing pillar.

“The security and connectivity segment has seen strong growth this year, as customers want more seamless connectivity.

“For example, we recently delivered a large SD-WAN rollout for a sanctuary housing group across more than 700 sites.

“We have seen growth across all pillars, but that one stands out.”

When it comes to new technologies like AI and cloud, Maintel is reportedly well-positioned to adapt and innovate, as it has its own UK-based R&D team, made up of about 21 people, and co-creates solutions with customers.

“Our Audio Safe product was co-developed with a customer and Genesys and is now on AppFoundry. Growth depends on customer needs, and AI cuts across everything.”

The firm’s three pillars - unified coms and collaboration, customer experience, as well as security and connectivity - account for 70 per cent of its revenue, notes Roberts.

Looking ahead, she thinks Maintel has the right ingredients and is targeting the right areas, driven by shifting customer expectations.

“They want outcomes, fewer vendors, best-of-breed technology, and the benefits of AI and automation. I believe Maintel is well placed for that.

“My focus in operations is efficiency, high-performing teams with relevant skills, and operational excellence that supports growth.”