For someone who claims to have had little interest in IT, Bart Willemsen has spent thirty years in the IT world, particularly in the field of supply chain planning & optimisation. We spoke to Bart about planning solutions and his "sniper shot" approach: in other words, the art of getting the right person to the table.
How did you get into IT and what is your current position?
“The funny thing is that initially I had little or no interest in IT. I studied Industrial Engineering and Management at Eindhoven University of Technology, but at the end of my studies I still didn't know exactly what I wanted to do. I got to know someone at a party, and he asked me to apply for a job at Oracle, where I was hired immediately. I started in sales, and it was a tough but good learning experience. From one day to the next I had to start selling relational databases. After 5 years at Oracle, I joined IBM as a software account manager via BEA Systems. I then spent eight years at Quintiq. I had a fantastic time. We were world-changing back then because we could solve almost all planning problems with standard software, and we gained many new customers in all kinds of industries. The company also grew enormously during that time. There were 75 people on the payroll when I joined, and over 850 when I left. After that, I worked for a couple of supply chain cloud suppliers in various sales management roles. In 2020, I moved to Ordina, now Sopra Steria, where I worked again in sales with planning solutions, because that's where my heart is.”
Why did you choose Ordina?
“I have been selling software solutions for 25 years. I know from experience that software technology is important, but its success depends on the right implementation. This is more than a technical exercise. Embedding it in the organisation is at least as important as the technology itself. In my career I have worked with many implementation partners, including the Big Four. When it comes to planning, few are as focused on the successful implementation of a solution for a client as the OptimAI team at Ordina, now Sopra Steria. That's why I wanted to be part of it, because you get the chance to really take the client by the hand. And I also consider it a privilege to work with smart people who do their job without too much fuss.”
What kind of clients do you have?
“They are very diverse. They range from logistics and metal companies to public service organisations such as the police or customs. But also railways, manufacturing companies, airports and even home care organisations. For many government organisations, the main issue is workforce planning and scheduling solutions. The common factor is that they all have to deal with complex planning puzzles.”
What project are you most proud of?
“I find it difficult to name one, as there are many great stories to tell about many clients. If I had to pick one, I would have to say RDW. At the beginning of the selection process, we were able to point out to the customer that they should primarily focus on the 'why' of the solution; in other words, on the added value that the solution should ultimately provide. This allowed us to avoid ending up in a beauty contest where only features and functions are compared. What made the process unique was that all vendors had to submit a video of no more than 15 minutes.”
What do you enjoy most about your job?
“A few things. First of all, dealing with customers, where I always treat people in an honest and authentic way. The first step is to listen carefully to your customers before blindly bombarding them with service and product information. When you dare to be open and vulnerable, it's always nice to see that people are willing to share their challenges with you. Once you know what they are, you can help them in finding solutions. And with planning, this is possible because planning often has an impact on the client's core processes. Better planning allows you to make a tangible improvement to their operations by making them more efficient. Cost savings and/or increased sales will improve your profit margin. Your customers will be happy too, because the service will be more reliable and better. And your employees will be happier because their work will be more manageable and predictable. A win-win-win situation.”
How do you get in front of potential clients?
“Clients don't usually call us when they have a problem. Cold calling hasn't worked for years because it causes more irritation than results. Ideally, you will be introduced somewhere by a reference, but this is not always the case. As an alternative, you have to look for opportunities to approach a potential client yourself. This means researching the industry, the customer and the person you want to approach. This takes time and energy. Not only do you need to know the ins and outs of the business, but you also need to research who is the best person to approach and find out what that person's business challenges are so that you can address them in the conversation. I call this the 'sniper shot' approach. You only get one chance, so it requires extremely good preparation.
Copenhagen Airport was a good example of this approach. Airports are interesting to us because they have to solve a lot of planning puzzles, but you can also think of railways or manufacturing companies. I didn't know anyone at Copenhagen Airport. You often look for people who have final operational responsibility for the company's results, someone who is high enough up in the organisation, but also someone who is still in touch with the operations. When I found out that the COO (Chief Operational Officer) had written a thesis on operations research that was completely in line with our vision on planning, I sent him an old-fashioned 'letter' to get his attention. It worked because he put me in touch with the person ultimately responsible for planning, which led to a very nice deal.
If you do manage to get an appointment, it is important the prospect sees every interaction as meaningful. You do this by first listening to them and then having compelling, ready-made stories where other customers have overcome their challenges in a similar way. I firmly believe that it is the stories that stick in people's minds, not the products and services you offer. Everyone is telling those stories, and they do not set you apart from the competition.”
What advice would you give to someone interested in a career in IT?
“I am a fan of Simon Sinek, who became famous for his TED talk 'It starts with WHY'. The lesson I took from it is that you should always start by asking why you are doing something. Only then should you ask how and what you are going to do. I am motivated by helping people to continuously improve through change and innovation. IT/technology is an important means (how) and planning solutions is the tool (what). So, my advice is to find out where your passion lies and whether that is the reason for your interest in IT. Hopefully this will help you choose your own path, whether in IT or not.”
