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Blog, Current Vacancies, IT Solutions, Technology, Uncategorized

Why is an Elephant?


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Why is an Elephant? A question I once posed to my English teacher as he boasted he was well educated and stating (unlike his students) he could answer anything we threw at him.  The relevance and purpose of the question was nonsense of course, but hidden here in plain sight is the real question, Why?

Why do we do what we do?  (What is our purpose?) The question Why? Must be the ultimate question of all.

The now infamous line from The Matrix “Why why why Mr Anderson” shouts agent Smith! (I just like that film!).  And the all too common question for any extreme athlete; Why do you do what you do; Why put your life at risk?  Why do people buy electric cars from a non-profitable company (Elon Musk – Tesla) a chap who also designs reusable rockets, is building a mission to Mars and manufactures solar roof tiles? Why indeed?

A question applicable to one and all and not many can answer immediately without thought. A very defining question indeed.  We all have choices and many have an inbuilt desire to achieve and succeed in what we choose to do as humans, a competitive instinct is a great thing so how can we as employers and commercial organisations harness this to benefit their productivity and competitive edge? A question from a question and the subject matter goes on. But this doesn’t answer the Why question…

“Because I love what we do here, I love the people and I can make a difference” is often heard here at Cetus and we are ever so proud to hear that too!  A more personal and popular response.

From our inception in 2001, Cetus openly published our values, our core ethos to: Think differently, Deliver better, Forge bonding relationships (partnerships), be the best at what we do, be thought leaders.  This is where the Why? of Cetus began.

We set out to compete with System-Integrators by design and be different in our approach; it was (and still is) all about our customers, listening and understanding are key.  “Vendor neutrality and a commercial approach with a technical toolkit’ was also early messaging as it’s all about the customers need and desires, not just what stuff we thought we could sell for a profit.

Jump to the present day, much grey hair and indeed more wrinkly, I sit as part of a team who have amassed an unparalleled wealth of experience and knowledge which underpins our Why?

Encapsulated more recently in our updated messaging ‘Inspire. Transform. Together’ is the Why? of Cetus.  Deep within the DNA of Cetus is a core set of values attributing to the Why?

Think differently
Challenge thinking
Designing value
Create innovative solutions
Challenge the status quo
Challenge the boundaries of IT

This is why we do what we do.

Here at Cetus, for over 15 years we’ve been enjoying challenging thinking.   We inspire IT professionals to think differently, not just about the here and now, but by delivering strategic empowerment to effect change to improve business outcomes.  Competitive advantage and driving productivity are outputs and products of what Cetus do, but working with individuals to grow and enhance an organisation’s abilities is a core part of our enjoyment, we simply love working with people!

I have an inbuilt desire to solve problems at work and in my private life. Since I could use a screwdriver I have always taken things apart and reassembled them.  But I love working with people, I love asking questions and understanding people and their drivers and the fact I can influence change and the development of others.

At Cetus, we have built this into our platform from day one, it is something I have passionately worked on all my career and for me, success comes in many guises but the most satisfying is the development of people, giving people a chance to improve and better themselves. Naturally in turn, this promotes success within any individual too. “You can go fast alone, but can go faster together”!

Another Why question this time from the film IRobot:
“Why is it that when Robots are stored in an empty space they will group together rather than stand alone?” This one is intriguing and who knows, with the anticipated growth of AI and Machine Learning, perhaps we’ll find out in our lifetime one day.

Cetus are always looking for energetic, inspiring and thought provoking people to join our Team.  If you think you know your Why?, then simply give us a shout as you have most likely found a great place to be… Cetus Solutions.

Mike.pngMike English – Managing Director
Since forming Cetus in 2001, Mike drives change and development to ensure Cetus empower and deliver real value to our customers, enabling successful business outcomes.

 

Blog, Cetus Solutions, Current Vacancies, IT Solutions, Technology, Uncategorized

It’s Value, But Not As We Know It…


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To be honest, I’ve never been much of a Treky, but the new Star Trek film had me reminiscing about years gone by. And, having recently returned to the IT reseller channel after a 20 year journey through the land of systems integrators and vendors, there’s lots to reminisce about!

It was obvious that things would have changed, but even in the fast paced world of technology it’s amazing how much the market has moved on. And as a Sales and Marketing professional, I can see the impact runs deeper than just the changing dynamics of the IT sector.

A new landscape
Cast your mind back to the IT market of the 1990’s (if you are old enough!) and you find a land of plenty. Prospective customers actively seeking out information on new products, their enquiries fulfilled by sales and marketing teams focussed on features and specifications. When demand outstripped supply, adding value was rarely more than an afterthought for IT vendors and resellers.

Fast forward to the present and the situation could not be more different, with an increasingly congested IT market where it is difficult to stand out from the crowd. And the growth of the web, with powerful search engines and a proliferation of content, has caused an irreversible change in buyer behaviour that dilutes the effectiveness of traditional marketing techniques.

As personal experience will tell you, bombarding people with email or telephone calls rarely delivers results. People now buy differently, they do their own independent research, identify different potential solutions to their problems, and produce a shortlist of suitable suppliers, all through the use of the web. Search engines mean they can discover all they need to know without speaking to pesky salespeople!

Behaviour change
This new behaviour is known as ‘inbound marketing’ and has dramatically changed the interactions between customers and suppliers. The customer no longer needs to speak to a salesperson for product information, so the first time they engage is at the end of the process when they are ready to buy. In principle this is good for everyone, it’s an efficient use of time and resources, but it has a couple of key problems.

Firstly, the quality of the end result is dependent on the customer’s research uncovering the best possible solutions, and in today’s time pressured environment that isn’t always the case. And conversely, it’s more challenging for suppliers to get their voice heard and add enough value to earn their place in the buying process.

So, in the brave new world of inbound marketing, how do IT resellers add real value?

Creating value
The answer lies in the customer’s expectations of their suppliers in this new world. They expect suppliers to inject new ideas they can’t discover for themselves, and to challenge their thinking with insights that are directly relevant to them. In turn, this demands that suppliers build a detailed knowledge of their customers, the markets they operate in and the stakeholders they serve.

This is a real challenge for many IT resellers, who are naturally focused on the technology sector rather than their customers markets. But the prize for meeting the challenge is early involvement in the buying process, bringing the opportunity to shape thinking and influence strategy – in short, the chance to add value.

So for IT resellers to add real value for their customers, they need a detailed knowledge of the vertical markets their customers operate in, a clear focus on business outcomes, and a proven ability to deliver tangible benefits. Coupled with a tailored approach for each individual customer that is relevant, personal and compelling.

Our DNA
Here at Cetus we’ve thrived in the changing IT market of the last 15 years, largely because the ability to add real value for our customers is embedded in our DNA.
But don’t take my word for it, let us prove it!

Just contact us and give us the opportunity to ‘walk the walk’. Alternatively, if you want to learn more about working with Cetus, take a look at the Who we are  section of our website, or register for one of our upcoming Inspired Leaders Programme events.

Directors-9688Gary Hyman – Sales & Marketing Director
Gary’s core focus is to find potent solutions that help customers confront specific business challenges, equipping them to enrich the lives of their customers and stakeholders.