Lance Williams reveals post-Distology move with new consulting business

Williams has entered the entrepreneur game with his new company, Offerlogic

Lance Williams has unveiled his next career move with the launch of his new company, Offerlogic.

Williams left his role as chief technology officer at Distology in February after more than four years at the company.

Speaking with CRN, Williams notes “it was just time” on his Distology departure.

“I had an amazing four years there. But I wanted to pursue this.”

His new venture, in a nutshell, is Offerlogic, a business consultancy designed specifically for improving go-to-market propositions.

Williams says the idea had been baking for a while. The business itself was incorporated on Companies House in February with his first client in March.

With his new job title as founder and director, Williams lifts the lid on what Offerlogic aims to do.

“It's built to help cyber tech companies, specifically, and any type of channel partner to help nail their go-to-market in the UK and a little in Northern Europe.

“The steady focus here for the cyber tech companies is to help them bring a proper, no-nonsense approach to channel in a very focused way.

“Rather than just saying ‘channel’, which channel? Which partners? What are you trying to address? And being far more targeted with it.

“For channel partners, it can be go-to-market. I've been speaking with one client about helping them to shape a cybersecurity business to market.”

Williams states his goal for the first year in the company is simply “to bring about successful outcomes for clients.”

“I know it sounds really vague, but I think right now the most important thing is that each client tends an engagement with me being in a better position than they hope to be at the beginning,” he adds.

Williams has enlisted the help of five alliance partners already - EMEA-Channels, Playing with Boundaries, Considered Cyber Strategies, Grillatech and Cresco Consulting.

“I don't believe in islands in business,” he says.

“But I will almost certainly expand the company as the opportunity grows.”

With a lot of work in front of him to grow and expand Offerlogic, Williams sends a message to channel partners: “It's all about painting a clearer go-to-market picture.”

“If any channel partner is in a position where their go-to-market just isn't quite hitting the spot, or their growth is at a point where they are feeling a little bit frustrated, then there is a good opportunity for me to be able to help them.”