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 Channel Futures

Leadership


Arlin Sorensen’s Next Move: Heartland Technology Consultants Preps 2013 Launch

  • Written by Joe Panettieri 1
  • January 4, 2012
Arlin Sorensen is best known for his ongoing work with HTG Peer Groups and Heartland Technology Solutions (an MSP and IT services provider).

Arlin Sorensen is best known for his ongoing work with HTG Peer Groups and Heartland Technology Solutions (an MSP and IT services provider). But Sorensen and some other well-known names are also focused on a startup called Heartland Technology Consultants (HTC). The complete HTC story won’t likely emerge until 2013 — when the company fully pulls back its curtains. In the meantime, here are some early clues from Sorensen about how HTC plans to serve the IT channel — both IT service providers and vendors.

According to Sorensen:

“Heartland Technology Consultants is in startup mode. We will officially come to market in 2013 – this next year [2012] will be a building year with a small controlled pilot to get our program together and our training in place. Bottom line is that we will offer consulting services to VAR’s and vendors, and will provide subject matter experts that can address the common blockers to growth that most companies face like sales, service delivery, HR, finance etc.  So that will be somewhat similar to other offerings in the market.  Our team will be deeper and broader, but able to deal with the challenges of running a company.”

Admittedly, the IT channel is filled with coaches — some quite good, some not so good. HTC hopes to differentiate by focusing on both “leadership and life coaching,” said Sorensen. “We will come alongside companies to address the need to grow management and leaders, as well as address the challenges that owning a business creates in personal relationships.”

The Messy Stuff

Yes, the HTC coaching will deal with personal aspects of life. “We will tackle things like marriage, family, faith and other messy things because that is what truly matters,” said Sorensen. “So our team will not only be strong in their experience in the marketplace, but also in their ability to coach people to grow as husbands, dads and bosses. Coaching will be the cornerstone of what we do as we see that as the major blocker to most problems.  It may look like a business issue – but there is always more under the surface.”

Although HTC remains in startup mode, a value statement is already in place: “HTC walks with you to achieve your desired growth and legacy by providing coaching and consulting based on experience, wisdom, and integrity.”

HTC’s Business Model and Initial Team

HTC plans to develop a monthly fee-based approach that will give its SMB clientele — IT service providers and vendors — access to the entire HTC team. “We aren’t looking for short-term engagements; we want ongoing and deep relationships where we can invest in the entire company and help each achieve their potential and reach their dreams,” said Sorensen. “It will be a different approach from things we currently see.”

The first HTC employee is Brad Schow, formerly of Compudyne of Duluth, Minnesota. “Brad is our first, and only current employee, and there will be more coming as we go through 2012.” In late 2011, Sorensen and Schow completed three days of intense training at the Enrichment Center in Decatur, Ala. The center’s executive director, Dr. Larry Little, is mentoring and certifying HTC’s coaches.

Emerging Strategy

Sorensen concedes that some of HTC’s strategy is still emerging. “We aren’t able to give a lot of details as we don’t really have them yet,” he said. “We have a vision, a clear mission, and know what we will do in terms of providing a team of people who are committed to helping our clients with any issue they face – starting with legacy and life – and also their leadership and business challenges.  Beyond that we are building and training and preparing to make a difference.”

Other Thoughts

Sorensen is deeply plugged into the IT channel — both on the vendor side and the IT service provider side. His relationships across HTG Peer Groups should be a natural door opener for HTC, though he’ll need to maintain the same balancing act that we all face in the IT channel: Balancing casual business relationships — and many friendships — with paid engagements.

What will make HTC truly unique? It’s far too early for me to say. But I will offer this: Plenty of people have attempted to build peer groups and coaching organizations, but HTG Peer Groups has carved out a unique slice in this market. We’ll be watching to see if Sorensen, Schow and forthcoming HTC team members can build another unique model at HTC.

And of course, I forget to ask the ultimate question: Will Sorensen continue to split time between Heartland Technology Solutions, HTC and HTG? Or will he start to devote more of his time to one specific endeavor… say… HTC?

Stay tuned.

 

Tags: Cloud Service Providers Digital Service Providers MSPs VARs/SIs Leadership

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7 comments

  1. Arlin Sorensen January 5, 2012 @ 4:49 am
    Reply

    Joe

    Quick update – employee #2 for Heartland Technology Consulting began this week. We have brought Richard Anderson onto the team. Rich is an attorney and currently serves in the Iowa Legislature among his many jobs and roles.

    He comes onto our team as legal counsel for the Heartland companies, but will be focused on helping us with legacy and life coaching leveraging his many years of experience in serving small businesses in his home town of Clarinda Iowa.

    Rich was in Alabama for training with the team at the Enrichment Center last month, and we have over 20 years working together where he has been my personal and company attorney and dear friend. An exciting step two in our process to build a team that can serve small businesses well.

    More to come soon in our process to pull together the tools we need to create a different sort of coaching and consulting group. Happy New Year!

  2. Joe Panettieri January 5, 2012 @ 1:47 pm
    Reply

    Arlin,

    Thank you for the initial info and the update on Rich Anderson. When we launched Nine Lives Media our first move was to find an attorney who really understood small businesses. (It was Amy’s idea, and a good one at that.)

    Happy New Year.
    -jp

  3. Lloyd Wolf January 5, 2012 @ 2:19 pm
    Reply

    Best wishes to Arlin, Brad and Rich on their new venture at HTC. It has been a pleasure working with Arlin and Brad with HTG Peer Groups. I am sure they will be successful with their new HTC venture, and will produce great results for their clients.

  4. Stuart Crawfod January 5, 2012 @ 2:25 pm
    Reply

    Good luck Arlin

    Stuart Crawford

  5. Leslie Eyton January 5, 2012 @ 9:06 pm
    Reply

    A very critical aspect of IT small business operations finally being formally addressed! I remember having this discussion in an IT breakout group some years ago, and the interaction between the presenters and the attendees was pretty intense.

    I suspect that with Mr. Sorensen’s focus being on “leadership and life coaching,” he is acutely aware that he will be watched closely as the example. With his training and experience, I imagine he already has trusted teams that have freed up his heart and mind to address this side of the industry. I know that from my own interactions with some at HTG, they are on the ball and very upbeat (in a genuine, not contrived, way).

    Godspeed with HTC!

  6. Joe Panettieri January 5, 2012 @ 9:24 pm
    Reply

    Leslie,

    On a somewhat related level, I’ve tried to listen closely to HTG’s “life-work” balance messaging. I sat in on a peer group about 2 years ago and learned about a worksheet that basically grades you on how well you balance life with work. I failed miserably at the time. But I’ve made strides… lots more family vacations where I don’t actually work.

    When I sit down with Arlin his first question is always the same: “How is your family.” Thankfully, it’s good. But I appreciate the question every time.
    -jp

  7. Ted Hulsy January 6, 2012 @ 12:03 am
    Reply

    I know HTG has made a real difference in my life and in my career. Building one’s legacy and finding real, life-work balance are critical. Arlin and the HTG Way got me digging into these aspects of my life. And I am very thankful for that.

    I am sure HTC will make a real difference for their clients.

    Ted Hulsy
    eFolder
    @tedsefolder

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