13 Sep 2023
Can you share with us your background and tell us about your journey with Deep Casing Tools so far?
“I joined DCT around 18 months ago after a fruitful 11 years with Innovex. With my unique knowledge of the swivel market, I have been able to hit the ground running very easily promoting the MechLOK and the complementary turbine powered reamer shoes. I view these products as game-changers within the industry. In the time I’ve been here I’ve witnessed the ongoing development to the MechLOK technology, with the introduction of additional swivelling tools, the MechLOK-T and MechLOK-R. Deep Casing Tools continue to push the boundaries of innovation, I’m glad to be a part of the company’s growth and success.
Furthermore, the global aspect of my job has allowed me to travel to all corners of the world including visiting partners and customers in Australia, Malaysia, Abu Dhabi and more. Such international exposure has broadened my knowledge of the industry, helping me gain a better understanding into the diverse needs and challenges faced by operators.”
What inspired you to pursue a career in sales and marketing, and how did you end up in your current managerial position?
“I basically fell into a sales role back in 2007 after deciding offshore life was not for me. I joined a small company where I worked closely with the Global Sales Director. He showed me the ropes and I was able to gain huge experience globally in a technical sales and applications engineering position. From there my applications and sales background was invaluable and has allowed me to get to where I am now through varying roles over the last 16 years.”
Can you highlight some key achievements during your time with Deep Casing Tools that you are particularly proud of?
“I would say for me it would be breaking into new markets for both the MechLOK and turbine powered reamer shoes, the TurboCaser and TurboRunner. It can be challenging convincing customers within new markets to adopt new technology. By focusing on building strong relationships and listening to their needs I have been able to provide solutions from Deep Casing Tools that work. Their success stories and testimonials have become a powerful sales tool for me, trust gained enables me to crack into a wider market. I have thoroughly enjoyed the challenge of gaining market share for all our tools.”
Are there any specific challenges you’ve faced during your time at Deep Casing Tools, how did you overcome them to achieve your goals?
“There are a few. Most of these have been addressed with relative ease due to the fantastic team I have around me. Being a smaller company, it has been so refreshing to be involved in some key business decisions. Through the encouragement of open dialogue and diverse perspectives within the team we not only mitigate risk but also ensure decisions are well informed. It’s empowering to see these decisions come to fruition.
Of course, another challenge we encounter is competing with larger players within the industry. Our focus remains on the development of our cutting-edge technologies and providing exceptional customer service. By identifying unmet needs with potential and existing customers we can carve out our space within the industry, demonstrating that being small can be an advantage when it comes to innovation and responsiveness.”
How do you measure the impact of your sales and marketing efforts on Deep Casing Tools bottom line, and what KPI’s do you find most valuable in assessing success?
“The proof is very much in the pudding, I guess. Growing revenue for new products such as the Rubblizer into key commercial components of our bottom line.
In terms of KPIs selling tools is one thing but selling them profitably is another. In an ever-competitive marketplace gaining an acceptable EBITDA is top of the list.”
Looking to the future, what is your vision and goals for the sales and marketing department, and how do you plan to continue driving growth and success?
I want to see us to continue to flourish in new and existing markets first and foremost. I would love to see our relationships with global partners continue to thrive to give the rewards for both DCT and our associates.