Spikesconcept is an initiative of Hetty and Arjen Koonings. Added together, they have more than 30 years' experience in (pre-)sales, marketing and management functions at various national and international software and services organisations. It's this extensive practical know-how and their broad network of associates which will be pivotal in helping talented entrepreneurs to establish and grow their businesses. Not just by giving advice, but also by actually becoming a part of the project or company.
This 'support drive' is what led to the launch of spikesconcept.
Arjen Koonings
Arjen studied business economics at the VU University in Amsterdam, but his first encounter with software for business processes was while doing his military service. After completing his studies in 1985 he worked for a few years as a consultant for financial applications from McCormack & Dodge, SAP, and others. In 1990 he took his first step into sales as an account manager with Dun & Bradstreet Software.
In 1993 he transferred to a then new and small American software supplier called PeopleSoft, and set about conquering the European market in pioneering fashion. After the first sales successes, he set up the Benelux subsidiaries, grew the business by continuously overachieving the yearly business and sales targets, and rapidly developed the concern into a market leader in its area and one of the biggest software companies in the world.
At the beginning of 1999 he was asked by American software supplier Ariba to set up a Benelux subsidiary for them and build up the business. As Regional Manager Northern Europe he made a significant contribution, through continuous national and international sales and business successes, to the growth of Ariba into one of the most successful B2B Internet companies.
In 2003 he moved to Business Objects to head up the Dutch subsidiary for this supplier of Business Intelligence software and services, just prior to some crucial take-overs (e.g. Crystal Decisions). After a resoundingly successful 2005, Arjen thought it time to give his career a new direction. In addition to pursuing what has always been a very active sports life, his sphere of activity since 2006 has centred on helping various companies, working as interim manager and software business adviser.
Hetty Koonings
Following her study of business economics at the VU University of Amsterdam, Hetty was responsible for Marketing at software supplier McCormack & Dodge from 1989. In this time she was confronted with all the perils of company mergers, with the competition (MSA) through to Dun & Bradstreet Software. The challenges arising from this merger laid the foundation for Hetty's very distinctive and forward-thinking approach to marketing.
In the 15 years that she has been working in marketing - for companies such as Dun & Bradstreet Software, Texas Instruments Software, Sterling Software and Computer Associates (CA) - what stands out is her capacity to be customer oriented, resolute but above all practical.
In addition to her marketing background, she has worked in (pre-)sales positions giving her a thorough understanding of complex sales trajectories. This adds an extra dimension to her interpretation of the marketing role. In her view, marketing only becomes truly effective when marketing activities are deployed as an integral part of the company's management and objectives.
In 2004 she started her own business under the name Spikes Marketing.
Since then she has helped organisations such as COOLProfs, OrangeWing Consulting, Redwood and NOAD with developing and carrying out various marketing programmes.
