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For many organisations, the value of data only begins with dashboards, reports or AI. But according to Bart Wingelaar of Analytix Power, the real work happens much earlier. "The part before data gets exciting is often underestimated," he says. "If the structure isn't right, you'll never be able to get real value out of it in the end."

Analytix Power helps large organisations with the strategy, execution and implementation of data projects. From data structure and infrastructure to data platforms that make sure information ends up in the right place — so data is ready for analysis, reporting and applications with AI and machine learning. "If I explain it at a birthday party," Bart says, "I say: every company has fragmented data. We provide the structure so that data always ends up with the right people, in the right reports."

The company was founded five years ago by Bart and his business partner. By now it's grown into a boutique engineering team of ten, made up entirely of seniors. They work for major names and complex environments, where quality and technical depth are what matter. "You don't just walk into our clients' doors," says Bart. "We really stand for quality."

From doing everything yourself to making room for growth

Bart originally comes from the recruitment world, where he built a strong foundation in connecting talent with organisations. That's also where his wish grew to build sustainable solutions and structures of his own. At Analytix Power, he picked up all kinds of roles for years: from sales and recruitment to account management and finance. That breadth eventually started to chafe. "I basically did everything myself: from landing a lead to booking the meeting to closing the deal. But at some point I noticed I could never give sales the attention it deserves. If you want to do it properly, it structurally needs time, energy and enthusiasm. At least forty hours a week."

That necessity kept becoming clearer. Analytix Power offers two types of services: secondment at large clients and project-based work. It was especially for the latter that Bart wanted to have far more active new conversations. "We spent a year grinding away on our own. We also tried an in-house salesperson, but that didn't work. They were a bit too analytical. Whereas sales sometimes just starts with: less talk, more action — pick up the phone and go."

Why Barry did work

Like so many entrepreneurs, Bart was regularly approached by parties offering acquisition services. Usually he let it pass. "I'd already experimented with email automation myself. But I actually believe in calling. And that's now simply borne out: calling delivers more value for us than marketing automation."

Through John from Barry, a conversation finally got going. And that felt different. "He called me and basically said: what do I need to do to book a meeting? You're going to tell me right now. I thought that was strong. Just direct. That's when I thought: let's have a conversation."

What made Bart nervous about outsourcing acquisition was mainly the substance. "You do need to understand something about the business. In the beginning there was an onboarding period needed to really understand the world of data infrastructure. That makes sense — domain knowledge is something you build up." By now he sees real progress there. "He's genuinely well-informed now. That's pleasant for the client too. If you're going to do this, you need a good start. But once that's in place, you can really make progress."

Different energy, different conversations

Since January, Analytix Power and Barry have been working together in a six-month pilot. The start involved some miscommunication, but that's since been resolved. For Bart, it was also the first time he really handed acquisition over to someone else. "I found that pretty nerve-racking. So for me it was also: show me what you've got."

What does Barry do differently than Bart himself? Mostly the mindset. "I cold-called myself for ten years too, but I notice it doesn't excite me as much anymore. Adrianos, our Barry, still has that enthusiasm. Time, energy, enthusiasm: that's exactly what's needed. And it's also more professional to have someone else take that first step."

That, according to Bart, is exactly where the strength lies. "Sales is actually really simple: someone says yes, someone says no, or someone doesn't respond. If someone isn't genuinely interested, they won't buy anyway."

That no-nonsense approach suits Analytix Power well. "At Barry, they're real smooth operators on the phone," Bart calls it, laughing. "Exactly the way I learned it myself: here's a call list, and go. I recognise that mentality in Barry."

More calm at the table, more room in the business

The collaboration doesn't just deliver meetings for Bart, it also delivers room — room to focus again on where he adds the most value himself: substance, relationship and closing. "I sit at the table completely differently when I haven't booked the meeting myself. That extra step helps. There's already some groundwork in place, some momentum has already built up. That changes the conversation."

So far, eleven meetings have been booked. Two conversations have already taken place. One turned out not to be a match, but another was very positive and already led to a follow-up meeting. "This could easily turn into a client."

A full pipeline beats too little work

Analytix Power's ambitions are clear. Bart dreams of an organisation of seventy to eighty people, without losing its boutique character. "We don't want to get too big in how it feels. Culture stays important. People should still just know each other by first name."

That growth has to serve a purpose. "We want to build solutions that make a real impact. Especially for organisations that stand to gain enormously from a smart data landscape. That's where our real motivation lies."

For the period ahead, the approach is clear: better a calendar that's too full than too little movement. "Fill it right up, I tell Barry," says Bart. "I'd rather have the luxury problem of too much work than the other way around. We've already got some lines out to add people to our internal team. So bring on those conversations."

On Barry, he's clear: "They do what's needed. Just pick up the phone, open conversations and keep going. That technique, that mentality — it works."