For our June/July 2009 edition of Guide to Enhanced Achievement of Supplier Diversity Results, we continue to focus on the “DO” aspect of the PLAN-DO-CHECK-ACT cycle. In this case, let’s address the DO of Generating Revenue from Supplier Diversity, a very timely topic for our current economic climate. This month our format is a bit different. We have a special guest, Natalie McCants, who has some valuable information based on real-world experience to share on this topic
Natalie is with the Global Outsourcing and Infrastructure Services business unit within Unisys, a $5.7 billion company providing security for business operations, including systems integration, server technology, infrastructure, consulting, and outsourcing. She is on a one-woman crusade to change the game of supplier diversity – to go beyond simply “checking the box” to leveraging supplier diversity to generate corporate revenues.
I recently met Natalie when she participated in a panel discussion at a Carolinas Minority Supplier Development Council meeting. I was intrigued by her comments, and wanted to share her thoughts and perspective with a broader audience. I appreciate that she agreed to an interview, which follows below.
Felicia: Tell me how Unisys came to this somewhat radical view of supplier diversity as a revenue generator. Was it driven from the top, say, by the CEO?
Natalie: Of course Unisys executives including present CEO, Ed Coleman has encouraged Supplier Diversity Initiatives. Similar to other corporations, we have an established procurement process that allows for M/WBE participation. I identify this as more of a cost savings/competitive MRO type environment. However, there should be a two (2) pronged approach. So, besides the cost cutting opportunities typically associated with the Supplier Diversity procurement process, we also need an increased focus on those opportunities that generate “real” revenue. That can typically only be generated at the field level within the sales organization.
The Director of Unisys Supplier Diversity, Ed Weil-Reyes and the sales organization put our heads together, taking a look at how we could better affect the bottom-line objective of the company – increased revenue generating opportunities. In order for Supplier Diversity programs to truly be impactful to a corporation’s business drivers – it has to generate profit and revenue. Unisys had some key thinkers who were helpful in bringing this strategy to light; Cathy Adducci and Ed Weil-Reyes were key to this initial success. This new focus began as a few people – the right opportunity – the right client – all leading to success, which convinced others at Unisys to take a look at what we were doing.
Felicia: At the CMSDC meeting, you talked about a deal that sounded like the real “proof in the pudding”, where Unisys partnered with an MBE in a rather unique fashion: Unisys was the sub contractor and an MBE was the prime contractor. Can you describe that a bit more?
Natalie: We had been having conversations with VisionIT, a $9 million MBE, for over a year. At the same time, Unisys was searching for qualified MBEs for subcontractors on contracts with the state of Michigan. VisionIT presented an opportunity to us with the Detroit Public School Systems. The deal that we ultimately put together and which was the winning bid was better than $30 million lower than the next closest competitor. Our competitive pricing was assisted by strategically deciding to shift the traditional MBE partnership paradigm. In this opportunity the MBE acted as the prime contractor while Unisys provided a subcontractor role to the partnership. The overall contract value was $40-$50 million in total.
Felicia: Since you successfully implemented that deal, what has changed regarding this “reinvention” of supplier diversity at Unisys – how would you describe the “current state”?
Natalie: We are truly still in our infancy. Currently, we are systematically searching for more opportunities, more MBEs. We realize that relying on a single strategic partner to fulfill a Vision IT role is not sustainable in the long run. The mantra is “more partners, in more regions, for more opportunities”. In addition, we have learned that there is no “one size fits all”. We have to evaluate each opportunity on a case-by-case basis, given the availability of strategic partners, the client needs, etc. We are working on about 4 or 5 potential deals, both public and private sector, which is a pretty good number for the early stages.
Felicia: What are your tips for corporations to help them in realizing revenue opportunities as a result of supplier diversity?
Natalie:
- Move from the “checking the box” mode of supplier diversity and begin viewing MBEs in the same manner as you do other strategic partners
- Leverage the relationships that your strategic MBE partners have and understand how these relationships can assist the client in meeting their own supplier diversity goals.
- Understand how the value proposition of supplier diversity can align with your company’s bottom-line revenue objectives. Opportunities include:
- Allowing your offering to be more price and solution competitive
- Exploring innovative strategic partnering structures
- Figuring out how to assist the client in exceeding their supplier diversity expectations
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Use NMSDC and regional councils as a means to understand the true value proposition of minority partners.
Felicia: What are some tips that might help MBEs participate in this arena?
Natalie:
- Change their view of themselves and the value of their firms. MBE firms must begin to see themselves not simply as minority vendors trolling for corporate projects, but they must begin to view themselves as true strategic partners, just as a Dell or Cisco would view themselves in relation to a Unisys.
- Do the internal work to ensure viability and attractiveness. This includes having strong financials (accurate bookkeeping and financial records, solid Dun & Bradstreet ratings and good credit, and high client references.
- Do your homework. Research the company, know what you want, come to the table with opportunities. Take inventory of your existing client relationships and their needs. Identify how you can work with a Unisys to gain more opportunities. Know Unisys.
Felicia: Any final thoughts to share?
Natalie: Now is the time, given the economic challenges, to reinvent the idea of supplier diversity. Being innovative in approach can ultimately lead to creating value and economic stimulus, jobs, and business growth. Doing the work now is the framework for a better and a more profitable tomorrow.
Thanks again to Natalie McCants for being our special guest this month, and providing a “real-life” success prescription for generating revenue from supplier diversity.
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