Driving Migration Excellence as the VP Services, ANOW!® Suite at Beta Systems
After more than a decade at IBM and several years in top management consulting, Daniel Kranz now leads Beta Systems’ ANOW!® Suite Services teams – unifying Solution Engineering, Professional Services, and Customer Support under one vision. Based in Berlin, he brings a founder’s mindset and sharp analytical focus to scaling enterprise transformation worldwide. In this interview, Daniel reflects on his journey into workload automation, explains how the ANOW!® Conversion Factory helps clients overcome migration risks, and reveals what energizes him about the people and culture behind the ANOW!® Suite.
Interviewee
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Daniel Kranz
Vice President Services, ANOW!® Suite
Daniel Kranz is VP ANOW!® Services at Beta Systems, driving excellence in service delivery with a founder’s mindset. With 10+ years at IBM and several years in top-tier management consulting, he now scales a global service organization spanning Solution Engineering, Professional Services, and Customer Support. Based in Berlin, Daniel advises senior technology and industry leaders on business, automation, and cloud strategies. Data-driven and adrenaline-fueled, he thrives on challenges and the unexpected.
Could you share a bit about your professional journey and what specifically drew you to the field of workload automation?
It's been quite a journey and it's super exciting. I've been with IBM for more than 10 years, so seeing Big Blue from the inside out made me who I am right now. Then in the end I decided to go to something faster, which was TLGG consulting, basically a strategic consulting boutique in the middle of Berlin consulting C-level customers on their company strategy. Right now, I'm bringing together both worlds. At Beta Systems we've got on the one hand innovative technology and on the other hand, we have great people that I'm responsible for, and try to lead the professional service, solution engineering and customer service teams.
Beta Systems has a significant presence in the enterprise software market. What was it about our approach, technology, or company culture that convinced you to join the team?
It is a mix of both – Beta Systems has a strong presence in the market for over 40 years and is known for its great technology and customer service. With the acquisitions from the last years the company underlines its ambition to be in the forefront of digital transformation. The company culture is a melting pot of start-up and corporate culture bringing together the best of the two worlds: fast decision-making processes and a strong community between all people working for Beta Systems.
As a new joiner, what has been your impression of the company so far? Has anything about the ANOW!® platform or the team culture stood out to you?
My impression from the first 100 days is very positive. The momentum in the SOAP market is real and that’s what we also feel internally. I love how existing customers talk about the ANOW!® Suite and how we convince prospects with our technology but also with our people. Especially the mindset of “getting things done” stands out - that’s what aligns our teams across the globe.
For a customer who is afraid of migration risks, can you explain how the Beta Systems approach to transition projects addresses this skepticism?
On the one hand, it's our ANOW!® Conversion Factory that helps to assess the migration risk. On the other hand, and that's really important for me to talk to you about is that we still know that this is a people business. Of course, we have professional service involved and those people are the best experts that you can get in the market. They will be close to you, listening to you. We will get through with all the people and it will also be fun. It's a migration, but it's still something positive.
You will be speaking at the upcoming Gartner IOCS conference with a session titled "A New Perspective on WLA Migration Risks." What makes this topic so critical for enterprises right now?
The topic is currently super critical for clients we're talking to. Why? Because most of them are staying with the current solution and they are evaluating whether migration makes sense or not. In the end, it's all about migration risk. The assessment of the migration risk is super difficult. With our ANOW!® Conversion Tool, we can estimate the risk that is behind it. That's what I want to show at the Gartner conference in London.
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