Bruce Walcroft

Trailblazer
DISC Type : ID

Director of Solutions Engineering at Betterworks

London, England, United Kingdom

Overview

Bruce Walcroft is the Director of Solutions Engineering at Betterworks, leveraging over 20 years of experience in the HR and performance sector. He specializes in demonstrating how AI can enhance performance management and is a graduate of the University of Exeter. Colleagues describe him as exceptionally knowledgeable, solution-focused, and innovative.

Outside of his professional life, Bruce is a passionate advocate for Diversity, Equity, Inclusion, and Belonging (DEIB). He is an openly gay man who has written about his experiences to support the LGBTQ+ community in the workplace. He is also a skilled a cappella singer.

Interesting fact: While at university, Bruce was an active member of the Gilbert and Sullivan Society, showcasing his long-standing passion for performance and singing.

Personality Overview

Values Relationships

Persuasive

Informal

They are more likely to be open to unproven but exciting technologies.  They like to keep things under control. They will bat for you if they come to believe in you.

Topics They Care About

DEIB Advocacy
As an openly gay man, he has written articles about LGBTQ+ experiences in the workplace and is described as a passionate advocate for DEIB.
AI in HR
He frequently presents on how AI can improve performance management, create meaningful feedback, and connect employee actions to business outcomes.
A Cappella Singing
A personal passion and skill mentioned in his professional speaker biography, reflecting his creative talents outside of his tech career.

Media Appearances

Betterworks Profiles in Pride: Bruce Walcroft. Featured in Betterworks Magazine

See Now

Work History

9-2025
Director of Solutions Engineering at Betterworks
10-2024 - 9-2025
Principal Solutions Engineer at Betterworks
4-2020 - 10-2024
Senior Solutions Engineer at Betterworks
11-2017 - 4-2020
Solution Consultant Manager at CoreHR
4-2016 - 11-2017
Senior HCM Solutions Consultant at CoreHR

Education

1995 - 1998
BA Hons from University of Exeter
1989 - 1995
Education details unavailable from Prior park college

More Information

Social Presence :

Prographics :

Exp : 24 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Director of Solutions Engineering at Betterworks
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Insights For Selling To Bruce

During A Call Or A Meeting

DO's

  • Use phrases like ‘your decision will’, ‘you will impact’ etc.
  • Address your competition clearly and confidently
  • Talk about yourself and some of your achievements at the start of the conversation

DONT's

  • Don’t hesitate from asking questions or pushing them, but take a friendly approach
  • Do not look like someone who doesn’t know what they are talking about
  • Don’t force involvement of other stakeholders unless it is critical

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Bruce is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Bruce

  • If they are not convinced, they will say no albeit in a friendly manner.


Insights For Deal Planning

    How fast (or slow) will Bruce move?

  • They can make decisions quickly if they develop trust in you and conviction in the product.
  • Can Bruce take some risk or not?

  • They can take risks if necessary.

You And Bruce

Personality Compatibility


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