# Mads Porsborg

Mads Porsborg works with CleanQuote, a maritime procurement platform, and writes about shipping technology, procurement, and how shipping companies adopt software.

- Profile: https://b2binfluencer.marketing/creators/mads-porsborg/
- LinkedIn: https://www.linkedin.com/in/mads
- LinkedIn followers: 5,662
- Based on 11 dated posts, latest 2026-10-07

## Summary

Useful for grounded commentary on shipping software consolidation, procurement, and adoption in bulk and tanker shipping.

- Best for: A shipping software or maritime procurement vendor planning thought leadership on consolidation and adoption.
- Not for: Consumer or broad reach campaigns needing paid distribution, media kits, or verified access to named roles.
- Check first: Confirm whether they accept sponsorships and can document audience profession, employer, and seniority.

### Takeaways

- Consolidation post names Veson, Sedna, Marcura, and Complexio and asks about customer overlap.
- Most common stack they see is IMOS plus Sedna, raising migration questions.
- Pangaea adoption story: ten ideas, eight rejected, two built.

## Main ideas

- **Integrated platforms compete for overlapping customers**: Porsborg sees shipping software moving from separate products toward connected platforms. The key question is not just which company offers more features, but which part of a customer’s existing setup is hardest to replace. They leave the winner open, noting that customers may continue using products from several competitors.
- **Good procurement software balances operator needs with supplier fairness**: Porsborg describes a marketplace as a relationship between parties with different interests. Smaller suppliers may value the exposure, while established suppliers may prefer direct customer relationships and see a platform as competition. The priority, they say, is helping operators make good decisions without favoring suppliers or imposing unnecessary work on them. Price matters, but it is not necessarily the deciding factor; mistakes should be acknowledged and addressed.
- **Adoption depends on choosing useful changes, not implementing every idea**: Porsborg’s customer example values pragmatism over novelty: generate options, reject most of them, and quickly put the worthwhile changes into practice. They credit the customer’s culture and working relationship, rather than software alone, for adoption.
- **Credibility in bulk and tanker shipping takes time and relationships**: Porsborg challenges the assumption that experience in one part of logistics transfers smoothly to another. They portray dry bulk and tanker shipping as a close-knit community, where curiosity, time, and meeting people help newcomers become part of the industry.
- **Shipping relationships extend beyond scheduled business meetings**: Porsborg presents shipping as a small, connected world where chance encounters and in-person contact add to relationships built through work. They illustrate the point with a trip.

## Work to read

- [Consolidation reshapes shipping software](https://www.linkedin.com/posts/mads_consolidation-is-the-big-theme-in-shipping-activity-7478700328931028993-FbbH)
- [How a maritime procurement marketplace balances supplier interests](https://www.linkedin.com/posts/mads_how-do-you-make-and-keep-suppliers-happy-activity-7491376334565330944-LLll)
- [Joining shipping from the outside](https://www.linkedin.com/posts/mads_how-do-you-know-when-you-have-truly-become-activity-7472185788089327616-3tFN)
- [What a productive maritime procurement partnership looks like](https://www.linkedin.com/posts/mads_pangaea-logistics-solutions-is-one-of-my-activity-7490660360337920000-edsJ)
- [Why shipping is a small world in practice](https://www.linkedin.com/posts/mads_spent-the-last-two-days-in-copenhagen-meeting-activity-7460340634839801856-wBOZ)

## Brand relationships

- **CleanQuote** (disclosed_partnership)
- **Pangaea Logistics Solutions** (client)
- **Vessel Performance Solutions** (disclosed_partnership)

## Partnerships

Mads Porsborg's five posts do not set out a partnership, sponsorship or advertising offer. They write from an operator's seat, describing CleanQuote's procurement work with shipping customers such as Pangaea Logistics Solutions, explaining supplier-relationship principles and commenting on shipping-software consolidation. The posts do not say whether they accept sponsorships. Buyers should ask directly through the LinkedIn profile listed in the identity section: there is no media kit, rate card, audience breakdown, stated collaboration format or official inquiry page to plan around, so confirm budget, timeline and deliverables. They speak credibly about named vendors (Veson Nautical, Sedna, Marcura, Complexio) and buyer-side software choices, expertise a campaign aimed at maritime-technology readers could draw on.

## Alternatives

- Chris Stola, PhD: Choose Stola when the campaign concerns platform and AI adoption in merchant-facing commerce, rather than maritime software. The posts offer two usable arguments. First, client conversations have shaped a positioning claim: buyers choose an agency for the brands it has served, not its services, because migrations, builds and conversion work are repeatable and hard to differentiate by value proposition. Second, a first-person build experiment follows an AI assistant, working through a store connector, as it named, designed and rebuilt a storefront, with the author’s role reduced to moving files between tools. A vendor selling adoption tools to merchants, or a firm debating how AI changes delivery work, gets a concrete walkthrough that a maritime platform brief cannot supply.
- Suzanne Hill: Choose Hill when the campaign is about procurement as a strategic function, not software market structure. The two posts form a connected argument: estimating, procurement and commercial teams sit at the boundary between contractor and supply chain, where they see market shifts first. But without an established place to record those observations, the signal dies in someone’s memory or a chat message. AI now makes it feasible to join those scattered qualitative observations. The second post distinguishes AI for procurement—tools that execute existing tasks—from procurement for the AI era, when the buying decision itself changes to choices such as buying technology, outsourcing a capability or procuring an outcome. A vendor selling into contractor supply chains, or a training provider, gets a closer domain match and a ready-made distinction to build on.
- Kamran Afzal: Choose Afzal when the buying decision concerns physical commodity movement, storage and price risk, rather than software selection. The two posts offer a 25-year first-person frame, a named market and a clear thesis. The market detail is specific: a butane-heavy Pakistan market, a propane-to-butane spread of minus $35, receiving capacity around 13,000 metric tonnes against demand over a million tonnes a year. The thesis: price risk in LPG is really timing risk, and paper hedges fail without somewhere to put the cargo. Physical storage is the dependable hedge, turning volatility into a buying window. A logistics or infrastructure vendor speaking to cargo owners about risk and capacity would find the actual buying logic described here.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/