About PMI Consulting
An independent advisory practice helping petroleum distributors align operations, ERP systems, and business strategy — grounded in decades of experience on all sides of the industry.
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Experience from all sides of the industry
PMI Consulting brings more than 40 years of combined petroleum and ERP industry experience. Our team has worked as operators and executive leaders inside petroleum distribution companies, as senior leaders at ERP providers including iRely, PDI Technologies, and FACTOR, and as active participants in the user group communities that shape these platforms.
That combination matters. When our team members recommend an ERP change or process improvement, they're drawing on what they've seen from multiple vantage points — inside distribution companies trying to get work done, inside vendor organizations building and supporting the software, and alongside other customers advocating for better tools and features.
PMI was founded as an independent practice. We are not affiliated with iRely, PDI Technologies, FACTOR, or any other ERP provider. That independence is deliberate — it means our recommendations come from what's right for your operation, not what aligns with a vendor partnership.
Meet the team
Meet the team
Bringing perspective from every seat in the industry.
Jeff Westbrook
Jeff Westbrook
Founder and Principal Consultant
Jeff brings 20+ years of executive leadership across petroleum marketing, convenience retail, and ERP software, with dual experience as both a distribution operator (COO at two petroleum companies) and a senior vendor leader (VP Professional Services at iRely, VP Sales & Marketing at FACTOR). He is a past President of the FACTOR User Group and serves as Facilitator of the iRely User Group, which he helped develop.
Full background
Full background
Jeff began his petroleum industry career at Kendrick Oil, where he led the implementation of FACTOR across 25+ locations — experiencing the platform from the customer perspective before later joining FACTOR as an employee.
Jeff most recently served as Vice President of Professional Services at iRely, where he led the transformation of the implementation function. In 18 months, he scaled the Professional Services Group from 6 to 37 employees, shifted 90% of implementations in-house (previously 100% outsourced), and designed a Business Process Review methodology that ensured client SOPs aligned with ERP workflows and business objectives. He consulted directly with challenging enterprise clients, bringing deep petroleum industry expertise to drive ERP rollouts, customizations, and adoption.
Before iRely, Jeff held two Chief Operating Officer roles in petroleum distribution. At King Oil, he reorganized c-store operations into a centralized structure, implemented a corporate pricebook system, and integrated retail systems with ERP to enable real-time reporting. At JH Seale, he boosted profitability by 25% through operational efficiencies, expanded the transport fleet and dispatch operations across multiple states, and deployed tank monitoring across 100% of managed sites — virtually eliminating runouts.
Earlier in his career, Jeff spent ten years at FACTOR / W.R. Hess Company, rising from Senior Business Consultant to Vice President of Sales & Marketing. He drove 25% margin growth for clients, expanded the wholesale customer base by 200%, and launched two new recurring revenue streams through service bureau and cloud-based solutions. After leaving FACTOR as an employee, he continued involvement as a customer and active user group leader.
Jeff holds an MBA in Accounting and a B.S. in Management & Marketing (Summa Cum Laude), both from Bellevue University. He is an active participant in industry organizations including NACS, the Southwest Fuel & Convenience Expo, and the Western Petroleum Marketers Association.
Jason Berkel
Jason Berkel
Co-Founder and Principal Consultant
Jason brings 25+ years of technology, product, and operations leadership across enterprise IT, SaaS, and ERP environments — including 11+ years focused specifically on petroleum industry technology. His petroleum career includes senior roles at all three major industry ERP companies — iRely, PDI Technologies, and FACTOR — with particular strength in product strategy, customer experience, and building and leading the right teams to drive results.
Full background
Full background
Most recently, Jason served as Product Manager at iRely, where he owned the product lifecycle for two enterprise SaaS modules, led roadmap development and feature prioritization, and translated customer feedback into delivery priorities. Earlier, he spent five years in leadership roles at PDI Technologies, including Vice President of Hardware Operations, Vice President of Engineering (FACTOR General Manager), and Vice President of the FACTOR business unit. During his time at PDI, he led FACTOR through post-acquisition transition, led the team that developed migration tooling, reducing implementation costs by approximately 30%, and oversaw organizational restructuring while maintaining customer retention and release continuity.
Before PDI's acquisition of FACTOR, Jason held Vice President roles at FACTOR (W.R. Hess Company), leading Customer Service and IT functions across more than 400 customers. He transformed the company's support model into a service-oriented structure, developed technical staff training programs that cut resolution times from two weeks to three business days, and managed hardware standardization initiatives that drove a 52% cost reduction and 70% faster delivery timelines. He was also active in the FACTOR User Group during his tenure, including managing and presenting at user group events.
During his FACTOR tenure, Jason also led the development of an in-house Electronic Logging Device (ELD) solution and integrated it into the company's Logistics application — bringing native ELD capability to FACTOR's distributor customers. He served as the dedicated contact and support resource for all beta customers of the ELD solution, working directly with operators to refine the product based on real-world feedback. The work reflects a pattern that runs through Jason's career: deep customer engagement, drive for product refinement, and willingness to take on new technical territory when the customer need is there.
Jason's career began in enterprise IT at Forest Pharmaceuticals (now AbbVie), where he spent 14 years progressing from Client Services Technician to Informatics Manager, ultimately leading support operations across environments with more than 5,000 users. That foundation in enterprise IT service management, vendor strategy, and large-scale operations continues to inform how he approaches ERP and operational consulting engagements today.
Implementation Support Team
Implementation Support Team
PMI is supported by an experienced implementation team with 20+ years of combined hands-on ERP delivery experience, including direct iRely i21 implementation work in petroleum distribution environments. Implementation depth spans Finance, Accounting, Tank Management, Logistics, Transport, Motor Fuel Taxes, and Warehouse modules — the functional areas that matter most in petroleum distribution. This dedicated capacity allows PMI to move quickly on implementation efforts while maintaining the senior-level guidance our clients expect.
How we work with clients
How we work with clients
Grounded in operations
Grounded in operations
Every recommendation comes back to how your distribution actually runs. We understand your dispatch rhythm, billing cycles, customer mix, and team capacity before proposing change.
Practical over theoretical
Practical over theoretical
Our goal is progress you can measure and sustain, not a slide deck that gathers dust. Engagements are structured around specific outcomes.
Engaged, not extracted
Engaged, not extracted
Work is done alongside your team. Clients get direct access to the consultants doing the work — no rotating project managers, no surprise resource changes.
Our credentials at a glance
A quick snapshot of what PMI brings to every engagement.
40+
40+
Years of combined petroleum and ERP industry experience
3
3
Major ERP companies with senior team experience (iRely, PDI Technologies, FACTOR)
6
6
Petroleum distribution categories we serve (propane, fuel, lubricants, cardlock, bulk plants, tank monitoring)
Ready to work with PMI?
Ready to work with PMI?
Whether the need involves ERP alignment, process improvement, operational support, or a specific initiative that has stalled, PMI Consulting helps organizations make practical progress with experienced, business-focused guidance.
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