The document discusses strategies for rapid digital transformation, known as "Stratecution". It emphasizes focusing on outcomes over outputs, using strategic feedback loops to accelerate execution, and prioritizing core competencies over processes. Rapid experimentation and incremental innovation are enabled by treating technology as fuel for innovation through an "Engagement Architecture" that integrates customer data and engagement across channels, systems, and organizations.

1. .
Digital Stratecution
Hurtigt i mål med transformation
P E NTIA, NOV E MBE R 2019

2. .
2

3. .
Mads-Peter E.
Jakobsen
mpj@pentia,dk
Business Director,
Digital Strategy and
Experience, Partner
Thomas A.
Eldblom
te@pentia.dk
Chief Technology
Officer, Partner
Kasper Greve
kgr@pentia.dk
Digital rådgiver,
Client Director

4. .
AG E ND A
Stratecution
Outcomes, feedback loops og hurtig eksekvering
P AU SE
Engagement Architecture
Teknologi som brændstof for innovation
Try-Do-Live
Operationalisering af et Stratecution mindset

5. ..
Stratecution
Outcomes, feedback loops og hurtig eksekvering
MAD S-P E T E R JAK OBSE N , P E NTIA

6. .
1
Outcome i fokus

7. ..

8. ..
Strategisk Feedback Loop
2

9. .

10. .
Hurtigere eksekvering
3

11. .
The Kirsten Birgit Model

12. .
Processer over kernekompetencer
4

13. .

14. .
1
Outcome i fokus

15. .

16. .
Stratecution?

17. .
StrategyVision + Plan =

18. .
Strategy
Execution

19. .
Strategy
Execution

20. .
Strategy
Execution
Control Adapt

21. .
SAMLEBÅNDET SCRUM
5-ÅRIG STRATEGI VISION +
ROADMAP
Strategy
Execution
Control Adapt

22. .
Strategy
Execution
Control Adapt

23. .

24. .
Inkrementel
Innovation
Radikal
Innovation

25. .

26. .
OUTPUT OUTCOME
Det vi leverer Den forandring,
der drives af leverancen

27. .
VS
Hvilket problem,
prøver vi at løse?
Løser vi problemet
på effektiv vis?
Kvalitet
RessourcerTid

28. .
VS
Scope
CostTime
Generer flere leads
❖ Hvad kan vi lancere på 2 måneder?
❖ Hvilken værdi kan vi opnå for 200.000kr?
❖ Hvad kan vi lære?
❖ Hvilken værdi kan vi skabe for det
resterende budget?
Byg en kundeportal, der kan
drive leads
❖ Blev der bygget en kundeportal?
❖ Blev vi færdige på 6 måneder?
❖ Kostede den 1mio kr?
Hvilket problem,
prøver vi at løse?
Løser vi problemet
på effektiv vis?

29. .
+

30. .

31. .
+

32. .
Flere sidevisninger på indhold om at
blive CO2-neutral
244%
myndigheder og lokale virksomheder
til Carbon Neutrality Summit I Kina
200
Årlige besparelser til yderligere
bæredygtighedsinitiativer
$2.6m
vinder til Danish Digital Awards i
kategorien Brand Impact
Guld
øget brand awareness og 30%
forøget website trafik
47%
er året hvor GE Renewables
bliver CO2-neutral
2020

33. .
Strategisk Feedback Loop
2

34. .

35. .
Moore’s law: processorkraft 1969 - 2019
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
0
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
2015
2017
2019

36. .
Teknologi accelererer
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
0
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
2015
2017
2019
Processorkraft
Downloadhastighed
Lagringskapacitet
Energieffektivitet
Antal af publikationer

37. .
Teknologi er brændstof for innovation

38. .
Biometrics

39. .
Zero Interface

40. .
Machine Learning

41. .
Quantum computing

42. .
Strategy
Execution
Control Adapt

43. .
PRODUKTIONENSUPPORT
PRODUKT-
UDVIKLINGPRODUKTET
TRENDS &
TEKNOLOGIER
KUNDERNE
Strategy

44. .

45. .
0%
10%
20%
30%
40%
50%
2009 2010 2011 2012 2013 2014E 2015E 2016E 2017E
Anno 2013 – lukkede postkasser
FK Distribution

46. .
FK Distribution
Spørg brugeren
Hvorfor ønsker du ikke at modtage tilbudsaviser?
Ville du fortsat modtage dem, hvis du selv kunne vælge hvilke
tilbudsaviser du modtog?
”Nej tak”
households
”Ja tak"
households
75%40%

47. .
TEKNOLOGI
En fjernbetjening til din postkasse.
Evnen til at personalisere hvert enkelt omdelt sæt af tilbudsaviser.
FK Distribution

48. .
app
downloads
konverteringsrate ved
signup
Op til
2.5 M
ugentlige læsningerNT+ husstande
App-brugere
månedligt
FK Distribution

49. .
PRODUKTIONENSUPPORT
PRODUKT-
UDVIKLINGPRODUKTET
TRENDS &
TEKNOLOGIER
KUNDERNE
Strategy

50. .
Hurtigere eksekvering
3

51. .
The Kirsten Birgit Model

52. .
Innovation hub Two speed organisation
BUSINESS
INNOVATION
HUB
Innovation facilitators
BUSINESS
FACILITATORS
HACKERS
ENTERPRISE

53. .
OPERATIONS
MANAGEMENT
MULIGHEDER OG IDEER TIL INNOVATION

54. .
OPERATIONS
MANAGEMENT
LEADERSHIP
OPERATIONS
OPERATIONS
OPERATIONS
OPERATIONS
OPERATIONS
OPERATIONS

55. .
Strategy
Execution
Control Adapt

56. .
Processer over kernekompetencer
4

57. .

58. .

59. .
GARRI KASPAROV BESEJRER 32 AI’S

60. .
GARRI KASPAROV BESEJRER DEEP BLUE
1996

61. .
REMATCH

62. .
DEEP BLUE DEFEATS THE WORLD CHAMPION AT CHESS
1997

63. .
INGEN REMATCH!

64. .

65. .

66. .

67. .

68. .

69. .
Hvem vandt?
Solo AI Solo menneskeBEAT
Menneske + AI (Centaur) Solo AIBEAT
”Svagt” menneske
+ AI
+ ”Stærk” proces
”Stærkt” menneske
+ AI
+ ”Svag” proces
BEAT

70. .
AI sænker behovet for dybt specialiserede kompetencer,
men trives bedst med mennesker som horisontale tænkere

71. .
Du kan nudge din kultur
Stil de rigtige spørgsmål
Hvordan understøtter dette vores vision?
Hvilken værdi kan vi høste?
Hvilken værdi bibringer vi?
Hvilke data kan validere vores strategi?
Lærer vi?

72. .
De rette kompetencer
Hvad skal du kunne?
Flere processoptimerende kompetencer,
færre funktionelle kompetencer
Evnen til at tilpasse sig ny teknologi
Tværfaglighed

73. .
Giv slip på leverancen

74. .
Pentia Århus
Skovvejen 2B
8000 Aarhus
Pentia HQ
Zeppelinerhallen
Islands Brygge 55
2300 København S
Pentia Sweden
Södra Förstadsgatan 1
21143 Malmö
Spørgsmål?
MADS-P ET ER JAK OBSEN , P ENTIA

75. .
THOMAS E LD B LOM, C TO
Engagement Architecture
Teknologi som brændstof
for innovation

76. .
40%
45%
50%
55%
60%
65%
70%
2017 2018 2019 2020 2021 2022
I 2022 vil 2/3 af alle CX projekter
involvere IT
Gartner Customer Experience Summit 2018

77. .
Personale
24%
Medier
24%
Agencies
23%
Teknologi
29%
Gartner - CMO Spend Survey 2018–2019

78. .
CIO/CTO CEO Board CDO (Chief
Digital Officer)
Chief
Innovation
Officer
CMO CXO (Chief
Experience
Officer)
2018 2017
Hvem ejer den digitale
transformation?
Altimeter - The State of Digital Transformation 2019
https://insights.prophet.com/the-state-of-digital-transformation-2018-2019

79. .
Control

80. .
Control Adapt

81. .
Stratecution?

82. .
Det Digitale Økosystem
Engagement
Insight
Business

83. .
ChannelsEngagementInsightBusiness
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging

84. .
ChannelsEngagementInsightBusiness
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

85. .
BusinessChannelsEngagementInsight
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

86. .
ChannelsEngagementInsightBusiness
Customer Data
Platform
CRM DMP ERP
Customer
Service Platform
…other back-
office systems
PIM
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

87. .
Adapt
Control
ChannelsEngagementInsightBusiness
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
Customer Data
Platform
CRM DMP ERP
Customer
Service Platform
…other back-
office systems
PIM
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

88. .
Engagement Architecture
❖ Levering i flere tempi
❖ Aktivere organisationens data
❖ Integreret innovation

89. .

90. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

91. .
Pace-Layered Application Strategy
1

92. .
PACE-LAYERED APPLICATION STRATEGY
Levering i forskellige tempi
Systems of Differentiation
”Jeg ved hvad jeg vil have - men det skal være forskelligt fra konkurrenterne”
Systems of Innovation
”Jeg er ikke sikker på hvad jeg ønsker. Jeg har brug for at eksperimentere”
Systems of Record
”Jeg ved hvad jeg vil have – og det behøver ikke være unikt”
https://www.gartner.com/binaries/content/assets/events/keywords/a
pplications/apn30/pace-layered-applications-research-report.pdf

93. .
Pace-Layered Application Strategy
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

94. .
System of Innovation mindset
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

95. .
System of Differentiation mindset
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

96. .
System of Record mindset
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

97. .
System of ??
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

98. .
Engagement Modelling
2

99. .
ChannelsEngagementInsightBusiness
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
Customer Data
Platform
CRM DMP ERP
Customer
Service Platform
…other back-
office systems
PIM

100. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIM

101. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
Segments Customers Customers
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Visitors PermissionsCustomers ProfilesRecipients Cookies

102. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Customer
Engagement Modelling

103. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Product Page
Catalogue
Item
Product
Information
Product
Pricing
Product
Campaign

104. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Engagement Modelling
Product

105. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Engagement Modelling
Engagement Model
ProductCustomer Campaign Permission Orders TicketsContent

106. .
Engagement API
3

107. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

108. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIM
Product Page
Catalogue
Item
Product
Information
Product
Pricing
Product
Campaign
Product

109. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP
Customer Service
Platform
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Product Page
Catalogue
Item
Product
Campaign
Product
ERPPIM
Product
Information
Product
Pricing

110. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

111. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIM

112. .
EngagementBusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Social Media
Management
Campaign
Management
DMP ERPeCommerce
eCommerce
Marketing
Automation
Customer Service
Platform
PIM

113. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIMeCommerce
Engagement API
Web Email SMS Social Media
SEO/
SEM
Display

114. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIMeCommerce
Engagement API
ProductCustomer Campaign Permission Orders Tickets
Web Email SMS Social Media
SEO/
SEM
Display
Content

115. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

116. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIMeCommerce

117. .
EngagementBusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
DisplayApp
eCommerce
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIMeCommerce

118. .
Engagement
eCommerce
BusinessChannelsInsight
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIMeCommerce
Web Email SMS Social Media
SEO/
SEM
DisplayApp

119. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIMeCommerce
Engagement API
Web Email SMS Social Media
SEO/
SEM
Display
ProductCustomer Campaign Permission Orders TicketsContent
App

120. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERPPIMeCommerce
Engagement API
Web Email SMS Social Media
SEO/
SEM
DisplayApp
ProductCustomer Campaign Permission Orders TicketsContent
Customer Service
Platform

121. .
Digitalt Logisk Overblik (eksempel)
Et logisk overblik giver indsigt i organisationens kanaler, systemer og data model – og hvordan disse
relaterer sig til forretningsmål. Logisk overblik kan både mappe organisationens nuværende eller
fremtidige vision for det digitale økosystem.
.
M ET O DE

122. .
Engagement Architecture
❖ Levering i flere tempi
• Pace-Layered Application Strategy
❖ Aktivere organisationens data
• Engagement Modelling
❖ Integreret innovation
• Engagement API

123. .
Think Big,
Start Small
Thomas Eldblom
te@pentia.dk

124. .
Try, Do, Live
Operationalisering af et stratecution mindset

125. .
FORRETNINGSMÅL
ORGANISATION

126. .
1 2 3
Skab en
organisation, der
fejler!
Try, do, liveAt få kontrol

127. .
Skab en organisation, der fejler!
1

128. .
Strategy
Execution
Predict
& Control
Learn
& Adapt

129. .
Fremtiden er det
sværeste at spå om

130. .

131. .

132. .

133. .
VS
What problem
are we trying
to solve?
Are we solving
that problem in
an efficient way?
Scope
CostTime
DEFENSIV RISK MANAGEMNT OFFENSIV RISK MANAGEMENT

134. .
UNBIASED UNDERSTANDING OF THE EXTERNAL ENVIRONMENT

135. .
Skab en organisation der fejler
Vær modige, fejl! og lær af det
Test, test, test. Få input udefra

136. .
At få kontrol
2

137. .
Vores nye strategi:
Kunden i centrum

138. .

139. .
•
•
•
•
•
•
•
• •
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

140. .
Outcome to impact mapping
IMPACT METRICS
OUTCOME METRICS
OUTCOME METRICS
Course completionRetention
% of students that take more
than 1 course
MAU
% of students that complete
course
% of students that saves
courses

141. .
R Responsible
Who is assigned to work on this task?
A Accountable
Who has the authority to take decisions?
C Consulted
Who know more about this?
I
Informed
Who has to be updated about the process?

142. .
Få kontrol
Oversæt strategi til handling
Vær outcome fokuseret

143. .
Try, Do, Live
3

144. .

145. .

146. .

147. .

148. .
Brian Chesky

149. .

150. .
Fake Doors

151. .

152. .
Peter Thiel

153. .
Sig hej!
Kasper Greve
kgr@pentia.dk
Tlf. 21 20 28 86