01
Spend less time on manual work.
Reduce copying, double entry, searching, chasing approvals and repetitive handoffs, so more of your time goes to customers, creativity and decisions.
05IBM × Elisa
What we’rebuildingtogether
Six weeks to find the value and define the path forward.
Proof before commitment.Evidence before scale.
The goal
Understand how marketing works today, find where AI can create measurable value, and decide what to do next.
01What we are looking at
The scope of the six-week due diligence.
A focused look at marketing execution and the capabilities that enable it.
01Marketing work
How campaigns and content are planned, created, approved and activated.
We’re looking at the journey from brief to market: planning, content creation, approvals, handoffs, agencies and activation. Elisa teams have highlighted changing inputs, fragmented workflows and creative-capacity constraints as recurring friction.
What we want to understandHow can we get good marketing to customers with less rework and manual coordination?
02Performance + value
How outcomes are measured and where value is gained or lost.
We’re looking at how Elisa connects marketing activity to customer and commercial outcomes, not just sends, clicks and opens. Today, fragmented KPIs, attribution and reporting can make it difficult to see what actually created value.
What we want to understandWhat works, what creates value, and what should Elisa invest more in?
03Data + MarTech
How customer data, platforms and channels support the work.
Elisa already has strong technology and data foundations. We’re looking at where fragmented tools, data and channels make activation, personalisation and measurement harder than they need to be, and where better connections could unlock more value.
What we want to understandWhat needs to connect or simplify to turn customer insight into action?
04AI + automation
Where AI can remove friction or enable better experiences.
AI already creates value at Elisa. We’re looking for the next practical opportunities to automate repetitive work, support marketers and improve customer decisions, while making sure the data, process and governance foundations are ready first.
What we want to understandWhere can AI genuinely make work easier or experiences better?
05People + ways of working
How roles, handoffs, governance and skills help or slow progress.
We’re looking at how Marketing, Business, Sales, technology and agencies work together: who owns what, where decisions happen, how work is prioritised and whether teams have the capacity and skills they need. These operating-model issues repeatedly surface alongside the technology challenges.
What we want to understandWhat needs to change so people can collaborate and get things done more easily?
02How we are doing it
From evidence to priorities and MVPs.
We start with real work and evidence, then narrow toward the highest-value choices.
Weeks 0–1Align ambition,
Create long list of use cases
Establish a shared direction for the due diligence and define the initial opportunity landscape to explore.
Create long list of use cases
What we will do
- Confirm North Star ambition, scope and sponsorship
- Agree Due Diligence lead, cadence and data guardrails
- Select and review initial use cases from IBM use case library
- Issue evidence request to Elisa teams
OutputAgreed ambition, evidence request, cadence, KPI ownership and use case pool.
Weeks 1–2Assess baseline,
Shortlist use cases
Build an evidence-based view of today’s marketing environment and identify the opportunities worth investigating further.
Shortlist use cases
What we will do
- Shadow marketing workflows end-to-end: brief to activation
- Conduct structured interviews across marketing, technology and business teams
- Map friction points, handoffs, data gaps and tool constraints
- Score and shortlist use cases against value, feasibility and strategic fit
OutputCurrent-State Assessment and Value Opportunity Register.
Weeks 3–4Build value case,
Select MVPs
Translate the strongest opportunities into measurable value cases and select the best candidates for initial implementation.
Select MVPs
What we will do
- Build value models for shortlisted opportunities
- Score initiatives against agreed criteria: value, impact, feasibility, dependencies
- Identify 2–3 MVP candidates with the strongest case for investment
- Validate priorities with Elisa stakeholders
OutputPrioritised portfolio of initiatives, 10x value cases and 2–3 MVP candidates.
Weeks 5–6Blueprint MVPs
Turn the selected opportunities into decision-ready MVP blueprints, with a clear path from validation to implementation and scale.
What we will do
- Design target-state blueprint for priority capability areas
- Define MVP scope, KPIs, ownership, dependencies and exit criteria
- Build implementation roadmap and mobilisation plan
- Prepare Executive Decision Pack for stakeholder sign-off
OutputBlueprint, MVP packs, roadmap, mobilisation plan and Executive Decision Pack.
The principleObserve how work really happens, not how the process looks on paper.
03What Elisa will get
A decision-ready package, not a collection of observations.
Seven deliverables, from current-state evidence to an executive decision.
01Current-state assessment report
Where marketing stands today, backed by evidence.
DescriptionEvidence-based baseline covering marketing processes, organisation, ways of working, MarTech, data, content and campaign operations, performance measurement and AI readiness.
PurposeIdentify material pain points, bottlenecks, dependencies and capability gaps.
02Value opportunity register
Every place where value could be gained.
DescriptionConsolidated inventory of opportunities, including the business problem, affected capability, proposed intervention, value hypothesis, data needs and dependencies.
PurposeCreate a comprehensive view of potential value across marketing and related business domains.
03Prioritised opportunity portfolio + 10x value case
The initiatives with the most value, ranked.
DescriptionPortfolio of approximately 10–15 priority opportunities, use cases, MVPs or pilots assessed against agreed criteria.
PurposeIdentify the initiatives with the strongest potential contribution to Elisa’s 10x value ambition.
04Target-state blueprint
The future direction we are building toward.
DescriptionHigh-level blueprint covering target capabilities, processes, roles, decision rights, governance, data, technology, AI-agent interactions and performance management.
PurposeDefine the future direction for priority areas and establish the foundation for MVPs and future scale-up.
05MVP definition packs
Clear scope and success measures for each MVP.
DescriptionDefinition of each recommended MVP or pilot, covering objective, ownership, users, use cases, scope, outcomes, KPIs, requirements, dependencies, risks and exit criteria.
PurposeEstablish clear scope, accountability and success measures to enable implementation.
06Implementation roadmap & mobilisation plan
The path from due diligence to delivery.
DescriptionIndicative plan covering MVP sequencing, workstreams, delivery phases, decision gates, resources, responsibilities, governance, dependencies and timeline.
PurposeDefine the actions and decisions required to move from due diligence into implementation.
07Executive decision pack
Everything leadership needs to decide.
DescriptionConsolidated summary of current-state findings, the opportunity portfolio, 10x value case, target-state direction, proposed MVPs, investment choices and principal risks.
PurposeEnable stakeholder alignment and informed decisions on priorities, investment and next steps.
The result: enough evidence to decide what to scale, what to prove next, and what to stop.
ScaleProve nextStop
04What does this mean for me?
Okay. But what does any of this mean for me?
You told us where the work gets stuck. This is what we want to change together.
02
Get more done with the team you have.
Automate and simplify the work that consumes capacity today, creating more room for strategic, creative and customer-focused work.
03
Tech that works for you. Not the other way around.
Connect what already works, fill the gaps that matter and make useful capabilities easier to access.
04
Use AI with confidence.
Use AI where it solves a real problem, with the right data, clear guardrails and people still in control.
05
See the business impact of your work.
Connect marketing activity to customer and business outcomes, so good work gets recognised.
06
Make it personal.
Turn customer understanding into relevant experiences.
Less time fighting the work. More time doing work you’re proud of.
05Your experience of the work
There is one thing the transformation cannot work without.
You.
The people who know where work gets stuck are the people doing the work.
01
Tell us what drives you crazy.
The repetitive task, unnecessary handoff or process that takes 12 clicks.
02
Tell us what you wish was possible.
The customer experience or idea previously dismissed as too difficult.
03
Challenge what we build.
If it looks great in a demo but fails on Monday morning, tell us.
The transformation starts with what you tell us today.