Our New Leads on Business Opportunities

Ulrike: In the world of project management, it is often said that no plan survives contact with reality. Can you give an example where you had to get creative to get a project back on track for success? 

Elke: A key factor for the success of a project is clarifying the brief. Unfortunately, it is all too often assumed that everything is clear and that everyone has the same understanding of what goals and results are to be achieved. However, without a clear mission statement, project managers cannot ensure that the project stakeholders and the project team have the same idea of what the project should achieve. In addition, requirements can also change during the course of the project. Therefore, a thorough and regular review and clarification of the brief is one of the most important tools to ensure project success. This minimizes misunderstandings, identifies risks, increases the efficiency of the project team and ultimately increases customer satisfaction.

Ulrike: New business is often about recognizing opportunities before they are obvious. What was the decisive moment when you knew that an opportunity was worth its weight in gold?

Ben: Sales work is highly creative work. Like a game of chess, it's about always anticipating the next move and then having answers to the various scenarios. Unlike chess, however, it's not about an opponent who can be defeated. Sales always aims to create win-win situations so that everyone comes away victorious. If we manage to give our customers the feeling that they have an advantage by working together, then we will also get an entry.

Ulrike: Digital transformation has changed the landscape for companies of all sizes. How do you see the role of agencies like ours in guiding these companies through the transformation process? 

Elke: Agencies play an important role as trusted partners who guide companies through the complex process of digital transformation. We understand - we live digital - our DNA is digital. In combination with the core competencies and USPs of our clients, we set the course for our clients' competitive advantage in the future. We support our clients with insights, best practices and expertise. The subject areas are very diverse. To name just a few: Development of a digitalization strategy, technology consulting, change management, UX and creative design, data-driven marketing and/or development of new digital business models.

Ben: Digitalization can help solve important problems of our time. For example, AI could help to overcome the shortage of skilled workers. We could only employ people in jobs where they are really needed. We could hand over superfluous work, such as documentation, to machines. To achieve this transformation, we need experience and manpower. We have been active in this area for 20 years and can implement processes and changes very quickly. So we are clearly taking on the role of enabler..

Ulrike: Please describe “ digitalization” in one word.

Elke: When I think of digitalization, I immediately think of transformation. The keywords here are: Changing the organization, the processes, the technologies used and the corporate culture.

Ulrike: Which technologies or trends do you both think are particularly exciting for the future of our industry?

Elke: For me, there are two major trends that are particularly important for the future, and not just for our industry. With the development of LLMs and the flagship product ChatGPT, there has been a huge movement in AI. From the perspective of a typical end user, not much has changed since the release of ChatGPT-4. Nevertheless, as Ben describes so well, the impact will become more apparent in the future. Another extremely important trend that will not only shape the future of our industry: Environment, Social, Governance (ESG). Achieving these goals is one of the challenges of our time and requires a fundamental transformation of our economy. For us, this means that there is no way around green software and sustainable digitalization. At least not if companies want to be successful and sustainable on the market in the long term. But what does this mean for companies? It means that business models must not only be digital, but also economically, ecologically and socially sustainable. Unfortunately, many digitalization projects are still burning a lot of money, wasting time, wasting energy and wasting resources. They fail, are not completed on time or the goals set are not achieved. It is clear which adjustments can be made and which approaches, trends and tools are emerging in order to become more sustainable and not only take responsibility for our planet, but also ensure the company's business success.

Ben: AI is a game changer. Period. Years ago, it was still a challenge to process and disseminate data. Today, we can draw on the full potential. We have sufficient computing power and bandwidth at our disposal. This puts us in a position to use a wide range of data to automate and personalize. However, we have to make sure that we find solutions to get to grips with the immense amount of energy required for this. That's why I'm glad that green IT is a super important topic at UDG and that we are thinking about it for our customers. .

Ulrike: When you think about strategic partnerships, what is the most important element that makes a partnership successful? 

Ben: Partnerships are essential in sales work. We need “Best of Bread” technology in order to serve our customers perfectly. The partners need the feedback and customer knowledge to create market-driven offers. This creates real traction and speed in a good partnership. At the end of the day, we can also work with them in marketing and organize joint events. Without partnerships, that would be laborious. 

Ulrike: What is your favorite tool in digital marketing and why?

Ben: I am convinced that we can run perfect campaigns with data and create a good user experience. This prevents wastage. Ultimately, however, it is the interaction of all channels and tools that brings success. There is no one tool that can solve everything. 

Ulrike: Collaboration between project management and new business is crucial. How do you envision an ideal collaboration that is both creative and efficient?

Elke: We are a team and the success of our customers is our focus. By working closely together, we ensure that everyone in the project team knows the customer's needs and requirements at all times. Project goals, budgets, schedules and success criteria are also known. This close cooperation allows us to utilize our respective strengths and offer the customer efficient and creative solutions. Especially when the waters get a little choppy, playing off the different skills is a key guarantee of success in order to stay on course.

Ben: When acquiring new customers, it is important to quickly demonstrate the added value of the collaboration and how it can create real impact. Today, you are always selling a business model. That's why it's good to exchange ideas with project management in order to incorporate real data and empirical values. That way, you can ensure a link to practice.

Ulrike: If you were both in a movie about the digital revolution, which roles would you play and why?

Elke: Ich wäre der Motivator. Ich ermutige sie, sich neuen Technologien zu öffnen, helfe Ängste abzubauen und begleite sie bei der Entwicklung innovativer Lösungen

Ben: Ich würde die Rolle des mutigen Helden einnehmen. Es ist von entscheidender Bedeutung, den Mut aufzubringen, den Weg zu beschreiten, ohne alle Details der Reise zu kennen. Eine digitale Transformation kann nicht gelingen, wenn man alles vorgeplant haben will. Dafür dreht sich die Welt zu schnell. Die Antwort auf dieses Problem sind agile Arbeitsmethoden. Diese einzuführen, erfordert Mut und Durchhaltevermögen, aber es zahlt sich aus.

Ulrike: Stellt Euch vor, Ihr könnt mit einer Zeitmaschine in eine beliebige Ära der Technologiegeschichte reisen. Wohin würdet Ihr Gehen und welches Ereignis würdet Ihr gerne beeinflussen? 

Elke: Ich wäre der Motivator. Ich ermutige sie, sich neuen Technologien zu öffnen, helfe Ängste abzubauen und begleite sie bei der Entwicklung innovativer Lösungen

Ben: Ich würde die Rolle des mutigen Helden einnehmen. Es ist von entscheidender Bedeutung, den Mut aufzubringen, den Weg zu beschreiten, ohne alle Details der Reise zu kennen. Eine digitale Transformation kann nicht gelingen, wenn man alles vorgeplant haben will. Dafür dreht sich die Welt zu schnell. Die Antwort auf dieses Problem sind agile Arbeitsmethoden. Diese einzuführen, erfordert Mut und Durchhaltevermögen, aber es zahlt sich aus.