Digital Leadership Universe Day 3

Liderazgo Digital
Digital Leadership Universe

Escuela de Verano 2021
Juan Gomez
JOURNEYS
Experiences
Click vs Mortar Digital Leadership Universe
Personas Liderazgo Digital
Touchpoints Juan Gomez
CANVAS TRENDS
People
Elements
Location
Approach
Delivery
Case Studies
Trade-off
DIGITAL APPLIED
Ambition All together
Stages Get it working
Transformation
Innovation THE
PLAN
Liderazgo Digital
Juan Gomez
The Roadmap
Liderazgo Digital
CONCEPT
1
Juan Gomez
TEAMWORK
2 Discussion
How will it work for me?
15 Minutes
SHARING
3
TEAMWORK
Liderazgo Digital
2
Juan Gomez
Discussion
15 Minutes
Select an industry/sector/business
• Choose one of the Initiatives (Improve

or Transform)
• Define the development roadmap
Create one or two slides and/or a one

page document
Liderazgo Digital
CONCEPT
1
Juan Gomez
TEAMWORK
2
SHARING
3 Sharing key
discussion points
10 minutes
JOURNEYS
Experiences
Click vs Mortar Digital Leadership Universe
Personas Liderazgo Digital
Touchpoints Juan Gomez
CANVAS TRENDS
People
Elements
Location
Approach
Delivery
Case Studies
Trade-off
DIGITAL APPLIED
Ambition All together
Stages Get it working
Transformation
Innovation THE
PLAN
Digital Transformation Canvas Digital Leadership Universe
Liderazgo Digital
Juan Gomez
DIGITAL
7 MARKETING
CUSTOMER
1 6
DIGITAL
LEADERSHIP
& CULTURE
NEW
TECHNOLOGIES
2 5
PROCESS
ENGINEERING
CLOUD
AND
DATA 3 4
DIGITAL
BUSINESS
DEVELOPMENT
Source: Peter, Marc K (Ed.) (2017): KMU-Transformation https://www.marcpeter.com/digital-transformation

Liderazgo Digital
Juan Gomez
Organizational Alignment
Multiple meanings
Digital Transformation for IT is about tools and

processes
Digital Transformation for Operations is about

Automation
Digital Transformation for Marketing is Online and

SEO
Digital Transformation for Management is Technology

Implementation
Liderazgo Digital
Juan Gomez
CUSTOMER
1 Core Elements
Understand the customer, user

NEW
TECHNOLOGIES
2 or business needs
Utilize data and insights
Identify emerging technologies

CLOUD
AND
DATA 3 to solve the problem
Liderazgo Digital
Juan Gomez
• What are our target segments with the highest potential?

CUSTOMER • What is the current customer satisfaction per segment?
1
Organizations place a strong
• Which are the central (digital, new) customer needs per
segment (identification e.g. by means of customer
journey mapping and/or personas)?
• Which data is available or must be collected in order to
better understand our customers?
• Do our core processes meet these customer needs?
focus on customer • If not, what must be changed?
orientation, • Which components of our marketing mix (product, price,
personalized offers, digital communication, distribution, additional services) do we
communication and need to modify?
sales channels. • Which personalized offers (services/products) do we
want to offer in the future?
• Which (digital) channels do we want to offer?
• Which (digital) communication channels and how (e.g.
approach, frequency) will we be using them in the
future?
• Which systems and processes will we have to adapt?
• What are our quick-wins to immediately achieve a
stronger customer orientation and satisfaction?
Liderazgo Digital
Juan Gomez
NEW
TECHNOLOGIES
2
This includes platforms and
apps as well as the
connection of industrial • What are the new technologies available today and in the
components and consumer future, and what potential do they have for our
products (Industry 4.0 and customers and to our organization?
• How will these technologies develop and how will they be
Internet of Things).
used in the future?
• Which software solutions / apps could actively support our
value propositions and processes?
• What activities and measures are we implementing to
increase IT security?
• What is our technology roadmap for the next 5 – 10 years?
Liderazgo Digital
Juan Gomez
CLOUD
AND
DATA 3
Digital activities require data-
driven models and • Have we linked the existing platforms and data in the best
systems, smart data and a possible ways?
flexible, web based IT • Are our IT systems, including web-based solutions, easily
accessible and scalable for customers and partners?
infrastructure.
• What potential can we draw from existing data (Smart
Data)?
• Have we defined corresponding requirements for IT
security and do we regularly measure the criteria?
• Have we analyzed the future potential of solutions in the
cloud and intelligent data? What does our roadmap
include?
Liderazgo Digital
CONCEPT
1
Juan Gomez
BRAINSTORM
2 Discussion
15 Minutes
SHARING
3
BRAINSTORM
Liderazgo Digital
2
Juan Gomez
Discussion
15 Minutes
Analyze Volswagen-We Case
Apply Digital Transformation

Canvas Core Elements
Case Study – Volkswagen WE Digital Leadership Universe
Liderazgo Digital
Juan Gomez
Case Study – Digital Leadership Universe
Liderazgo Digital
Juan Gomez
Liderazgo Digital
Juan Gomez
https://www.volkswagenag.com/en/news/2019/06/digital_transformation_roadmap.html#
Liderazgo Digital
Juan Gomez
https://www.volkswagenag.com/en/news/2019/06/digital_transformation_roadmap.html#
Liderazgo Digital
Juan Gomez
Liderazgo Digital
Juan Gomez
https://www.volkswagenag.com/en/news/stories/2018/08/volkswagen-develops-the-largest-digital-ecosystem-in-the-automot.html
Liderazgo Digital
Juan Gomez
Liderazgo Digital
Juan Gomez
Liderazgo Digital
Juan Gomez
DIGITAL
4 BUSINESS
DEVELOPMENT
Accelerators
Digital Connections to the

market
PROCESS
5 ENGINEERING
Ecosystem orchestration
Liderazgo Digital
Juan Gomez
DIGITAL
4 BUSINESS
DEVELOPMENT
Organisations are challenging • How resistant and futureproof is my current business
existing products and model?
services in order to provide • What strategies, business models and products do my
new or extended services/ competitors and innovative companies offer?
• What are the components of our value chain: which
business models through
services/products drive (digital) customer benefits, which
innovations, new platforms services/products of our value chain can be offered
and cooperations. separately (Tool: Business Model Canvas)?
• Which platforms, products, cooperation models and
channels have the potential to increase/multiply our
market potential?
• What other innovations can we leverage to increase/
expand/redefine our market offering?
Liderazgo Digital
Juan Gomez
PROCESS
5 ENGINEERING
Processes should be
standardised, streamlined, • What are my current processes and which processes do we
faster and more efficient and, have to modify due to new requirements and technologies
where possible, (Tool: Process Map)?
• Which processes can we digitize and automate, and how?
be digitised and automated.
• Which process improvement methods will we use in the
future to react more dynamically to the market (agility)?
• What are the IT requirements driven by the new
processes?
• How will we measure our process performance (output) in
the future?
• What are our quick-wins to improve and simplify
processes?
Liderazgo Digital
Juan Gomez
DIGITAL
6 LEADERSHIP
& CULTURE
Enablers
Governance
Leadership
DIGITAL
7 MARKETING
Culture
Drives Transformation
Liderazgo Digital
Juan Gomez
DIGITAL
6 LEADERSHIP
& CULTURE
Digitization is driving a • Where do our employees stand and what is their attitude
change process which leads towards digital transformation?
to an adaptation of • Which new management principles and organizational
forms do we want to introduce?
management principles and
• How do we develop the foundations for digital leadership
new together with our employees?
organizational forms. • What skills do we need to successfully implement the
transformation?
• How can we support creativity and innovation processes?
• Where does it make sense to offer digital and mobile
working arrangements?
• How do we specifically support our employees in this
change process?
Liderazgo Digital
Juan Gomez
DIGITAL
7 MARKETING
With digital marketing, new

and sometimes automated
approaches in sales, • What is our new, holistic digital marketing strategy
communication, customer (marketing, distribution, sales, customer service)?
service • How will the different teams be restructured and work
together in the future?
and relationship
• Which platforms and solutions (e.g. marketing automation,
management arise. e-commerce, CRM, content marketing, social media) will
we use in the future?
• How do we continuously optimize our marketing and sales
initiatives/motions?
• Which market processes, measures and data will further
support the transformation of the organization?
Liderazgo Digital
CONCEPT
1
Juan Gomez
BRAINSTORM
2 Discussion
15 Minutes
SHARING
3
BRAINSTORM
Liderazgo Digital
2
Juan Gomez
Discussion
15 Minutes
Analyze Volswagen-We Case
Apply Digital Transformation

Canvas Accelerators and Enablers
Elements
Liderazgo Digital
Juan Gomez
Liderazgo Digital
Juan Gomez
Liderazgo Digital
CONCEPT
1
Juan Gomez
TEAMWORK
2 Discussion
15 Minutes
SHARING
3
TEAMWORK
Liderazgo Digital
2
Juan Gomez
Discussion
15 Minutes
Business Case
Porsche Passport -
https://www.porschepassport.com/
• Apply Digital Transformation

Canvas
Managing Innovations: Values Add to the
Excitement
• https://medium.com/next-level-german-engineering/innovation-management-porsche-us-1f4a063ee1a
Watch Innovation Video
A modern mobility concept: Porsche Passport in the U.S.

Shifting values and the digital transformation are changing our ideas about ownership. People share music, movies or apartments
instead of buying them. These changes are also taking place in the mobility sector. We’re working on modern mobility solutions that
maximize our customers’ flexibility and freedom. One product that we’ve developed with this goal in mind is Porsche Passport, an all-
inclusive monthly vehicle subscription service that allows a person to drive a Porsche when they feel like it — and to flip between
different models and variants as often as they like. For example, they can drive a Cayenne or Panamera during the week and a 911
Cabriolet on a sunny weekend. It puts the Porsche fleet at the member’s fingertips via a mobile app and concierge delivery. It is
currently available in Atlanta, Las Vegas, Phoenix and San Diego as well as Toronto, Canada., with more U.S. markets on the way.
Porsche Passport is an example of what we need to accomplish in the future. With the help of AI, data, and our own expertise, we
need to develop new products and business models that make Porsche more attractive for the generations of the future.
To summarize — we need values and products that show everybody is welcome at Porsche. Stay tuned for more blog posts by my
colleagues from all over the world and don’t forget to check out the learnings of Philip Ruckert here
Managing Innovations: Values Add to the
Excitement
• https://medium.com/next-level-german-engineering/innovation-management-porsche-us-1f4a063ee1a
Watch Innovation Video
A modern mobility concept: Porsche Passport in the U.S.

Shifting values and the digital transformation are changing our ideas about ownership. People share music, movies or apartments
instead of buying them. These changes are also taking place in the mobility sector. We’re working on modern mobility solutions that
maximize our customers’ flexibility and freedom. One product that we’ve developed with this goal in mind is Porsche Passport, an all-
inclusive monthly vehicle subscription service that allows a person to drive a Porsche when they feel like it — and to flip between
different models and variants as often as they like. For example, they can drive a Cayenne or Panamera during the week and a 911
Cabriolet on a sunny weekend. It puts the Porsche fleet at the member’s fingertips via a mobile app and concierge delivery. It is
currently available in Atlanta, Las Vegas, Phoenix and San Diego as well as Toronto, Canada., with more U.S. markets on the way.
Porsche Passport is an example of what we need to accomplish in the future. With the help of AI, data, and our own expertise, we
need to develop new products and business models that make Porsche more attractive for the generations of the future.
To summarize — we need values and products that show everybody is welcome at Porsche. Stay tuned for more blog posts by my
colleagues from all over the world and don’t forget to check out the learnings of Philip Ruckert here
Pilot programme in the USA: Porsche
launches sharing offers
• https://newsroom.porsche.com/en/innovation/digital-deep-tech/porsche-digital-turo-start-up-
collaboration-porsche-subscription-model-porsche-passport-carsharing-mobility-silicon-valley-
16095.html
13/09/2018The flexibility to drive a Porsche when you need to and when you want to, but without
actually purchasing or leasing the vehicle: The Zuffenhausen-based sports car manufacturer is
launching the pilot programme for its “Host” service in the USA.
Porsche Host is a peer-to-peer car sharing programme, and has been developed by Porsche Digital,
Inc. working in collaboration with its partner Turo. The programme will be available to customers in
Los Angeles and San Francisco via the Turo app and the website from October 8. It will open up the
Porsche driving experience to short-term users in addition to those who actually own a Porsche.
Vehicles can be hired for a period of between one day and one month.
Porsche Is Starting A Subscription Service So You
Can Drive Porsches Without Buying Them
• https://www.gq.com.au/lifestyle/cars/porsche-is-starting-a-subscription-service-so-you-can-drive-porsches-without-buying-
them/news-story/3f50850718a44c466605e9c421622a8d
How it works
For those lucky bastards in Atlanta (where it is only available at the moment), the first step is to download the Apple- and
Android-supported Porsche Passport smartphone app. Once they've been approved, a one-time activation fee of $500
enables subscribers to choose from a variety of Porsche models to drive as well as swap based on different needs or
preferences. The service is even quick enough to support same day vehicle exchanges.
The Passport also comes in two different membership plans: 'Launch' and 'Accelerate'. A minimum 30-day commitment is
required for both plans.
'Launch' starts at USD $2,000 a month and includes access to eight model variants that include the 718 Boxster and
Caymen S, as well as the Macan S and Cayenne. 'Accelerate' is a hefty USD $3,000 a month but expands users' options to
include 22 model variants such as the 911 Carrera S, the Panamera 4S sports sedan, the Macan GTS and Cayenne S E-
Hybrid SUV.
Digital transformation at Porsche
• https://newsroom.porsche.com/en/innovation/digital-deep-tech/porsche-digital-transformation-technology-tradition-blockchain-artificial-
intelligence-virtual-augmented-reality-industry-automotive-sector-digitalization-connected-car-14903.html
•
Porsche continues to make great strides on the path towards digital transformation. Blockchain, artificial intelligence, virtual and augmented reality –
these innovative technologies reached the industry a while ago, meaning the whole automotive sector is facing a complete break with the previous
system. Within this context, Porsche intends to become a leading provider of digital mobility solutions in the premium automotive segment. The sports
car manufacturer’s medium-term aim is to generate a double-digit percentage of sales through digital services. For Porsche, digitalisation and the
application of new technologies are not just an end in themselves. Indeed, wherever added value can be created for the customer or processes can be
optimised, the company will employ digital technologies.
Porsche is focusing on three core areas:
Products and services: The main focus areas are the Connected Car, automated driving, mobility infrastructure and mobility services. The aim is to
develop a Porsche ecosystem integrating all digital services, extending beyond just driving.
Customers and trade: This is all about digitalisation in sales. The focus is on customer interfaces – both online and in stationary retail.
The company itself: The aim is to have state-of-the-art workplaces and efficient processes – meaning the digitalisation of the company itself.
People are always at the heart of what we do – whether it’s customers, business partners or employees. Porsche does not have a separate department
dedicated to digital transformation; instead, all employees across all areas of expertise are involved in shaping the change.
Additional Material
• https://techhq.com/2019/09/porsche-digital-cx-must-be-as-
outstanding-as-the-vehicle-itself/
• https://www.forbes.com/sites/shephyken/2018/11/25/is-a-
subscription-model-in-your-companys-future-it-had-better-
be/?sh=23c451bc1032
Liderazgo Digital
CONCEPT
1
Juan Gomez
TEAMWORK
2
SHARING
3 Sharing key
discussion points
10 minutes
Liderazgo Digital
Juan Gomez

Digital Leadership Universe Day 3

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Liderazgo Digital

Digital Leadership Universe

• Choose one of the Initiatives (Improve

Create one or two slides and/or a one

Source: Peter, Marc K (Ed.) (2017): KMU-Transformation https://www.marcpeter.com/digital-transformation

Digital Transformation for IT is about tools and

Digital Transformation for Operations is about

Digital Transformation for Marketing is Online and

Digital Transformation for Management is Technology

Understand the customer, user

Utilize data and insights

Identify emerging technologies

• What are our target segments with the highest potential?

Analyze Volswagen-We Case

Apply Digital Transformation

Digital Connections to the

With digital marketing, new

Analyze Volswagen-We Case

Apply Digital Transformation

• Apply Digital Transformation

Watch Innovation Video

A modern mobility concept: Porsche Passport in the U.S.

Watch Innovation Video

A modern mobility concept: Porsche Passport in the U.S.

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