Data Driven Voices - A Podcast by Avaus

Avaus
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Data Driven Voices is a podcast where Avaus together with industry experts, thought leaders, and partners discuss how to utilise data, technology and AI to drive business results in primarily marketing and sales. The podcast shares actionable insights, success stories, and thought-provoking challenges to help professionals with new perspectives. For more information visit: avaus.com Hosted on Spotify for Creators.

  1. #21 - How many marketing organizations are already using AI agents today? - with Frans Riemersma

    14 JAN.

    #21 - How many marketing organizations are already using AI agents today? - with Frans Riemersma

    In this episode, we talk with Frans Riemersma, founder of MartechTribe and co-author of the "MarTech for 2026" report about cutting through the AI hype. He reveals what's actually happening in marketing: 90% claim to use AI agents, but only 23% have them in production. Frans shares his brutally practical approach: forget the experiments, follow the money to your biggest customers and highest-margin products, focus on 2-4 journeys that drive 80% of revenue, and watch out for anyone stuck in "always/never" thinking. https://www.martechtribe.com/ (00:38) - Introduction and Welcoming (01:33) - The MarTech Research on Agents: What is Going On? (04:50) - Agent Adoption: Hype vs. Reality (8:18) - From Technology Stack to Organizational Thinking (13:50) - The IT-Marketing Power Struggle and Why Marketing Lost the Boardroom (19:28) - Introducing Value Engineering: From Cost-Cutting to Revenue Growth (24:35) - Ownership and Experimentation (27:48) - Brand, Narrative, and the Hack, Pack, Stack methodology (39:26) - Customer Journey Ownership and Breaking Down Silos with Context (45:38) - Bringing Joy Back to Marketing and How to Connect with Frans

    49 min
  2. #20 - Commercial Excellence best practices in a global industrial B2B setting - Learnings from Jerker Olofsson

    2025-12-22

    #20 - Commercial Excellence best practices in a global industrial B2B setting - Learnings from Jerker Olofsson

    In this episode, we talk with Jerker Olofsson, VP Commercial Excellence at Alleima, about how systematic sales excellence can deliver 30-40% increases in order intake per salesperson. Drawing from 26 years at Atlas Copco, he explains why sales has been treated as a "black box" for too long, how to turn salespeople into their "Kobe Bryant" versions through structured processes, and why you need processes before you can automate or apply AI. His advice? Stop treating sales like magic and start treating it like the competitive sport it is. https://www.alleima.com/ [00:00] Introduction and Background [02:34] Sales Excellence and Commercial Excellence [05:15] The Journey into Sales [07:26] The Importance of Sales [10:20] Sales Excellence Methodology [12:32] Framework for Commercial Excellence [14:18] Challenges in Sales Management [18:22] Driving Change in Sales [21:04] Centralization vs. Decentralization in Sales [24:41] The Future of Sales and AI [27:30] The Evolving Role of Salespeople [34:54] Building Customer Confidence [38:10] The Importance of Content in Sales [45:11] Future of Commercial Excellence [46:34] Measuring Success in Sales

    55 min
  3. #19 - Lessons from the MarTech renewal journey at Finland’s largest financial institution - Nina Rancken, OP Pohjola

    2025-11-19

    #19 - Lessons from the MarTech renewal journey at Finland’s largest financial institution - Nina Rancken, OP Pohjola

    In this episode of Data Driven Voices, host Emma Storbacka is joined by Nina Rancken, Customer Engagement Lead at OP Pohjola. They dive deep into OP's pioneering, AI-based MarTech journey – a six-year transformation that required a fundamental cultural shift, not just a technological one.  Chapters  (00:00) - Introduction and Welcome (01:44) - Nina’s Background - from Nokia to OP (03:49) - OP Pohjola and Its Forward-Looking, Agile Culture (07:53) - The AI-based MarTech Journey and the Cultural Change (13:56) - The Four Key Strategic Principles  (16:55) - Current Capabilities in 2025: 8 Channels and 350 Next Best Actions (19:15) - How AI Drives Next Best Action Decisioning and the Improved Key KPIs (Engagement and Contract Conversions) (24:52) - Operating Model Changes and Governance Forums (30:18) - Lessons Learned: The Need for a Clear Holistic Owner (32:40) - Future Potential (41:36)  - Change Management Lessons and Best Practices https://www.op.fi/en/home-page

    53 min
  4. #18 - What Nordic brands should learn from Temu and Shein's data strategies - Anette Tannerfeldt (Swedma) & Jari Perko (ASML)

    2025-10-24

    #18 - What Nordic brands should learn from Temu and Shein's data strategies - Anette Tannerfeldt (Swedma) & Jari Perko (ASML)

    In this episode of Data Driven Voice, host Emma Storbacka sits down with Anette Tannerfeldt, CEO at Swedma and Jari Perko, CEO at ASML to unpack profiling, privacy, and performance in modern marketing. From Europe’s regulatory headwinds to the rise of Temu and Shein, they examine why so much data goes unused, where Nordic brands are falling behind, and how courage, ethics, and first-party smarts can turn compliance into competitive edge. Chapters 00:37 — Welcome & The Regulatory Battlefield 07:30 — Profiling: Human Nature vs. Digital Risk 11:48 — The Martech Utilization Crisis 19:50 — The Temu and Shein Effect 21:30 — The Competitiveness Battle: Europe vs. China 31:26 — The Path Forward: Courage and Collaboration 37:24 — Conclusion & advice for companies https://www.swedma.se/ https://asml.fi/

    43 min
  5. #17 - From sleepless nights to AI success: What leaders need to know

    2025-10-13

    #17 - From sleepless nights to AI success: What leaders need to know

    In this episode of Data Driven Voices, host Emma Storbacka sits down with our Head of AI at Avaus, Eric Hörberg, to explore how organizations can leverage AI for meaningful business impact, while navigating the challenges, fears, and “sleepless nights” that come with rapid technological change. Introduction (00:00)AI, fear, and sleepless nights (01:23)Eric's AI journey: From 2010 to today (06:20)Generative AI and Its Growing Impact (12:30)AI in Business: Beyond Content Creation (17:25)The AI Workflow: Integrating AI into Existing Processes (25:30)AI in B2B and Marketing: Where the Real Value Lies (29:10)The Leadership Challenge: Embracing AI for Business Growth (33:40)Final thoughts & key takeaways (36:00)

    39 min
  6. Avaus Guide: MarTech & Customer Data in the Age of AI (AI summary)

    2025-09-11

    Avaus Guide: MarTech & Customer Data in the Age of AI (AI summary)

    This episode of Data-Driven Voices is a little bit different. It's an AI-generated audio version of our MarTech and Customer Data Guide, created with NotebookLM. The guide brings together extensive expertise and customer stories, now repurposed in audio format to make the insights accessible in more ways. We explore: Why omni-channel presence and hyper-personalization are now business-criticalThe shift from third-party cookies to first-party data and retail mediaHow automation and AI scale content and customer engagementThe rise of MACH architectures and composable customer data platformsWhy operating models, data quality, and change management matter more than just the tech 📖 Download the full guide via this link: https://www.avaus.com/avaus-martech-guide/ 📬 Would you like a physical copy? Reach out to us at business@avaus.com and we can send you one

    27 min
  7. #16 – Catching up with Sweden in productivity with Karoliina Partanen from AI Finland

    2025-08-19

    #16 – Catching up with Sweden in productivity with Karoliina Partanen from AI Finland

    In this episode of Data Driven Voices, host Emma Storbacka sits down with Karoliina Partanen, Director of AI Finland, to explore how the country’s leading AI network is helping companies go beyond efficiency gains and focus on real business growth. Introduction (00:00) The Role and Vision of AI Finland (06:22) Comparative Analysis: Finland vs. Sweden (11:48) AI Adoption Challenges (15:39) Creating an Open Atmosphere (18:42) Building Trust and Consistency (20:20) Empowering Leadership with AI Training (22:18) The Importance of Experiential Learning (24:25) Fostering Innovation through Collaborative Learning (26:11) Transforming Customer Experience with AI (29:04) Staying Informed in a Rapidly Evolving AI Landscape (32:15) Practical Steps for AI Integration (37:17) Closing Remarks (40:57)

    41 min
  8. #15 - Minimize disruption, maximize adoption with Neil Dickson at Scania

    2025-05-14

    #15 - Minimize disruption, maximize adoption with Neil Dickson at Scania

    In this episode of Data-Driven Voices, host Emma Storbacka sits down with Neil Dickson, Head of Digital Strategy and Capabilities at Scania, to talk about what it takes to lead large-scale change in a global, industrial organization. They explore: How a psychology-first mindset helps teams adapt to disruptive changeWhat it means to build a real infrastructure for transformation—not just processesWhy customer insight and local enablement beat top-down directivesHow a global ethnography project turned into a GPT-powered voice-of-the-customer engineWhy trust, vision, and adoption—not just AI or tech—are the real change levers AI and digitalization are moving fast—but organizational change rarely does. So how can leaders navigate complexity, win trust, and build systems that people actually use? --> Tune in for a practical, human-centered conversation with one of the Nordics’ most thoughtful voices in data and transformation. #DigitalTransformation #AIAdoption #ChangeLeadership #CustomerInsight #OrganizationalChange #DataDrivenVoices

    39 min
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Data Driven Voices is a podcast where Avaus together with industry experts, thought leaders, and partners discuss how to utilise data, technology and AI to drive business results in primarily marketing and sales. The podcast shares actionable insights, success stories, and thought-provoking challenges to help professionals with new perspectives. For more information visit: avaus.com Hosted on Spotify for Creators.

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