Marketing and sales advisory — continuous operating model optimization across processes, goal systems, performance steering and measures

First, BVG’s “jobs to be done” were analysed together with the Delphi Institute to better understand the implicit and explicit goals of Berliners with regard to mobility.

In addition, the touchpoints were analysed in detail and translated into non-linear journeys for the eight most important segments.

A further focus was the analysis of BVG’s technical and legal capabilities, in particular the use of first-party data.

Finally, the gap to the strategic goals was analysed, and a use-case-based roadmap with full cost calculation was derived.

In parallel with the implementation of the first use cases from the roadmap, BVG’s corporate goals were systematically broken down into marketing and sales goals. The focus was on developing leading indicators that not only serve as early-warning systems but also actively foster integration and collaboration across all departments.

On this basis, the annual plan for 2025 was developed and is continuously reviewed. All relevant departments meet every two weeks to evaluate goal achievement, make adjustments and ensure that the strategic targets are met at all times.

A central initiative that unlocked many further use cases on the roadmap was the formulation of a customer data strategy. All relevant use cases were developed together with the departments — from legal and pricing to sales and performance marketing — and their data protection and technical effort was estimated.

The use cases were prioritised using WSJF, and requirements for integrating new technologies, in particular a customer data platform (CDP), were derived. A first evaluation of possible solutions was also carried out.

This evaluation formed the basis for the tender of the technologies needed to implement BVG’s data-driven strategy.