In this episode of Data Driven Voices, we were joined by Petteri Heinonen, Chief Technology and Data Officer at Saka, Finland’s largest car dealership. In our conversation, Petteri shared insights into Saka’s digital transformation journey, highlighting the company’s data-first approach, their experiences with MarTech, and how they are preparing for AI.
In this blog post, we’ve summarized some of the key highlights from the discussion.
Saka’s journey: Transforming with data at the core
Petteri Heinonen highlighted how the company’s digital transformation journey began with a data-first approach.
“If we can’t tie something back to a customer, why are we collecting it?“
This question served as the guiding principle for Saka as they modernized their Martech stack and focused on creating value through customer data.
With a fragmented IT landscape at the start, Saka needed to unify their data strategy and align it with business functions.
“It wasn’t about getting the perfect solution right away, but starting with the basics and evolving fast.“
From tools to outcomes: Choosing MarTech with purpose
Petteri shared the early challenges Saka faced with their MarTech stack. After an unsuccessful first attempt, they pivoted to a more outcome-driven approach, prioritizing clear business goals and using the right technology to achieve those goals.
“When we started, we focused too much on the tools and not enough on the outcomes.”
Saka’s new approach involved choosing tools that served specific use cases and worked hand-in-hand with the marketing team.
“The tools should never come first; the outcomes must always be the starting point.“
Laying the groundwork: Building a strong data foundation
At Saka, the first priority was to create a solid data infrastructure.
“We had to clean up and unify the data model.”
This foundational work set the stage for digital transformation, enabling Saka to integrate their CRM systems and logistics tools.
Petteri pointed out that, in the digital transformation space, speed is critical:
“We worked on fast, incremental deliveries. Success wasn’t about perfection—it was about getting things right, one step at a time.”
Looking ahead: How Saka is preparing for AI
“AI is already here, and we’re preparing for it”
While Saka has already implemented AI in areas like logistics, their focus is on creating a flexible, modular system.
“It’s about ensuring we can integrate new technology and scale it as it evolves.”
Saka’s strategy includes open APIs, a cleaned and structured data foundation, and the flexibility to adapt to future technological advancements. Petteri believes the key to success with AI is to not wait for it to “arrive” but to prepare the groundwork now.
Petteri’s leadership advice: Embracing curiosity and bravery
For leaders in today’s data-driven world, Petteri had some wise advice:
“Be curious. Ask questions. Lead with bravery.“
His approach to leadership is centered on fostering curiosity within teams and creating an environment where data-driven decisions are a core part of the company culture.
“If you’re a leader, it’s your responsibility to understand the work your teams are doing and how data can help them succeed.“
Inspiration for marketing, sales, and data professionals
Data Driven Voices is a podcast where Avaus together with industry experts, thought leaders, and partners discuss how to harness data, technology, and strategy to drive meaningful change and business results in primarily marketing and sales. The podcast shares actionable insights, success stories, and thought-provoking challenges to help professionals with new perspectives.
