scaled16-marketing-technology-forum Helsinki, 6.4.2017 @ MICROSOFT-TALO ProgramRegister

SCALED is a summit that connects the dots between digital sales, marketing, and customer service organized by HUB13. At SCALED’17, you will meet the people and companies moving sales and marketing technology forward and hear the best solutions to your digital sales challenges. By joining SCALED’17, you get to meet fellow top sales and marketing directors as well as CEOs facing the same challenges; you will not only network but also build more meaningful business relationships and become part of the close-knit SCALED community. We believe that the change towards more digital solutions in sales and marketing is possible and necessary, and this is why we invite you to make that change happen together with us!

Agenda of SCALED’17

Microsoft Talo, 

08:00  Doors open, breakfast & registration

08:45  Welcoming words by HUB13 & Partners

9:00 – 9:20  Opening keynote: Connecting the dots between digital sales, marketing, and customer service –Riina Kirmanen, Vaisala

9:20 – 9:40  How to create a digital strategy that works? Sakari Jorma, Talenom

How do you harness data as an asset to prove that Digital strategy works? What are the elements that get the attention of senior leadership?  What are the enablers?

  • Culture – Understanding Digital strategy & the importance of data and the freedom to experiment. “Failure is always an option” attitude
  • People – Knowledge, expertise, willingness to risk
  • Leadership – Empowerment, understanding, coaching, mentoring and risk taking
  • Purpose – Why do we do this?
  • Vision & strategy

9:40 – 10:00 Practical approaches to digitizing sales processes Lauri Tillanen, JCDecaux

10:00 – 10:20 Coffee Break & mingle

10:20 – 12:20  Success Cases: Selected stories about digitalization and sales success

Challenges of digitalisation in global companies and the way it impacts consumer behavior in retail Ludmila Niemi, Electrolux

How to scale a business without using salespeople Pekka Koskinen, Leadfeeder

Online Marketing Case: Case Yousician – Chris Thur, Yousician

Finland’s First Digital Mobile Operator. How we did it. Petri Lahtinen, Moi

Lassila&Tikanoja’s digitalization and digital services – Ville Simola, Lassila&Tikanoja

How to build powerful sales teams and strategies with CRM & Event management technology – Antti Heikkilä, Lyyti

12:40 Lunch Break

13:20 – 13:40  Digital customer experiences and sales in a relationship-based business  Sarah Barslund Lauridsen, Nordea Markets

13:40 – 14:00  What does big data mean for sales? How to make use of the data you have? – Juho Kunttu,

14:00 – 14:20 Digitalization runs on trust and security – Clarifying the General Data Protection Regulation –– Minna Frände, Microsoft

14:20 – 14:40  Fireside chat: Customer Data Security

14:40 – 15:00  Coffee break & mingle

15:00 – 15:20 How to turn native advertisement into lead generation – future of content driven marketing– Tomas Forsbäck, Readpeak

15:20 – 15:40  7 lessons on creating a digital consumer experience around how people eat – Juhani Mykkänen, Wolt

15:40 – 16:00  Management of offline-online Digital Customer Journey –Mikko Räty, Deloitte Digital

How to use customer journey mapping tools and other modern technologies to understand, recognize, analyze and act today and tomorrow?

16:00 – 16:20  Digital Customer Experience – what makes a difference? – Juho Korpela, Neste

16:20 – 16:40  Break & mingle

16:40 – 17:00 Effortless experience – from automation to predictive guidance  Pasi Halme, Microsoft
How can machine learning make the effort effortless? How could artificial intelligence guide me as consumer or help brand representative to make better decisions? Can bot have feelings, or should it as least sense how do I feel?

17:00 – 17:20  Digital sales and customer experience Mika D. Rubanovitsch

17:20 – 17:40 Fireside chat: Next Generation of CRM – Features and Success Factors

17:40 – 18:00 Social Selling as a new sales approach in B2B – Sani Leino, Thinglink

18:00 – 18:20 Drinks & Mingle

18:20 – 18:40 Social commerce & chatbots in Sales and Customer Service – Laura Alajoki, Avanade

18:40 – 19:00 How VR can be used to get your message across and what the do’s and don’t are when creating (or let someone else create) a VR Experience? Tim Moelard and Bart Kok, The Virtual Dutch Men

18:90 – 19:20 Key takeaways and closing

19:20 – 20:00 VR AfterworkDrinks & mingle


Startup Demo Area & VR / AR Afterwork

Marc Dillon

Marc Dillon

CEO at ASMO Solutions

Marc Dillon is an experienced entrepreneur best known for co-founding and leading the operations of Jolla. Marc loves to share his experiences and knowledge of the Finnish and worldwide startup scenes through speaking engagements all over the world. His current job, CEO of Asmo Solutions, is to deliver energy saving smart mobile chargers that reduce the risk of home fires.



*more speakers to be announced soon

Sarah Barslund Lauridsen (Denmark)

Sarah Barslund Lauridsen (Denmark)

Head of Digital Platforms and Marketing at Nordea Markets

Sarah Lauridsen is enthusiastic about customer experience and digital transformation. She is responsible for giving Nordea’s capital markets customers great customer experiences on digital channels. Digitalisation has been a large driver of change in the capital markets business over the last two decades and Sarah’s talk will focus on the journey that Markets has been on in terms of defining the digital customer experience and what she has learnt along the way. Sarah heads up an organisation of digital strategists, marketers, business analysts and developers.

Riina Kirmanen

Riina Kirmanen

SVP, Communications, Marketing and Sustainability at Vaisala

Riina Kirmanen has over 15 years’ marketing and management experience in high technology companies in Finland and internationally.She is passionate about digital business opportunities and she is leading modern marketing operation at Vaisala.

Mika D. Rubanovitsch

Mika D. Rubanovitsch

Concept Owner and Sales Coach at OY Imperial Sales AB

Mika D. Rubanovitsch has been in various sales and marketing roles and consulted Finnish companies on improving sales. He is a professional speaker and a skilled trainer. He has trained team managers, sales staff, and also future business school students. Previously, he worked as a Managing DIrector at Hotelzon International Ltd, an online hotel reservation system provider, and, an online trading company, a category leader in Paris. He got his MBA from Hanken School of Economics at the age of 21. After that, he held various sales and marketing positions at Tamrock, Luhta and TietoEnator. Mika is also a business author who’s books have been selling more than 40 000 copies. At SCALED’17, Mika is going to talk about digital sales and customer experience.

Minna Frände

Minna Frände

Head of Legal, Finland and Baltics, at Microsoft

Commercial law, IT, licensing, competition law / antitrust, privacy / data protection, EU regulatory – Sales (B2C, B2B) & marketing, consumer protection, distribution & retail. At SCALED’17, she will be talking about the GDPR directive and data security.

Minna Vakkilainen

Minna Vakkilainen

VP, Head of Analytics & Customer Data at Kesko

Minna is the Vice President and Head of Analytics & Customer Data at Kesko. At SCALED’17, Minna will be participating in the customer data security panel.

Ville Simola

Ville Simola

Digimentalist at Lassila & Tikanoja

Ville is building recycling society with new digital products and services. He is responsible for corporate digital service development team. Member of Environmental services business division management team.

Ludmila Niemi

Ludmila Niemi

Head of Kitchen Retail Channel Nordic Cluster / Country Manager Finland at Oy Electrolux Ab

Ludmila Niemi is Country Manager and Channel Executive with 20+ years of international experience in strategic corporate leadership, brand building, sales and marketing in global companies helping to establish and grow business in Finland, Sweden, Denmark, Norway, Baltic States, Russia & CIS. Key industry expertise: home appliances, consumer electronics, FMCG, retail, wholesale, commercial real estate, B2B growth services. Few years of experience of Board of Directors positions. Will be talking about challenges of digitalisation in global companies and the way it impacts consumer behavior in retail with the focus on consumer electronics and home appliances.

Juho Korpela

Juho Korpela

Head of Digital at Neste

Business oriented and highly technical digital enthusiast with “lets make things happen” attitude.

Juho has a strong technical background and lots of experience in project and account management, concept design and architecture design. Hundreds of projects & hundreds of top-notch websites and platforms delivered already. He has received most of his experience working with top Finnish media companies, including MTV3, Nelonen Media, Sanoma, A-lehdet, Alma Media and Iltalehti.

Juhani Mykkänen

Juhani Mykkänen

Co-Founder and Head of Marketing and Communications at Wolt

Juhani Mykkänen is a cofounder and head of marketing and comms at Wolt. He’s previously worked as the chief of HS Nyt-liite and Radio Helsinki and written three books. At SCALED’17, he will be talking about creating a digital consumer experience.

Sani Leino

Sani Leino

Sales Director, Europe at ThingLink

Sani is an experienced & awarded sales professional with strong focus on lean & inbound methodology. With over 10 years of background in various sales & marketing positions, He believes that in order to succeed in a rapidly changing environment, organisations have to focus more strongly on studying the customer behaviour and align sales & marketing activities to serve the customer better.

Lauri Tillanen

Lauri Tillanen

Director of Commercial Operations at JCDecaux

Lauri Tillanen is a Director of Commercial Operations at JCDecaux. At SCALED’17, he will be talking about practical approaches to digitaliizing sales processes.

Pekka Koskinen

Pekka Koskinen

Founder and CEO at Leadfeeder

Pekka has exceptionally strong technical and business expertise and combines these to create new revolutionary ideas that can be built using software technology. Pekka has knowledge and experience from a wide variety of business fields from high-level strategy planning, financing, sales management and accounting to detailed IT architecture designing, server-side programming, database management and Linux configurations.

Sakari Jorma

Sakari Jorma

CDO & CTO at Talenom

Almost 20 years of experience from Business development, Data & Information Management Sakari is currently leading Talenom (Nordics, Financial & Accounting Services Company) Digital Services business unit. Before Talenom, Sakari Ramped up Software AG Information & Data Management practice globally and developed full Go to market strategy for the area in Software AG.

In his past he also has very intense +10 years in Nokia Leading multiple global initiatives around business enablement via Data, information management and Customer relationship management.

Sakari is board member of and received 2016 1st Dama Excellence award from his work in leading and building the practical approach to data management. This was the 1st time Dama award was presented to a person in Nordics – Europe.

Mikko Räty

Mikko Räty

Country Lead Finland, Partner at Deloitte Digital Nordic

Mikko Räty is Partner and Country Lead of Deloitte Digital in Finland. He has over 12 years of experience in digital marketing and almost 20 years in sales. Throughout his career, Mikko has successfully founded several startups and new business units, found external investors, sold companies and worked with customers in several business areas and industries. Mikko’s specialties include digital marketing and omni-channel strategies and actions, customer journey mapping, marketing automation, business consulting and E-learning.

Tim Moelard (The Netherlands)

Tim Moelard (The Netherlands)

VR developer at The Virtual Dutch Men

Tim graduated specializing in Edutainment at the Academy of Creative Technology. His creativity is inspiring; he is an indispensable team player with great knowledge on the technical aspect of developing virtual reality content. Given his wide interest in new concepts and innovative technologies he developed a natural passion for virtual reality. Tim plays an important role in the vibrant international VR community. He and his team created numerous virtual reality experiences for various clients in the field of architecture, engineering, education and entertainment.

Bart Kok (The Netherlands)

Bart Kok (The Netherlands)

Studiomanager at the Interactive Media department of the 3D Studio 'ArchiVision' and the VR Studio 'The Virtual Dutch Men'

Bart Kok is both Studiomanager at the Interactive Media department of the 3D Studio ‘ArchiVision’ and the VR Studio ‘The Virtual Dutch Men’ and holds a BAT in 3D (game) concepting / interaction design from the Saxion University of Applied Sciences of Enschede. His passion for technology got his team enthusiastic for the Oculus Rift Kickstarter campaign and his interests and expertise are in the area of 3D real-time visualizations/Virtual Reality and consulting/creating ideas for VR based on customer needs. He travels all over the globe to try out the latest and greatest developments in VR and has given numerous inspirational speeches at workshops, meetings and symposia.

Pasi Halme

Pasi Halme

Technology Solution Professional at Microsoft

Pasi Halme is a technology solution professional at Microsoft. At SCALED’17, Pasi is going to talk about Effortless experience – from automation to predictive guidance.

Laura Alajoki

Laura Alajoki

Client Executive, Financial Services Lead Finland at Avanade

Laura helps her clients and their customers realize results through the power of people and the Microsoft ecosystem. Focusing on the Financial Services industry for the past years, she is passionate about technology powered customer service. At SCALED’17, Laura talks about Social commerce & chatbots in Sales and Customer Service.

Antti Heikkilä

Antti Heikkilä

Sales & Marketing Director at Lyyti

Antti leads the sales team at Lyyti and manages the company’s fast growth with two main metrics – encounters (how many) and expertise (how much value are we providing). Using Lyyti’s own technology combined with CRM and marketing automation, the team is able to track the number of encounters the salesteam has with prospects as well as the quality of these encounters. Constantly tracking these has enabled fast growth and development of Lyyti’s sales model, product and service, as every meeting and event that a salesperson attends turns into a learning experience. We are constantly getting answers to two questions: Who should we be selling to and How can we provide more value for them with our technology and service. As a result of this fast growth, Lyyti has been recently featured on both Deloitte Fast 50 and Inc. 5000 lists of fast growing companies in Finland and Europe.

Petri Lahtinen

Petri Lahtinen

CEO at European Mobile Operator Oy / Moi Mobiili Oy

Petri Lahtinen is a founder and CEO of Moi Mobiili Oy. Moi is a digital mobile virtual network operator (DMVNO) made of the customer’s dreams. Petri has a long experience of Telecom industry and he has studied in Helsinki School of Economics and Business Administration.

Mikko Honkanen

Mikko Honkanen

Co-founder at is one of the fastest growing SaaS companies coming out from the Nordics. Vainu enables organizations to understand their customers, get better leads and target their sales accordingly. As a co-founder, Mikko is heavily involved in sales, marketing, customer success, recruitment and product development. Previously, Mikko had a Country Director role at Meltwater Group. At SCALED’17, Mikko is going to talk about what big data means for sales and marketing and how to make use of the available data.

Chris Thür

Chris Thür

Founder and CEO at Yousician

Chris Thür, the CEO of Yousician, is a Swiss Entrepreneur living in Finland. Founded in late 2010, the mission of Yousician is to make musicality as common as literacy. Using cutting edge audio signal processing, games, real musical instruments and a lot of re-thinking and overcoming the limitations of traditional music education. Yousician makes it fun, easy and motivating to learn to play an instrument. With over 50 million users worldwide, Yousician is today the largest music educator worldwide.

Tomas Forsbäck

Tomas Forsbäck

Founder and CEO at Readpeak

Tomas is a founder and CEO of Readpeak, the next-generation native advertising platform. With Readpeak, you can build and optimize native campaigns, promote your content in high-end media, and drive key readers to your content. Tomas is a passionate entrepreneur with several years of experience in sales and digital marketing. At SCALED’17, Tomas will tell you everything you need to know about turning native advertisement into lead generation as well as what the future of content driven marketing is going to look like.

Aki Siponen

Aki Siponen

Technology Lead at Microsoft Oy

Aki Siponen works in the role of National Technology Officer at Microsoft Finland. His main responsibilities include helping customers in adoption of novel technologies and working with government and public sector stakeholders to enable advanced digitalization concepts and safety and security in the digital world. Formerly he has held positions in government, consulting and energy sector.

He is currently member of the board in Information Society Development Centre TIEKE and has been a board member of Association of ICT Professionals TIVIA, Public Sector ICT Board and National Standardization Board.

He holds a M.Sc. in Electrical Engineering from Aalto University and dreams of easier ways to create insights from data.

Mika Aromaa

Mika Aromaa

Director Microsoft Business Solutions

Mika is an internationally experienced Sales Director with extensive experience in both direct and indirect sales and sales leadership. At SCALED’17, he is going to talk in the ‘Next Generation of CRM – Features and Success Factors’ panel.

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Alexandra Petrova
+358 45 169 4042

Partnering with SCALED'17
Our partnership solutions cover most aspects of a targeted marketing campaign. Give us your insights on the most relevant speakers, invite your key prospects to the event, and engage yourself in business meetings. SCALED’17 is a medium that combines a full digital marketing campaign with networking and customer appreciation opportunities – a concept no other can offer.

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