How do you digitalize a 115-year-old, family-owned industrial company used by two billion people every day? KONE, one of the world’s leading players in elevators, escalators, and smart building solutions, has in recent years undergone a powerful shift, from technology- and product-centric thinking in marketing to a way of working grounded in customer insights, behavior and real needs..
Mai Lundin, Head of Marketing Nordics, KONE, shares her key learnings from this transformation journey: how the marketing function evolved from a support unit to a strategic business partner, why marketing became the internal engine for driving change and how the team built a scalable digital sales process that works across markets, cultures, and complex customer requirements.