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Start with Value: Why Process Must Lead Technology for Digital Transformation Success
Big transformation programs rarely fail because of technology alone. They fail when teams optimize systems instead of outcomes.
Marta Moreira Rodriguez shares what nearly 25 years in transformation leadership has taught her about turning complexity into measurable business value—across ERP modernization, CRM workflows, ServiceNow, AI agents, process redesign, and enterprise-scale change.
What stands out in this conversation is how she frames transformation through business outcomes first, systems second.
From reducing unnecessary ERP customization to using agentic AI for document validation, tender workflows, and order processing, Marta breaks down what actually works when organizations are trying to modernize legacy operations without losing compliance, speed, or customer experience.
If you lead PMOs, digital transformation, ERP programs, operations, supply chain, or enterprise delivery teams, this one will feel very familiar.
Key Discussion Points
00:00 Why transformation should start with business value
02:10 Fixing process gaps across CRM, SAP HANA, ServiceNow & workflows
06:48 Portfolio thinking vs managing isolated systems
10:32 Why poor scope definition kills projects
14:25 ERP upgrades: reduce customization, maximize value
19:40 Why every company thinks they’re “unique”
23:12 Where AI actually creates business value
27:05 Real use case: AI agents for document validation & order workflows
31:28 Consultant mindset vs internal transformation leadership
35:50 How Marta diagnoses business constraints fast
40:15 Hidden logistics bottlenecks and process heat maps
44:22 Marta’s career journey: gaming, Microsoft, consulting & enterprise transformation
49:10 Leadership, running, scouting & community service
If you're leading transformation work right now, the most valuable takeaway may be this: start with the value stream, not the software vendor.
Don’t forget to:
👍 Like this video
🔔 Subscribe for more real conversations from the front lines of operations
💬 Comment with your biggest takeaway
🔗 Share this with someone leading transformation right now
#OperationsScience #DigitalTransformation #ERP #AI #ProjectManagement #Leadership #BusinessTransformation #SAP #ServiceNow #OperationalExcellence #EnterpriseSystems #ChangeManagement #OSI
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By Ed PoundBig transformation programs rarely fail because of technology alone. They fail when teams optimize systems instead of outcomes.
Marta Moreira Rodriguez shares what nearly 25 years in transformation leadership has taught her about turning complexity into measurable business value—across ERP modernization, CRM workflows, ServiceNow, AI agents, process redesign, and enterprise-scale change.
What stands out in this conversation is how she frames transformation through business outcomes first, systems second.
From reducing unnecessary ERP customization to using agentic AI for document validation, tender workflows, and order processing, Marta breaks down what actually works when organizations are trying to modernize legacy operations without losing compliance, speed, or customer experience.
If you lead PMOs, digital transformation, ERP programs, operations, supply chain, or enterprise delivery teams, this one will feel very familiar.
Key Discussion Points
00:00 Why transformation should start with business value
02:10 Fixing process gaps across CRM, SAP HANA, ServiceNow & workflows
06:48 Portfolio thinking vs managing isolated systems
10:32 Why poor scope definition kills projects
14:25 ERP upgrades: reduce customization, maximize value
19:40 Why every company thinks they’re “unique”
23:12 Where AI actually creates business value
27:05 Real use case: AI agents for document validation & order workflows
31:28 Consultant mindset vs internal transformation leadership
35:50 How Marta diagnoses business constraints fast
40:15 Hidden logistics bottlenecks and process heat maps
44:22 Marta’s career journey: gaming, Microsoft, consulting & enterprise transformation
49:10 Leadership, running, scouting & community service
If you're leading transformation work right now, the most valuable takeaway may be this: start with the value stream, not the software vendor.
Don’t forget to:
👍 Like this video
🔔 Subscribe for more real conversations from the front lines of operations
💬 Comment with your biggest takeaway
🔗 Share this with someone leading transformation right now
#OperationsScience #DigitalTransformation #ERP #AI #ProjectManagement #Leadership #BusinessTransformation #SAP #ServiceNow #OperationalExcellence #EnterpriseSystems #ChangeManagement #OSI