{"id":1247,"date":"2025-11-19T14:04:51","date_gmt":"2025-11-19T12:04:51","guid":{"rendered":"https:\/\/ketosoftware.com\/?post_type=blog-article&#038;p=1247"},"modified":"2025-11-26T08:54:41","modified_gmt":"2025-11-26T06:54:41","slug":"strategy-execution-alignment-upm-keto-case-study","status":"publish","type":"blog-article","link":"http:\/\/83.143.220.118\/~keto\/blog-article\/strategy-execution-alignment-upm-keto-case-study\/","title":{"rendered":"How UPM and Keto brought strategy and execution into one view"},"content":{"rendered":"\n\n<section class=\"lead-paragraph-section-with-toc lead-paragraph-section white-logo-replace\">\n\t<div class=\"container\">\n\t\t<div class=\"row justify-content-lg-center\">\n\t\t\t\n\t\t\t<div class=\"col-12 col-md-10 col-lg-4 col-xl-5 position-relative\">\n\t\t\t\t\t<div id=\"toc-container\">\n\t\t\t\t\t\t<span class=\"caption\">\n\t\t\t\t\t\t\tOn This Page\t\n\t\t\t\t\t\t<\/span>\n\t\t\t\t  \t\t  <ol class=\"anchor-menu\" id=\"toc-list\"><\/ol>\n\t\t\t\t\t  \n\t\t\t\t\t  \t\n\t\t\t\t\t\t  \n\t\t\t\t\t  \t\t\t\t\t  \n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\t\t\t\t\n\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"col-12 col-md-10 col-lg-8 col-xl-7\">\n\t\t\t\t<div class=\"body-large lead-paragraph\">\n\t\t\t\t\tAt Gartner IT Symposium\/Xpo\u2122 2025 in Barcelona, UPM and Keto Software explored what it really takes to connect strategy and execution across a global organisation. This article captures that discussion &#8211; from roadmapping and portfolio visibility to AI, common lifecycles and intuitive tooling &#8211; and shows how UPM and Keto built a single, connected view of work that helps leaders steer with clarity and confidence.\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\t\t\n<script>\ndocument.addEventListener(\"DOMContentLoaded\", function() {\n\tconst tocList = document.getElementById(\"toc-list\");\n\tconst headers = document.querySelectorAll(\"h2\");\n\n\theaders.forEach((header, index) => {\n\t\t\/\/ Luo ID jos puuttuu\n\t\tif (!header.id) {\n\t\t\theader.id = \"section-\" + (index + 1);\n\t\t}\n\n\t\t\/\/ Luo linkki TOC:iin\n\t\tconst li = document.createElement(\"li\");\n\t\tconst a = document.createElement(\"a\");\n\t\ta.href = \"#\" + header.id;\n\t\ta.textContent = header.innerText;\n\n\t\tli.appendChild(a);\n\t\ttocList.appendChild(li);\n\t});\n});\n<\/script>\n\n\n\n\n<section class=\"text-section white-logo-replace\">\n\t<div class=\"container\">\n\t\t<div class=\"row  justify-content-lg-end\">\n\t\t\t<div class=\"col-12 col-md-10 col-lg-8 col-xl-7\">\n\t\t\t\t<h2 data-start=\"980\" data-end=\"1025\">From strategy slides to real execution<\/h2>\n<p data-start=\"1027\" data-end=\"1312\">Most organisations are rich in strategy but poor in visibility. Priorities are set, plans are committed, and slides look convincing &#8211; yet, somewhere between leadership intent and day-to-day delivery, things fall apart. Projects multiply. Priorities drift. Information lives in pockets.<\/p>\n<p data-start=\"1314\" data-end=\"1512\">That gap between \u201cwhat we decided\u201d and \u201cwhat we are doing\u201d is where Strategic Portfolio Management (SPM) earns its place. It doesn\u2019t remove complexity, but it makes it understandable and actionable.<\/p>\n<p data-start=\"1514\" data-end=\"1763\">During a fireside chat at the <a href=\"https:\/\/www.gartner.com\/en\/conferences\/emea\/symposium-spain\">Gartner Symposium<\/a>, Keto\u2019s CEO <strong data-start=\"1574\" data-end=\"1590\">Veijo Hytti<\/strong>, co-founder <strong data-start=\"1603\" data-end=\"1621\">Markus Halonen<\/strong>, and <strong data-start=\"1627\" data-end=\"1646\">Philippe Brikk\u00e9<\/strong>, AI Programme Director at <a href=\"https:\/\/www.upm.com\">UPM<\/a>, discussed exactly how they tackled this gap and what they learnt along the way.<\/p>\n<h2 data-start=\"1770\" data-end=\"1837\">UPM\u2019s portfolio rethink: strong practice, missing visibility<\/h2>\n<p data-start=\"1839\" data-end=\"2097\">During the pandemic, UPM used the pause in activity to rethink how it managed its project portfolios. Philippe was asked to rebuild portfolio management for IT projects, and he introduced new methodologies, coaching and gate processes. Success rates climbed.<\/p>\n<p data-start=\"2099\" data-end=\"2130\">But one issue wouldn\u2019t go away:<\/p>\n<blockquote>\n<p data-start=\"2134\" data-end=\"2253\">\u201c<em>We still didn\u2019t have one place where we could see everything &#8211; projects, costs, timelines, priorities, decisions<\/em>.\u201d<\/p>\n<\/blockquote>\n<p data-start=\"2255\" data-end=\"2488\">To understand the problem better, Philippe even built his own tool in his spare time. That prototype helped clarify what a modern portfolio platform should do &#8211; and highlighted where traditional spreadsheets and systems were failing.<\/p>\n<p data-start=\"2490\" data-end=\"2553\">When UPM surveyed the market, Keto stood out for three reasons:<\/p>\n<ul>\n<li data-start=\"2557\" data-end=\"2572\">Open data<\/li>\n<li data-start=\"2573\" data-end=\"2598\">\n<p data-start=\"2575\" data-end=\"2598\">Simplicity of use<\/p>\n<\/li>\n<li data-start=\"2599\" data-end=\"2646\">\n<p data-start=\"2601\" data-end=\"2646\">Flexibility to mirror UPM\u2019s own processes<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2648\" data-end=\"2834\">Today, UPM uses Keto to manage four top-level portfolios: IT, Capex, R&amp;D and AI &#8211; supported by around 20 business and functional sub-portfolios. The vision is bold and measurable:<\/p>\n<p data-start=\"2838\" data-end=\"2920\"><strong>Full visibility of every project, every change, every decision &#8211; in one place.<\/strong><\/p>\n<h2 data-start=\"2927\" data-end=\"2984\">The real SPM challenge: connection, not capability<\/h2>\n<p data-start=\"2986\" data-end=\"3131\">As Markus explained, organisations don\u2019t struggle because their people lack skill or effort. They struggle because those efforts are not aligned.<\/p>\n<p data-start=\"3133\" data-end=\"3233\">Leaders refine priorities. Teams refine execution. But the connection between the two is often thin.<\/p>\n<ul data-start=\"3235\" data-end=\"3354\">\n<li data-start=\"3235\" data-end=\"3271\">\n<p data-start=\"3237\" data-end=\"3271\">Priorities don\u2019t cascade cleanly<\/p>\n<\/li>\n<li data-start=\"3272\" data-end=\"3300\">\n<p data-start=\"3274\" data-end=\"3300\">Portfolios grow in silos<\/p>\n<\/li>\n<li data-start=\"3301\" data-end=\"3354\">\n<p data-start=\"3303\" data-end=\"3354\">Decisions rely on partial or outdated information<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3356\" data-end=\"3587\">This is why flexibility matters. A useful SPM platform adapts to each function\u2019s existing ways of working. \u201c<em>Many companies already have good processes<\/em>,\u201d Markus said. \u201c<em>The tool must support that &#8211; not force them into something new<\/em>.\u201d<\/p>\n<p data-start=\"3356\" data-end=\"3587\"><img decoding=\"async\" class=\"alignnone wp-image-1249 size-large\" src=\"http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-1024x471.jpg\" alt=\"strategy execution alignment\" width=\"1024\" height=\"471\" srcset=\"http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-1024x471.jpg 1024w, http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-300x138.jpg 300w, http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-768x353.jpg 768w, http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-1536x706.jpg 1536w, http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-2048x942.jpg 2048w, http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-480x221.jpg 480w, http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-1440x662.jpg 1440w, http:\/\/83.143.220.118\/~keto\/wp-content\/uploads\/2025\/11\/IMG_20251112_150518-1920x883.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2 data-start=\"3594\" data-end=\"3643\">Roadmapping: making plans that can keep up<\/h2>\n<p data-start=\"3645\" data-end=\"3719\">One theme came up again and again: roadmaps must be alive, not static.<\/p>\n<p data-start=\"3721\" data-end=\"3928\">UPM manages a wide range of projects &#8211; industrial, digital, AI-driven, and R&amp;D. Sequencing them, allocating budgets, and forecasting costs is complex enough. Doing it in a fast-moving environment is harder still.<\/p>\n<p data-start=\"3930\" data-end=\"3966\">Philippe highlighted the essentials:<\/p>\n<ul data-start=\"3968\" data-end=\"4187\">\n<li data-start=\"3968\" data-end=\"4007\">\n<p data-start=\"3970\" data-end=\"4007\">Knowing what starts first and why<\/p>\n<\/li>\n<li data-start=\"4008\" data-end=\"4043\">\n<p data-start=\"4010\" data-end=\"4043\">Seeing multi-year cost profiles<\/p>\n<\/li>\n<li data-start=\"4044\" data-end=\"4078\">\n<p data-start=\"4046\" data-end=\"4078\">Identifying dependencies early<\/p>\n<\/li>\n<li data-start=\"4079\" data-end=\"4130\">\n<p data-start=\"4081\" data-end=\"4130\">Being able to rescope and re-prioritise quickly<\/p>\n<\/li>\n<li data-start=\"4131\" data-end=\"4187\">\n<p data-start=\"4133\" data-end=\"4187\">Making all of this visible across the organisation<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4189\" data-end=\"4302\">Roadmaps updated once a year are obsolete the moment priorities shift. Modern SPM requires adaptability built in.<\/p>\n<h2 data-start=\"4309\" data-end=\"4369\">UPM\u2019s AI programme: value first, not technology first<\/h2>\n<p data-start=\"4371\" data-end=\"4518\">In 2024, UPM\u2019s CEO asked Philippe to accelerate AI across the company. The challenge: build a programme that is ambitious, grounded and measurable.<\/p>\n<p data-start=\"4520\" data-end=\"4741\">Philippe began by identifying the best potential use cases, validating them with stakeholders, and grouping them into 12 transformation streams across every business area &#8211; manufacturing, R&amp;D, sales, finance and more.<\/p>\n<p data-start=\"4743\" data-end=\"4796\">But what stood out most was the portfolio discipline:<\/p>\n<blockquote>\n<p data-start=\"4800\" data-end=\"4892\">\u201c<em>Every \u20ac1 million invested must generate at least \u20ac1 million in value per year overall.<\/em>\u201d<\/p>\n<\/blockquote>\n<p data-start=\"4894\" data-end=\"4995\">And \u201cvalue\u201d is interpreted sensibly &#8211; financial outcomes, user experience and data quality all count.<\/p>\n<p data-start=\"4997\" data-end=\"5126\">The real enabler? A common data platform, UPM implemented years before. Ten businesses, different ERPs, one shared foundation.<\/p>\n<blockquote>\n<p data-start=\"5130\" data-end=\"5287\"><em>\u201cData is the blood of transformation,\u201d<\/em><\/p>\n<\/blockquote>\n<p data-start=\"5130\" data-end=\"5287\">Philippe said. Without integrated data, portfolio decisions are guesswork. With it, SPM becomes a strategic asset.<\/p>\n<h2 data-start=\"5294\" data-end=\"5337\">One lifecycle for every kind of work<\/h2>\n<p data-start=\"5339\" data-end=\"5480\">Different teams often describe project phases differently. To cut through this, UPM created a universal lifecycle model for all projects:<\/p>\n<p data-start=\"5482\" data-end=\"5528\"><strong>Ideate \u2192 Study \u2192 Design\/Plan \u2192 Realise<\/strong><\/p>\n<p data-start=\"5530\" data-end=\"5548\">It now applies to: IT, Capex, R&amp;D, AI and Business development. This unification simplifies communication, governance and tooling.<\/p>\n<p data-start=\"5676\" data-end=\"5914\">Markus emphasised that a clear lifecycle is a strong starting point for any SPM initiative &#8211; even in less mature environments. Decision points become clear. Governance becomes meaningful. And tools can finally serve everyone consistently.<\/p>\n<h2 data-start=\"5921\" data-end=\"5963\">Why usability is a leadership issue<\/h2>\n<p data-start=\"5965\" data-end=\"6102\">Philippe was honest: if people don\u2019t like a tool, they won\u2019t use it. They\u2019ll avoid it, rebuild their own spreadsheets, or find shortcuts.<\/p>\n<p data-start=\"6104\" data-end=\"6282\">He used a simple analogy: \u201c<em>When you buy a new car, you don\u2019t go to training<\/em>.\u201d Enterprise tools should be the same &#8211; intuitive, fast and easy to use. Anything else becomes a barrier.<\/p>\n<p data-start=\"6284\" data-end=\"6441\">Keto\u2019s design approach reflects exactly that. As Markus explained:<br data-start=\"6350\" data-end=\"6353\" \/>\u201c<em>If it doesn\u2019t flow, people drop out<\/em>.\u201d And when people drop out, visibility collapses. Usability isn\u2019t cosmetic. It\u2019s strategic.<\/p>\n<h2 data-start=\"6491\" data-end=\"6551\">Towards more autonomous and confident decision-making<\/h2>\n<p data-start=\"6553\" data-end=\"6629\">Throughout the discussion, a vision for the next era of SPM came into focus:<\/p>\n<ul data-start=\"6631\" data-end=\"6941\">\n<li data-start=\"6631\" data-end=\"6668\">\n<p data-start=\"6633\" data-end=\"6668\">Less searching, more deciding<\/p>\n<\/li>\n<li data-start=\"6669\" data-end=\"6744\">\n<p data-start=\"6671\" data-end=\"6744\">Automated insights and scenario options surfaced at the right time<\/p>\n<\/li>\n<li data-start=\"6745\" data-end=\"6811\">\n<p data-start=\"6747\" data-end=\"6811\">Continuous reprioritisation instead of rigid annual cycles<\/p>\n<\/li>\n<li data-start=\"6812\" data-end=\"6879\">\n<p data-start=\"6814\" data-end=\"6879\">Real-time visibility that brings teams into one shared view<\/p>\n<\/li>\n<li data-start=\"6880\" data-end=\"6941\">\n<p data-start=\"6882\" data-end=\"6941\">Human-centred design to support adoption, not hinder it<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"6943\" data-end=\"7136\">UPM\u2019s next steps include integrating AI-driven natural-language access to portfolio information &#8211; \u201c<em>What\u2019s the status<\/em>?\u201d, \u201c<em>Who owns this<\/em>?\u201d, \u201c<em>What did we spend<\/em>?\u201d &#8211; without logging into the system.<\/p>\n<p data-start=\"7138\" data-end=\"7313\">Keto\u2019s next steps involve supporting even faster scenario building, high-quality data flows, and the seamless \u201cconsumer-grade\u201d experience enterprise users increasingly expect.<\/p>\n<h2 data-start=\"7320\" data-end=\"7356\">Where organisations can start<\/h2>\n<p data-start=\"7358\" data-end=\"7445\">Not every organisation is UPM. But every organisation can take a meaningful first step.<\/p>\n<p data-start=\"7450\" data-end=\"7553\"><strong data-start=\"7450\" data-end=\"7497\">1) Acknowledge that spreadsheets aren\u2019t enough<\/strong><br data-start=\"7497\" data-end=\"7500\" \/>They\u2019re useful &#8211; but not for leadership decisions.<\/p>\n<p data-start=\"7558\" data-end=\"7663\"><strong data-start=\"7558\" data-end=\"7601\">2) Define a simple, shared lifecycle model<\/strong><br data-start=\"7601\" data-end=\"7604\" \/>It aligns teams and creates a foundation for governance.<\/p>\n<p data-start=\"7668\" data-end=\"7766\"><strong data-start=\"7668\" data-end=\"7705\">3) Prioritise visibility over volume<\/strong><br data-start=\"7705\" data-end=\"7708\" \/>Knowing what you\u2019re doing matters more than doing more.<\/p>\n<p data-start=\"7771\" data-end=\"7881\"><strong data-start=\"7771\" data-end=\"7836\">4) Choose tools that support &#8211; not replace your good practices<\/strong><br data-start=\"7836\" data-end=\"7839\" \/>Flexibility is a competitive advantage.<\/p>\n<p data-start=\"7886\" data-end=\"8004\"><strong data-start=\"7886\" data-end=\"7919\">5) Make usability non-negotiable<\/strong><br data-start=\"7919\" data-end=\"7922\" \/>Adoption is everything. No adoption, no visibility. No visibility, no strategy.<\/p>\n<h2 data-start=\"8011\" data-end=\"8028\">Conclusion<\/h2>\n<p data-start=\"8030\" data-end=\"8119\">What UPM and Keto shared in Barcelona was not a technology story. It was a clarity story.<\/p>\n<p data-start=\"8121\" data-end=\"8212\">Clarity in decisions.<br data-start=\"8142\" data-end=\"8145\" \/>Clarity in priorities.<br data-start=\"8167\" data-end=\"8170\" \/>Clarity in how strategy becomes real work.<\/p>\n<p data-start=\"8214\" data-end=\"8432\">The organisations that will thrive are those that can see their portfolios clearly, adapt quickly, and lead with confidence. Strategy alone won\u2019t do it. Execution alone won\u2019t do it. Connected portfolio management will.<\/p>\n<p data-start=\"8434\" data-end=\"8488\">And that, in essence, is what one shared view enables.<\/p>\n<p data-start=\"8434\" data-end=\"8488\"><strong data-start=\"7481\" data-end=\"7631\">\ud83d\udc49 <\/strong><em>Request a Keto AI+ demo and see how real-time visibility and AI-powered insights can help your organisation deliver better projects &#8211; every time.<\/em><\/p>\n<p data-start=\"8434\" data-end=\"8488\"><!--more--><\/p>\n<h2 data-start=\"8968\" data-end=\"8986\">About UPM<\/h2>\n<p data-start=\"8987\" data-end=\"9450\">UPM leads the global shift towards renewable and responsible solutions by replacing fossil-based materials with renewable alternatives. With operations in more than 10 countries and around 16,000 employees, UPM drives innovation across bio-based products, effective use of data, and sustainable manufacturing. Their portfolio spans IT, R&amp;D, AI and major industrial investments &#8211; all aligned with the company\u2019s commitment to long-term value and responsible growth.<\/p>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n<section class=\"cta-button-section white-logo-replace\">\n\t<div class=\"container\">\n\t\t<div class=\"row  justify-content-lg-end\">\n\t\t\t<div class=\"col-12 col-md-10 col-lg-8 col-xl-7\">\n\t\t\t\n\t\t\t\t\t\t\t\t\t<a class=\"button\" href=\"http:\/\/83.143.220.118\/~keto\/enquire-now\/\" target=\"_self\">Request a free demo<\/a>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\t\t","protected":false},"featured_media":1248,"template":"","meta":{"_acf_changed":true,"content-type":""},"categories":[10],"authors":[],"industry":[],"class_list":["post-1247","blog-article","type-blog-article","status-publish","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/blog-article\/1247","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/blog-article"}],"about":[{"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/types\/blog-article"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/media\/1248"}],"wp:attachment":[{"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/media?parent=1247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/categories?post=1247"},{"taxonomy":"authors","embeddable":true,"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/authors?post=1247"},{"taxonomy":"industry","embeddable":true,"href":"http:\/\/83.143.220.118\/~keto\/wp-json\/wp\/v2\/industry?post=1247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}