Connect, Unlock, and Drive mark the three main pillars of our digital transformation strategy within Daimler Truck North America (DTNA). Titled “Building the Intelligent Company,” this strategy was developed in 2019 by DTNA’s Information Technology (IT) team, ensuring data was the key asset and foundation for each pillar. We envisioned an entirely data-driven future, where data could unlock new business models, business optimization, revenue, and innovation.
Connect is the first pillar of our digital transformation strategy. For DTNA IT, strong connections must exist between our people, data, and technology. Even the most powerful AI tool is ineffective without people interpreting and contextualizing what the data reveals. We also strive for a collaborative approach across teams and functions with our End-to-End (E2E) IT organizational setup. By maintaining continuous, structured workflows that span all stages of a process, we break down traditional silos and foster the kind of cross-functional innovation that drives real results and value.
By balancing this collaboration with creativity and a business-oriented mindset, our organization is positioned to Unlock continued innovation. We remain dedicated to continuous growth and creating solutions and processes that challenge the status quo. By investing in both cutting-edge tools and our team’s capabilities, we create sustainable competitive advantages.
The final pillar of our digital transformation is titled Drive. The crux of our mission is to drive DTNA toward innovative, technology-based solutions that deliver measurable results and real business value.
Combined, our Connect, Unlock, Drive framework outlines a digital transformation strategy rooted in data and fueled by the collaboration and creativity of our teams. This digital transformation translates into revenue generation and measurable results.
Deal Desk: Strategy in Action
Deal Desk, a machine-learning-based solution, is a clear illustration of our strategy in action. When dealers or fleet customers need large quantities of replacement parts for maintenance or repairs, they send bid requests to DTNA with part numbers and expected volumes. A single truck part can have different part numbers across suppliers, production, and aftermarket systems, which adds complexity to the bidding process.
In the past, our team had to manually match the dealer’s part numbers with both supplier and DTNA’s part data to find the right parts. The Deal Desk machine-learning tool automates this cross-referencing process.
Deal Desk was developed internally through close collaboration across our DTNA teams. Although this is an automated solution, our teams stay connected with data and technology by validating outputs, continually refining algorithms, and ensuring accuracy. This automation also allows our IT teams to focus on more strategic tasks like system optimization and innovation.
With the Deal Desk machine learning solution, we improved the cross-referencing lead time by 86%. Deal Desk helps DTNA respond to bids faster, boosting customer satisfaction and driving 10 times more bid sales than the previous year. This resulted in significant revenue gains for DTNA.
Looking Ahead
The Deal Desk success story illustrates our digital transformation strategy in action: leveraging collaboration, creativity, and data-based solutions that improve operational efficiency, strengthen customer relationships, and drive organizational growth.
Our Connect, Unlock, Drive pillars demonstrate how strategic digital transformation can deliver tangible business value when grounded in data-driven decision making. This framework is about empowering people, teams, and aligning technology with business outcomes. Looking ahead, we will continue to refine these pillars, ready to embrace emerging technologies that will further accelerate our digital transformation journey.
Lutz Beck, Chief Information Officer at Daimler Truck North America (DTNA), is shaping the future of IT. By directing cultural change through digital activation, his visionary IT strategy, “Building the Intelligent Company,” guides digital transformation at DTNA, positioning the organization at the cutting edge of technology. Lutz champions IT leadership, disruptive ideas and innovation by re-imagining the way business is done.
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