Digital Transformation Excellence: Holistic Growth Strategy and Process Optimization for CeramTec

Analysis, conceptual design, and implementation of digital B2B growth and sales structures

Technical Ceramics, Advanced Ceramics

Digital Growth Strategy, Change Management, Process Mapping, Use Case Validation

Challenge

CeramTec GmbH, headquartered in Plochingen, is a global market leader in high-performance ceramics and a classic “hidden champion” operating worldwide in the Industrial and Medical segments. Although digital transformation has been driven as a key growth lever since 2020, the company faced the challenge of defining an overarching digital strategy while simultaneously overcoming internal skepticism across different hierarchical levels.

The objective of the project was therefore to occupy market-relevant innovation fields, modernize B2B sales channels, and establish a systematic structure for identifying and validating use cases across all business units.

Solution

hy’s approach was based on a comprehensive market analysis, which led to the identification of six relevant innovation fields and nine concrete growth opportunities. To strengthen sales activities, the CeramCreator was established as an independent digital channel and supported by a targeted marketing strategy, including tailored core messages for specific customer profiles.

A key component of the project was the identification and evaluation of 66 use cases, documented in detailed profiles and assessed according to business impact and complexity. These were translated into a strategic roadmap. In parallel, the internal communication strategy Digital@CeramTec was developed, using personas and a cross-channel editorial plan to actively involve employees in the transformation process.

The initiative was complemented by a detailed visualization of core processes and their alignment with the existing IT architecture, establishing a reproducible blueprint for future projects.

Impact

The collaboration resulted in measurable successes, including the direct revenue-generating implementation of two identified growth opportunities and the establishment of an entirely new digital lead generation channel. CeramTec now has a holistic overview of all digital initiatives as well as a clear blueprint for future process optimization and use case validation.

Through the systematic mapping of use cases within core processes, valuable insights were generated for the IT strategy and data flows. On a cultural level, the communication strategy reduced internal barriers and created the transparency needed to position employees as active partners in the digital transformation.