Business Insights Podcast
A podcast about digital strategy, governance, and long-term decisions.
Business Insights is a thought-leadership podcast focused on the strategic realities of digital transformation. The show explores market structures, regulatory frameworks, organizational change, and long-term technology decisions.
Experts in and around the TYPO3 ecosystem function as points of reference within broader business and technology discussions, particularly where complexity, governance, and digital sovereignty are non-negotiable. Business Insights airs twice per quarter and is aimed at professionals and decision-makers navigating complex digital environments.
Your Host
Myrna Gönnemann
Success Manager
After several years working as an Online Marketing Manager, she now serves as a Success Manager at TYPO3 GmbH. Her focus is on supporting partners and fostering exchange within the TYPO3 community. Knowledge sharing and collaboration are central aspects of her work.
Moving Beyond Gut Feeling: How the W.A.V.E. Principle Makes Marketing More Measurable #03
Episode #03
The growing complexity of modern marketing presents a massive challenge for companies. An explosion of new channels and tasks meets stagnating budgets and staffing bottlenecks, making it harder than ever to maintain a strategic focus. In this German-language episode of Business Insights, we explore how to break free from relying on pure gut feeling and regain full control over marketing success through structured processes.
Our guest is Hans Piechatzek, Founder and Managing Director of move:elevator. Together, we discuss the W.A.V.E. principle developed by his team – a strategic framework that prioritizes solid knowledge over vague assumptions, brings all relevant stakeholders to the table early on, validates marketing efforts through real numbers, and leverages artificial intelligence for maximum efficiency.
Hans shares honest insights into daily practice and explains how targeted user research minimizes risks before budgets are spent. We discuss why projects often fail due to isolated decisions, how regular Move-Forward meetings strengthen client retention, and the role data dashboards play in replacing guesswork. Furthermore, we shed light on the future of the agency world, where AI efficiency increasingly takes over routine tasks at the bottom of the competence pyramid, requiring marketing teams to step up in strategic leadership, precise context definition, and quality assessment.
This episode is for marketing managers, agency owners, and digital decision-makers who want to bring structure to the chaos of digital channels and learn how data and AI can make the marketing of tomorrow more efficient.
Product Development as a Strategic Pillar - Scaling beyond hourly rates
Episode #02
The transition from a service-oriented agency model to developing scalable software products is a major strategic challenge for many digital companies. In this German-language episode of Business Insights, we explore how to break free from the traditional "selling hours" logic and create a sustainable second pillar through product development.
Our guest is Florian Keitgen, Head of Product Development at b13 GmbH. Together, we discuss the internal transformation required to make this leap, how to restructure an agency to support product roadmaps alongside client projects, and what it takes to move from being a project manager to a product owner.
We look into the complexities of product pricing and why "solution-selling" is replacing the hourly rate. Florian shares honest insights into the learning curve of the past year: from the struggle of finding a fair price point to the challenges of providing reliable support and maintenance without drowning in day-to-day business. We also shed light on the strategic role of the TYPO3 community and discuss why a central marketplace could be the key to better visibility for agency-driven products.
This episode is for agency owners and digital decision-makers who want to understand the risks and rewards of building your own software and why products might just be the agency model of tomorrow.
Digital Accessibility: Why Companies Need to Act Now
Episode #01
Digital accessibility is increasingly becoming a business-critical topic in the digital world. In this German-language episode of Business Insights, we discuss why accessibility today goes far beyond legal requirements and what strategic importance it holds for companies and agencies.
Our guest is André Richter, Director of Digital Experience at queonext. Together, we explore how present digital accessibility currently is in agency practice, how strongly it is being demanded by clients, and what impact legal regulations like the BFSG have on raising awareness within organizations.
We talk about whether accessibility will become as self-evident in the future as SEO or data protection, what common misunderstandings exist around accessible digital experiences, and how agencies navigate the tension between quick results and sustainable implementation. We also shed light on the role of automated testing and the perception of TYPO3 as a system in the context of digital accessibility.
This episode is for anyone responsible for digital experiences and who wants to understand why accessibility is not just a duty, but a key component of future-proof digital strategies.