From financial steering to proactive steering

We have established a structured way of working. We have increased awareness of our objectives and are continuously improving our ability to proactively focus on the initiatives that matter most.

Jens Kollserud, CEO
Symetri Global

The Challenge

Symetri helps its customers work smarter and more sustainably by developing and delivering technology solutions and services to companies within architecture, engineering, construction, infrastructure and manufacturing.

Symetri, which is a part of Addnode Group, was founded in Sweden 1989 and employs more than 1000 people. The company has offices in Sweden, Norway, Denmark, Finland, United Kingdom, Ireland and United States.

In 2021, it was time to define a new strategy for Symetri and Jens Kollserud (CEO) asked himself: “How can we articulate and concretize our strategy for 2022-2025 in a way that makes it clear and actionable for all employees?”. And that is where TIC came in.

The first step was to ensure that the strategy contained clear strategic choices. This was achieved by guiding the executive management team through a number of critical strategic questions, for instance:

If we were to double our revenue by 2025, what would need to happen within our customer base and in the value/effects we create for our customers?
Which playing field do we choose to compete on and which potential playing fields do we deliberately choose not to pursue?
How will we win in the market we have chosen and what will differentiate us from our competitors? And which alternative ways of winning do we deliberately not choose?
What capabilities must we develop and stengthen to succeed on our chosen playing field?

Once the strategy has been defined, the next step was to make it truly actionable throughout the organization. The challenge was to go from a reactive financial planning and follow-up to a more proactive and action-oriented planning and follow-up. Together with the management team, TIC developed a steering model where a strategic prioritized objective was articulated, supported by three key focus areas that would be critical for success. In addition to this, the employees across the organization could relate to and act upon the steering model.

The Solution

The Results

Thanks to a clear strategy and focused objectives that concretizes the strategy, a common language has been established across Symetri. There is hardly anyone at Symetri who is not familiar with the company’s prioritized objective. This clear focus has given leaders across Symetri a strong understanding of how the organization is performing and what is driving the results. “We think more strategically and tactically now. More leaders are stepping up and sharing how things are going. Whether the results are good or bad. They know what to talk about.” Jens Kollserud, CEO.

A few words from Johannes Ingerby, Partner at TIC

”Symetri was one of our customers that we began working with during Covid, under the restrictions that were in place at the time. The partnership has continued over the years and it was in the summer of 2024 that we met in person for the first time. In many ways, we proved together that this type of transformation project can be carried out remotely. We have since then built on that experience when supporting Symetri following its acquisitions in United States, where we have led the integration of the acquired companies into the group’s steering model. It has been an exciting journey in many ways and it feels incredibly meaningful to help Symetri work even smarter” – Johannes Ingerby, Partner at The Information Company