Sustainability is security
The three villains
parallax background

Digitisation for all

There is a high level of correlation between digital development and sustainability

June 16, 2023

6 min read

June 16, 2023

6 min read

It’s become one of the repeated statements of the past few years: that the Covid-19 pandemic sped up the process of digitisation in the public sector across Europe, and indeed much of the world.

For Evangelos Chrysafidis, Public Sector Lead for Central and Eastern Europe, Middle East and Africa at Microsoft, repeating the statement does not make it true. Real world examples of public sector digitisation are what we need, he says, and offers a couple of his own.

“In Greece, with Microsoft as a key partner and stakeholder, the Ministry of Digital Transformation has managed to over the past four years introduce, shape, create and enhance a digital environment for a vast number of digital services, which has tremendously impacted the lives of citizens in a highly visible way,” he tells Emerging Europe.

“Today, the majority of core public services are digitised. One example, getting a certificate from the tax authorities – this used to mean a day-long queue. Now it’s a 10-minute task. That has freed up time both for citizens and, most importantly, increased the value of the work carried out by public servants.”

Leaders embracing digitisation

Another example comes from Malta, where in partnership with the Malta Information Technology Agency (MITA), Microsoft is helping the country speed up its digital transformation, including the creation of what Evangelos describes as “one of the best security operations centres currently run by a central agency of a government”.

So impressive has Malta’s digitisation process been, he suggests, that it can now be spoken of in the same terms as digital frontrunners such as Estonia and Denmark.

Evangelos is a firm believer in the idea that public sector digitisation is a catalyst for overall digital progress, with that digitisation being directed from the top levels of government.

“We are seeing leaders understand and embrace digital strength as a way of transforming their countries, making them more competitive. And that is key,” he says.

Not only does public sector digitisation improve the resiliency, agility and efficiency of the ‘business of government’, it also creates the conditions for broader digital economic growth and greater digital inclusion.

“Our Digital Futures Index has established that more digitally advanced countries are greener, more productive, innovative and competitive,” says Chrysafidis, adding, “Investment in ICT, cloud, IoT, and AI is a major driver of digital progress and, as a result, of economic and societal benefits. There is a very strong correlation between the digitisation of public services and greater productivity.”

The Index also shows that higher levels of digital interaction with government encourages greater participation in the digital economy amongst citizens. This creates a virtuous cycle of expanding digital skills and creating more demand for digital services.

The Index also found a significant range of correlations between digital development and sustainability, underscoring the importance of twinning digitisation and green strategies as part of national recovery initiatives.

“Of all the correlations we found, investment in digital technology and the digital skills of the general population had the strongest positive relationships with environmental outcomes,” believes Chrysafidis.

Evangelos Chrysafidis

AI has the potential to transform public sector services and operations

AI is bringing huge positive change to all industries, including the public sector, which plays a huge role in the digital innovation ecosystem.

Evangelos believes that the past few months have been an exciting time for AI innovation, saying that the mindset surrounding the technology has changed, and that it is now a tool that can transform government services. “It’s no longer AI for the sake of AI,” he says.

“AI will evolve to become a platform. That platform is essentially the end game where a series of services will be available, provided by artificial intelligence platforms.”

Given the many valid concerns of regulators and the wider public regarding the development and implementation of AI, Evangelos is as aware as anyone of the need for its responsible deployment.

“AI has the potential to transform the way we live and work, and the opportunities it opens to solve long-term challenges are vast. But we also have an important responsibility to develop and deploy this technology thoughtfully, ethically, and focused on benefiting people and society broadly,” he says.

“At Microsoft, we are committed to developing responsible AI systems, and this is especially important for the public sector, ensuring that the technology drives a positive impact for everyone.

“It’s critical that we showcase our responsibility, which goes far beyond ethical concerns. Responsibility is much more than talking about ethics. Responsibility towards AI creation and technology dissemination is fundamental to its success.”

From cybersecurity to resilience

In today’s geopolitical landscape cybersecurity is a key priority for building the resilience of governments and their local organisations, and provides an essential foundation for accelerated digitisation.

As the world digitises, it’s important to recognise that the benefits of hybrid work, smart supply chains and intelligent internet of things come with new and different risks to manage.

Yet according to an IDC study commissioned by Microsoft, only half of companies in Central and Eastern Europe have a comprehensive cybersecurity strategy. This in a landscape where anything less than comprehensive security is no security at all.

“Cybersecurity gives public sector leaders confidence to embrace the shift to the digital economy and reap the benefits of their investment in it,” says Chrysafidis, who stresses that it is time to change the narrative around cybersecurity, focusing on building resilience.

“How can governments become risk managers?” he adds. “Governments must be equally strong both proactively and reactively – for me, that’s the key.”

“When we talk about resilient government, it has, of course, the component of cybersecurity and cyber defense. But it also has components of how those come into play with respect to strategic resilience, geopolitical resilience, natural disasters. These are continuous needs and must be looked at in a diligent and holistic way.”

Government resilience – including cybersecurity – has been a key part of Ukraine’s defence against Russia’s invasion, and Microsoft has been supportive of Kyiv’s efforts. Ukraine’s government has continued to function, has continued to offer public services – even developing new digital tools to deliver them while war rages. It’s another example, says Evangelos, of a country getting the basics right.

“We see that countries which have taken steps to make government resilient have done so in all areas of risk – in terms of both government operations and in broader society. That approach has led to much better results.”

Ultimately, countries need to ask themselves: How can I develop the ability to keep my government open, even in the most difficult circumstances?

“It’s this ability to stay open that is true resilience,” concludes Chrysafidis.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis at Reinvantage.

Share

Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.