The Challenge
Marcura is an international maritime technology company that provides a range of products and services for the global shipping industry. Headquartered in Dubai, it has a network across 25 countries. BeTheLeap had worked with Martrust, the financial services arm of Marcura, throughout 2024. Marcura brought in BeTheLeap the following year to help facilitate their strategic leadership and AI offsite.
The reasons for this leadership and AI enablement offsite were threefold.
- Customer data was fragmented across every business vertical.
- Cross-sell had the biggest growth opportunity but lacked the right infrastructure to execute it effectively and efficiently, making it a persistent failure point for the business
- Marcura wanted to implement an AI strategy across the business to mitigate siloed work across all divisions, but did not know how.
These three pain points were brought under the ‘One Marcura’ model that the offsite wanted to address: a unified strategy across all business verticals, driven by AI to increase efficiency. Though agreed at the leadership level, Marcura was struggling to align on what this meant in practice.
With an aggressive revenue target set for 2027 and a leadership team of 40 spread across the globe, the challenge was turning that shared vision into an actionable plan, one that brought AI meaningfully into the business and to Marcura’s trusted customers, while keeping every AI process governed, secure, and aligned with long-term goals rather than chasing short-term cost-cutting.
The participants
Forty participants attended, including the CEO, CPO, Marcura’s Group-level C-suite leadership, and their respective VP and SVP teams.
Our Approach
BeTheLeap helped design and facilitate a three-day leadership offsite built around two objectives:
- Strategic alignment on the ‘OneMarcura’ operating model
- An AI enablement hackathon that created working prototypes by the leadership team in just two days
BeTheLeap’s workshop outcome was to develop a strategy that would help Marcura integrate and validate AI tools in the business.
At the beginning, participants focused on their own business vertical, on how to maximise revenue without thinking about how this AI strategy would affect their customers. The workshop shifted that thinking toward the customer impact. From there, participants surfaced their own unique business challenges, with and without AI, identified patterns across the broader group, and used the workshop to find solutions and processes to implement together.
The hackathon was divided into four groups, each tackling a different operational challenge: AI-powered go-to-market outreach, account-based management data infrastructure, AI capability measurement and rollout, and cross-sell CRM governance.
The Outcome
Following the offsite, BeTheLeap compiled a report that extensively outlined alignment to move forward faster, ownership, accountability and a prioritised action framework for the first 30-60, and 90 days.
- A working system in place that aligned the leadership team to a OneMarcura AI adoption and combined strategy that’s executable, accountable and measurable across all business verticals, customers and to the board.
- Four AI PoC (Proof of Concept) prototypes were demoed during the day-two hackathon.
- A 30-60 day action plan with named owners, defined budgets, and accountability metrics covering data governance, ABM ownership, AI operating procedures, and cross-sell infrastructure.
- A 90-day priority roadmap to sustain execution, with Marcura proactively booking BeTheLeap for a quarterly checkpoint to track progress against the 2027 mission.
Duration
Total engagement: Approximately five weeks, including two weeks of workshop planning and a week of post-offsite reporting and handover.