As part of a strategic brand relaunch and my work supporting transformation initiatives, I served as a Strategic Advisor at the Marketing & Innovation Group, helping to position and launch CTE – Culture Transformation Evaluation. Through strategic storytelling and a clearly defined go-to-market strategy, a complex scientific assessment model was translated into a practical and accessible solution for companies and decision-makers.
This enabled CTE to be positioned as a practical framework for analysing corporate culture in the context of transformation and change.
Traditional assessment and survey tools often provide only limited insight into the cultural dynamics and interrelationships within organisations. As a result, transformation initiatives risk being guided by incomplete information, potentially leading to ineffective strategic and operational decisions.
– Limited effectiveness of traditional assessment and survey tools in transformation initiatives
– Risk of ineffective strategic and operational decisions due to limited cultural transparency
– Cultural dynamics, relationships and interdependencies often remain invisible
The objective of the go-to-market strategy was to position CTE — a scientifically grounded framework for measuring corporate culture — as a solution that was understandable, relevant and actionable for companies and decision-makers.
– Position CTE as a scientifically grounded framework for analysing corporate culture
– Develop a clear communications and go-to-market strategy for a complex analytical model
– Translate scientific complexity and analytical depth into practical value for companies and decision-makers
– Build visibility and thought leadership in the fields of transformation, corporate culture and change
– Establish a clear communications and positioning framework connecting scientific analysis with practical application
– Engage companies, decision-makers and potential pilot clients through targeted communications
The strategy focused on translating a complex analytical model into a clear communication and positioning framework for companies and HR decision-makers. Through strategic storytelling, targeted communication and a structured go-to-market strategy, I positioned CTE as a practical framework for transformation, corporate culture and organisational development.
– Developed the go-to-market strategy for positioning and marketing CTE in the B2B environment
– Translated complex and abstract analytical content into clear and understandable communication for different target groups
– Created sales and communication materials with clear value propositions and practical use cases
– Implemented social selling and LinkedIn initiatives to establish visibility and thought leadership
– Developed a sales funnel and personas to engage potential corporate clients
– Supported and delivered CTE projects in the fields of change management and transformation
Analytical Model for Corporate Culture
Positioned CTE as a framework for measuring and analysing corporate culture
Complexity Made
Understandable
Translated scientific complexity into clear communication for companies and decision-makers
Visibility &
Thought Leadership
Built visibility across HR, transformation and change communities
Market Validation &
Pilot Projects
Supported initial pilot projects and received positive market feedback
– Successfully launched and positioned CTE as a scientifically grounded framework for measuring and analysing corporate culture
– Translated complex scientific content into clear and accessible communication for companies, decision-makers and pilot clients
– Built visibility and thought leadership across trade media, HR communities and transformation networks
– Developed and introduced clear value propositions and practical use cases for different target groups
– Supported new business development through go-to-market, communications and social selling activities
– Generated positive market feedback from companies and initial pilot clients
– Supported early transformation and change management projects using the CTE framework
Further insights
Future Pioneers Collective (former Marketing & Innovation Group)
Further information and references relating to this case are available upon request.
The following competencies were applied throughout this project and reflect the core areas of my expertise.
