Context Acerta Case
Acerta, a Belgian HR service provider in payroll, social administration, and HR management, sought to optimize its marketing structure. TPA was engaged to enhance collaboration between marketing and product through a new organizational design. In partnership with Acerta’s management committee, we co-created a blueprint for a more agile, efficient structure to drive growth and adaptability.
The Challenge
The goal was to create a unified, efficient marketing structure that could support Acerta’s business units effectively, enhance cross-functional collaboration, and integrate a data-driven approach for market intelligence and customer-centricity.
Our Approach
TPA conducted in-depth interviews with key stakeholders and facilitated design thinking workshops, drawing on co-creation with management and insights from leading academic literature on effective marketing and organizational structures (e.g., Mintzberg and Drucker). We explored and developed a strengthened marketing structure, emphasizing cross-unit alignment, customer journey enhancement, and the establishment of Communities of Practice (CoP) to promote continuous learning and standardization across departments.
The Solution
Impact
The initiative led to:
- Enhanced Collaboration: Introducing CoPs for cross-functional alignment and sharing best practices.
- Market Intelligence: Implementing a dedicated team to support data-driven decision-making.
- Customer-Centric Approach: Establishing a marketing structure that emphasized unified branding, communication, and event organization.
- Structured Growth: Empowering the team with transversely aligned KPIs to drive consistency and growth across business units.
Impact
The initiative led to:
- Enhanced Collaboration: Introducing CoPs for cross-functional alignment and sharing best practices.
- Market Intelligence: Implementing a dedicated team to support data-driven decision-making.
- Customer-Centric Approach: Establishing a marketing structure that emphasized unified branding, communication, and event organization.
- Structured Growth: Empowering the team with transversely aligned KPIs to drive consistency and growth across business units.
This Strategic Design Sprint has positioned Acerta to be more agile, data-informed, and better equipped to serve its clients in an increasingly competitive market.
