Delivering impactful change at SIG
Software Improvement Group (SIG) is a Netherlands-based tech consultancy that helps organizations build better software by combining data analytics and expert insights.
As SIG entered a new growth phase, the company wanted to sharpen its go-to-market (GTM) strategy, improve marketing effectiveness, and strengthen cross-team alignment between leadership, product, and marketing.
To support this transition, SIG partnered with Ritmoo to clarify its strategic focus, improve collaboration within the marketing function, and introduce a goal management framework that could scale across the company.
The challenge
SIG’s marketing team had strong talent and trust within the group, but the initial assessment (PTEI®) conducted by Ritmoo revealed a few recurring barriers:
Good but uneven team performance (70% overall PTEI® score) — strong trust and collaboration (86%, 78%) but lower clarity of decisions (67%) and alignment with company goals (58%).
Decisions were often made without sufficient data or documentation, leading to misaligned execution and diluted focus.
Goals lacked clear narratives and measurable commitments, which caused teams to chase vanity metrics instead of business outcomes.
The how
The engagement unfolded in three phases:
Phase 1: Diagnostic & Insight
Ritmoo conducted its proprietary team effectiveness assessment (PTEI®) with SIG’s marketing team.
Results were analyzed and shared with the leadership group, highlighting key improvement areas around decision clarity and goal alignment.
Phase 2: Strategic Immersion
During SIG’s leadership gathering, Ritmoo facilitated a full-day workshop focused on “Aligning Team Objectives with SIG’s Overarching Goals.”
This session connected the CEO’s strategic vision with team-level priorities, surfacing what “great marketing” meant for SIG’s next stage.
Phase 3: Implementation of the NCT Framework
Ritmoo introduced the NCT Framework, shifting focus from abstract OKRs to practical goal narratives that everyone could connect with.
Marketing teams crafted clear Narratives (why each goal matters), defined measurable Commitments, and mapped Tasks that tied execution directly to strategic impact.
The framework was integrated into SIG’s operating rhythm — establishing quarterly goal reviews and reinforcing alignment rituals across departments.
The outcome
After implementing the NCT framework and the Heartbeat Navigator process, SIG experienced several tangible improvements:
Improved alignment and focus: Teams moved from fragmented OKRs to cohesive narratives tied to the company’s long-term direction.
Clearer decision-making: Leadership began using structured discussions and visual summaries to document and track key choices.
Greater accountability and engagement: Teams developed a shared rhythm — understanding not only what to achieve, but also why it mattered.
Foundation for scalable goal management: SIG’s marketing and product teams became early adopters of the Ritmoo software, piloting the tool to connect strategic priorities to day-to-day execution.