Organisational Network Analysis is a fascinating new area of HR Tech.

Francisco Marin Mayer interview

In this article, I’m kindly joined by Francisco Marin Mayer, Co-Founder & CEO of the rapidly-growing company, Cognitive Talent Solutions.

Read on for our discussion on:

  • What is Organisational Network Analysis and what does Cognitive Talent Solutions (CTS) do?
  • How CTS got its first few customers and their main marketing channels for getting new clients now.
  • Changes and challenges facing the Human Resources industry as a whole.
  • Interesting people or resources to check out that can help HR businesses to grow faster.

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Growing An Organisational Network Analysis Company

Over to Francisco and growing an organisational network analysis company . . .

What’s your background? How did you get into the business?

FRANCISCO: Our founding team consists of former IBM employees who worked together for several years.


I was working as a Business Analytics Leader for Sales Transaction Support EMEA Operations.

Katarina was a Lean Six Sigma Black Belt and Viktor a Data Scientist.

In September of 2017, we left IBM and launched our startup Cognitive Talent Solutions, also known as CTS. The company is based in NYC but we operate at a global level, having completed multiple projects across different continents.

What does CTS do and just what is Organisational Network Analysis?

CTS offers a cloud-based platform for Organizational Network Analysis (ONA) and Organizational Restructuring Simulation powered by Artificial Intelligence (AI). ONA allows you to visualize and analyze both formal and informal relationships that exist within your organization, enabling you to accelerate and enhance strategic change adoption, onboarding, HiPO/SME identification, and Diversity & Inclusion among other use cases.

The company has been highlighted by David Green among the top 12 global vendors shaping the ONA space. We have also developed patent-pending technology for the simulation of complex organizational restructuring initiatives such as mergers, acquisitions, and internal reorganizations.

Companies are constantly transforming themselves and implementing strategic changes, whether it is rolling out a new CRM, ERP or HCM platform or implementing agile methodologies and new ways of working.

By identifying the informal leaders in the organization they can accelerate in a significant manner the adoption of these changes, as these informal leaders achieve an outreach 40% greater than formal ones.

Who are your ideal customers? How do they benefit?

Our ideal customers are Fortune 500 and Global 2000 companies.

We completed a successful project with a leading provider of professionally monitored security solutions where they leveraged ONA to enhance HiPO identification, accelerate Workday adoption, reduce new hires’ time-to-productivity and improve workforce planning.

We also completed a Restructuring Simulation project with a multibillion-dollar merger in the Telecom industry, driving $63M in cost avoidance savings and reducing undesired, deal-specific turnover by 80%.

How did you get your first few customers? What are your main marketing channels for getting new clients now?

Since the beginning, we have relied on partners to get our first customers and then scale up our operations at a global level.

Our partners are consulting companies that resell our technology or bundle it with their services.

We work together with our partners to develop a marketing strategy that includes ads, email campaigns, blogs, articles, videos, and inbound marketing through case studies among others.

The HR industry continues to evolve at a rapid rate. What change and challenges do you see now and in the future?

HR professionals are in a unique position to create value for the organisation because of their privileged access to valuable data and the recent development of new data refinement and data visualization capabilities.

The main challenge for them is to position HR as a value-added partner to other functions in the organization.

Collaborating with Change Management and People Analytics professionals is critical to achieving this.

Any tips on interesting people, websites, tools, podcasts, or books that HR businesses should check out to grow faster?

David Green and Josh Bersin publish great content to keep abreast of the latest trends in People Analytics, providing objective insights and referencing real use cases and case studies.


Francisco and his colleagues have built an exciting company right at the forefront of HR Tech.

If you want to learn more about CTS, you can visit their website or reach out to them at

I wish Francisco and the team all the best for the future!

While you’re here . . .

Check Out My ‘A Better HR Business’ Podcast

I write the Get More HR Clients blog on marketing for HR consultants and marketing for HR Tech companies as a former HR professional who has moved across to the marketing side of business.

In my HR marketing podcast, I talk with different HR consultants and HR tech companies from around the world to learn about what they do and how they keep their businesses healthy and moving in the right direction.

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Enjoy the show!