Cognite Scales Customer Value Globally with Minoa
Learn how Cognite achieved 100% revenue org adoption in under a month and created a universal framework for value across their global organization.
Justin Hester (they/them) leads Cognite efforts to build a strong capability around customer value—a team of industry experts helping customers understand the "why" behind decisions and make better, well-informed choices. But that capability lived in a small group.
The Challenge: A Small Team Couldn't Scale Value Across a Global Customer Base
Justin's team was struggling to scale that part of the equation across Cognite's full customer base and international revenue organization.
At the same time, Cognite faced a common fork in the road:
- Continue with a DIY approach using Google Sheets and Google Slides, or
- Adopt a platform designed to make value consistent, repeatable, and scalable
Why Minoa: Scalability Beats DIY
Cognite chose Minoa because it solved the core constraint: scale.
Justin summarizes the deciding factor as the ability to create a centralized framework that the entire company could work toward and rally around. Instead of disconnected spreadsheets and slide decks, Minoa created one thread—a shared, standardized way to build and communicate customer value across teams and geographies.
How Cognite Uses Minoa: Collaborative Decision-Making with Customers
Minoa didn't just help Cognite standardize internally—it also changed how value shows up with customers.
When Cognite brings a customer into the Minoa platform, Justin describes it as natural:
- Working through the decision-making process together
- Collaborating in a shared workspace
- Empowering customers to make well-informed decisions faster
That collaborative posture matters because it moves value from being something Cognite presents to something the customer participates in—and owns.
The Results: 100% Adoption Across the Revenue Org in Under a Month
Cognite saw rapid internal traction:
100% adoption across the revenue organization in less than one month.
That speed of adoption reinforced for Justin's team that Minoa wasn't just helpful internally—it was clearly valuable for end customers, too.
The shift was visible culturally as well. Inside Cognite, "customer value" and "Minoa" started to be used interchangeably across the international organization—a sign that value had moved from a team function to a shared language.
A "Universal Translator" for Value Across Borders
Cognite operates across business cultures and languages. Justin describes Minoa as a universal translator in that environment—because while terminology and norms vary, the "why" stays consistent.
Minoa helped Cognite anchor value conversations around that durable core: business rationale and impact that resonates across borders.
What's Next: Extending Transparency into Value Realization
Cognite's next chapter with Minoa goes beyond building the business case.
Justin's focus is bringing the same transparency and collaboration into value realization—the post-sale journey where Cognite and the customer:
- Measure impact day-by-day, month-by-month, quarter-by-quarter
- Stay aligned on outcomes
- Hold each other accountable to delivering what was promised
The goal: not just clarity on how value is delivered, but shared accountability for the business impact.
Summary
Cognite adopted Minoa to solve a scaling problem: how to take a high-impact but resource-constrained value capability and make it consistent across a global revenue org.
With Minoa, Cognite achieved:
- A centralized, repeatable value framework company-wide
- Collaborative, customer-inclusive decision-making
- 100% revenue org adoption in under a month
- A foundation to expand from value articulation into value realization and measurement
Want to scale customer value globally like Cognite? Book a demo to see how Minoa can help.