Cirtuo | Company

Our history

From training a methodology to guiding category managers to holistic category strategies. Learn more about our journey to becoming the market leader in digital category management for Procurement.

2009

Starting the journey

Based on the experiences gained over 15 years working as a category manager and a management consultant focused on Procurement, Cirtuo is founded as a one man consulting company with a focus on training procurement professionals in the art and science of developing category strategies.

2010 - 2018

Preaching the good gospel

Over the first years, Drasko traveled around central and southeastern Europe to deliver workshops on category management. Delivering hundreds of workshops to thousands of category managers, the proposed methodology and process was refined. Over the years, the importance of strong stakeholder engagement and involvement took a larger share of the trained methodology. Based on the gathered insights, an early version of a digital category management solution was created in 2010 to aid the consulting approach.

2019 - 2020

Finding a bigger purpose

Realizing that developing category strategies only creates so much value and highly depends on individual capabilities, the idea for a more robust way of embedding the methodology and process in organizations grew. First ideas, mock-ups, and prototypes for a digital category strategy solution that strongly focuses on guiding users were developed and tested in 2019. Based on promising customer feedback, the focus of Cirtuo slowly shifted toward becoming a software company.

2020

Pioneering digital category strategies

While still delivering training and workshops, Cirtuo reinvented itself as a software company. With the release of the 2nd version of its category management software, Cirtuo established itself as the pioneer in digital category management for procurement.

2021 - 2022

From digital category strategy to Guided Strategy Creation

Based on relentless testing, customer feedback, and a vision to increase the scope and capabilities of the solution, the 3rd iteration of the technology was developed, honing in on the concept of providing more than a structured process built around a common methodology. With a focus on improving the user experience and ensuring more predictable outcomes, the delivery shifted towards strong user guidance through interview-style questions. This period also saw exponential growth with enterprise customers globally, further fortifying the position as the innovative market leader.

2023

Elevating Procurement with the Strategic Alignment Matrix

As the underlying methodology and process matured over the years, the focus on aligning with business stakeholders became the central element of the Cirtuo process. By introducing the Strategy Alignment Matrix, Cirtuo cemented its role as a pioneer in strategic Procurement technology. Business engagement and alignment became the foundation for strategically aligning Procurement with the business from Procurement strategy across category, supplier, and negotiation strategies.

2024

Writing the future of Category Management

With the 4th generation of Guided Strategy Creation, Cirtuo embarked on the next chapter of our journey. With a new user interface, advanced AI capabilities, and the extension to supplier strategies, we empower Procurement teams to make holistic decisions and deliver tangible business value in an increasingly complex business environment.

Our values

We boldly push limits but never lose sight of who we push them for. Our values are our compass and our trademark. Because actions speak louder than words.

Credibility

We are experts in digital procurement. We question the status-quo and help our clients develop, validate, and execute leading category strategies.

Clarity

We are clear, direct, and transparent in everything we do, whether it’s with our team members, customers or business partners.

Experienced

We speak from experience gained through hands-on work in procurement and on category management. We take pride in our work and therefore speak with confidence.

Responsive

We are responsive to our customers' needs and are relentless in ensuring our software delivers value.

Bold

We think big and make bold statements because our experience allows us to have educated and well-formulated opinions.

Pioneering digital category management in Procurement

Our vision & mission

Make category strategies actionable

Our history

Leadership Team

Drasko Jelavic

Frank Thewihsen

Sanja Ganic Lackovic

Nada Bencan Sepic

Damir Tadic

Alen Selimbegovic

Our values

Interested in
joining the pioneer
in digital category management?

Pioneering digital category management in Procurement

Our vision & mission

Make category strategies actionable

Our history

Leadership Team

Drasko Jelavic

Frank Thewihsen

Sanja Ganic Lackovic

Nada Bencan Sepic

Damir Tadic

Alen Selimbegovic

Our values

Interested in joining the pioneer in digital category management?

Interested in
joining the pioneer
in digital category management?