VIVA! Conversion: A Pioneer in Digital Performance Marketing
In the fast-paced world of digital performance marketing, traditional hierarchical structures often slow down innovation and decision-making. But VIVA! Conversion is proving that there’s a better way.
This blog post is part of 50+ case studies of self-managing organizations we created for the 2024 inaugural ZeroDX awards. These organizations embody the principles of RenDanHeYi in their work structures:
Zero Distance to customer: Decision what to build is based on insights from the marketplace
Autonomy: Small teams with full decision-making autonomy enable speed in execution
Shared Rewards: Everyone in the micro-enterprise participates in its financial success.
Introducing Viva! Conversion
Founded in 2017 by Toni Fernández Lázaro, a former Google employee, VIVA! Conversion has emerged as a leader in the digital performance marketing industry. Starting with a team of 8, the company initially focused on pay-per-click (PPC) marketing but has since expanded to include SEO and growth marketing. Today, VIVA! Conversion offers a comprehensive suite of services including SEO, conversion rate optimization (CRO), marketing automation, web analytics, and web development with a team of over 40 people.
Viva! Conversion embarked on its self-management journey about a year ago and is gradually embedding in its organizational design principles that align with the RenDanHeYi philosophy. Starting with transparency and decentralized structure, the company is transitioning towards full autonomy of the people closest to the problems of the end-user. Together with its value-sharing mechanism, this makes for a prime case of zero distance excellence.
A Shift Towards Self-Management
As VIVA! Conversion grew, Toni recognized the inefficiencies of a traditional top-down structure. In 2023, he began transforming the company into a self-managed organization, drawing inspiration from Frederic Laloux’s "Reinventing Organizations" and studying other companies that had successfully made similar shifts.
Key aspects of VIVA! Conversion’s decentralized structure:
- Flat, decentralized teams – Employees take full ownership of their work, reducing bureaucracy.
- Service-based teams – Groups collaborate across specialties to provide integrated solutions for clients.
- Evolving hierarchy – While some teams still have middle management, the company is moving towards a fully empowered network of teams.
By shifting decision-making power to those closest to the work, VIVA! Conversion fosters agility, innovation, and efficiency, ensuring that teams respond rapidly to client needs without unnecessary bottlenecks.
Client-Centric Approach
VIVA! Conversion’s customer relationships go beyond the traditional client-agency model. The company integrates itself as an extension of the client’s team, building long-term partnerships based on trust and measurable results.
- Data-driven methodology – Combines scientific analysis with practical experience to optimize digital performance.
- High-touch communication – Clients are kept informed and involved in key decisions, ensuring full transparency.
- Results-focused approach – Every strategy is tailored to maximize client ROI while staying adaptable to market changes.
With constant availability, proactive problem-solving, and a dedication to delivering impact, VIVA! Conversion ensures that clients feel supported and in control of their digital strategy.
Internal Culture: Autonomy and Ownership
VIVA! Conversion’s shift to self-management is not just structural—it’s deeply embedded in the company culture, encouraging employees to take initiative, innovate, and drive projects forward.
Several initiatives have been implemented to support this cultural shift:
Profit sharing: The company shares 25% of its profits with all employees, aligning individual success with the company’s overall performance.
Open book management: Financial transparency is practiced by opening the company’s financial books to all employees, fostering a sense of ownership and accountability.
Decentralized decision-making: Employees are encouraged to take ownership of their work and participate in decision-making processes, reducing reliance on top-down directives.
Salary transparency: Open discussions about salaries promote trust, fairness, and open dialogue around compensation.
Conflict resolution protocol: A structured approach to resolving conflicts encourages direct communication and collaboration among employees.
By removing rigid hierarchies and empowering employees to own their work, VIVA! Conversion has created a culture that prioritizes collaboration over competition, enhancing both workplace satisfaction and overall performance.
Transitioning to self-management has not been without challenges. Some employees initially resisted the shift away from traditional leadership structures, requiring clear guidelines and training to ensure smooth adaptation.
To refine its approach, VIVA! Conversion is exploring the implementation of holacracy, a governance system that provides clearer role definitions and distributed authority. Additionally, investments in soft skills and leadership development will help employees navigate conflicts, improve self-awareness, and foster stronger relationships.
Conclusion
VIVA! Conversion’s journey towards self-management reflects its commitment to creating a workplace where employees thrive and customers benefit. By embracing transparency, decentralizing decision-making, and fostering an ownership mindset, the company is not just transforming its own culture—it’s setting a benchmark for the future of digital marketing agencies.
With RenDanHeYi principles guiding its evolution, VIVA! Conversion is proving that self-managed teams can drive both business success and meaningful impact. While challenges remain, the company remains committed to refining its approach, growing its people, and pioneering a smarter, more agile way of working.
