Lufthansa Group Success Story
We asked marketers from across the Lufthansa Group how MARMIND helps them manage campaigns effectively across four different brands and 200 people in 50 different countries. Watch the full story below.
Efficient campaign management across multiple brands: Why Lufthansa Group uses MARMIND
The Lufthansa Group global marketing organization comprises of approximately 200 people in 50 different countries, meaning that they require a lot of collaboration, stakeholder management, and exchange with each other on a daily basis.
Before introducing MARMIND, however, they didn’t have a central place to manage all their marketing resources.
Instead, they used spreadsheets, PowerPoint templates, and endless email threads to plan, budget, and create campaigns, making it really difficult for them to keep an overview of their activities and create transparency across the organization.
As some of the interviewees describe it:
“Before using MARMIND, we used all kinds of tools. We had people in APAC and in the home markets using a specific planning tool, and we had the colleagues in the Americas, for example, or the ones in EMEA, using the same tool, but in a different setup on a different platform.”
“We were using Excel sheets. We were using PowerPoint presentations for our annual, quarterly, even monthly planning.”
“That was actually the biggest challenge because we could not have a cohesive plan and we could not tell on the spot what activities are happening, in which markets, for which airlines.”
When they started looking for a solution, it quickly became clear that Marketing Resource Management software was what they needed.
“The most important thing that MARMIND brought to the organization was breaking the silos and having transparency. We now know exactly what kind of marketing activities we have, in which markets, for which brand.”
Watch the video to find out more.
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