Siemens Digital Industries

Siemens Digital Industries Software Europe is a pioneer in automation. The European marketing team required a solution that would optimise the management and booking of sponsor marketing assets, a cross-functional process that is used by Siemens sales staff, customers and sponsors across the region.

Siemens is a global provider of products, solutions and services. With a workforce of approximately 311,000 employees across offices worldwide, it is the largest industrial manufacturing company in Europe.
The European marketing team within Siemens Digital Industries needed to optimise the management and booking process of their sponsor assets. Assets are available as part of the strategic relationship Siemens has with its customers such as RedBull Racing, Yamaha Moto GP and Ineos, and range from virtual global events, through to trackside hospitality and factory tours. Their requirement was for a centralised and scalable sponsorship application that would improve and automate the booking process, resolve significant inefficiencies and support sales personnel and channel managers globally.

The app is spot-on and exactly what we’d envisaged, a solution that delivers improved efficiencies whilst ensuring greater control and visibility across the end-to-end process.

Leonie Upton, Marketing Execution Manager, Siemens Digital Industries Software

With thousands of assets available, the booking process involves sponsors and account managers from across multiple countries. The existing process of sponsorship management relied on inefficient manual processes, such as email, and on the co-ordination of ad hoc requirement discussions across many different departments and organisations. The process was housed across multiple systems and it was becoming increasingly challenging to manage, maintain and track the assets. Siemens recognised that building a bespoke solution would be the best way to deliver efficiencies and scale their existing processes. Having already established that they wanted to use the Mendix low-code platform to achieve this, the business reached out to AuraQ; an experienced Mendix partner to resource the project. Following an initial requirements gathering period with internal stakeholders, and impressed with the teams approach, development started within just a few days.

The app was delivered on time, to budget and at “lightning speed”, going from ground-zero to a working production app in only three weeks. The new Mendix-powered Siemens sponsor asset booking system (SSABS) now provides full visibility into the workflow and makes booking assets simple, managing both inward and outward approaches. Assets can be identified quickly, enabling users to choose what asset best meets the needs of their individual buyers’ journey. The SSABS application provides end-to-end visibility across the entire workflow and there is now a consistent, scalable and fully automated process from request through to completion. In addition to saving a huge amount of data entry time, the changes have also strengthened the business allowing Siemens to leverage assets in the right way. The insight from the analysis within the centralised asset booking system enables continuous optimisation and allows Siemens to co-ordinate their financial planning and annual sponsorship negotiations based on scientific analysis.

Siemens Digital Industries
Case Study

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