An exchange of experience between science and practice – Marini Systems as a positive example at the Schmalenbach Conference 2018 in Cologne: Robotic Selling as a use case
SalesTech: from innovative to disruptive
This year’s Schmalenbach Conference, organized by the Schmalenbach-Gesellschaft für Betriebswirtschaft e.V., took place in Cologne on April 26, 2018. The topic this year: Start-ups and Corporate Venturing. The general goal of the Schmalenbach-Gesellschaft is to intensify the exchange of experience between science and practice and to provide sustainable answers to current questions of business practice and legislation. The background for this year’s conference was that the disruptive business ideas of recent years have predominantly originated in start-ups. So it stands to reason that established companies are now intensively involved with start-ups. The question of what benefits corporate venturing can offer both startups and established companies was discussed from a wide variety of perspectives at the conference. The speakers included renowned major entrepreneurs, founders and scientists – and also us from Marini Systems.
Linking university and practice at Marini Systems
Our example matched the conference topic so well because we are a self-financed and organically grown company. Since the foundation in 2010 by Manuel Marini and the Frankfurt University professor Bernd Skiera, we have continuously increased the sales of our data integration company.
Bernd, by the way, is not only one of Germany’s leading researchers with a focus on data analytics in marketing and sales – he is currently also a board member of the Schmalenbach Society. At Marini Systems, we have always had a close relationship with science: Many of our employees in the areas of process modeling and data analysis come from university research, not least that at Goethe University in Frankfurt. The focus is often on questions in the areas of predictive analytics and machine learning. We transfer these research results to our platform.
Control processes across systems with predictive analytics
Our colleague Clemens Sahner, Marketing Automation Manager, presented Marini Systems’ range of services at the Schmalenbach Conference. Basically, Clemens already summed up our entire portfolio with this sentence: “We help you think about your processes and then find a technical solution.” Because with our software solutions, companies create their own integration and automation platform that is completely tailored to their needs and highly flexible. The optimal basis for thinking about and setting up digital processes beyond the traditional boundaries of marketing and sales.
A wide variety of existing systems and new external systems and services can be connected, because we make comprehensive integration of data and systems possible.
Once the sales platform is integrated, it is possible to automatically evaluate which customer or lead has the greatest potential and then address them with the right product at the right moment. Machine learning models can also be used to analyze the right moment and the best product recommendation.
If the Schmalenbach Society considers our sales tech approach innovative and even disruptive, we will not contradict them. We – and our customers – are convinced: the future belongs to data integration and the intelligent automation of processes in marketing and sales.