Interview with Mathias Wurth - Head of Marketing at aclevion & MRM expert
While marketing planning is still often realized with Excel lists and a combination of different project management and analysis tools, there have long been solutions that bundle all the necessary functions and information in a meaningful way and thus allow an all-encompassing view of all activities at all times. These marketing resource management (MRM) solutions combine all areas of work – from strategic planning to budget planning, project management, asset management and evaluation. In this interview with our MRM expert Mathias Wurth, you will gain an insight into the topic and find out why an MRM solution is (almost) always worthwhile and can even play an exciting role in attracting new talent.
Mathias, as Head of Marketing at aclevion, you are also – appropriately enough – primarily responsible for MRM solutions. When did you first come into contact with tools specifically designed for this purpose and what was your impression?
That was a good 10 years ago, when we at censhare had just started to develop MRM functionalities within the software. Back then, we in marketing were allowed to use the prototypes to support product development with real feedback – as guinea pigs, so to speak. That was the first time I realized that things could be done differently than with Excel. And that completely new possibilities would open up if we could manage to correlate time planning, task management and budgets live and take a truly holistic view.
The idea took root. Soon afterwards, we were also involved in the integration of leading MRM systems in larger cases for customers. And finally, the first projects with MRM solutions from censhare followed – for McDonald’s Germany and Swiss Post, among others. A lot has happened over the years and today there are flexible solutions for almost every requirement.
”With an MRM system, I can really analyze and improve continuously. And achieve more with the same resources!
Mathias WurthHead of Marketing
And yet it is still common practice in many places to work with Excel. Why is this the case? And what do modern MRM solutions do better?
Probably a mixture of old routines and a lack of knowledge about MRM solutions. Although they have been around for quite a while now, they are nowhere near as “learned” as other marketing tools. Excel, on the other hand, is well established. The only difference is that marketing plans here are often easily 10 to 20 years old in their origin. They were sometimes created by people who are no longer with the company. Or they are based on templates that are freely available on the Internet. This is perfectly legitimate for a small five-person start-up, but rather difficult for large marketing departments. Apart from that: Excel can be a powerful tool for individual planning, but we quickly lose track of the big picture.
This is exactly where MRM solutions come in: By bringing information together, making it clearer and much easier to understand, by putting things in relation to each other. There seems to be a certain aversion to “yet another tool” – especially if it is “only” intended for internal use and also costs money. This is understandable in the midst of a perceived “jungle” of tools in which we already operate today. But the calendar knows nothing about the budget, the budget planning knows nothing about the specific tasks and so on. When the next report is due, we painstakingly piece together an overall picture from all these sources – and it often remains fragmented and incomplete. With the right MRM tool, I can display the information I need at any time with just a few clicks. And, above all, to better understand ongoing processes and intervene if necessary. Right up to the sensible reallocation of budgets in an ongoing campaign, for example, because I notice that one channel is performing far better than expected and has further potential, while money is being wasted elsewhere.
The advantages are therefore obvious and everyone always understands this very quickly. Nevertheless, I notice a certain reluctance when it comes to concrete changes. Probably because it always hurts a little to seriously intervene in your own processes.
Then again, there are the advantages and good reasons on the plus side. Let me ask you directly: What is your number one reason for using an MRM system?
Transparency – and with it control and a kind of self-empowerment. A system like this is like a light switch where I used to walk around with a flashlight. It can be a bit uncomfortable at first, because I can now clearly see aspects that were previously rather vague and that I may have talked myself into believing. But it helps immensely – because now I can deal with it, the clarity gives me new options for action and improvement. Not just for the moment, but I can really analyze and improve continuously. There is great potential there, especially in the long term.
Of course, there are also a number of other important aspects: I can take the pressure off my team. I can ensure that my team spends more time on quality work instead of operational tasks. This allows me to achieve more and improve with the same resources.
Ultimately, this is all based on the drastically increased control over what I do, how I do it and what it achieves. Therefore: transparency and control are really good reasons for an MRM solution.
”We know of few marketing solutions that pay for themselves as quickly as MRM systems.
In addition to your work for aclevion, you also occasionally teach at the Marketing & Business School in Zurich – with a focus on your expertise in the field of MRM solutions. What do you pass on to the people who train there?
My core message is always: There is no right or wrong! Everything you do to plan, manage and optimize is marketing resource management. However, it is very worthwhile to take a close look and invest time and effort here – especially at the start of a new position or career stage. The focus should not only be on the content and strategic marketing work, but also on how and with what means we ultimately carry it out, how we maintain, plan and then continuously optimize it. This is the only way to ensure that the strategic, creative and content-related work remains successful in the long term.
Do you think that the use of modern tools can also play a role in recruiting new employees?
Let’s put it this way: in my experience, the decision for an MRM solution is usually driven by people. Mostly when a new marketing manager or a new C-level in general requires a new level of transparency and control. So if I want to attract and retain forward-looking managers, it might make sense to tackle these processes proactively instead of waiting until I am nudged in the face by a change of person. And from a general employee perspective: where do I feel more comfortable? In a company where I have to spend a large part of my working time on redundant processes, many of which are unnecessary given the technical possibilities? Or in a company where these processes are optimized to such an extent that the team spends much more time on meaningful and creative tasks?
From my conversations, I notice time and again how often marketing teams are hopelessly overloaded. No wonder: after all, in many places we are still relying on tools and habits that essentially date back to the 1990s, while marketing has changed fundamentally since then and has become many times more complex. If we don’t want to keep pace, we should take a close look and ask ourselves: why not?
Good question. In your opinion, when is the best time to introduce an MRM solution?
We are currently in the middle of the year-end rally, so the budgets and plans for the coming year will already be largely in place. But isn’t it a great idea to have planned it all for the last time in the previous manual and inefficient way? And instead switching to a new, much more efficient method for the next plan, which is not only more fun, but also noticeably reduces the workload on the team and frees up additional capacity?
Basically, the sooner I deal constructively with the issue and then really get into action, the sooner I can really make a difference and reap the rewards of my efforts. Incidentally, this usually happens surprisingly quickly with MRM systems. In fact, we know of very few other marketing solutions that pay for themselves as quickly as is usually the case here. In the end, the changeover often pays for itself.
Exciting question at the end: Do you use an MRM solution yourself?
With our size, we are of course not necessarily predestined for such a system. After all, the larger and more complex a company is, the more sense process optimization through systems makes. But yes: I am currently preparing our planning for 2025 in an MRM system from our portfolio. Because we work with different providers, we are also prepared for different scenarios – from the complex requirements of corporate structures to fast and absolutely affordable solutions for small and medium-sized companies. We also have the right solution for us. And I can say that it’s worth it. Even if it’s just to avoid having to juggle 7 different Excel files.