How Daimler Truck AG put together a previously unsolved MarTech puzzle

The MarTech landscape is growing rapidly and becoming more and more unmanageable. It feels like new solutions and puzzle pieces are added every day. It takes patience and concentration to find the right pieces. It is especially difficult when the individual MarTech pieces do not fit together! Then only a small picture becomes visible, but the big picture remains hidden. Or rather: The full potential of the tools can only be used if all the parts are connected. Daimler Truck AG has created a connector for its puzzle pieces. The result is a complete puzzle with perfectly interlocking stores and configurators. All components can be found on one platform and are connected by a central roles-and-rights system.

"After the split of Daimler AG, we were faced with the problem of having to separate our advertising materials store from that of Mercedes-Benz Group AG. We also wanted to integrate the FUSO advertising materials store into the Truck Shop. In the past, the constant need for new logins had led to frustration, especially among dealers. Therefore, we also wanted to use the changeover to centralize access to all tools."

Marketing
Daimler Truck AG

To the service infrastructure development

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Three men work something out using a whiteboard

Along with the split of Daimler AG into two separate groups - Daimler Truck AG and Mercedes-Benz Group AG - Daimler Truck AG had to reorganize its system landscape. A challenge, but at the same time a great opportunity. In previous years, new tools had always been added without any connections to the existing ones. When adding new tools, the company had only thought in fragments and had not kept an eye on the big picture. The result was a jigsaw puzzle in which the pieces didn't want to fit together.

In addition, there was no uniform role rights strategy. Until then, each system individually determined who got which access permissions. A confusing situation: many individual systems with separate access data and different role rights assignments.

Daimler Truck AG was now looking for a central user administration and a platform through which the dealers could access all the store systems and configurators they needed.

netzwerk P , as a long-standing partner of the former Daimler AG, already had extensive knowledge of the processes and requirements. As an expert in marketing infrastructure, netzwerk P was able to provide the best possible support for this project.

Daimler Truck AG

Employees: approx. 100,000 worldwide

Industry: commercial vehicles

Revenue: €50.9 billion (2022)

Along with the dissolution of Daimler AG into two separate groups - Daimler Truck AG and Mercedes-Benz Group AG - Daimler Truck AG had to reorganize its system landscape. A challenge, but at the same time a great opportunity. In the previous years, new tools had always been added without any connections to the existing ones. When adding new tools, the company had only thought in fragments and had not kept an eye on the big picture. The result was a jigsaw puzzle in which the pieces didn't want to fit together.

In addition, there was no uniform role rights strategy. Until then, each system individually determined who got which access permissions. A confusing situation: many individual systems with separate access data and different role rights assignments.

Daimler Truck AG was now looking for a central user administration and a platform through which the dealers could access all the store systems and configurators they needed.

netzwerk P , as a long-standing partner of the former Daimler AG, already had extensive knowledge of the processes and requirements. As an expert in marketing infrastructure, netzwerk P was able to provide the best possible support for this project.

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Split-up of Daimler AG into Daimler Truck AG and Mercedes-Benz Group AG

System landscape without connections between the individual tools

Disorder in the distribution of roles and rights

Accesses separately for each system

"We have known netzwerk P for a very long time as a reliable and responsible partner that always proactively provides us with ideas and solutions. Especially when it comes to marketing technology, netzwerk P has always advised us very well."

Marketing
Daimler Truck AG

"Above all, the central user administration simplifies the work for all parties. The defined rights of the individual dealers mean that there are no longer conflicts about who is authorized to order something and who is not."

Marketing
Daimler Truck AG

The result of the collaboration is a composite puzzle of individual perfectly interlocking tools - bundled on one platform. Users - Daimler Truck dealers - can now find everything they need in one place. The connecting piece is the central user administration. The frustration of constantly having to log in again is over. With just one login, they now have access to all stores, configurators and functions, depending on which contract and access rights are stored. They can access the communication materials and advertising materials they need more quickly and in a more relaxed manner.

The individual parts of the platform in concrete terms:

3 store systems: These are an advertising materials store, a store for ordering event materials and a ticket tool. The latter is used by retailers to book tickets for events at the Mercedes-Benz Arena in Berlin for their customers.

1 Configurator for customizable communication materials: With the integrated mailing configurator including lettershop, dealers customize mailing campaigns for their needs and send the mailings automatically by post. Assets such as signatures and letterheads are managed centrally here. Configurations of other advertising media such as ads are also possible.

Daimler Truck AG has created a big picture from a confusing pile of puzzle pieces that can easily be expanded with additional pieces in the future.

The result of the collaboration is a composite puzzle of individual perfectly interlocking tools - bundled on one platform. Users - Daimler Truck dealers - can now find everything they need in one place. The connecting piece is the central user administration. The frustration of constantly having to log in again is over. With just one login, they now have access to all stores, configurators and functions, depending on which contract and access rights are stored. They can access the communication materials and advertising materials they need more quickly and in a more relaxed manner.

The individual parts of the platform in concrete terms:

3 store systems: These are an advertising materials store, a store for ordering event materials and a ticket tool. The latter is used by dealers to book tickets for events at the Mercedes-Benz Arena in Berlin for their customers.

1 Configurator for customizable communication materials: With the integrated mailing configurator including lettershop, dealers customize mailing campaigns for their needs and send the mailings automatically by post. Assets such as signatures and letterheads are managed centrally here. Configurations of other advertising media such as ads are also possible.

Daimler Truck AG has created a big picture from a confusing pile of puzzle pieces that can easily be expanded with additional pieces in the future.

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