An integrated Marketing Resource Management (MRM) solution is far more than just another tool in the system landscape. It becomes your central platform for managing and efficiently utilizing marketing resources, digital assets, budgets, campaigns, content, and approvals in one place. This significantly improves transparency, quality, and the ROI of your marketing activities. In this article, we outline different paths to successful integration and help you identify the best solution for your specific needs.
b.telligent Experts Explain in a Podcast How the Lakehouse Becomes an Accelerator for Data & AI
Munich, January 15, 2026 – Databricks is currently one of the most widely discussed topics in the Data & AI space. But how is the platform actually used in real-world projects? In a new episode of the podcast “AI or DIE,” hosted by Andreas Wiener, Sven Kühne and Lukas Erlenbach provide answers. The two b.telligent consultants speak openly about typical customer scenarios, proven implementation approaches, and who Databricks is truly relevant for.
The conversation quickly makes one thing clear: Databricks is neither just another analytics tool nor a classic data warehouse. It is a platform that brings together elements that have long been separated in many organizations: data engineering, reporting, advanced analytics, and AI. And above all, the people who work with them.
“Databricks is not a single interface and not a traditional data warehouse, but a platform where very different personas can work with the same data,” says Sven Kühne, Management Consultant Data Platform & Data Management at b.telligent. “That’s exactly what makes the difference in projects.”
Enhancing Instead of Rebuilding From Scratch
Project experience shows a clear pattern: in most cases, Databricks is introduced gradually and complements existing data landscapes rather than replacing or radically restructuring them all at once. New data sources, larger data volumes, data science, or AI applications are often the starting point.
Step by step, this evolves into a central data foundation that goes beyond classic reporting—without putting ongoing operations at risk or forcing organizations to change everything at once.
Why Databricks Is Gaining Importance for AI
For Lukas Erlenbach, Senior Consultant Data Science & AI at b.telligent, the greatest leverage lies in the AI domain. Many projects reveal just how quickly technological complexity can become a bottleneck—especially when companies attempt to build and operate their own platforms over extended periods of time.
“Many organizations realize how complex it is to build and continuously maintain AI or GenAI solutions on their own,” says Erlenbach. “With Databricks, I get a platform that is constantly evolving, allowing me to focus on the actual use cases.”
Sven KĂĽhne, Andreas Wiener und Lukas Erlenbach (f.l.t.r.) discuss Databricks and its use cases on the podcast.
Technology Alone Is Not Enough
At the same time, the podcast speaks candidly about limitations. A platform alone does not solve problems. Without clean data, a clear cloud setup, governance, and teams that know what they are doing, even a solution like Databricks remains ineffective.
As a long-standing Databricks partner, b.telligent supports organizations from their first questions around architecture and implementation through to productive operations. Not with the goal of rebuilding everything from scratch, but of creating a solution that is practical and sustainable for day-to-day business.
In addition to a concise overview of Databricks and its potential use cases, the podcast offers an honest account based on real project experience.
b.telligent is a technology-independent consultancy specializing in analytics and data management. With over 400 employees at nine locations in Germany, Austria, Romania, and Switzerland, b.telligent supports companies throughout the entire data value chain – from strategy and analysis to design and implementation, right through to operational management and the continued development of their solutions. The company's services focus on optimizing business processes, as well as customer and supplier relationships.
Munich, December 3, 2025 – According to the Lünendonk® Study 2025/2026 “The Market for Data&AI Services in Germany”, b.telligent is once again among the top three specialists in the category of Data and AI portfolio breadth and depth. The current study also shows that the effective use of data and the continued rise in the importance of Artificial Intelligence (AI) are driving major transformations within companies. These changes often require extensive expertise and can typically only be tackled with the support of end-to-end consultancies and IT service providers such as b.telligent.
Munich, November 11, 2025 – Ticket sales for World of Data (WoD) 2026 start today. The WoD is one of the leading conferences for data analytics, AI, and consulting in the DACH region. After the data community gathered for WoD 2025 in Basel, the event will return to Munich on June 11, 2026, at the historic Nockherberg venue.
Munich/Berlin, October 28, 2025 – Three years after the launch of ChatGPT, artificial intelligence (AI) has become a reality in many organizations. Especially in the midmarket, there is enormous potential to smartly optimize tasks and processes with the help of AI. The major challenge now lies in breaking out of the experimental phase and taking the decisive step toward strategic value creation. This is exactly where Kambria comes in: the new brand and subsidiary of the b.telligent network brings AI to mid-sized companies — in a structured, secure, and human-centered way.