Category Archives: Global Marketing Operations



How to Prep your Team for Content Automation

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How to Prep Your Investment Marketing Team for Content Automation

As Ben Franklin once said, “By failing to prepare, you are preparing to fail.”

Preparation is critical to the outcome of a content automation initiative. There’s always a possibility implementation will go awry if the project plan is disorganized. Organization and planning are challenging, for it takes specific business and leadership skills to run this kind of technical project. Many departments need to get involved, including marketing, IT, sales, and compliance. Stakeholders from each department must re-examine their processes and work together to re-create them for automation. The goal is to improve the process fundamentally and permanently within the boundaries of a systemized solution. More often than not, this is easier said than done, and may require professional assistance. Here are 5 best practices to prime your team for content automation.

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Q&A Discussion: Blending Marketing Customization & Compliance in Financial Sales

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The Financial Sales Success Formula

In the heavily-regulated world of investment management, consistency and harmony between functional areas, including marketing, sales and compliance, are key goals for competitive advantage. However, blending customization and compliance is difficult to achieve.

Many disconnects happen at investment companies when marketing creates collateral which, from the sales perspective, misses the mark on client-focus and relevance—all before a compliance review. Ultimately, in the name of making the sale, salespeople customize presentations, creating multiple versions along the way that are difficult to track. This unwieldy process can cause compliance, branding, and messaging nightmares that may lead to fines, outflows, and lost revenue.

Firms are almost always aware that these disconnects exist and want to fix them, yet don’t know where to start. We recently held a webinar; The Sales Success Formula in Financial Services: Blending Customization and Compliance, to discuss this very topic. It was a Q&A session moderated by investment marketing expert Andrew Corn of E5A Integrated Marketing and explored the ways in which firms are using digital transformation to disrupt the status quo and gain competitive advantage.Read More

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Avoiding Failure: 3 Reasons Content Automation Implementations Fail at Investment Companies

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How Investment Companies Can Avoid Failed Content Automation Implementations

When making an investment in marketing or sales technology,  getting the implementation right is critical.

A recent article in Fund Technology states that third-parties are increasingly prevalent, but onboarding and vetting can be taxing. The decision to implement new technology adds short-term complexity and creates both financial and reputational risk.

No matter where you sit in your marketing or sales organization, chances are you’ve been exposed to the enormous undertaking of a marketing tech implementation. CRMs, marketing automation, and content management systems are critical and commonplace.  Problematic Martech implementations often stem from a lack of time, budget, or resources. When an organization decides to minimize time, costs, and efforts at the outset, they limit their ability to actually achieve their goals.Read More

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[Podcast] The Future of Sales Enablement for Asset Managers with Matt Suggs

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Matt Suggs

Listen to our guest, Matt Suggs, discuss the future of sales enablement — “Evolved Selling”.

Matt Suggs, EVP of Sales and Customer Success at Mediafly, sat down with myself and Synthesis CEO, John Toepfer, to discuss the future of sales enablement.

Matt is A 20-year software sales veteran with experience working for industry giants like Oracle and SAP Ariba. In this episode, he offers insight into why B2B buyers hate being sold to and how asset managers can use technology to provide a truly engaging and compelling client experience. Some of the topics we touch on in this episode include the four pillars of “evolved selling”, why mobile technology lines are becoming blurred, the true meaning of personalization, and how interactive experiences are directly impacting sales success and bottom-line revenue. We hope you’ll take away some useful insights from this episode.

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