Category Archives: Marketing Operations
Guest post by Meghan Rees, Digital Communications at Mediafly
Sales and marketing teams in the financial services industry have their work cut out for them. Marketing teams struggle to create content and processes that will be well-received by the sales group. Salespeople, in an effort to be more client-centric, tweak materials themselves, creating “rogue” content that is not compliant with regulatory and brand standards. When compliance approvals and procedures are bypassed, the firm is exposed to significant risk.
To some extent, all investment firms struggle to create and present client-focused content that is on-brand and compliant. Weighed-down by the risk of penalties and the pressure of working in a competitive business environment, financial services companies are turning to digital platforms to streamline their efforts and improve engagement with prospective clients.
Adopting a sales enablement solution may be the obvious choice to help with content automation and effective sales engagement, but building a case internally and setting expectations with the teams are crucial to a successful implementation.
Synthesis Technology celebrates 20 years in business this month. For me, this event calls for both reflection on the past and reaffirmation of our vision for the future.
These 20 years came and went in what feels like the blink of an eye. It feels like a blur of RFPs, client meetings, implementations, contract negotiations, partnerships, financial reports, and company picnics. However, when you take time to look more closely, you see more than just a fog of work. You begin to see key events that really made the difference; Hiring of people who turned out to be key leaders or fantastic engineers, finding partners who understood our value proposition and helped us take it to market, and landing clients who understood bigger is not necessarily better… better is better.
An organization is only as good as the people they hire, especially in a business of our nature. We’ve been fortunate in that regard. Credit for our success and longevity boils down to the amazing, intelligent and hardworking team members we’ve been lucky enough to hire. Several have been with us for 15 years or more. Their passion and dedication set us apart in this industry. I’ve never known staff to be as committed and loyal as the teams we have here at Synthesis. I am truly thankful for the people that we have, even those no longer with us, for the positive mark they’ve left. I’m also thankful for our clients who treat us as true partners where “mutual” is the keyword in our success. I thank you all for your hard work, loyalty, and service, and I look forward to what we can accomplish together in the future!Read More
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
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