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The Informed Banker Future Readiness Series
Part Two: Is Your Marketing Future Ready?
The content for this presentation was created by Cornerstone Advisors. The views and opinions expressed herein are those of the authors, Sam Kilmer and Ron Shevlin, and do not necessarily reflect those of Harland Clarke.
September 27, 2017
© 2017 Harland Clarke. All rights reserved.
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Presenters
Sam KilmerSenior DirectorCornerstone Advisors
Moderator
Christine AhlgrenPayments MarketingHarland Clarke
FOR TODAY’S DISCUSSION…
Where is Marketing most challenged ?
How do you assess Marketing future-readiness ?
Who’s future-ready ?
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Future-readiness self-assessment
23%
31%
40%
40%
41%
45%
51%
57%
55%
43%
49%
46%
47%
42%
39%
36%
22%
26%
11%
13%
12%
14%
9%
8%
Analytics
Contact Center
Fraud/RiskManagement
Branch Delivery
Payments
Marketing
IT
Digital Banking
Somewhat or very future-ready
Not future ready, but making progress
Not at all future-ready, falling behind
Source: Cornerstone Advisors survey of 301 bank and credit union executives, December 2016
Long live the troublemakers…who…Influence. Impact. Integrate.
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Influence: Marketing Spend
Source: Cornerstone Performance Report
45%
27%
4% 4%2%
Traditional
Media &
Direct Mail
Corporate
Donations
& Sponsors
Research
& Data
Sales
Promos
Regulatory
12%
Online
Channels
DATA USE
PROCESS
RISK COST
REVENUE
CULTURE
TECH
Impact: Analytics Challenge
88
•
DELIVERY
Sales
Marketing
Service
Integrate: Marketing = Banking
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Influence: Resource Challenge
• Branches & Square Footage
• Teller Staff & Admin Time
• Inbound Reactive Contact
• ATM Investments
• Transaction Systems Pricing
Reduce
Redirect
• Interactive Mobile/Web Tech
• Marketing Talent/Strategies
• Analytical Muscle
• Advisory Staff & Advice Time
• Outbound Proactive Contact
1010
Cornerstone Advisors Future Ready FrameworkTM
▪ Strategy▪ People▪ Process / Tech▪ Metrics
▪ Strategy▪ People▪ Process / Tech▪ Metrics
▪ Strategy▪ People▪ Process / Tech▪ Metrics
▪ Strategy▪ People▪ Process / Tech▪ Metrics
1111
Integrate: Marketing Your Band
Low Delivery Maturity High
Low
C
on
ten
t Eff
ecti
ven
ess
H
igh
Unknown
Geniuses
Influence. Impact. Integrate. Long live the troublemakers…
“Many demographics drive revenue. Our outreach across the institution has our financial education touching 20,000 people a year. We measure the growth impact by segment.”
- CMO
– CMO
Influence. Impact. Integrate. Long live the troublemakers…
“I’m looking for leaders and don’t care where they sit.”
– CEO asking CMO to lead loan origination/experience overhaul
COMING SOON…
Are Your Payments Future Ready ?
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Q&A Wrap Up
Type your question in the questions panel
Sam KilmerSenior DirectorCornerstone Advisors
Presentation materials will be provided within one week.
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15 © 2017 Harland Clarke. All marks are the property of their respective owners. All rights reserved.
Thank You
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The content for this presentation was created by Cornerstone Advisors. The views and opinions expressed herein are those of the authors, Sam Kilmer and Ron Shevlin, and do not necessarily reflect those of Harland Clarke.