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Proprietary / Confidential
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.
Source: Cornerstone Advisors survey of 301 bank and credit union executives, December 2016
Long live the troublemakers…who…Influence. Impact. Integrate.
6
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
9
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 ?
15
Q&A Wrap Up
Type your question in the questions panel
Sam KilmerSenior DirectorCornerstone Advisors
Presentation materials will be provided within one week.
Visit harlandclarke.com/webcasts for this and previous events.
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.