SmartOffice: The Journey from Technology Expense to Revenue Generation Pat Kulzer Manager, Client Development & Marketing Strategies Securian Financial.

SmartOffice:The Journey from Technology

Expense to Revenue Generation

Pat KulzerManager, Client Development &

Marketing Strategies

Securian Financial Group – “Power of Ingenuity. Spirit of Mutuality”©2005 Securian Financial Group, Inc.Securities and Investment Advisory Services offered through Securian Financial Services, Inc., Member NASD/SIPC.

A00609-0206

DOFU 3/15/2006

Disclaimers

Generalizations

Not achieved our desired results…yet

Looking for feedback

Outline

Securian Financial Group

Field

Home Office

Positioning SmartOffice

Who is Securian?Sales and distribution arm of Minnesota LifeCareer General Agency model51 General Agencies in 49 states1,680 Registered RepresentativesFee Based Financial Planning Environment

Volumes into SmartOffice

• 460,000 contact records• 300,000 life insurance contracts• 57,500 disability contracts• 270,000 investment accounts

Feeds/Tools

A Look at the Field

• Firm Size / Firm Use

• Consulting Approach

• Training

• Key Thoughts

Two sides of the coin

What do you see? Don’t wait for Utopia!

It never comes.

So what are you doing in the mean time?

Size

Small Firm• Fewer Advisors• Decentralized• Lack of

Infrastructure• Can be Nimble• Sales Focused• Star can

Influence Change

Big Firm• Management

Structure• Marketing Machine• Sales Management• More Resources• More Bureaucracy

Use of the Platform

TechnologyElec. RollodexCheck ValuesCheck ProductsSmartPad entriesBuild HouseholdsMailing ListsReactive

MarketingSegmenting Dynamic ReportsMass MailingsMass ActivitiesOpportunitiesCustom FieldsProactive

Consulting Approach• Firm Analysis

• Advisor Analysis

• Identify Opportunities

• Firm/Advisor Commitment CHANGE

Training

• Who

• What

• Hot Buttons

• Follow-Up

Key Thoughts

• Segment Your Firms & Advisors

• Firm-level owner is critical

• No Follow-Up, Limited SuccessLocal owner is critical!

• OCD to get some use

Home Office

• Who “Owns” the Platform

• Resources

• Training/Support

Who “Owns” the Platform?

• Marketing or Marketing Perspective

• Performance Measures

• Build Strong Partnerships

Resources

• Support vs Proactive Marketing

• Tactical vs Strategic

• Leveraging the Partnerships

Training/Support

• Tools

• White Papers

• Advisory Group

Positioning SmartOffice

• Find Winning Combinations

• Measure Something Relevant

• Publish Success Stories

• Sell Management on the Potential

Find Winning Combinations

• Firms

• Book of Business

• Find a Star to Support

• Who Wants to Win?

Measure Something Relevant

• Persistent Users

• Specific Marketing Efforts

• Surveys

Publish Success Stories

• Sales Opportunities

• Efficiencies

• Breaking New Ground

• Blocking and Tackling

Sell Management On Potential

• Cost Benefit

• Missed Opportunities

• Industry Standard

Questions

Questions for me?

Questions for you!

Questions for you!

1. The cost of our SmartOffice licenses are…a) Passed on to the field,b) Subsidized by the Home Office,c) Free to the field (a Home Office expense),d) Other, please explain

2. We load the following data feeds into SmartOffice(indicate all that apply)

Yes Frequency

• Life insurance• Disability Insurance• Annuities• LTC• Investment Brokerage Accounts• Investment Advisory Accounts• Fund Direct Mutual Fund Accounts• Other, please explain

3. Our training of new field people is….a) Very Effectiveb) Effectivec) Marginally effectived) Not effectivee) Brutal Failure

4. The biggest reason we get the results in question 3 is….___________________________________________________________________________________________________

5. We have developed our own training programs/materials for SmartOffice. Yes / No

6. We have developed “role specific” training programs/materials for SmartOffice. Yes / No

7. Our ongoing training of the field is done as follows;

(Percentage of staff hours)Live on-site training in the field

____%Phone Training

____%Live Web Cast Training

____%Pre-Recorded Web Cast Training ____%E-Z Data Fast Classes

____%Documents made avail. to the field ____%Not at all ____%

8. We measure the following things in order to determine the success of our SmartOffice platform...

____________________________________________________________________________________

9. We (have / don’t have) a standard follow-up protocol with the field that is used after each training session?

10. I would rank our field’s success in integrating SmartOffice into their practice as…(choose a spot along the continuum)

Great Success Failure

11. The following area of our company is seen as the primary “owner” of our SmartOffice platform….

Product Line Technology Marketing/Sales/Distribution Other, please explain _______________

12. The unit responsible for training & supporting SmartOffice with our field force contains _____ full time equivalents.

13. I think the most important factor in making SmartOffice a success as a Marketing/Revenue tool is….________________________________________

________________________________________

14. Numbers of users - IDs issued _____Active Users ______

15. What modules are most important to your field? (check more than one if needed)Policy ____ Investment ____Lead/Campaign ____ Inv. Transaction

____Opportunity ____ Outlook Sync ____Seminar ____ EOCS ____PCM ____ GBM ____Other ______________________________

Thank you!!!!!!!!!!!!!!!!