Transforming Enterprise Marketing
The enterprise marketing team is looking to build awareness and increase the opportunities for the organization. The issue is that they are asked to deliver more results for the same size budget. Utilizing their advisor teams as a distribution channel for their marketing content will allow them to expand their reach and increase opportunities. Traditionally, there would be no easy way to distribute this content across hundreds or thousands of advisors. Furthermore, some information or detail would need to be changed for different advisors. After the transformation, the marketers are now able to distribute messaging across the entire advisor network, including customization, all automatically.
Transforming Advisor Marketing
Financial Advisors are not focused nor trained to be marketers. However, marketing themselves has become a necessary part of successfully growing their business. The roadblock they face is that marketing tools are expensive and complex. After the transformation, they have access to easy-to-use tools that deliver similar results to the more complex marketing tools. However, advisors are now connected to enterprise marketing content and to the compliance team.
Transforming Compliance Processes
For a compliance member, their objective is the protection and limitation of corporate liability caused by communications. Traditionally, their main tool would be email. They would receive advisor content via email, print it off and mark up the document and send it back to the advisor. We can see many problems with this process. This process would often take weeks, they would not be able to make minute changes, could not be published immediately after changes, lacks the context of the site, and there is still a risk of circumventing the compliance team. After the transformation, content is delivered via the platform, all changes are made within, and it is automatically published upon approval.
Organizations may try tear down the silos between departments and create one common objective for the entire organization to work towards. It is important to not lose sight of the fact that each department has different day-to-day objectives that they are focused on. Instead of trying to optimize each department individually (which is contradictory to their non-siloed messaging), organizations need to look to create Enhanced Symbiotic Performance. By implementing a common tool and processes that lead towards a larger objective but allows for each department to individually benefit for each other.