SmartOffice: The Journey from Technology Expense to Revenue Generation Pat Kulzer Manager, Client...
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Transcript of SmartOffice: The Journey from Technology Expense to Revenue Generation Pat Kulzer Manager, Client...
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!!!!!!!!!!!!!!!!