CPG’s Mark Gibson sat down with Sandy Spring Bank’s director of client growth strategy, Joel Bisaillon Jr., on this important asset to marketers.
In a recent survey of ABA bank marketers, responding banks ranked CRM as the most used marketing technology tool. However, half of those banks who have deployed CRM platforms reported that it has not been utilized to its full potential.
CRMs are valuable tools for bank sales teams and marketers, but the gap between utilization and perceived value has led many banks to fall behind. Implementation challenges and lack of user adoption have led to less than expected utilization. Banks may also invest in CRM systems without a well-defined strategy for how they will drive revenue growth, contributing to lower utilization. This article highlights a high-value use case for how sales enablement through a CRM can improve performance in retail and commercial banking.
Capital Performance Group had the opportunity to sit down with Joel Bisaillon Jr., the director of client growth strategy at Sandy Spring Bank. Joel has sales experience with multiple regional and national banks across business lines, giving him valuable insight into how CRMs and other marketing technologies are used at banks of all sizes and sophistication. His sales enablement and management initiatives have been paramount to building a results-driven culture for each of his campaigns.
Read the full article on ABA Banking Journal: Sales enablement through CRM: Insights from a senior bank executive.
