1. Digital Marke ng Roadmap
Rise above the confusion to establish a clear path forward
Not a day goes by when a financial services execu ve does not hear about another new payment tool,
robo-investor, PFM provider, of fintech compe tor. Yet, according to the 2016 Financial Brand survey,
marke ng and non-marke ng execu ves alike are concerned about the current state of digital marke ng,
marke ng automa on, and data analy cs within their organiza on.
Customers, both consumer and business, are rapidly shi ing their preference and behavior toward digital
products and channels. The fact that this change is happening quickly, and the technology and compe ve
landscape is evolving even more rapidly, has le most financial services execu ves reac ng tac cally rather
than having a well conceived plan.
Capital Performance Group has partnered with forward-thinking financial ins tu ons to understand this
complex dynamic environment, and separate the “wheat from the cha ” to help them create a compre-
hensive Digital Marke ng Roadmap. This serves as both a deployment plan and a litmus test for new and
emerging technologies and partnerships as they emerge.
The Roadmap project consists of:
Strategy and Customer Segment Defini on – Work with Marke ng and other execu ves to clearly
ar culate goals and metrics to define success, including priority customer segments deserving of
investment.
VOC and Landscape Review – Uncover customer needs and pain points with regard to digital
marke ng and digital channel capabili es. Benchmark against the ins tu on’s current capabili es
and available and emerging technologies and partners.
— A valuable component of the Landscape Review is CPG bringing new emerging digital tools and
techniques to the table, tailored to the ins tu on’s strategy.
Digital Marke ng Roadmap Crea on – Assemble mul -func onal Working Team to agree on
priori za on parameters, and evaluate and priori ze possible investments/enhancements into
a Digital Marke ng Roadmap.
Roadmap ROI – CPG works with Marke ng and Finance to determine required investment and
projected return on that investment
For more informa on, please contact Mark Gibson at 508-322-8146 or mgibson@capitalperform.com or
Mary Beth Sullivan at 202-337-7872 or msullivan@capitalperform.com.
1331 H Street, NW, Suite 801 . Washington, DC 20005 . phone: 202/337-7870 . info@capitalperform.com . www.capitalperform.com