Banking

For your Department: Sales and Relationship Management

Customers are increasingly educated and competent. To expand banking relationships, the sales function must be able to react, adjust, and satisfy customer demands on the spot. Understanding customer needs and credibility in offering a solution are prerequisites for even being in the running. New customer demands mean banking products and services conversations have become far more complex, demanding a wider range of product knowledge, sales techniques, customer insights, and company-wide awareness. And the customer expects a fast response. This is the key challenge facing today's sales function: how to balance the need for faster customer response while gaining the right information to qualify the customer risk profile and close the sale.

Barriers to better sales and relationship management include:

• Organizations don't set revenue targets and allocate effort based on maximizing overall contributions
• There's no two-way clearinghouses for the right information at the right time
• You don't measure the underlying drivers of sales effectiveness.

The five decision areas described below can improve the speed of sales execution and enable a more effective use of time. They rely on the two-way flow of vital information between customers and bank. This sharing of information can accelerate the speed of adjustments and realignments of product, market, message, service, and other elements of the business. Download the Performance Manager for Banking book and find out how Cognos, an IBM company, can help with Sales and Relationship Management in areas such as:

• Revenue results: What is driving revenue performance?
• Customer/product profitability: What is driving contribution performance?
• Sales tactics: What is driving sales effectiveness?
• Sales pipeline: What is driving the revenue pipeline?
• Sales plan variance: What is driving the revenue plan?

Download the Sales chapter
Download the whole book

The Performance Manager for Banking book is only one way Cognos is supporting the needs of sales and relationship management professionals. For more information please download the following:

• IBM Cognos Banking Customer Segment Performance Blueprint: Discover how this Blueprint enables retail banks to create profit and loss statements at the customer segment level and report on and analyze profitability. It also helps managers plan sales and marketing initiatives to improve segment results.


• Customer Profitability in Real-world Banking: Banks tend to have large customer bases, which do not lend themselves to relationship banking on a low-level basis. Read this paper to understand how large banks are leveraging BI to match customers with the right product at the right time, as well as making them happier and more profitable.


• 7 Ways to Improve Sales & Marketing Performance in Banking Paper: Set goals with scorecarding, analyze marketing efforts, and cross-sell the right products with BI.

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