Transcending CRM Podcast

“When I first started in Salesforce, Person Accounts was like a dirty word. You didn’t want to touch that capability.” And how times have changed! In this week’s super-sized episode, we’re joined by Michael Shirrell, Distinguished Enterprise Architect at Salesforce, for a discussion about the advantages of using Financial Services Cloud over Sales and Service Clouds, treasury practices, duplicate management, and building roadmaps for success.

⁠Elliott Spence⁠⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠⁠JP Owens⁠⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Michael Shirrell is a Distinguished Enterprise Architect at Salesforce. He ensures that the technologies Salesforce customers rely on are integrated, scalable, and aligned with their organizational business strategies. He does this by partnering with customers to understand their strategic business goals, their technical capabilities, and how these are expressed through the existing solutions/application landscape.

Going to Dreamforce this year? Make sure to check out Elliott’s Dreamforce presentation debut! He’ll be covering best practices for running and perfecting demos as part of the Admin series. In the meantime, Solutions Architect and Specialty Manager of Marketing Automation at Silverline Tanner Mueller joins us again, this time to chat with first-time guest and Salesforce Administrator at Five Star Bank, KC Barnett, about how Admins can fall into the habit of assuming end-users speak fluent Salesforce. Also: the lowdown on Buffalo, NY’s chicken wings. 

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Tanner Mueller is the Specialty Manager, Marketing Automation, at Silverline. He uses his unique background in data, marketing, and technology to aid organizations in better understanding their customers. He has more than 18 years of banking and marketing experience, focused on creating marketing efficiency, customer data and insights, process automation, and innovation.

KC Barnett is the Salesforce Administrator at Five Star Bank. KC has been with Five Star for two years and was a key stakeholder in Five Star’s evaluation and implementation of Salesforce. Before Five Star Bank, KC worked as a Salesforce Administrator at PostProcess Technologies and was a Territory Account Manager at Ivoclar.

“It’s not what Salesforce can do,” points out Chief Customer Officer at Monit, Ryan Johnson. “It’s what we can do.” This week, Johnson gets into the nitty-gritty of why it’s more important to frame conversations with leaders about Salesforce around sales effectiveness and sales enablement rather than the platform itself. Then, the gang discusses the importance of establishing KPIs and integrating them into the transformation process early on.   

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Ryan Johnson is the Chief Customer Officer at Monit, a digital intelligence platform that helps SMBs better manage and anticipate their cashflow and working capital needs while helping banks build deeper relationships with their clients. Prior to Monit, Ryan spent over seven years at City National Bank as the SVP of Corporate Strategy, was part of EY’s Customer Practice, and had a variety of roles at American Express, including their Salesforce program.

“We bought the Ferrari, now we’ve got to figure out how to drive it.” When 20-year marketing, communication, and digital media veteran Richard Dedor joined Premier America Credit Union as Marketing VP last year, the organization was still in the process of making sense of its recent CRM investment. This week, Dedor joins former colleagues Elliott and JP to talk about how Salesforce FSC and Marketing Cloud have been instrumental in improving membership engagement and card activation, the work it took to make it happen, and where Salesforce should and shouldn’t be bent for an organization’s needs.        

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Richard Dedor is the VP of Marketing at Premier America Credit Union. Richard has been with Premier America Credit Union for almost a year and has worked in marketing, communications, and digital media for nearly 20 years. Richard has also had extensive experience on the Salesforce platform with Financial Services Cloud and Marketing Cloud.

Talk about a transformation. When Lead Solution Engineer at Salesforce and Golden Hoodie recipient Mark Tossell began his CRM journey, he had just left a 20-year career in church ministry and hadn't studied coding since learning Fortran. In this week's episode, Mark breaks down the important differences between CRMA vs. traditional reports and dashboards, why "grit" is one of his favorite words, and lays out not one, not two, but three use cases for using analytics to advance efficiencies within operations and compliance. 

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Mark Tossell is the Lead Solution Engineer at Tableau. A mechanical engineer by profession, Mark is passionate about solving problems with data. He combined business acumen with technical skill to create intelligent and informed insights that help businesses transform and thrive. He is proud to be an “#Awesome Admin” and Golden Hoodie award-winner.

The gang's all here! JP is back in the studio this week, and he brought a new nSight 2023 buddy with him. Vice President of Salesforce Delivery at Farm Credit Services of America Brett Rutter talks about pounding the pavement at learning opportunities like Dreamforce, his experience inheriting nCino a year ago, and the challenges and benefits of implementing multiple tools at the same time.

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Brett Rutter is the Vice President of Salesforce Delivery at Farm Credit Services of America, a leading provider of credit and insurance services to farmers, ranchers, agribusinesses and rural residents in Iowa, Nebraska, South Dakota and Wyoming. Rutter has been at FCSA for the past 15 years and previously served as Lead Software Systems Engineer.

Hot pants, cool shades, half-day Fridays — summer is here, and with it comes the Salesforce Summer ’23 Salesforce Release! Evan Eichert, Enterprise Architect at CSC Leasing, joins Elliott to share his insights into the exciting additions and surprising omissions (still no auto-refreshing dashboards?!) in the latest Salesforce release. Plus: how ChatGPT will be a boon for smaller organizations.

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

Evan Eichert⁠ is an Enterprise Architect at CSC Leasing and accomplished and team-focused Salesforce Solution Architect with a consultative approach to the discovery, design, and development of customized solutions. He is proficient in translating complex business cases into easy-to-understand workflows and diagrams that clearly communicate how a solution would benefit stakeholders.

Silverline’s Specialty Manager for Marketing Automation and showstopper mixologist Tanner Miller calls in from Iowa for a wide-ranging chat about the importance of transparency, lessons learned from both front and back-end processes, and the unique data challenges faced by marketers. Plus: Expectations for Connections 2023.

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Tanner Mueller is the Specialty Manager, Marketing Automation, at Silverline. He uses his unique background in data, marketing, and technology to aid organizations in better understanding their customers. He has more than 18 years of banking and marketing experience, focused on creating marketing efficiency, customer data and insights, process automation, and innovation.

Talent Stacker Founder Brad Rice is an absolute geyser of valuable insights for organizations trying to hire top Salesforce talent in a fiercely competitive labor market. In today's episode, Brad talks about his passion for enabling motivated career transitioners to start a new path on the right footing, and points out the mistakes companies make that limit themselves from hiring the talent they seek. Plus: How Brad's 6-year-old has already learned CRM basics via a home farm egg business. 🐔

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Brad Rice is the Founder of Talent Stacker and has worked in the Salesforce Ecosystem for over 10 years. He has been a Senior Internal Administrator and a Senior Solution Architect with large consulting firms and has run his own independent consultancy for over 5 years. He now he splits his time between Salesforce freelancing and helping freshers/beginners get results faster and more effectively.

Despite the fact that women-owned businesses are growing at twice the national average, the women entrepreneurs at their helm only receive 16% of conventional loan funding. Proposed CEO of Fortuna Bank Ilaria Rawlins is looking to change that by increasing womens’ access to financial education, mentorships, networking, and capital. In today’s chat, Rawlins discusses the unique opportunity inherent to starting a new bank with a fresh tech stack, and the importance of leaders understanding the ins and outs of CRM. Plus: you’ll never guess which U.S. President Rawlins is related to. (Hint: he contracted smallpox in Barbados!)

⁠Elliott Spence⁠ is a Principal Consultant at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage.

⁠JP Owens⁠ is the Managing Director of Banking and Lending at Silverline. JP partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

Ilaria Rawlins is the Proposed CEO of Fortuna Bank, the first bank in Ohio run predominantly by women. She previously served as Retail Bank President for First Financial Bank, driving retail strategy and leading 145 retail banking centers throughout Ohio, Indiana, Kentucky, and Illinois. Rawlins grew up in the retail industry with a desire to help and connect with people.