Financial services organisations struggle with internal workflows

Financial services organisations struggle with internal workflows that decide how hard marketing money works, says CloudSmiths’ Gail Hamilton-Brown. The industry scrutinises agency fees, but internal collaboration issues quietly leak value. This is a material impact, paid for in specialist time, agency fees and decisions made on incomplete data.

The organisations making progress treat agency collaboration as an operating model and data problem, not a procurement one. They own the collaboration layer, structure the brief, work where people already are, standardise the data, and automate the admin.

Few of these changes are large technology projects. They need IT and marketing to agree who owns the collaboration layer, how data flows and where governance sits. Gartner reports that GenAI’s returns in marketing come mainly from time efficiency and cost efficiency, exactly where these internal workflows sit.