SmartOffice: The Journey from Technology Expense to Revenue Generation Pat Kulzer Manager, Client Development & Marketing Strategies Securian Financial Group – “Power of Ingenuity. Spirit of Mutuality” ©2005 Securian Financial Group, Inc. Securities and Investment Advisory Services offered through Securian Financial Services, Inc., Member NASD/SIPC. A DOFU 3/15/2006

Disclaimers Generalizations Not achieved our desired results…yet Looking for feedback

Outline Securian Financial Group Field Home Office Positioning SmartOffice

Who is Securian? Sales and distribution arm of Minnesota Life Career General Agency model 51 General Agencies in 49 states 1,680 Registered Representatives Fee Based Financial Planning Environment

Volumes into SmartOffice 460,000 contact records 300,000 life insurance contracts 57,500 disability contracts 270,000 investment accounts

Feeds/Tools

A Look at the Field Firm Size / Firm Use Consulting Approach Training Key Thoughts

Two sides of the coin What do you see? Don’t wait for Utopia! It never comes. So what are you doing in the mean time?

Size Small Firm Fewer Advisors Decentralized Lack of Infrastructure Can be Nimble Sales Focused Star can Influence Change Big Firm Management Structure Marketing Machine Sales Management More Resources More Bureaucracy

Use of the Platform Technology Elec. Rollodex Check Values Check Products SmartPad entries Build Households Mailing Lists Reactive Marketing Segmenting Dynamic Reports Mass Mailings Mass Activities Opportunities Custom Fields Proactive

Consulting Approach Firm Analysis Advisor Analysis Identify Opportunities Firm/Advisor Commitment  CHANGE

Training Who What Hot Buttons Follow-Up

Key Thoughts Segment Your Firms & Advisors Firm-level owner is critical No Follow-Up, Limited Success  Local owner is critical! OCD to get some use

Home Office Who “Owns” the Platform Resources Training/Support

Who “Owns” the Platform? Marketing or Marketing Perspective Performance Measures Build Strong Partnerships

Resources Support vs Proactive Marketing Tactical vs Strategic Leveraging the Partnerships

Training/Support Tools White Papers Advisory Group

Positioning SmartOffice Find Winning Combinations Measure Something Relevant Publish Success Stories Sell Management on the Potential

Find Winning Combinations Firms Book of Business Find a Star to Support Who Wants to Win?

Measure Something Relevant Persistent Users Specific Marketing Efforts Surveys

Publish Success Stories Sales Opportunities Efficiencies Breaking New Ground Blocking and Tackling

Sell Management On Potential Cost Benefit Missed Opportunities Industry Standard

Questions Questions for me? Questions for you!

1.The cost of our SmartOffice licenses are… a) Passed on to the field, b) Subsidized by the Home Office, c) Free to the field (a Home Office expense), d) Other, please explain

2. We load the following data feeds into SmartOffice (indicate all that apply) Yes Frequency Life insurance Disability Insurance Annuities LTC Investment Brokerage Accounts Investment Advisory Accounts Fund Direct Mutual Fund Accounts Other, please explain

3.Our training of new field people is…. a) Very Effective b) Effective c) Marginally effective d) Not effective e) Brutal Failure 4. The biggest reason we get the results in question 3 is…. _________________________________

5. We have developed our own training programs/materials for SmartOffice. Yes / No 6. We have developed “role specific” training programs/materials for SmartOffice. Yes / No 7. Our ongoing training of the field is done as follows; (Percentage of staff hours) Live on-site training in the field ____% Phone Training____% Live Web Cast Training____% Pre-Recorded Web Cast Training____% E-Z Data Fast Classes____% Documents made avail. to the field____% Not at all____%

8. We measure the following things in order to determine the success of our SmartOffice platform... ____________________________ 9. We (have / don’t have) a standard follow-up protocol with the field that is used after each training session? 10. I would rank our field’s success in integrating SmartOffice into their practice as…(choose a spot along the continuum) Great SuccessFailure

11.The following area of our company is seen as the primary “owner” of our SmartOffice platform….  Product Line  Technology  Marketing/Sales/Distribution  Other, please explain _______________ 12.The unit responsible for training & supporting SmartOffice with our field force contains _____ full time equivalents. 13.I think the most important factor in making SmartOffice a success as a Marketing/Revenue tool is…. ________________________________________

14. Numbers of users - IDs issued _____ Active Users ______ 15. What modules are most important to your field? (check more than one if needed) Policy____Investment____ Lead/Campaign____ Inv. Transaction____ Opportunity____Outlook Sync____ Seminar____EOCS____ PCM____GBM____ Other______________________________

Thank you!!!!!!!!!!!!!!!!