Sanlam Asset Management: Transforming Client Lifecycle Management with Salesforce
Introduction
Sanlam Asset Management, a leading financial services firm, sought to leverage Salesforce as a platform for growth. They aimed to enhance client lifecycle management, operational efficiency, and marketing automation while ensuring seamless adoption across multiple teams. With Futureform’s deep expertise in Salesforce implementations for financial services, Sanlam embarked on a structured transformation journey.
Project Challenges
Sanlam faced several key challenges in implementing Salesforce:
- Fragmented Client Data – there was need for a centralised system that manages leads, referrals, and active clients across multiple user roles.
- Inconsistent Processes – The lack of a standardised and structured approach to managing client relationships and marketing workflows.
- Usability Concerns – Ensuring that Salesforce screens, search functionalities, and navigation were user-friendly.
- Ongoing Support Needs – A requirement for Salesforce administration and continuous enhancements to keep the platform evolving with business needs.
Why Futureform?
Sanlam chose Futureform for its proven track record in implementing Salesforce for financial services firms. Futureform’s deep industry expertise and tailored approach to CRM optimisation made them the ideal partner for this transformation. By leveraging Futureform’s structured methodology, Sanlam was able to adopt a Salesforce solution designed specifically for asset management operations.
Solution
Futureform delivered a fully integrated Salesforce and Pardot solution, including:
Optimised Client Lifecycle Management:
Account & Contact Management – Developed a 360-degree view by linking Prospects, Clients, Consultants, and key relationships.
Opportunity Tracking – Supported multiple sales processes, including New Business, Rebalancing, Withdrawals, and Funds at Risk.
Integrated Communication Tools – Enabled Salesforce Outlook sync for seamless email and contact tracking.
Mobile Optimisation – Ensured full Salesforce Mobile compatibility for on-the-go access.
Reports & Dashboards – For real-time data insights.
Marketing Automation with Pardot:
Salesforce-Pardot Integration – Ensured synchronised campaigns, prospect data, and engagement tracking.
Advanced Lead Scoring & Segmentation – Implemented custom prospect scoring models for targeted engagement.
Email & Content Automation – Migrated HTML templates, nurture campaigns, and marketing assets into Pardot.
Engagement Studio & Analytics – A structured lead nurturing program and B2BMA Marketing Dashboards.
Implementation Highlights
Futureform conducted structured business and technology discovery meetings to define a clear roadmap for Sanlam’s Salesforce transformation. The project included a seamless migration of Accounts, Contacts, Opportunities, and Tasks, ensuring data integrity while optimising usability. Go-live activities involved enabling all users, executing final data migration, and providing immediate post-launch support. Additionally, comprehensive training sessions equipped users with the skills to adopt the new system effectively, further driving engagement and efficiency across the sales and marketing teams.
Results
The implementation delivered measurable benefits for Sanlam Asset Management:
A fully integrated Salesforce-Pardot ecosystem that enhances client and prospect management.
Standardised & automated processes that improve efficiency across sales and marketing teams.
Enhanced visibility into sales & marketing activities, supporting data-driven decision-making.
Increased adoption & engagement with an intuitive Salesforce setup tailored to user needs.
Looking Ahead
With Futureform’s expertise, Sanlam Asset Management is well-positioned to scale its Salesforce investment for long-term success. The firm continues to leverage Salesforce and Pardot’s advanced capabilities to refine marketing automation, enhance client engagement, and drive future business growth.