Meet Scott V. Williams, new Network Council chair.

Scott V. Williams, CFMP, Bas been selected as the 2003-04 chair of the ABA Marketing Network Council. He is the senior vice president, director of marketing for Legacy Bank of Texas. Williams has served on the ABA Marketing Network council for three years and "has served as co-chair two times for the ABA Marketing conference.

Marketing Edge asked Williams to provide insight into his experiences as a marketing executive and his vision for the ABA Marketing Network.

What do you see as the challenges and issues facing marketing professionals?

To demonstrate strategic marketing. Our companies need us to stay focused on strategic initiatives that will accomplish strategic results. We've "all had it happen: Someone in our organisation wants us to "do some marketing" for them and may even have a sound strategy for us to implement (usually something they saw somewhere else). But can they quantify what they want to accomplish? We need to demonstrate how strategic thinking must accompany any marketing effort. Once we know the desired outcome, we can put our best strategies at work to accomplish success.

Another challenge is increasing the value experience of the customer--overcoming the commodity mindset that a bank normally has. We have to provide customer value, above and beyond the function of the product or service. We cannot continue to give away the farm without undermining our profitability. We have to be responsible [with our marketing efforts] from a profit standpoint.

What opportunities do you see opening up to financial marketing professionals in the future?

Making a direct impact on the bottom line performance of the company and acceptance [of marketing] as a strategically vital part of the success of the company.

Prove your worth by adding measurable value to the bottom line. This is a business we are in and our shareholders expect the company to perform successfully. Marketing has a major impact on that performance. Proving it with strategic marketing--smartly executed with measurable results, is critical to prove the power and worth of our marketing efforts. It's the best way to avoid the "marketing is an expense" stereotype and the corresponding budget cut when times are tough.

What marketing tactics and tools do you think are critical for marketers to deploy in order to succeed in their career?

Think differently. Our job is to help customers see how we can provide them with financial solutions. Our focus should be on the customer, not the product. Using the analogy of construction, if a customer wants a house, don't build them a boat. Many banks, say they are focused on the customer, yet they continue to develop products that don't fit the customer's needs.

You also need to measure your results. If you do this, you can prove value of what you did and you can improve the value of your marketing efforts next time you do it. When you are building a house, you have to use some sort of measurement device to make sure your cuts are accurate. An old saying that I once heard is, "Measure twice, cut once." The same principal holds true in marketing--the more you measure, the less apt you are to make mistakes.

What training needs do marketers have today?

Professional marketers need to stay current with their education. This is why it is important to become a certified Financial Services Marketing Professional (CFMP) though the institute of Certified Bankers (ICB). If you think about it, would you have someone build your house who is not a certified or licensed contractor or have someone design your house who is not a licensed architect? The same holds true for our profession. In order for you to be able to stay on top of our rapidly changing industry, you have to stay fresh and current with marketing trends and techniques.

How long have you been involved in the ABA Marketing Network and how has it helped you with your professional development?

My banking career started with a membership in the ABA Marketing Network (formerly the Bank Marketing Association). Involvement in the ABAMN gave me the ability to quickly learn the fundamentals of banking mad smart methods of marketing the bank. My background ha banking at the time was only that of a customer. I attended the School of Bank Marketing and Management, and then stayed on top of my bank marketing profession by attending the ABA Marketing Conference (formerly the BMA Marketing Forum). My bank's leadership recognized the value of continued education and looked upon these training opportunities as a natural thing to pursue. What I gained from all the years of participating in these venues was a network of peers. The networking value that I have gained over the years has been almost immeasurable to my career and the bank.

Do you have any have any other pearls of wisdom you would like to share with our members?

Remember, you are not an island. We face challenges every day that others outside our market may have overcome. Staying connected to other marketers in our industry is a great way to share your knowledge or tap into the knowledge of others. The ABA Marketing Network is a great way to stay connected.

Scott V. Williams, CFMP, ABA Marketing Network Council Chair, 2003-2004

Current Position

Senior vice president, director of marketing, Legacy Bank of Texas.

Years in Bank Marketing

11 years

Education

BS, Clemson University, Clemson, S.C.

Graduated from the ABA School of Bank Marketing & Management, 1994.

Scott V. Williams, CFMP, ABA Marketing Network Council Chair, 2003-2004

Career Highlights

Served as senior vice president, marketing, The Palmetto Bank, Laurens, S.C., for more than a decade. Prior to entering the bank marketing industry, served as an account executive for an advertising agency, Hamilton, Cleveland & Gray in Charlotte, N.C., and as a sales representative for a printing company.