Kandi O'Connor

Localization is a powerful tool for sales and marketing professionals, but crafting localized content and getting it into the hands of your distributed sales force can be tricky – campaign messaging can stray off-point and brand guidelines often go out the window. Chief Operating Officer Kandi O’Connor discusses how to overcome challenges presented by localization and how to more effectively manage marketing resources across the business.
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Recent Posts

New Systems Can Streamline Your Marketing Management Process

Jan 13, 2016

As many marketing professionals know, the marketing management process often gets bogged down in redundant, routine tasks. These tasks, such as tracking down approvals, locating collateral, managing budgets, do little to help you achieve corporate goals. To really make an impact on the business, marketers need to identify opportunities to automate insignificant tasks to free up time for strategic endeavors. Marketing resource management (MRM) systems are one example of a technology designed to optimize marketing workflow. Here’s your guide to opportunities for optimizing your marketing management process.

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Tags: brand management, campaign management, marketing resource management, local marketing, marketing operations, distributed marketing, marketing management process

Simplify your marketing process for more powerful, meaningful results

Sep 24, 2015

Every day, marketing and operations teams face a number of hurdles just to get the right message in front of the right consumer. They need to help local branches and employees customize marketing materials, but still maintain oversight of marketing pieces.

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Tags: financial services, marketing resource management, marketing operations, marketing process, Vya

5 tips to inspire brand loyalty with strong customer onboarding campaigns

Sep 16, 2015

Inspiring brand loyalty these days can be challenging. Many experts argue that building loyalty is no longer just about offering the best prices or strong customer service, but rather the entire experience a consumer has with your brand, its products, services and your employees.

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Tags: insurance, Insurance Marketing, Vya, customer onboarding, brand loyalty, insurance industry

Three lessons learned from insurance marketing

Sep 03, 2015

There’s no industry more dynamic than the insurance industry. Facing strong competition, evolving customer needs and strict regulation, insurance companies need to be able to operate consistently—while also staying flexible to quickly adapt to change.

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Tags: insurance, Insurance Marketing

3 tips to reach local consumers with compelling, compliant marketing materials

Aug 20, 2015

Today, financial services marketing teams face what seem to be competing needs: They need to reach more local consumers, but still need to maintain control of marketing materials to ensure compliance is met and brand standards are upheld.

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Tags: financial services, MRM, localized marketing, local marketing, financial services marketing, compliant marketing materials

The “new” Vya, from the inside out

Jul 29, 2015

There is a lot of energy and excitement flowing around the halls of Vya right now. Our big brand relaunch last week certainly has something do to with that (though we have always been a high-energy group). To me, that’s because our new brand is so true to who we are, have always been and will always be. Vya captures our dedication, determination and focus that our employees live every single day, from the inside out.

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Tags: branding, marketing resource management, local marketing, Vya

Streamline key marketing processes, and help increase productivity.

Jul 01, 2015


When you manage marketing campaigns and processes across a widespread region, there are often opportunities to increase your marketing productivity and create scale to connect efficiently with more consumers. But, sometimes identifying those opportunities can be difficult because marketers are so busy, and focused, on creating and implementing campaigns.

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Tags: marketing process optimization, marketing productivity, marketing process

Three tips for delivering relevant, compliant local marketing materials

May 22, 2015


For financial institutions, local marketing can be tricky. Far too often, branches left to their own devices create and share marketing materials based on consumer feedback or needs. While local relevancy is important to drive sales, these materials are often not effective, lack brand consistency and miss cross-sell opportunities.

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Tags: financial services, marketing resource management, local branch marketing, legal and regulatory compliance, financial services marketing

Empower local branches, staff with customizable local marketing campaigns

May 07, 2015

Every day, bank branches and employees are spread across regions interacting with their local customers. Those relationships provide valuable insights into the unique needs of communities and consumers.

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Tags: net finance 2013, marketing resource management, local marketing, print, local branch marketing, systems

MRM systems deliver clear ROI

Apr 09, 2015

It’s no secret that a marketing resource management (MRM) system has a powerful impact on business. The right software can help boost sales, protect your brand, optimize marketing campaigns and streamline workflow. We’re often asked how these benefits can be translated to tangible impact to a company’s bottom line. 

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Tags: marketing resource management ROI, MRM investment, MRM ROI, MRM benefits, marketing resource management investment, systems

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