Digital Sales Boost Program: A New Era In Intesa Sanpaolo’s Business Model Qorus Banking Innovation Awards 2021 - Winner

As Italy's largest bank, we've undertaken a path to make our vision come true: reach a X3 (2023 vs 2020) in digital sales and change our business and distribution model forever. A 3-year transformational program, encompassing a new MadTech platform, innovative ways of working and digital marketing expertise as-a-service. We shaped an INTERNATIONAL BENCHMARK to discover how self digital sales champions excel on the upper sales funnel management: digital champions have an operating model that stands out for innovative ways of working supported by the latest and best of breed MadTech tools. These two levers have a direct impact on the process of self digital sales campaign creation and management. To close the gap with the best players, we designed a 3-year-program based on four "AI- Sales" (Artificial Intelligence Sales) services: 1. NEW DIGITAL MARKETING PLATFORM AS A SERVICE Combination of Marketing & Advertising tools to guarantee personalization at scale, industrialization and automation of commercial leads and time-to-market reduction 2. DIGITAL MARKETING SERVICES Enhancement of vertical skills for an effective management of the MadTech tools 3. WAYS OF WORKING Ensuring greater cooperation among offices (including Compliance), workflow streamlining and shared access to performance data 4. AI SALES STUDIO Centralized and cross-stream governance of the Project This will help us reach digital sales leadership at European level in three years.