The Salesforce Financial Services Cloud transforms how wealth and asset management, banking, and insurance companies work with customers, as well as within their organizations. The solution helps improve the customer experience, strengthen client relationships, and drive new business by integrating sales, service, and marketing. In our webinar, we discussed Buckingham Strategic Wealth's implementation of the Salesforce Financial Services Cloud. We covered: -What to consider before choosing Salesforce -The strategy Buckingham used for the implementation -Why integrations and flexibility are vital for financial services customers -Tips for increasing user adoption -Key takeaways

1. Perspectives on a
Salesforce Financial
Services Cloud
Implementation

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About Perficient
Perficient is the leading digital transformation
consulting firm serving Global 2000
and enterprise customers throughout
North America.
With unparalleled information technology, management
consulting, and creative capabilities, Perficient and its
Perficient Digital agency deliver vision, execution, and
value with outstanding digital experience, business
optimization, and industry solutions.

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Perficient Profile
• Founded in 1997
• Public, NASDAQ: PRFT
• 2017 revenue $485 million
• Major market locations:
Allentown, Atlanta, Ann Arbor, Boston, Charlotte,
Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit,
Fairfax, Houston, Indianapolis, Lafayette, Milwaukee,
Minneapolis, New York City, Northern California, Oxford
(UK), Phoenix, Seattle, Southern California, St. Louis,
Toronto, Washington, D.C.
• Global delivery centers in China, India and Mexico
• 3,000+ colleagues
• Dedicated solution practices
• ~95% repeat business rate
• Alliance partnerships with major technology vendors
• Multiple vendor/industry technology and growth
awards

4. Buckingham Strategic Wealth
John Spyers, Operations

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About Buckingham Strategic Wealth
Buckingham Strategic Wealth helps individuals, businesses, trusts, nonprofits,
retirement plans and medical practice owners achieve their most important goals by
creating customized, comprehensive, evidence-based financial plans.
Our investment philosophy is rooted in an academic approach tailored to address each client’s distinct willingness,
ability and need to accept market risk.
As a registered investment advisory firm, Buckingham operates under a fiduciary obligation to its clients.
Our investment approach centers on modern portfolio theory implemented through evidence-based, or passively
managed, mutual funds and the firm’s fixed income portfolio design and execution capabilities.

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Buckingham Strategic Wealth Milestones
1994
Founded
One location
Local clients
<30 Associates
1 Year
>80 Clients
3 Years
$100 million AUM
15 Years
Added a second office
17 Years
100 Associates

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Buckingham Strategic Wealth Growth
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
2007 2009 2011 2013 2015 2017
AUM in Billions
Today
$13.6 billion AUM
300+ Associates
23 Locations
As of June 2014
$6.2 billion AUM
200 Associates
7 Locations

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Business Challenges
Business Overall
• Rapid growth
• New organization models forming
• A transformational mindset
Existing CRM
• Access to information
• User experience
• Adoption / usage
• Lack of
– Metrics
– Integrations
– Evolution

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Considering Salesforce
What are you trying to achieve?
What is your commitment to the platform?
How are you going to approach
implementation?
How will you train?
How will you measure and drive adoption?

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Salesforce Implementation
• Extended RFP cycle
• We wanted to be active partners in our
implementation
• More than a “lift and shift” but not a
wholesale change to process
• Long-view that this was a foundational
piece to our overall platform
• “Change fatigue” was going to be real
Team
Steering Committee
Core Team
Implementation Team
Product Owner
Timeline
December 2017: Purchased
June 2018: Project Start
December 2018: Go-Live
Project
Change Management
Requirements / Discovery
Build / Test / Train

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Integrations & Flexibility
Technology in financial
services is evolving at a
very rapid pace.
Our ability to build/evolve products
can’t compete with those companies
who have technology as a main focus
Buckingham needed to move from
a build-it-all approach to:
• Choose best of breed
• Integrate
• Build to fill any gaps
Graphic Source: Nerd’s Eye View at Kitces.com

12. Orion Advisor Services
Joe Leyboldt, Technology &
Integrations

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Orion Advisor Services
Orion is a portfolio accounting technology by advisors, for advisors that liberates you, so
you can enjoy your business again.®
• 1,300+ advisor & institutional contracts
• $600+ billion in assets under administration
• 2M+ accounts — growing at a firm a day
• 350 employees, 80% in service and support
• 55 IT employees
• 24/7 coverage across continental U.S.

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How Orion Does It
Orion Portfolio Accounting Technology
• Customization to fit your business
• Scale to meet your growth demands
• Integration for greater efficiency
• Innovation to anticipate the needs of advisors
Orion Portfolio Accounting Technology
• Multi-custodial fiduciary advisors
• Firms in transition
• Retail RIAs, broker-dealers, broker-dealer RIAs, TAMPs
• Independent advisors
• Established firms

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Orion Advisor Services
Composite
reporting
Trading&rebalancing Reporting Advisory
feebilling
Tradeorder
management Costbasis&taxreporting Compliance
app
RMD app Data
services
Client
portals
OrionConnect suite Branded
mobileapps
Notifications Business
intelligence
OpenAPI
New account
center
Broker-dealer
solutions
Delivery
Privateasset
platform
Video
reporting
Security
solutions
Rebalancing
basedon
tax-efficient trading
Openintegration
approach
Cloud-based,
mobile-friendly
software
Customizable
reportingsuite
(including video)
Client portal&app
with unmatchedexperience
Specialized
supportteams
Security approach
(ISO,SSAEcerts/
multi-factor)
Business
intelligence
Innovative Solutions for Advisors Why Clients Choose Orion

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Salesforce Integrations
One User Interface Experience
Data Syncing
Bi-Directional Syncing
Contextual Linking
Dashboards
Orion Connect

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What Does Orion Sync to Salesforce?
Households
• Demographic data
• Performance
• Values
• Gain/Loss

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What Does Orion Sync to Salesforce?
Financial Accounts
Related to Households

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What Does Orion Sync to Salesforce?
Financial Account Data
• Performance
• Values
• Gain/Loss

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What Does Orion Sync to Salesforce?
Financial Account Holdings

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Contextual Single-Sign-On Links
Contextually Launch
an Orion Screen from
Salesforce
• Orion’s Household Editor
• Assets
• Transactions
• Reports
Dashboards

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Orion’s Full Household Editor

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Orion Connect
Orion’s entire suite
of Portfolio
Accounting
functionality is
available within
Salesforce
• Trading
• Billing
• Reporting
• And More!

24. Organizational Change
Management
David Chapman, Perficient

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Change Management Definition
Project success will be dependent on two factors:
1. A flawless technology solution that meets the project’s requirements
2. The ability of users to actively engage with and adopt the new solution
Change Management drives individual and collective adoption, thus ensuring achievement
of expected benefits and return on investment (ROI).

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Organizational Change Management Increases Success
Change Management’s impact on project success
• Projects with Change Management are 6 times more likely to meet
or exceed project objectives*
• Change Management increases the probability of staying on
schedule and budget, resulting in higher benefit realization and
ROI
Change management manages disruptions, mitigates risks and
decreases the time required to realize productivity gains planned by the
project.
* Prosci, Best Practices in Change Management, 2016

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Change Management Methodology Overview
Our methodology is pragmatic and iterative
• Pragmatic – Strategic, tactical and very intentional
• Iterative – Project conditions change, and it’s critically important that the Change Management plan adopts accordingly
Appropriate aspects are brought to bear on any project
DEFINE PHASE
Shortest phase, answers
the question of WHY?
COMMUNICATE PHASE
Where we spend the most
time; answers the questions
of WHO, WHAT and
WHEN?
ENABLE PHASE
Getting the users ready;
answers the question of
HOW?
SUSTAIN PHASE
Continuing the adoption
throughout the project;
embedding OCM
capabilities within the
client’s organization

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Project Challenges
Like all projects, the Buckingham project was launched with a number of obstacles for the
OCM team to overcome.
1. Buy-in already was at a critical state when the project began because of timing issues. Buckingham was in the last
stages of another technology deployment that provoked fear of additional change amongst its primary stakeholders –
many of whom would be primary stakeholders within the Salesforce Financial Services Cloud (FSC) project.
2. Initial process review showed that the team would have challenges communicating changes around future state manual
vs. automated activities
3. There was a desire to leverage modern and various communication vehicles which had not been available or utilized to
deliver more engaging communications to users in a timely manner in past deployments
4. Training was anticipated to be a challenge, with primary stakeholder concerns being enough relevant sessions and the
geographical spread of offices / teams and the need for a solid, methodical, and well-thought out plan
5. No real training repository (LMS would not be deployed till late 2017, possibly 2018) where users could easily retrieve
materials

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Project Change Management Strategy
By combining the science of our OCM methodology with the art required for the
Buckingham culture and Salesforce technology-specific needs, we were able to
successfully prepare our users.
1. Committed to clear, transparent, and timely communications throughout the engagement
2. Established two-way communication channels to ensure we were meeting stakeholders where they were and being
responsive to their needs
3. Maintained close ties with the technical project teams, which lead to proactive (vs. reactive) communications
4. Leveraged all of the communication vehicles available for a multi-channel approach
5. Built role-based training that could be repurposed for future use
6. Built customized presentations, supplemental communications and training collateral relevant to the Buckingham
environment by role
7. Leveraged FSC libraries for quick access to standardized training and other useful user information

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Teams: Before & After
Before
• Questions of where data came from and how it was
assembled
• Time spent trying to retrieve and assemble
information
• Not talking about what it means or how learnings
from the data could be applied
• Conversation and information silos
After
• Transparency into data – more productive
conversations
• Collaboration between advisory teams and other
departments
• Reporting and metrics – more proactive coaching and
guidance

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What You Should Know About Implementing
Salesforce Financial Services Cloud
• Setting expectations is important
• Communication and education are key
• You can’t train too much
• Users will always want more
• You will have issues
• Users/team members need to think bigger than themselves
• It is never “done” – product ownership and constant evolution keep momentum and usage going

32. Questions
Type your question into the chat box

33. Thank You