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Managing Advisory BoardsThrough Turbulent Times

Paula Speigal-ButlerMay 3, 2011

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Table of Contents

1. Client Advisory Board Objective2. Board Composition3. Mechanism4. Announcement5. Reactions6. Next Steps7. Lessons Learned8. Outcome9. Advisory Board Scorecard10. Board Member Scorecard

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CAB Objective

Engage key clients to provide strategic input to the investment and development of select Treasury Management solutions.

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Board Composition / Structure

• Multiple Boards • 12 – 15 Senior Level Members• Market or Industry Segmentation• Similar roles • Articulate, Collaborative, Decision Makers• Strategic focus • 2-year commitment• Bi-annual meetings • Paid expenses

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Serves as Mechanism

• Ongoing Client feedback• Barometer for current/emerging market trends• Identify themes that resonate with clients• Issue forum • Source of sub committee members• Competitive intelligence• Occasional references

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The “Announcement”

• PNC Acquisition

• Employee Reaction

• Board Considerations– What to share– Timing is crucial– How much is too much– Communication options – The “Do Nothing” decision

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Initial Board Reaction

As a Client…• We didn’t choose the bank…you did!• WIIFM?• Smaller Fish – Bigger Sea

As a Board Member…• All our work for naught?• VOC Philosophy• CAB United

Conversion Concerns • Product survival • Who’s going to pick up the tab? • What type of development will be required?

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Next Steps

• Leverage existing Board

• Request conversion engagement

• New Agenda topics– How to convert– Communication– Timing of Conversion – Training– Support

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Lessons Learned

Key Concepts • Executive commitment • Establish expectations• Engage early• Readily adopt input• Communicate often• Solicit feedback throughout course

Champion Client Care• High-value clients• 70% TM revenue• < 10% C&IB clients• High-touch integrations

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Outcome

• Retained 100% Champion Clients• Advisory Board strategy WORKS! • Developed Advisory Board Framework• Sales & Marketing Support • Product Ownership • Launched 4 New Boards• Engaged & Committed Members• Market Research Results – Client Sat Scores

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Advisory Board Scorecard

0 – 6 Months 6 – 12 Months 18 – 24 Months

•Meet & greet•Assimilation•Idea generation•Foster trust•Bonds develop•Achieve meeting goals •Debrief feedback•Board sat scores

•Board attendance•Participation level•Impact of ideas•Themes resonate•Product acceptance•Achieve meeting goals•Debrief feedback•Board sat scores

•Board attendance•Peer networking•Increase loyalty•Tangible results•Implement changes internally “Quick Fix” •Value recognition•Achieve meeting goals•Debrief feedback•Board sat scores

•Deploy solutions•Generate sales•Increase revenue•Next generation ideas•Product alignment drives accountability•Employees request client approval •Member pilots•Members re-enlist •Debrief feedback

12 - 18 Months

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Board Member Scorecard

0 – 6 Months 6 – 12 Months 18 – 24 Months

•Board Attendance •Complete pre-read •Assimilation•Participation level•Idea generation•Post meeting work•Debrief feedback•Sub-committee participant

•Board attendance•Complete pre-work•Peer networking•Participation level•Idea valuation •Concept acceptance•Debrief feedback•Board satisfaction •Sub-committee participant

•Board attendance•Complete pre-work•Peer networking•Participation level•Tangible results•Embrace concepts•Debrief feedback•Increase loyalty•Value recognition •Sub-committee participant

•Board attendance•Complete pre-work•Peer networking •Participation level•Willingness to pilot •Next generation ideas•Debrief feedback•Sense of ownership •Request term extension •Co-present / co-author •Adopt/buy solution•Testimonials

12 - 18 Months