Insights
Practical thinking on CRM, data, and marketing for Australian fund managers.
Data platform-datafund-flowsanalyticsintegrationai
Platform data has always been structurally complex, and that is the point.
Australian investment platform data arrives in as many formats as there are platforms. The work of consolidating it accurately and quickly is not a technical problem. It is an experience problem, and experience takes time to accumulate.
11 June 2026
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Latest Insights
Web & search
Execution is free now. Taste is the only thing left.
26 May
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Web & search
The website industry has a commodity problem.
25 May
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Web & search
AI Search Is Reading Your Website and Believing Every Word.
19 May
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Web & search
SEO and GEO Are the Same Discipline.
30 Apr
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Marketing webaicontent
Practice websites are doing more work than most firms realise.
Direct traffic to a practice website may be low, but AI search systems are reading every page and citing what they find. The website's influence on how a firm is described to prospective clients has never been greater.
3 June 2026
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CRM salesforceaiagentforce
Salesforce Headless 360 is infrastructure, not a feature.
Salesforce Headless 360 was announced to developers and mostly confused everyone else. For fund managers and distribution teams who invested in Salesforce, it is actually the most reassuring thing the company has said in years.
29 May 2026
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More Insights
The SaaS Model Has a Problem.
Salesforce's technical infrastructure is genuinely excellent. The object model, the automation engine, the formula layer, the integration architecture, these are serious tools built over twenty years.
Jan 2026
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Automation Does Not Age Well.
Every automation is a snapshot. It captures the org chart, the coverage model, the product names, and the team structure as they existed on the day someone built it.
Nov 2025
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Automation Degradation.
CRM automation stacks do not collapse, they calcify. Workflows accumulate the way meeting invites do, each one added for a reason, none of them ever removed.
Nov 2025
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CRM Fields Are Not the Problem.
The instinct to minimise CRM fields mistakes tidiness for health. Fields are not clutter.
Sept 2025
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CRM Field Governance.
Field count is the wrong metric. A CRM with fifty well-governed fields is less reliable than one with three hundred fields that each have a clear purpose, a named owner, and defined update logic.
Aug 2025
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Automation Is Not Free.
Automation is the default setting in most CRM and marketing operations environments. If something can be automated, it is.
July 2025
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CRM Adoption Is a Habit Problem.
A CRM that nobody uses properly is not a technology problem. It is a habit problem, and habit problems do not respond to process rewrites or training sessions.
June 2025
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What Makes Business Data Worth Trusting?
A CRM is only as useful as the people using it, and people stop using it the moment they stop trusting it. It usually starts with the small indignities.
Apr 2025
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CRM capability and fit are different problems.
A CRM can be enormously capable and still not fit. The gap between what a platform offers and what a team actually uses is not an adoption failure. It is a design problem.
Dec 2024
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January reveals what the calendar hides.
Most CRM problems are not seasonal. The ability to find them is. January is the only month quiet enough to hear what the data has been saying all year.
Dec 2024
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Marketing
Static Lists Are Not Audiences.
Every organisation has a 'master newsletter list.' Nobody knows who created it. Nobody knows exactly what is in it.
May 2025
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Data
What Wealth Management Firms Do With Their Data.
Australian wealth management firms have spent years building genuine distribution intelligence. CRM platforms connected to marketing automation, contact-level engagement data, meeting history, campaign responses, fund-level activity patterns.
Mar 2025
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Data Is Not Intelligence.
Wealth management firms have never had more data. Contact records, campaign engagement, meeting history, website behaviour, fund flows, all of it sitting in platforms that were expensive to implement and are expensive to maintain.
Feb 2025
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Salesforce is not a reporting tool.
Salesforce captures activity. It was never designed to explain it. The expectation that a CRM should also be an analytics platform is where most reporting frustration begins.
Jan 2025
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AI
A point of view is the only content strategy that ages well.
Content programmes built on genuine positions compound over time. Programmes built on volume decay. The difference is not visible in year one. It is unmistakable by year three.
Mar 2026
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AI Content Fails Without a Point of View.
Most AI-generated content in financial services is not a content strategy. It is the absence of one.
Feb 2026
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Is AI Development OK?
There is a reasonable argument that AI has not killed art. It has just separated the vision from the execution, and that separation is not new.
Dec 2025
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Training
AI training is a judgment problem, not a capability problem.
The training question for AI tools is not whether staff can operate them. It is whether staff know when not to trust them. Those are different problems, and most firms are solving the wrong one.
Oct 2025
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