“Pivotal provided the technology, experience and expertise to migrate and roll out the system very quickly. Following this successful initial footprint we are now expanding the use of Pivotal CRM through additional asset management groups.” Stephen Johns. Head of eBusiness. Mellon Asset Management.

1. CASE STUDY: MELLON ASSET MANAGEMENT (MAM)
The road to an integrated global contact
management system
At a glance
Key challenges: “Pivotal provided the
• 12 separate subsidiaries and 12 incompatible contact management systems technology, experience
• Over 750,000 contacts and 480,000 disparate company records and expertise to migrate
• Estimated around 10% opportunities lost per quarter and roll out the system
• Need to lower the cost of ownership very quickly. Following
• Information security risk with multiple distributed data repositories this successful initial
• Unco-ordinated management planning and reporting functionality across the group footprint we are now
• Multiple and isolated interaction with clients expanding the use of
• Lack of intelligence of its client base and prospects Pivotal CRM through
• Achieve client service excellence additional asset
• Support a growing mobile workforce management groups.”
• Existing systems, plagued with slow, rigid and fragmented infrastructure
Stephen Johns
• Head of eBusiness
Mellon Asset Management
Solution:
Pivotal, a leading Customer Relationship Management (CRM) solution provider and the CRM
division of CDC Software
Result:
• Single contact management system across its subsidiary groups
• Integrated data - saving of over 80% data storage
• Around £500,000 savings in infrastructure and software
• Estimated £250,000 savings in support*
• 10% growth in new/existing business**
• Proposed global roll out
• Ability to provide integrated and meaningful contact, service and support to its clients
• Mechanism to track investment and plan and manage sales pipelines
•
• Co-ordinated sales and integrated marketing campaigns
• Supporting a mobile workforce
* Complete execution of plan to be implemented.
** Estimated on cross selling and co-ordination of complete Asset Management business.
Background
headquartered in Pittsburgh, Pennsylvania. With approximately $5.1 trillion in assets under
management, administration or custody, including $870 billion under management, Mellon
individuals.
Mellon Asset Management (MAM), a division of Mellon Financial Corporation is a leading
®
management subsidiaries and multiple distribution channels.

2. CASE STUDY: MELLON ASSET MANAGEMENT (MAM)
Mellon Asset Management’s multiple subsidiaries:
In order to maximise
the capability of its
sales and marketing
function and provide
better levels of service
and support to its
clients, MAM needed a
new CRM system that
could be rolled out to
all its subsidiaries.
* The above are a selection of the Mellon Asset Management brands.
With the dynamic nature of Mellon Asset Management’s (MAM) business models, clients and
products, MAM realised that its existing CRM solution could no longer keep pace with the growth of
its multiple subsidiaries and the complexity of the markets within which they operate.
Engaging with clients with the highest degree of care, frequency and personalisation is core to the
business and with various sales and contact management solutions in operation, it became apparent
that there was opportunity to improve client interaction and intelligence gathering between its
recognise cross/up-selling opportunities or plan and manage its sales pipeline across the group.
client and prospect information due to the existence of multiple client records across the group.
MAM recognised that its core business functions were operating in isolation, to the detriment of
its sales potential and high standards of service demanded by its clients. In order to maximise the
capability of its sales and marketing function and provide better levels of service and support to its
clients, MAM needed a new CRM system that could be rolled out to all its subsidiaries.
The new path towards Pivotal CRM
system to be implemented across all of its asset management subsidiaries. The Pivotal
® demanded.

3. CASE STUDY: MELLON ASSET MANAGEMENT (MAM)
Mellon Asset Management CRM Model:
“The CRM application
needed to add
considerable value in
meeting the individual Mellon Asset Management
asset management
groups’ needs Mellon Sector Sales
while providing the
Mellon Global Investments
corporate, executive
functionality. It was
important to be
able to support our
individual internal
Mellon Capital Management
clients while being
Mellon Global Alternative
Management Services
able to add value to The Boston Company
Newton Investment
Franklin Portfolio
Mellon Transition
the bigger picture at
Standish Mellon
Mellon Equity
Mellon HBV
the same time. With a
co-ordinated approach
we have been able to
achieve economies in
areas including
infrastructure,
software, compliance
and development”
Stephen Johns Single Database
Head of eBusiness
Mellon Asset Management
Implementation and migration of data
Implemented in February 2006, MAM initially built a standard application from the
core requirements that had been gathered. This was a combination of existing Pivotal
templates and the out-of-the-box Pivotal application. It then engaged with each of the
Pivotal CRM application to their unique requirements. Alongside these activities the
to the new single CRM system was taking place.
Training the teams
management right down through the ranks and MAM realised that user acceptance
was vital to the success of the system. Following implementation, MAM invested in user
training with onsite training, webcasts as well as an intranet site keeping users informed
of the system’s functionality and updates.
®

4. CASE STUDY: MELLON ASSET MANAGEMENT (MAM)
Realising MAM’s goals for an integrated CRM with Pivotal
> Streamlining sales pipeline and opportunity planning by providing a single,
consistent and accurate contact management system across the MAM group
>
> Maximising the potential of its sales and marketing functions by co-ordinating
campaigns with a reliable contact management, planning and data segmentation
tools
>
and focus on most valuable clients with product categorisation
> Co-ordinating client interaction and raising the standards of service to its clients by
providing a holistic client view with client history, preferences and needs including
assets held, services used and points of contact
> Ability to react rapidly to market change and make more informed business
decisions with reporting and analysis tools
> Realising an integrated customer centric approach across MAM by providing
comprehensive access to one easy to use, integrated CRM system with a single view
of the client
> Create contracts and agreements more accurately and rapidly with dynamic
document assembly
>
allocation planning
> Supports a growing mobile workforce through web and PDA access with Wireless
integration
> User friendly functionality and interface and 100% user acceptance
> Integration with existing IT systems such as MS Outlook
> Flexible for future growth and acquisition with the ability to easily extend the CRM
>
What the future holds
MAM is currently in talks to roll the Pivotal system out to its global sales and marketing
groups. It is also planning an addition 90 seats for Mellon Global Investments and is
looking to implement the solution across other subsidiaries in its group.
Pivotal Corporation Ltd.
Pioneer House
There are also plans to introduce new functionality and Pivotal modules to the system
7 Rushmills, Northampton
United Kingdom NN4 7YB in order to meet additional business requirements including integration with Blackberry
Tel: +44 1 604 614131 devices and to utilise the functionality of Pivotal MarketFirstTM a powerful eMarketing
Fax: +44 1 604 630495
Email: info-intl@pivotal.com activities.
®
Pivotal is a subsidiary of CDC Software.
are trademarks of their respective owners.