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Asking The Hard Questions (Feat. Richard Dedor)

“We bought the Ferrari, now we’ve got to figure out how to drive it.” When 20-year marketing, communication, and digital media veteran Richard Dedor joined Premier America Credit Union as Marketing VP last year, the organization was still in the process of making sense of its recent CRM investment. This week, Dedor joins former colleagues Elliott and JP to talk about how Salesforce FSC and Marketing Cloud have been instrumental in improving membership engagement and card activation, the work it took to make it happen, and where Salesforce should and shouldn’t be bent for an organization’s needs.

Episode 25 Highlights

Richard’s firsthand experience of how Salesforce transformed the time-sensitive world of real estate, from fast turnaround apartment leases to longer, multi-touchpoint home sales

“Don’t change Salesforce to work for you. You’ve got to work with the tool that you’re buying.” How implementation is a time to ask hard questions and break out of the status quo instead of trying to reinforce it

Dispelling the misconceptions about out-of-the-box CRM (there’s no such thing), and how putting in the work upfront makes activation a joy

Hosts and Guests

  • JP Owens

    Managing Director, Banking and Lending, Silverline

    JP Owens partners with banks and credit unions to help them identify new ways to leverage technology solutions that drive transformation, growth, and measurable ROI. JP formerly served as the Director of Digital Product Experience at First Financial Bank, where he led multiple functional teams within the Digital organization and was responsible for vision, delivery, and execution across Digital channels.

  • Elliott Spence

    Principal Consultant, Silverline

    Elliott Spence is a Solution Architect at Silverline with eight years of experience designing and implementing Salesforce Solutions. Prior to Silverline, Elliott was a Senior Digital Product manager with First Financial Bank, where he grew the Salesforce practice to over 1,600 users and led the Salesforce implementations to Marketing, Customer Service, Retail Bank, and Mortgage. 

  • Richard Dedor

    VP of Marketing, Premier America Credit Union

    Richard has been with Premier America Credit Union for almost a year and has worked in marketing, communications, and digital media for nearly 20 years. Richard has also had extensive experience on the Salesforce platform with Financial Services Cloud and Marketing Cloud.

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