Technology

Salesforce is the foundation of everything we build. Sales Cloud for pipeline and activity tracking, Financial Services Cloud for firms that need a more structured data model, and the broader ecosystem for integrations and automation.

For fund managers, the challenge is not whether Salesforce is the right platform. It almost always is. The challenge is configuring it to reflect how wholesale distribution actually works. Adviser-practice-licensee relationships, tiering logic, platform presence, state-based territory views. Out of the box, Salesforce knows none of this. We configure it so it does.

We have been implementing and supporting Salesforce for fund distribution teams since 2016. Our CRM architecture reflects patterns we have refined across dozens of engagements in the Australian market, with select clients in the US and UK.

Pardot, now officially Marketing Cloud Account Engagement, is the marketing automation layer that sits on top of Salesforce. It handles email campaigns, lead scoring, engagement journeys, and form-based data capture.

For fund managers, the value is in connecting marketing activity to CRM data. When Pardot is configured properly, your marketing coordinator can send segmented campaigns to advisers based on tier, state, APL status, or engagement history, all without touching a spreadsheet. Engagement data flows back into Salesforce so the distribution team can see who opened, clicked, or registered.

We implement Pardot at two tiers: a foundational setup for teams managing their own templates and lists, and a full build with branded templates, segmentation logic, and campaign structures ready to launch.

Mailchimp is the right choice for fund managers who do not need the full Salesforce marketing stack. It handles email campaigns, audience management, templates, and basic automation at a fraction of the cost of Pardot.

The key is the Salesforce connector. When properly configured, it syncs CRM contacts into Mailchimp audiences, maps segmentation fields, and pushes engagement data back into Salesforce. Your sales team sees who opened, clicked, and unsubscribed, all inside the CRM they already use.

We typically recommend Mailchimp for teams of three to eight people whose marketing function is primarily email-based: monthly newsletters, product updates, event invitations, and quarterly commentary distribution.

Jotform is a form builder that does more than collect responses. When connected to Salesforce, form submissions create or update records directly, bypassing the manual processing step that turns every event registration or enquiry into a data entry task.

For fund managers, the most common use cases are event registrations that flow into Salesforce campaigns, adviser enquiry forms that create leads with full context, and onboarding forms that capture structured data at the start of a client relationship.

The Salesforce integration maps form fields to any standard or custom object. A registration form can create a campaign member, update an adviser record, and trigger a follow-up task in a single submission. We build and maintain the field mappings so the data lands cleanly, every time.

Skyvia is a cloud-based data integration platform that connects systems without the enterprise price tag of MuleSoft or Informatica. We use it to move data between platforms, automate imports, and keep systems synchronised.

For fund managers, the most common use case is automated platform data uploads. Raw CSV files from investment platforms are processed, transformed, and loaded into Salesforce on a scheduled basis. Skyvia handles the plumbing, we handle the logic and the data model.

It also supports reverse ETL, meaning you can push CRM data outward to other systems, reporting tools, or flat file outputs for compliance and regulatory reporting.

Beaufort12 is a fund flow analytics platform built specifically for the Australian market. It provides standardised reporting on inflows, outflows, and FUM across platforms, products, and adviser segments.

We connect Beaufort12 data to Salesforce so distribution teams can see platform analytics alongside their pipeline and activity data. The result is a single view: which advisers are allocating, which are redeeming, and how that correlates with sales effort.

For managers who need more custom visualisation, we layer Power BI dashboards on top of Beaufort12 data to provide interactive, filterable views of flows and FUM history.

Power BI is Microsoft’s cloud-based business intelligence platform. We use it to build interactive dashboards that give distribution teams a visual, filterable view of fund flows, FUM trends, and adviser engagement.

Dashboards are hosted securely in the cloud, refreshed monthly in line with platform data uploads, and accessible from any browser. Users can apply filters to explore data in detail and export underlying datasets for further analysis.

We build dashboards tailored to each client’s products, platforms, and team structure. Most clients have three to five dashboards covering flows by product, flows by adviser segment, platform concentration, and state-level distribution coverage.