Marketing: All about collaboration

Steven Bugg, President and CEO of Great Lakes Credit Union in Bannockburn, IL (CUNA photo)

A cross-functional panel of C-suite executives explored how credit union marketers can collaborate with their peers across the organization to meet the challenges of a post-pandemic world during a CMO Exchange at the CUNA Marketing & Business Development Council Virtual Conference.

When focusing his team on a common goal, “it’s not about silo management; it’s about collaboration,” says Steven Bugg, CEO, president/CEO of $1 billion asset Great Lakes Credit Union, Bannockburn, Ill.

“It’s that community impact that makes a difference for all of us,” he says. “Numbers are important, but you have to separate why they are important. If we’re doing the right things as an organization, those numbers will typically come through.”

While finance people care about the numbers, they’re also willing to look toward the long term, says Casey Kucera, chief financial officer at $882 million asset Jefferson Financial Federal Credit Union in Metairie, La.


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