Q&A with Liza Collin, Strategy & Commercialization Director - Custom Solutions Division at Visma

Liza Collin, Strategy & Commercialization Director - Custom Solutions Division at Visma, comes with an experience of 13 years in Product Management, Digital Transformation and Product Marketing. Her daily activities include aligning sales, product, marketing & customer success around our ideal customer, optimizing these strategies to reflect customer and market needs. She has ranked as one of the Top 100 Global Product Marketing Influencers 2020 and Top 50 most prominent tech women in Norway  2017.

Customers identify themselves with the products and services they select and want to know the purpose and “why” of that product. 


MEDIA 7: Congratulations on being listed as one of the ‘Top 100 Product Marketing Influencers 2020’! Please take us through your journey.
LIZA COLLIN
: I have acquired a mix of insight through my career, working in both Product Development, Sales, and Product Marketing. In the past years, I’ve merged these skills to a more holistic approach to aligning sales, product, marketing & customer success around our ideal customer, optimizing these strategies to reflect customer and market needs. My journey is based on my interest in working with “the next big thing” and products that have a positive impact; whether it is the perfect WiFi experience or a cloud reporting software to free up employees' time to accommodate more relevant work.

After law school (Intellectual Property) and studying at a start-up incubator (Chalmers University), I worked as a commercial product manager and sales manager in Schibsted Media Group for eight years. Later I moved to Telecom and four years ago I began in Visma, Europe's largest software provider. I built the Market Readiness department and together with my colleagues, we’ve created a unique GTM framework that has been rolled out in many of our Business Units. In January 2021 my responsibilities expanded further and I am now responsible for Strategy and Commercialization for the Custom Solutions Division in Visma.

M7: How has Visma helped you have such an outsized influence on product marketing?
LC:
Given the complexity of the Visma organization it requires one to develop excellent skills in communication, collaboration, and project management, etc. which greatly help me and my colleagues in future work. It gives me a deep sense of fulfillment when I’m able to coordinate initiatives effectively across the organization and see results.
Visma is performing many useful services for society through its software, and this is motivating, not to mention you get to work with so many great partners and customers who are also dedicated to the same causes!


As a customer, I am willing to lend my time to a brand only if the interaction experience is great enough and with a personal touch.

M7: What do you see as the most noticeable change right now happening in marketing trends, encouraged by the rise of digital technologies?
LC:
Our customers and ourselves are not merely expecting a digital solution anymore, but a great customer experience that is on the same level as our interaction with Netflix and Apple, for example. Customers identify themselves with the products and services they select and want to know the purpose and “why” of that product. Customers also expect a smooth customer journey with a great UX experience. Marketing activities must match these expectations and be customized as well. As a customer, I am willing to lend my time to a brand only if the interaction experience is great enough and with a personal touch.

M7: What are the challenges that you face regarding handling and maintaining a technologically advanced software like Visma?
LC:
I don’t really see challenges, but many possibilities! In Visma we have hundreds of different products and services that are all connected to the Visma brand. The fact that our cloud products are deploying new updates in a smart fashion makes the work with launches more agile and you have to have a good dialogue with colleagues in different parts of the organization in order to ensure that all is timed correctly. The culture in Visma is very entrepreneurial and flexible, which gives people the trust and autonomy to lead while depending on each other where relevant.

M7: What is your go-to resource – websites, newsletters, any other – that helps you stay updated with the revolutions happening in the industry?
LC:
I follow some specific thought leaders such as Andy Raskin, industry newsletters, and posts from e.g. Product Marketing Alliance and Zoura and I pick up quite a bit through LinkedIn where I am active.


Having a good mentor or getting allied within the company is a great way to learn more about how that specific organization works. And ask, the worst that can happen is that they say no!

M7: You have been a part of many podcasts and events where you have put forward valuable insights on Product Marketing. How do you manage to take out time for such productive commitments, other than your usual work?
LC:
Many of the subjects and presentations are re-used from internal presentations I have held as part of our GTM Academy. But there has definitely been some late evening work as well. But I believe I have gained knowledge from the input and feedback I’ve received which has benefited my regular work so it has been worth the time.

M7: What product marketing strategies are you looking forward to implementing in 2021 and why?
LC: 
Using good strategic narratives to ensure that our strategies are closely connected to our customers' current challenges and future dreams. An ever increased cooperation between all departments such as Product, Sales, Support, Customer Success, and Marketing to ensure successful launches.

M7: What is your advice for young women considering a career in high-tech?
LC:
I strongly recommend it, because you can be at the forefront of the new developments that will make the world a little bit better. Be curious, read up, and don’t be afraid to ask for advice and help from both men and women. If you don’t have a tech background, but work with developers I recommend taking a course in programming to understand it better. There are many online courses. Having a good mentor or getting allied within the company is a great way to learn more about how that specific organization works. And ask, the worst that can happen is that they say no!

ABOUT VISMA

Visma offers software and services that simplify and digitalise core business processes in the private and public sector. The Visma group operates across the entire Nordic region along with Benelux, Central and Eastern Europe. With more than 11,000 employees, over 1,000,000 customer contracts and net revenue of €1.5 billion in 2019, Visma is one of Europe’s leading software companies.

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Synechron | February 02, 2024

Synechron, Inc., a leading global digital transformation consulting firm focused on financial services and technology organizations, announces the launch of its Synechron Nexus suite of nine Artificial Intelligence (AI) solutions that are ready to be deployed within weeks. This array of generative AI-led solutions was designed to span the nexus between human expertise and AI, while enabling users to automate manually intensive tasks, increase project speed, drive operational efficiencies, and reduce costs across various key business tasks. Each solution, divided among three value streams, allows Synechron clients to improve their operations, reduce friction in their processes and boost productivity. Business Growth: Practical, innovative applications that enhance business capabilities Synechron Amplifai is a GenAI-powered market research solution. Its automated research capability saves significant time in a wide range of use-cases, reducing the tedium of gathering, analyzing and reporting market news, trends and strategies. Synechron Clarifai is a tool for summarizing and analyzing call-center transcripts. Conversations are flagged for non-compliance and further human review/actions. Synechron Simplifai centralizes project portfolio data and metrics for streamlined executive decision-making, informing effortless, data-backed decisions for executive and steering committee groups. Operational Efficiency: Advanced solutions to streamline processes and elevate internal operations Synechron Nexus Chat is built on a conversational AI model, understands and engages in a comprehensive range of scenarios and supports plug-ins for real-time data and integration, while delivering human-like conversational responses and text, safely and securely. Synechron Replai is an AI-driven, RFP and proposals tool, streamlining proposal creation with high-quality, insightful responses, with the ability to search the internal knowledge repository for fast access and content re-use. Synechron Unifai is an AI-driven HR solution, designed to simplify interactions between company HR functions and employees, such as policy information and employee-specific payroll details. Synechron Identifai collects comprehensive online market intelligence and provides an in-depth understanding of business, emerging technology trends, or any research topic. Developer Productivity: Toolkit to optimize timelines, minimize costs, and automate practices across the Software Development Lifecycle (SDLC) Synechron Codifai is an SDLC productivity improvement tool, using automation in code generation, unit test case generation, legacy code migration, code optimizations, and automatic code documentation. It works closely with Synechron Verifai which addresses software testing aspects. Synechron Verifai is a GenAI tool for SDLC productivity, using automation in code generation with a focus on QA test case generation, automated test script generation, synthetic test data generation, and bug detection and bug fixing. It works closely with Synechron Codifai which addresses software development efficiency. This new Synechron Nexus AI suite of real-world, practical business solutions, combined with the five formalized RiskTech.AI Accelerators (launched in October 2023), leverages Synechron's AI Practice expertise globally. The creation of AI-led business solutions has been a passion of Synechron's for over a decade, and the firm's commitment to innovative excellence has won the firm eight prestigious AI industry awards to date. Faisal Husain, Synechron's Co-founder and CEO, said of the launch of the Synechron Nexus AI Suite of solutions, "We are proud to be releasing this extensive array of AI-enhanced solutions that go beyond the hype, and provide significant, tangible benefits to business operations. AI and GenAI-rich tools are not just ideas we offer to our clients, but key process accelerators that we ourselves at Synechron are deploying across our company, as we offer ways to integrate the benefits of this technology with human expertise." Ryan Cox, Co-head of Synechron's AI Practice in the UK, added, "Our team has developed, tested, and successfully integrated these advanced AI solutions. Our approach is to strategically guide our clients to integrate AI effectively within their business processes. We identify the key areas where AI can bring the most impact, aligning our solutions to their unique business needs. This targeted approach ensures significant value creation with maximum benefit." Prabhakar Srinivasan, Co-head of Synechron's AI Practice in Bangalore, India, commented, "Artificial Intelligence has proven to be a wonderful force for driving business enhancements by quickly synthesizing extraordinarily large data sets. The Large Language Models used learn over short span of time on how to optimize each firm's proprietary information, thereby boosting productivity and allowing businesses to realize time and cost savings as they optimize tasks." About Synechron At Synechron, we believe in the power of digital to transform businesses for the better. Our global consulting firm combines creativity and innovative technology to deliver industry-leading digital solutions. Synechron's progressive technologies and optimization strategies span end-to-end Artificial Intelligence, Consulting, Digital, Cloud & DevOps, Data, and Software Engineering, servicing an array of noteworthy financial services and technology firms. Through research and development initiatives in our FinLabs we develop solutions for modernization, from Artificial Intelligence and Blockchain to Data Science models, Digital Underwriting, mobile-first applications and more. Over the last 20+ years, our company has been honored with multiple employer awards, recognizing our commitment to our talented teams. With top clients to boast about, Synechron has a global workforce of 15,000+, and has 48 offices in 19 countries within key global markets.

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