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

Media 7 | January 18, 2021

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.

More THOUGHT LEADERS

Q&A with Vishal Srivastava, Vice President (Model Validation) at Citi

Media 7 | September 8, 2021

Vishal Srivastava, Vice President (Model Validation) at Citi was invited as a keynote speaker to present on Fraud Analytics using Machine Learning at the International Automation in Banking Summit in New York in November 2019. Vishal has experience in quantitative risk modeling using advanced engineering, statistical, and machine learning technologies. His academic qualifications in combination with a Ph.D. in Chemical Engineering and an MBA in Finance have enabled him to challenge quantitative risk models with scientific rigor. Vishal’s doctoral thesis included the development of statistical and machine learning-based risk models—some of which are currently being used commercially. Vishal has 120+ peer-reviewed citations in areas such as risk management, quantitative modeling, machine learning, and predictive analytics....

Read More

Q&A with Anna Pavlovska, Executive Vice-president at VIALET

Media 7 | September 20, 2021

Anna Pavlovska, Executive Vice-president at VIALET,  has combined FinTech, commercial and central banking experience. She is experienced in European Banking, FinTech, Payments and Digital Platforms industries, with particular expertise in the area of innovative payment solutions, digitally enabled payment financial products, acquired in the Business Development, Innovation, Strategy, M&A, Relationship Management, Change Management, International Development, Sales-related roles....

Read More

Q&A with Suleiman Barada, Head of UABdigital & Sr. Advisor at the Union of Arab Banks

Media 7 | September 17, 2021

Suleiman Barada, Head of UABdigital & Sr. Advisor at the Union of Arab Banks, is an Independent Technology Business Strategist and at the Union of Arab Banks, he spearheads the inception of the Digital Transformation Unit with Ecosystem-wide vision and mission, and a mandate to leaving no financial institution behind in the Digital Economy within the Arab countries. Suleiman is an Ecosystem Architect with focus on value creation and practices a purpose-driven methodology to developing and executing Digital Business Transformation roadmaps while being entirely focused on Benefits Realization and the way they can be measured, attained, and sustained. Suleiman has worked with a wide variety of technology vendors such as SAP, IBM, Oracle, and Microsoft, and possesses a thorough understanding of the global tech ecosystem and their characteristics. Certified Digital Transformation Advisor, Six Sigma Yellow Belt, and a Project Management Professional (PMP) since 2005 and cross-industry experience includes Defense, Government, Financial Services, Healthcare, Higher Education, Construction, Facilities Management, Telco, Utilities, and Retail sectors....

Read More

Q&A with Vishal Srivastava, Vice President (Model Validation) at Citi

Media 7 | September 8, 2021

Vishal Srivastava, Vice President (Model Validation) at Citi was invited as a keynote speaker to present on Fraud Analytics using Machine Learning at the International Automation in Banking Summit in New York in November 2019. Vishal has experience in quantitative risk modeling using advanced engineering, statistical, and machine learning technologies. His academic qualifications in combination with a Ph.D. in Chemical Engineering and an MBA in Finance have enabled him to challenge quantitative risk models with scientific rigor. Vishal’s doctoral thesis included the development of statistical and machine learning-based risk models—some of which are currently being used commercially. Vishal has 120+ peer-reviewed citations in areas such as risk management, quantitative modeling, machine learning, and predictive analytics....

Read More

Q&A with Anna Pavlovska, Executive Vice-president at VIALET

Media 7 | September 20, 2021

Anna Pavlovska, Executive Vice-president at VIALET,  has combined FinTech, commercial and central banking experience. She is experienced in European Banking, FinTech, Payments and Digital Platforms industries, with particular expertise in the area of innovative payment solutions, digitally enabled payment financial products, acquired in the Business Development, Innovation, Strategy, M&A, Relationship Management, Change Management, International Development, Sales-related roles....

Read More

Q&A with Suleiman Barada, Head of UABdigital & Sr. Advisor at the Union of Arab Banks

Media 7 | September 17, 2021

Suleiman Barada, Head of UABdigital & Sr. Advisor at the Union of Arab Banks, is an Independent Technology Business Strategist and at the Union of Arab Banks, he spearheads the inception of the Digital Transformation Unit with Ecosystem-wide vision and mission, and a mandate to leaving no financial institution behind in the Digital Economy within the Arab countries. Suleiman is an Ecosystem Architect with focus on value creation and practices a purpose-driven methodology to developing and executing Digital Business Transformation roadmaps while being entirely focused on Benefits Realization and the way they can be measured, attained, and sustained. Suleiman has worked with a wide variety of technology vendors such as SAP, IBM, Oracle, and Microsoft, and possesses a thorough understanding of the global tech ecosystem and their characteristics. Certified Digital Transformation Advisor, Six Sigma Yellow Belt, and a Project Management Professional (PMP) since 2005 and cross-industry experience includes Defense, Government, Financial Services, Healthcare, Higher Education, Construction, Facilities Management, Telco, Utilities, and Retail sectors....

Read More

Related News

PAYMENTS, FINTECH

Marqeta Announces Acquisition Agreement with Power Finance, Inc

Marqeta | January 31, 2023

On January 30, 2023, Marqeta, the world's leading modern card issuing platform, announced that it reached an agreement to acquire Power Finance, Inc. ('Power'), a provider of software for managing credit card programs. The transaction is anticipated to close in the first quarter of 2023, subject to the fulfillment of customary closing conditions. Simon Khalaf, the newly-appointed CEO at Marqeta, expressed, "We're thrilled to welcome the Power team and product to Marqeta. We already see considerable demand for differentiated credit products from companies looking to innovate in this space who are held back by the constraints of legacy technology." He added, "We thoroughly examined possible acquisitions to more quickly establish Marqeta's leadership in the modern credit space. It became clear to us that Power would strengthen Marqeta's platform with a best-in-class tech stack for credit card program management." (Source – Business Wire) Meanwhile, Randy Fernando, CEO of Power Finance, will now oversee the product management of Marqeta's credit card platform as part of this deal. The merging of Marqeta and Power platforms will enable the former's customers to create customized credit solutions that meet the changing needs of consumers and businesses. Both organizations were founded on these product ideas to meet developers' current and scalable needs. This arrangement allows Marqeta customers to introduce many credit products and structures, including Power's data science toolbox and Marqeta's rewards innovations. The company intends to swiftly improve its credit offering after acquiring Power. Randy Fernando, Co-Founder and CEO at Power Finance, stated, "Companies like ours were made possible because of the path Marqeta blazed in modern card issuing, demonstrating the possibilities in payments with flexible and modern payment infrastructure." He added, "At Power, we built a full-stack, cloud-native credit card issuance platform, and by becoming a part of Marqeta we have the ability now to bring this innovation to a much larger market at global scale." (Source – Business Wire) Subject to customary adjustments, the purchase price comprises $223 million in cash, of which about one-third is due over two years, subject to certain conditions, while $52 million is subject to a 12-month milestone. About Marqeta With the first open API platform, Marqeta makes issuing cards and processing payments lightning-fast and efficient. The company's platform was designed to facilitate a novel payment experience across a wide range of apps and services that are used regularly. Currently, it employs more than 800 people in the United States, the United Kingdom, Europe, Canada, and Asia-Pacific. Its products are used by industry leaders in digital banking, lending, e-commerce, on-demand services, and more. The company has broad agreements with banks and card networks like Visa, Mastercard, and Discover.

Read More

PAYMENTS, FINTECH

SUNRATE Announces the Integration of Mastercard Cross-border Services

SUNRATE | January 17, 2023

SUNRATE, a leading global fintech firm, announced today that it has successfully integrated Mastercard Cross-Border Services into its intelligent global payment and treasury management platform thereby, enhancing its customers' worldwide cross-border payment capabilities. Mastercard Cross-Border Services integration is the latest expansion of the two firms' ongoing global partnership. In 2020, SUNRATE secured the Mastercard principal membership, providing the company with direct access to Mastercard's leading global payments network and resources. Mastercard Cross-Border Services facilitates businesses to send and receive money safely and confidently through a single, secure point of access. SUNRATE's successful integration implies that its clients can send money to five designated Asian nations, including the Philippines, Thailand, Malaysia, Vietnam, and China. SUNRATE Head of Product, Qincheng Wang, stated, "We have a vision for SUNRATE to be the go-to B2B payment and treasury management platform, especially for emerging markets. As such, the flexibility brought about by Mastercard Cross-Border Services, such as the capability to make cross-border payments to the most popular and emerging markets worldwide is something that our customers are very excited about. Our collaboration with Mastercard will allow our customers to focus on what is more important in their scaling journey, such as localization efforts and potentially establishing new revenue streams for their businesses." (Source – PR Newswire) "Mastercard is pleased to further its collaboration with SUNRATE via its Cross Border Services solution, enriching SUNRATE's remittance service in a faster, safer, more transparent and cost-effective way. Mastercard Cross Border Services reaches over 100 markets and 90% of the world's population and this partnership will continue to expand in hopes of enhancing the cross-border service for businesses," said Helena Chen, Managing Director, Hong Kong and Macau, Mastercard. (Source – PR Newswire) About SUNRATE Founded in 2016, SUNRATE is a global payment and treasury management platform for enterprises worldwide. It has been recognized as a leading solutions provider, enabling companies in over 130 countries to accelerate local as well as global growth through its cutting-edge proprietary platform, broad global network, and robust APIs. Headquartered in Singapore and offices in Indonesia, the United Kingdom, Japan, and China, SUNRATE collaborates with the world's leading financial institutions, including Standard Chartered, Citibank, and Barclays, and is a Mastercard and Visa principal member.

Read More

FINANCIAL MANAGEMENT, FINTECH

Axiom Bank Selects Cable to Strengthen Fintech Partnerships

Axiom Bank | January 25, 2023

In a recent development, Axiom Bank, N.A., headquartered in Florida, announced that it will leverage automated assurance and oversight processes across its partner programs by integrating with Cable's comprehensive financial crime compliance effectiveness testing platform thereby, enhancing its ability to provide partners with an elegant, agile experience while ensuring regulatory compliance. Aleem Jackson, Senior Vice President, BSA/AML Program Head at Axiom Bank expressed, “We are excited to work with Cable to continue advancing our innovative fintech sponsorship program." He further added, “We take very seriously our responsibility to ensure our fintech partners maintain their compliance with regulatory requirements and expectations, including applicable financial crime obligations.” (Source – Cision PR Web) Nigel Prince, Senior Vice President, Partnerships, Ventures, and Delivery at Axiom Bank said, “Integrating with Cable’s platform is fully in line with our vision of being a compliance-led, innovation-focused institution. Cable offers us enhanced visibility across and into each of our fintech programs, enabling us to respond promptly and appropriately to any issues or concerns and ultimately empowering us to move quicker and offer a superior end-to-end experience for our fintech partners.” (Source – Cision PR Web) Cable's all-in-one platform provides partner banks with tech-enabled risk assessments, automated assurance, quality assurance, management information, reporting, and more to boost financial crime compliance. Natasha Vernier, Cable CEO stated, “We’re thrilled to partner with Axiom Bank to help build its fintech sponsorship program." “With the bank-fintech regulatory landscape shifting rapidly in recent months, it’s clear that leading partner banks like Axiom Bank set themselves apart with an emphasis on compliance as an integral part of their fintech sponsorship offering. It’s a privilege to work with a community-focused partner bank that also similarly embraces innovation and compliance at its core," she concluded. (Source – Cision PR Web) About Axiom Bank Axiom Bank, founded in 1963, helps customers simplify banking and attain their financial goals. The company, a well-capitalized and qualified public depository institution, is committed to its personal and business clients, along with integrating the latest technologies into its platform. As the future of better banking, Axiom Bank empowers people with financial solutions to improve their daily lives. The bank is redefining the customer experience through differentiated partnerships and innovative solutions.

Read More

PAYMENTS, FINTECH

Marqeta Announces Acquisition Agreement with Power Finance, Inc

Marqeta | January 31, 2023

On January 30, 2023, Marqeta, the world's leading modern card issuing platform, announced that it reached an agreement to acquire Power Finance, Inc. ('Power'), a provider of software for managing credit card programs. The transaction is anticipated to close in the first quarter of 2023, subject to the fulfillment of customary closing conditions. Simon Khalaf, the newly-appointed CEO at Marqeta, expressed, "We're thrilled to welcome the Power team and product to Marqeta. We already see considerable demand for differentiated credit products from companies looking to innovate in this space who are held back by the constraints of legacy technology." He added, "We thoroughly examined possible acquisitions to more quickly establish Marqeta's leadership in the modern credit space. It became clear to us that Power would strengthen Marqeta's platform with a best-in-class tech stack for credit card program management." (Source – Business Wire) Meanwhile, Randy Fernando, CEO of Power Finance, will now oversee the product management of Marqeta's credit card platform as part of this deal. The merging of Marqeta and Power platforms will enable the former's customers to create customized credit solutions that meet the changing needs of consumers and businesses. Both organizations were founded on these product ideas to meet developers' current and scalable needs. This arrangement allows Marqeta customers to introduce many credit products and structures, including Power's data science toolbox and Marqeta's rewards innovations. The company intends to swiftly improve its credit offering after acquiring Power. Randy Fernando, Co-Founder and CEO at Power Finance, stated, "Companies like ours were made possible because of the path Marqeta blazed in modern card issuing, demonstrating the possibilities in payments with flexible and modern payment infrastructure." He added, "At Power, we built a full-stack, cloud-native credit card issuance platform, and by becoming a part of Marqeta we have the ability now to bring this innovation to a much larger market at global scale." (Source – Business Wire) Subject to customary adjustments, the purchase price comprises $223 million in cash, of which about one-third is due over two years, subject to certain conditions, while $52 million is subject to a 12-month milestone. About Marqeta With the first open API platform, Marqeta makes issuing cards and processing payments lightning-fast and efficient. The company's platform was designed to facilitate a novel payment experience across a wide range of apps and services that are used regularly. Currently, it employs more than 800 people in the United States, the United Kingdom, Europe, Canada, and Asia-Pacific. Its products are used by industry leaders in digital banking, lending, e-commerce, on-demand services, and more. The company has broad agreements with banks and card networks like Visa, Mastercard, and Discover.

Read More

PAYMENTS, FINTECH

SUNRATE Announces the Integration of Mastercard Cross-border Services

SUNRATE | January 17, 2023

SUNRATE, a leading global fintech firm, announced today that it has successfully integrated Mastercard Cross-Border Services into its intelligent global payment and treasury management platform thereby, enhancing its customers' worldwide cross-border payment capabilities. Mastercard Cross-Border Services integration is the latest expansion of the two firms' ongoing global partnership. In 2020, SUNRATE secured the Mastercard principal membership, providing the company with direct access to Mastercard's leading global payments network and resources. Mastercard Cross-Border Services facilitates businesses to send and receive money safely and confidently through a single, secure point of access. SUNRATE's successful integration implies that its clients can send money to five designated Asian nations, including the Philippines, Thailand, Malaysia, Vietnam, and China. SUNRATE Head of Product, Qincheng Wang, stated, "We have a vision for SUNRATE to be the go-to B2B payment and treasury management platform, especially for emerging markets. As such, the flexibility brought about by Mastercard Cross-Border Services, such as the capability to make cross-border payments to the most popular and emerging markets worldwide is something that our customers are very excited about. Our collaboration with Mastercard will allow our customers to focus on what is more important in their scaling journey, such as localization efforts and potentially establishing new revenue streams for their businesses." (Source – PR Newswire) "Mastercard is pleased to further its collaboration with SUNRATE via its Cross Border Services solution, enriching SUNRATE's remittance service in a faster, safer, more transparent and cost-effective way. Mastercard Cross Border Services reaches over 100 markets and 90% of the world's population and this partnership will continue to expand in hopes of enhancing the cross-border service for businesses," said Helena Chen, Managing Director, Hong Kong and Macau, Mastercard. (Source – PR Newswire) About SUNRATE Founded in 2016, SUNRATE is a global payment and treasury management platform for enterprises worldwide. It has been recognized as a leading solutions provider, enabling companies in over 130 countries to accelerate local as well as global growth through its cutting-edge proprietary platform, broad global network, and robust APIs. Headquartered in Singapore and offices in Indonesia, the United Kingdom, Japan, and China, SUNRATE collaborates with the world's leading financial institutions, including Standard Chartered, Citibank, and Barclays, and is a Mastercard and Visa principal member.

Read More

FINANCIAL MANAGEMENT, FINTECH

Axiom Bank Selects Cable to Strengthen Fintech Partnerships

Axiom Bank | January 25, 2023

In a recent development, Axiom Bank, N.A., headquartered in Florida, announced that it will leverage automated assurance and oversight processes across its partner programs by integrating with Cable's comprehensive financial crime compliance effectiveness testing platform thereby, enhancing its ability to provide partners with an elegant, agile experience while ensuring regulatory compliance. Aleem Jackson, Senior Vice President, BSA/AML Program Head at Axiom Bank expressed, “We are excited to work with Cable to continue advancing our innovative fintech sponsorship program." He further added, “We take very seriously our responsibility to ensure our fintech partners maintain their compliance with regulatory requirements and expectations, including applicable financial crime obligations.” (Source – Cision PR Web) Nigel Prince, Senior Vice President, Partnerships, Ventures, and Delivery at Axiom Bank said, “Integrating with Cable’s platform is fully in line with our vision of being a compliance-led, innovation-focused institution. Cable offers us enhanced visibility across and into each of our fintech programs, enabling us to respond promptly and appropriately to any issues or concerns and ultimately empowering us to move quicker and offer a superior end-to-end experience for our fintech partners.” (Source – Cision PR Web) Cable's all-in-one platform provides partner banks with tech-enabled risk assessments, automated assurance, quality assurance, management information, reporting, and more to boost financial crime compliance. Natasha Vernier, Cable CEO stated, “We’re thrilled to partner with Axiom Bank to help build its fintech sponsorship program." “With the bank-fintech regulatory landscape shifting rapidly in recent months, it’s clear that leading partner banks like Axiom Bank set themselves apart with an emphasis on compliance as an integral part of their fintech sponsorship offering. It’s a privilege to work with a community-focused partner bank that also similarly embraces innovation and compliance at its core," she concluded. (Source – Cision PR Web) About Axiom Bank Axiom Bank, founded in 1963, helps customers simplify banking and attain their financial goals. The company, a well-capitalized and qualified public depository institution, is committed to its personal and business clients, along with integrating the latest technologies into its platform. As the future of better banking, Axiom Bank empowers people with financial solutions to improve their daily lives. The bank is redefining the customer experience through differentiated partnerships and innovative solutions.

Read More

Spotlight

Visma

Visma offers software and services that simplify and digitise core business processes in the private and public sector. We operate across the entire Nordic region along with Benelux, Central, and Eastern Europe. With over 11,000 employees, 1,000,000 customer contracts and net revenue of € 1,526 mill...

Events

Resources

resource image

FINANCIAL MANAGEMENT, INVESTMENT MANAGEMENT

FinTechnicolor: The New Picture in Finance

Whitepaper

resource image

FINANCIAL MANAGEMENT, INVESTMENT MANAGEMENT

FinTechnicolor: The New Picture in Finance

Whitepaper

Events