TRMan’s Brother

TRMan’s Brother

TRMan has a colleague in another division sending similar emails, (or GenAI is doing it for him) only this time it went to our head of sales. Honestly, I cannot for the life of me figure out why Thomson Reuters Risk & Compliance solutions are sending sales solicitations so far off the mark. I do not have a bone to pick with Thomson Reuters. I have a bone to pick with B2B email clutter in the name of solution selling. Only this time, the feature speak in this message is a humdinger on the heels of a subject line: Thomson Reuters meeting next week:

Thomson Reuters solutions offer:

  1. Comprehensive Due Diligence & Reporting:
  • Instant access to enhanced person and business due diligence reports (US and International).
  • Sanctions and PEP screening with ongoing alerting features.
  • Public records and real-time data access (criminal records, dockets, liens, judgments, UCCs, bankruptcies, corporate records, personal contact information, property records, business ownership, associates, and more).
  • Adverse media screening with continuous alerting.
  • Global beneficial ownership and international corporate library access (192 countries).
  • Personally Identifiable Information (PII) ID verification and risk scoring.
  • Ability to enrich or augment missing PII (SSN, DOB, Address, Phone, Email) using data from Thomson Reuters, TransUnion, Experian, Equifax, and Bank Account Headers.
  • Documentary ID verification and AnyDoc verification (Passport/License/Selfie).

2. Key Compliance & Risk Functions:

  • Know Your Customer (KYC) & Anti-Money Laundering (AML)
  • Onboarding
  • Sanctions compliance
  • Compliance and risk management
  • Risk assessment and management
  • Ongoing monitoring
  • Underwriting
  • Corporate security
  • Collections
  • Risk scoring
  • Investigations

3. Dedicated Client Team

  • Provides training, admin assistance and 24/7 service and support

I won’t say a word about the call to action because there wasn’t one beyond “thank you and looking forward to hearing from you.” Seriously.

Honestly, email marketing is the bane of our existence and too much of it is done poorly. Who thought this up? Who thinks it’s even remotely ok? Who is managing the lists let alone the content creation? I would rather manage a great small company and get more of this right — than grow, grow, grow and put out non-sense like this. Whether it’s time to fire the people or the machines, it’s getting lonelier and lonelier over in the land of sales. Poor TRMan and his brother.

All year, a lot of leaders have been telling us about the dearth of qualified leads; lower lead quality, how to improve inputs for the sales team, and the emerging focus on marketing qualified bookings vs. MQLs (outcomes vs. inputs).

Let’s go back to sales fundamentals: target market, product need/fit, on-point messaging, being discovered vs. cold-calling emails, SDRs, or AI-SDRs. Whether human, machine or marketing automation, cold calling for anything is just done.

If this is what we are churning out, the old adage we reap what we sow is certainly coming home to roost. Who does it exceptionally well? Send me some examples you are proud of. We are all eyes and ears because it is impossible to accelerate growth and ‘outsell’ the competition with this mess in the mix.