Enterprise Thought Leadership Eps.76 | Marketing: SimCorp's marketing AI transformation success with Maria Liw, Global Head of Marketing
How does a global marketing team achieve up to a 92% time reduction in content creation? Maria Liw, Global Head of Marketing at SimCorp, reveals the blueprint that transformed her team from AI curious and AI sceptical to AI advocates. In this episode, Tim Bond explores SimCorp's journey to building AI thinking partners and AI Agents with Claude. Maria shares why hands-on training beats theory, how slowing down initially accelerates results, and the unexpected pull effect created by pilot programme success. Essential listening for leaders ready to move from fragmented experiments to coordinated AI transformation, moving from task execution to task orchestration.
Guest bio
Maria Liw is Global Head of Marketing at SimCorp, a leader in investment management technology serving financial institutions managing over $40 trillion in assets. With over 30 years in the FinTech industry across buy-side, sell-side and technology roles, Maria previously headed global digital, content and MarTech before taking the marketing helm. She leads a 30-40 person team through SimCorp's AI transformation journey.
Timestamps
00:00:34 Introduction and Tim's European road trip update
00:01:00 Maria's role at SimCorp and company background
00:02:52 Marketing organisation structure and regional teams
00:06:38 How Maria and Tim met through TechPros.io programme
00:08:37 Challenges with Microsoft Copilot for content creation
00:09:03 Commissioning the pilot as learning opportunity
00:11:12 Survey approach and customised workshop design
00:11:44 Hands-on learning using real work projects
00:13:43 Initial scepticism about content quality
00:14:38 Using AI as strategic sparring partner
00:15:55 Pull versus push for second training cohort
00:17:37 Results: 92% time reduction and productivity metrics
00:20:13 Competitive advantage and talent retention benefits
00:21:51 Finding space for strategic thinking
00:22:52 "Slowing down to move fast" principle
00:25:12 Future vision for cross-team AI collaboration
00:27:41 Model context protocol and enterprise integration
00:29:23 Advice for marketing leaders starting AI journey
00:32:08 AI for strategy development not just production
Resources and links
• Maria Liw on LinkedIn
• Tim Bond on LinkedIn
• SimCorp
• CogniScale (AI training)
• Upcoming Events and Roundtables
• Podcast community on LinkedIn
Related episodes
Consider these related conversations on AI transformation:
• Episode 72: Building AI-first content operations
• Episode 68: Change management for enterprise AI adoption
• Episode 65: Measuring ROI from AI upskilling programmes
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