Scales Automated Marketing Production and Elevates Client Communication
with
Matthew Eiselman, Director of Product Marketing
automated standard materials
production cycle reduced from weeks to days
Reactive, siloed sales operations lacking scalable, compliant enablement.
Implemented Seismic to drive proactive, compliant, Salesforce-embedded enablement at scale.
Stamford, CT
Commercial Banking
When Matt joined GQG five years ago, the firm needed to scale its content engine and strengthen how it delivered information to clients and the field. Yet the tools in place created significant constraints. Materials were assembled manually, templates offered little flexibility, and commentary required extensive drafting from client and investment teams. The firm’s internal data was also not structured in a way that supported automation or repeatable production.
“We were hamstrung by what we were using,” Matt explained. “It worked, but there wasn’t a whole lot of customization we could do.”
Commentaries and fact sheets were updated by hand, and monthly and quarterly production cycles stretched over weeks. GQG also depended on an external vendor for client reporting, adding recurring cost and limiting control. As content volume continued to grow, it became clear the existing model would not scale.
“We were hamstrung by what we were using.”
Matthew Eiselman
Director, Product Marketing, GQG Partners
GQG’s modernization began with a clear vision. Matt knew Seismic could serve as the firm’s automation engine if the data foundation was strong. He collaborated with the data team to rebuild nearly fifty data sources specifically structured for LiveDocs Express.
“We basically created everything from scratch,” Matt said. “The process would only ever be as good as the data we put into Seismic.”
With that foundation in place, Matt and a small team created dynamic, rules based templates for all core deliverables. Today, approximately ninety percent of GQG’s standard materials are automated, including fact sheets, strategy overviews, portfolio updates at both generic and client specific levels, performance guides, and quarterly DDQs. While a small number of slides still require manual updates, the vast majority of production now runs through Seismic automation.
Commentary automation became one of the most impactful capabilities. Attribution and performance data now drive narrative language automatically.
“Automated performance commentary adjusts to capture underperformance or outperformance based on the data fed into the system. Removing the human element wherever we can has been a game changer.”
What once took weeks of manual effort is now compressed into a production cycle that spans just a few days, dramatically reducing operational burden while improving consistency and accuracy.
As the automation engine matured, GQG also redesigned how sales teams discovered and used content. Matt and his team created a clean, intuitive structure supported by metadata, tagging, and consistent navigation so sellers could always find the right material for the right moment.
“It was about teaching people to go to Seismic first,” Matt explained. “Once the field trusted the system, everything else fell into place.”
Where appropriate, GQG offers limited customization through select decks while maintaining clear governance standards. LiveSend, integrated directly with Salesforce, allows sellers to distribute materials efficiently, with activity captured automatically.
The result is a seamless experience that provides reliability, control, and efficiency without requiring additional operational staff.
“It was about teaching people to go to Seismic first. Once the field trusted the system, everything else fell into place.”
Matthew Eiselman
Director, Product Marketing, GQG Partners
GQG now operates a modern, data driven content engine that supports nearly all standard marketing materials through automation. Approximately ninety percent of recurring deliverables are automated, enabling a small team to support significant scale with confidence.
Manual effort has been reduced dramatically. Monthly and quarterly production cycles that once stretched across weeks are now completed in just a few days, freeing investment, client, and marketing teams to focus on higher value work. Client reporting is fully owned in house, eliminating vendor dependency and cost.
Beyond efficiency, Seismic has elevated the role of marketing and product marketing within the organization.
“The main part of our job is to make everyone’s life easier,” Matt shared. “With Seismic, we’ve been able to do that.”
“The main part of our job is to make everyone’s life easier. With Seismic, we’ve been able to do that.”
Matthew Eiselman
Director, Product Marketing, GQG Partners
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