Creating a competitive advantage has never been more challenging. Competition, deregulation, technology, economic uncertainty and a complex assortment of challenges face financial institutions today. Few other industries face the pressures that confront banking. With these challenges come opportunities to create a new environment within your organization – one that casts aside traditional banking confines and ushers in a spirited business atmosphere. Industry executives must face the need for this change in order to ensure the long-term viability of their institutions.

Cross Financial Group is an innovative, service-minded firm, committed to giving our clients a competitive edge. You do not need to be among the country’s largest financial organizations to incorporate the same marketing and management practices that make those firms successful. Our clients have access to comprehensive and extensive financial sales and marketing management resources. We use these resources to analyze the marketplace and help our clients strategically plan, manage and measure opportunity.

Work undertaken by our company is results-oriented, motivated by client circumstances and therefore preceded by needs analysis. Our menu of offerings begins with goal-based planning to solidify the scope of every project. We then develop effective dialogues with appropriate segments of your organization to insure effective implementation. In simple terms, we refer to it as strategic thinking with an actionable process.

Innovation, imagination, perspective and experience are the underlying advantages that give these programs their results-oriented edge. A commitment to consistency and continuity give them the durability necessary for long-term success.

Tom Hershberger, President
tom@crossfinancial.com

Kyle Hershberger, Vice President
kyle@crossfinancial.com

Tom Hershberger

Tom Hershberger is president and founder of Cross Financial Group. He has a comprehensive background in commercial banking and marketing management. His understanding of banking challenges and opportunities comes from over 30 years of experience working with financial institutions ranging in size from $30 million to $40 billion in total assets.

Tom has been instrumental in redesigning the marketing support activities at financial institutions. His innovative approach to sales and marketing has helped many organizations integrate traditional marketing activities with emerging relationship development systems. Tom is active in national and state banking associations serving as a keynote speaker and instructor for conferences and professional seminars throughout the country.

He is a faculty member for the Graduate School of Banking at the University of Wisconsin, Madison. He is a faculty member for the Schools of Banking in Iowa, Kansas and Nebraska. He is the author and lead faculty member for the Sales Management School offered by the Schools of Banking.