From Rolodex to Productivity: Mutual of Enumclaw’s Agency 360 Journey

Since MOE goes to market exclusively through the independent agency channel, marketing and agency relationship management is the company’s growth engine. But without a central hub for quote, policy and sales data, the organization was not maximizing internal productivity.

Salesforce Financial Services Cloud (FSC), HubSpot, and Snowflake - the platforms meant to close that gap, were not completely integrated. Territory planning, segmentation, and pipeline tracking lived in disparate reports and spreadsheets. Preparing for an agency meeting often took up to four hours, pulling static, outdated reports from multiple systems.

“Salesforce was just a fancy Rolodex. There was very little value for our RSMs to spend time in the platform.”

- Keith Gerr, Director of Digital Channels, MOE

MOE knew growth depended on fixing this dynamic: moving towards a single source of truth, giving RSMs meaningful reasons to log in, and enabling data-driven conversations with agencies.

MOE partnered with Zennify on a phased transformation to turn Salesforce into an Agency Relationship Management (ARM) hub, Agency 360. True to MOE’s philosophy, “thoughtful is how we do things,” the project began with discovery, mapping the day-in-the-life of an RSM to design for real needs.

Four core workflows were reimagined:

• Agency meeting prep. CRMA dashboards now bring premium, quotes, renewals, and commitments into Salesforce. RSMs arrive with real-time insights and a history of past commitments, minimizing the hunt through multiple systems.
  
  
• Territory planning and pipeline tracking. Assignments and production goals moved out of Excel and into Salesforce objects tied to opportunities. Leadership and RSMs can now share one live view of territory performance, renewals, and submissions.
  
  
• Marketing and campaign execution. HubSpot email campaigns are now connected to Salesforce. RSMs can build lists, launch highly targeted campaigns, and see engagement flow back as part of a closed loop.
  
  
• Agency 360° view. Each record now includes revenue, product mix, NAICS classes, competitor intel, meeting history, and commitments. Instead of fragmented data, RSMs have a more complete profile to guide strategy and engage agencies.

“Working with the Zennify team was a very pleasant experience, it’s more rare than you’d think. The project management and release process meshed really well, and it felt like a well-oiled machine.”

— Kyle Heckenlaible, Digital Marketing Manager, MOE

With Agency 360 live, Salesforce is becoming the daily hub for RSMs. Prep that once took hours is now centralized in dashboards inside Salesforce. Instead of piecing together static reports, RSMs walk into meetings with more performance data, segmentation, and engagement history–fast.

“Prepping for an agency visit used to take 90 minutes across multiple systems. Now it’s centralized in Salesforce, they spend less time hunting and more time thinking.”
— Kyle Heckenlaible, Digital Marketing Manager, MOE

The impact was immediate with adoption climbing, “super users” emerging to champion best practices. Trust in the platform is returning, and leadership sees Salesforce as a foundation for analytics and AI.

“We’re now using Salesforce the way it was meant to be used.”
— Kyle Heckenlaible, Digital Marketing Manager, MOE

What’s next: Scaling with data, AI, and the right partner

With the foundation in place, MOE can look ahead to scale Agency 360 deeper into the business. Under consideration is bringing elements of the underwriting process into Salesforce, so that RSMs and underwriting teams can more effectively collaborate on winning long-horizon commercial opportunities. At the same time, MOE is focused on maturing analytics inside Salesforce so leaders and field teams can run reports and uncover insights without relying on multiple tools.

Looking further ahead, the team is primed to harness AI capabilities to move from dashboards to predictive insights, productivity prompts, and even automation. What they refer to as “virtual RSM.” These next steps align with MOE’s broader goal of becoming a more data decision-driven organization that guides agencies with compelling insights to help win profitable business. 

“We wanted to have conversations with underwriters and agencies based on data, not just beliefs. This project is a pillar of that transformation.”

— Keith Gerr, Director of Digital Channels, MOE

MOE knew achieving this vision required the right partner, one with enterprise expertise, but also the right scale and approach for a regional carrier.

‍“You were the right blend. We’re not a startup, but we’re not a huge enterprise either. Zennify brought the right level of expertise for our size and needs.”

— Kyle Heckenlaible, Digital Marketing Manager, MOE

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