FCMA Data 360 & Enterprise Data Strategy

Zennify · FCMA Data 360

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System-wide perspective

Farm Credit System: Data Modernization Profiles

Patterns emerging from data and martech investments across FCS peer institutions

Institutions making progress · click to explore

FCSAmerica Central region · $43B

Snowflake and CamoAg data platform. 50K to 300K docs per year auto-generated. Dedicated digital strategy leadership.

AgCountry FCS Upper Midwest · $15B

Salesforce and nCino integration. 30% underwriting time reduction. 25% operational efficiency gain.

GreenStone FCS Great Lakes · $12B

nCino and DocuSign CLM with 85 closing templates. Grew loan volume without adding staff.

Farm Credit Mid-America Mid-America · six states · $48B

ServiceNow operational suite. MC delivering strong ROI. Data 360 pipeline active December 2025. Strong foundation to build from.

Three patterns emerging system-wide

Identity unification before activation

Institutions seeing the most from their data investments resolved who the customer is first, before building campaigns or personalization on top.

Platform activation over new technology

The institutions delivering outcomes are fully activating what they already own. Existing platforms are the starting point.

Domain-specific data as the differentiator

The most durable advantage comes from mapping specific data domains into the activation layer, not just transactional records.

Select a peer institution to see their story

Data strategy · current state

Your borrower data is rich. The question is how much of it is connected and activated.

Core financial

Flowing, batch only

Loan portfolio and patronage

DNA to Snowflake to Data 360. No real-time access yet.

Farm and operation

Location unknown

Acres, crop types, yield history

nCino custom objects? AgData system? Unstructured docs?

FSA and crop insurance

Not yet mapped

FSA numbers, policies, claims

Critical for underwriting context. Not in Data 360 today.

Data 360

Unified borrower profile

identity layer

click any domain

Entity and relationship

Fragmented post-merger

Households, entities, Rural 1st

FSC partially active. Duplicate identities unresolved. Two silos.

Engagement

Active, gaps remain

Campaigns, portal, preferences

MC active. Do-Not-Call connector incomplete. Consent partial.

Compliance and risk

Strong foundation

Credit ratings, FCA, collateral

Clean FCA record. ServiceNow integrated. Risk data in Snowflake.

Select a data domain to see FCMA's current state

Flowing, partial

Not yet mapped

Strong foundation

Zennify · proven delivery

Two paths. Both active and advancing data modernization.

We have built Data 360 with and without an enterprise data platform. Here is what each looks like in practice.

Salesforce-native activation

Golden 1 Credit Union

No upstream data platform · Salesforce-native activation

20-30%

improvement in lead conversion on priority products

Reduced

application abandonment via identity-stitched recovery journeys

The situation: Valuable member data across multiple systems but no unified Salesforce-native activation layer. Segmentation was manual. Personalization was channel-specific.

Core banking

CRM

Digital signals

Data 360

MCE + MCP

Snowflake + Data 360

Valley National Bank

Snowflake upstream · Data 360 activation · FSC banker workflow

15-25%

improvement in lead-to-action conversion for retail bankers

Reduced

deposit flight via proactive intervention on withdrawal signals

The situation: Retail lead generation depended on fragmented triggers and manual imports. Could not scale timely outreach around deposit retention or churn risk.

Snowflake

Data 360

FSC leads

MCE journeys

What this means for FCMA

Both stories are highly relevant to FCMA's current position. The key decision point is Snowflake's role in the architecture today. If Snowflake already houses a curated customer master, the Valley National model is the more natural fit. If Snowflake is primarily for BI use cases, the Golden 1 model may be the faster path forward. We know both paths and how to execute them.

Data 360 · what it actually does

Data 360 is the customer engagement layer.
Not a replacement for Snowflake.

Four core capabilities and a clear answer to where Data 360 fits in FCMA's existing architecture

What Data 360 does

Identity resolution and golden record

Stitches borrower identity across DNA, nCino, FSC, and digital channels into a single unified profile. Resolves the FCMA and Rural 1st silo at the data layer.

Dynamic segmentation

Builds governed, reusable, automatically refreshed segments from live borrower data. Replaces manual list builds and stale CSV exports — critical for ag lending where borrower profiles change seasonally.

Marketing Cloud Personalization

Data 360 is the identity layer that makes MCP work at scale. Apply Online abandonment recovery, homepage personalization, product-aware messaging all depend on Data 360 connecting anonymous digital behavior to known borrowers.

Journey and signal activation

Turns segments and signals into triggered journeys in MCE, personalized experiences in MCP, and contextual leads and tasks in FSC. One unified activation layer across all Salesforce channels.

Data 360 and Snowflake: different jobs

Snowflake

Enterprise data warehouse

Ingestion, transformation, BI reporting, governance, canonical modeling, ML workloads

Data 360

Customer engagement layer

Identity resolution, segmentation, profile unification, journey and signal activation

FSC + MCE + MCP

Frontline execution

Banker workflows, email journeys, web personalization, loan officer next-best action

Select any capability on the left to see what it means for FCMA

FCMA · Data 360 value drivers

Data 360 Value Drivers for FCMA Borrowers and Loan Officers

All use cases enabled by Salesforce Data 360. Sequencing reflects data readiness, not business priority.

Phase 1 activation

Dynamic borrower segmentation

Enabled by: unified borrower profile in Data 360

Faster campaigns. Segments always current.

Phase 1 activation

Rate conversion campaigns

Enabled by: near real-time loan rate data in Data 360

Increased loan retention. Outreach before borrowers shop elsewhere.

Phase 1 activation

Suppression and consent

Enabled by: consent data connected to Data 360

Reduced compliance exposure. Every send defensible.

Phase 1 activation

FCMA to Rural 1st cross-sell

Enabled by: unified borrower identity across both brands

New revenue. 20-30% cross-sell lift from peer results.

Phase 2 activation

Web and digital personalization

Enabled by: Data 360 as the identity layer for MCP

Higher application completion. Reduced abandonment.

Phase 2 activation

Loan renewal and retention

Enabled by: unified borrower profile with loan lifecycle signals

Improved renewal rates. 15-25% lead-to-action lift.

Phase 2 activation

New borrower onboarding

Enabled by: unified borrower profile across FCMA and Rural 1st

Deeper early relationships. Higher lifetime value.

Strategic horizon

Agentforce for loan officers

Enabled by: Data 360 foundation from Phase 2

30-40% less manual prep. Loan officers focused on relationships.

Select any use case to go deeper

FCMA · current state assessment

CRM foundations are in place, but key architectural data questions remain.

Our view of FCMA's current state today

What is working well

Marketing Cloud in production

Active journeys delivering strong ROI. Crop insurance, welcome, and rate campaigns running. Solid operational foundation.

Data 360 pipeline live

Snowflake to Data 360 batch pipeline active since December 2025. The infrastructure connection exists. Activation is the next layer.

ServiceNow and compliance posture

Strong operational automation and workflow management. Clean FCA record. Risk and compliance foundation is a genuine organizational strength.

Salesforce FSC as the CRM backbone

FSC active for relationship management, loan officer workflows, and journey orchestration. Agentforce-ready architecture when the data foundation is established.

Four open questions to resolve

Borrower identity and the merger

Foundation question. Duplicate identities from Farm Credit Midsouth. FCMA and Rural 1st operating as separate silos.

Snowflake's role in the architecture

Architecture question. Customer master or BI reporting? The answer determines the Data 360 activation path.

Real-time data access

Technical question. Batch pipeline is live but loan balances and transactions are not yet available in real time to FSC or Marketing Cloud.

Data 360 scope definition

Strategic question. MarTech activation layer or broader enterprise data platform? This decision shapes everything downstream.

Select any question on the right to go deeper

Open discussion

Key Discovery Questions to Explore

Your answers shape the architecture, the sequencing, and where we start. Select any question to see why it matters.

Question 1

When data lands in Snowflake today, what does it look like? Is there a clean customer master in there, or is it primarily serving BI and reporting?

This is the single question that most directly determines which architecture path fits FCMA.

Question 2

Where does your farm and operation data live today? Acres, crop types, FSA numbers, crop insurance policies — which system owns that?

The answer shapes what a complete ag lending Customer 360 requires and how complex the data inventory work will be.

Question 3

For a borrower who has a relationship with both FCMA and Rural 1st today, what does that look like from a data perspective? How are you managing that overlap?

This tells us how deep the identity fragmentation runs and how much the golden record work will involve.

Question 4

Of the use cases we discussed, where does the team feel the most urgency? And are there constraints or priorities we have not yet accounted for?

This orients the roadmap around what matters most to your team right now rather than what we assumed coming in.

Select a question above to see why it matters and what we are listening for

This is a conversation, not a checklist. Any one of these questions is enough to shape the next step.

FCMA · recommended path forward

A sequenced approach that builds on what is already in place.

Three phases designed to deliver value at each step while building toward a complete borrower data strategy

Phase 1 · Near term

Resolve identity and assess the data foundation

Borrower Identity Blueprint. Define golden record strategy, resolve FCMA and Rural 1st silos, establish household hierarchy and governance model.

Enterprise Data Inventory. Map all data domains, system owners, ag-specific data locations, and quality risks.

Canonical data model. Define borrower, farm operation, loan, and household as unified objects across DNA, nCino, FSC, and Snowflake.

Zennify accelerator: Pre-built canonical models for Fiserv DNA, nCino, and Salesforce FSC. Not learning your systems on your time.

Phase 2 · Q2 to Q3 2026

Activate Data 360 and deliver quick wins

Data 360 foundation. Provision unified profile, configure identity resolution, deploy FSC and CRM data bundles.

Rate conversion journeys. Activate the highest-priority use case with loan rate signal data flowing to Marketing Cloud.

Suppression and consent. Complete Do-Not-Call and Do-Not-Mail connector to strengthen every active journey immediately.

Phase 3 · 2026 to 2027

Build the ag lending Customer 360 and enable Agentforce

Ag Lending Customer 360. Unified borrower view spanning loan portfolio, farm operation, FSA data, crop insurance, and engagement history.

Signal activation. Loan renewal signals, cross-LOB cross-sell, and next-best action for loan officers in FSC.

Agentforce readiness. Data 360 as the AI data foundation enabling intelligent agent workflows across FSC.

Select any phase above to go deeper

Why sequence matters

Phase 1 is not a delay. The canonical data model and identity resolution work done here is the foundation every downstream initiative depends on. Getting this right early means building on solid ground rather than retrofitting later.

What we want to validate today

This sequencing reflects our current read of FCMA's situation. What we want to hear from you is where the team sees the most urgency and whether there are dependencies or constraints we should factor in.

Zennify · how we engage

Engagement Blueprint

Based on FCMA's current state, here is the engagement model we recommend and why.

Recommended starting point

Data Assessment and Strategy

Fixed-fee advisory engagement

Borrower Identity Blueprint. Define golden record strategy, resolve FCMA and Rural 1st silos, establish household hierarchy and governance model.

Enterprise Data Inventory. Map all data domains, system owners, ag-specific data locations, quality risks, and gaps relative to the target Customer 360.

Canonical data model. Define borrower, farm operation, loan, and household as unified objects across DNA, nCino, FSC, and Snowflake.

Zennify accelerator: Pre-built canonical models for Fiserv DNA, nCino, and Salesforce FSC. We are not learning your core banking system on your time — that translates directly to faster delivery and a more trusted data foundation.

Follow-on engagement

Data 360 Activation and Build

Implementation engagement scoped after Phase 1

Data 360 foundation. Provision unified profile, configure identity resolution, deploy FSC and CRM data bundles based on Phase 1 canonical model.

Priority use case activation. Rate conversion campaigns, suppression connector, and cross-LOB segmentation as the first activation layer.

Signal activation and next-best action. Loan renewal signals, onboarding journeys, and FSC loan officer workflows as the second activation layer.

Scoped after Phase 1 so the implementation plan is grounded in what we actually find. That protects the investment and avoids change orders downstream.

Select either engagement above to see the detail

50+

Data practice professionals on staff

200+

Data modernization projects delivered

4.9

CSAT score across all engagements

FCMA · Data 360 use cases · detail view

Data 360 Value Drivers for FCMA Borrowers and Loan Officers

All use cases are enabled by Salesforce Data 360. Sequencing reflects data readiness, not business priority.

On demand · roadmap detail

Phase 1 activation

Dynamic borrower segmentation

Governed, auto-refreshing segments built from live borrower data. Replaces manual list builds and stale CSV exports for every campaign.

Enabled by: unified borrower profile in Data 360

Faster campaign execution. Segments always current — no manual refresh cycles.

Phase 1 activation

Rate conversion campaigns

Trigger timely outreach to borrowers approaching rate conversion dates using loan data from Snowflake via Data 360.

Enabled by: near real-time loan rate data in Data 360

Increased loan retention and rate conversion. Proactive outreach before borrowers shop elsewhere.

Phase 1 activation

Suppression and consent

Complete Do-Not-Call and Do-Not-Mail connector so every active journey respects borrower preferences and FCA requirements.

Enabled by: consent data connected to Data 360

Reduced compliance exposure. Every active journey immediately more confident and defensible.

Phase 1 activation

FCMA to Rural 1st cross-sell

Identify ag borrowers who are candidates for Rural 1st products. Coordinate outreach across both brands without duplication.

Enabled by: unified borrower identity across both brands

New revenue from existing relationships. 20-30% cross-sell conversion lift based on peer results.

Phase 2 activation

Web and digital personalization

Personalize the FCMA website and Apply Online experience for known borrowers. Recover abandoned applications with identity-stitched journeys.

Enabled by: Data 360 as the identity layer for MCP

Higher application completion rates. Reduced abandonment through timely, identity-aware recovery.

Phase 2 activation

Loan renewal and retention signals

Surface borrowers approaching renewal windows with relationship context to guide proactive loan officer outreach in FSC.

Enabled by: unified borrower profile with loan lifecycle signals

Improved renewal retention and loan officer productivity. 15-25% improvement in lead-to-action conversion.

Phase 2 activation

New borrower onboarding journeys

Coordinate welcome, product education, and relationship-building outreach across email and SMS across all product lines.

Enabled by: unified borrower profile across FCMA and Rural 1st

Deeper early-stage relationships. Coordinated onboarding drives product adoption and lifetime value.

Strategic horizon

Agentforce for loan officers

Data 360 as the AI foundation for Agentforce agents surfacing borrower context, renewal risk, and next-best actions inside FSC.

Enabled by: Data 360 foundation from Phase 2

30-40% reduction in manual prep time. Loan officers focused on relationships, not research.

Select any use case to see what it delivers and what enables it

FCMA · Data 360 reference architecture

From fragmented data to unified borrower activation.

FCMA data sources

Systems feeding the unified borrower profile

DNA / Fiserv

Core banking, loans, balances, rates

Salesforce FSC

Households, loan officers, relationships

nCino

Loan origination, credit, ag data

Snowflake

Enterprise warehouse, analytics, BI

FSA and crop insurance

Farm data, policies, yield history

Digital and web signals

Apply Online, portal, engagement

Data 360 — Engagement Orchestrator

Identity, segmentation, and activation in one layer

Zero Copy — no data duplication

Ingest

OOB FSC and CRM bundles. Near real-time FSC connector.

Harmonize

Canonical model. Borrower, farm, and loan objects defined.

Unify

Identity resolution. Golden record. FCMA and Rural 1st merged.

Segment and activate

Dynamic, governed audiences. Always current. Signal-driven.

Identity resolution

Unified individual

Propensity scoring

Signal aggregation

Canonical data model

Activation and outcomes

Borrower and loan officer experiences

Marketing Cloud Engage

Rate conversion journeys · Onboarding · Renewal outreach

Marketing Cloud Personalization

Apply Online abandonment recovery · Homepage personalization

Salesforce FSC

Loan officer next-best action · Renewal and cross-sell signals

Agentforce

AI borrower context · Call prep · Next-best action

Source systems

DNA · nCino · FSC · Snowflake · FSA · Digital

›

Data 360 orchestration

Identity · Segmentation · Signal activation

›

Business outcomes

Borrower engagement · Loan officer productivity · AI-ready