How Northmarq supercharged operations & simplified daily work

Part 1 — Intro & setup (00:00–05:10)

[00:00:09] William McInnes (Chief Marketing Officer, SER):
Welcome back, ladies and gentlemen, to The Enterprise Content Show, Episode Two!
Look at Franzi’s background. This woman brings blue skies and big smiles wherever she goes.
How’s your newfound fame working out, Franzi? People stopping you on the street saying, “Hey, I saw your show!”?

[00:00:32] Franziska Thomas (Account Manager, SER):
Luckily not yet, but we’ll see what comes next.

[00:00:36] William McInnes (Chief Marketing Officer, SER):
Okay.

[00:00:38] Franziska Thomas (Account Manager, SER):
I’m ready for it though. I’m ready.

[00:00:38] William McInnes (Chief Marketing Officer, SER):
You’re ready.
So just like last time, my name is Will, and we are still navigating the deep waters of smart content.
But this time, we’ve upgraded my intelligence from “cow in a field” to maybe a badly trained chatbot.
There’s some good data in there, maybe some bad data. It’s possible I’m hallucinating right now — but strictly in an LLM sense.
Luckily, I have this wonderful person.

[00:01:07] Franziska Thomas (Account Manager, SER):
Luckily, you’ve got me.
I’m Franzi — the voice of reason and your trusted guide in how companies are transforming with content and process automation.
Today’s episode is all about how humans and automation combine, and how companies like our guest, Northmarq, use this combination as a supercharger of efficiency and employee engagement.

[00:01:36] William McInnes (Chief Marketing Officer, SER):
Love it! That’s exactly right, Franzi.
Today our theme is the supercharging of operations.
When technology takes care of the grunt work, people can focus on problem solving, looking after customers, innovating — the good stuff.

[00:01:58] Franziska Thomas (Account Manager, SER):
Absolutely right.
But before we bring in our first guest, I have some quickfire warm-ups for you.
Will, are you ready?

[00:02:08] William McInnes (Chief Marketing Officer, SER):
Let’s do it.

[00:02:09] Franziska Thomas (Account Manager, SER):
We’re keeping the automation topic hot.
If you could automate one annoying part of your life, what would it be?

[00:02:16] William McInnes (Chief Marketing Officer, SER):
I would say expenses — but we’ve automated that, and this isn’t a sales pitch.
My most recent expense report was so much better than before.
But outside of work… yesterday I was sweeping up leaves, and I would love a Roomba-style vacuum cleaner, but for outdoors — rugged, chunky.

[00:02:46] Franziska Thomas (Account Manager, SER):
Like a little robot.

[00:02:48] William McInnes (Chief Marketing Officer, SER):
Yes! They probably already exist and people will tell me I’m behind.
But that’s what I’d automate.
How about you, Franziska?

[00:02:58] Franziska Thomas (Account Manager, SER):
For me, I have two things: folding laundry — which I hate — and packing for trips.
I love going on vacation, but I hate packing.
If there were a little robot that knew my closet, the weather, and my mood — and my delusions about how many outfits I’ll actually wear — that would be a dream come true.

[00:03:29] William McInnes (Chief Marketing Officer, SER):
Okay, I think the brief got harder as you went on — weather, outfits…

[00:03:34] Franziska Thomas (Account Manager, SER):
So many things to consider.
Okay, next one: what’s your go-to brain-off TV show after a long day?

[00:03:43] William McInnes (Chief Marketing Officer, SER):
We love watching anything to do with food.
We finish dinner, sit down, and watch people making food and eating food.
In the UK, there’s The Great British Bake Off — lovely people baking cakes and pastries.
I love it. It’s fantastic.
How about you, Franzi?

[00:04:10] Franziska Thomas (Account Manager, SER):
This might be embarrassing, but I like some trash TV sometimes… maybe Love Is Blind.

[00:04:23] William McInnes (Chief Marketing Officer, SER):
Love Is Blind! Yes, I’ve seen that one — over someone else’s shoulder.

[00:04:29] Franziska Thomas (Account Manager, SER):
Okay, enough of that.
Thanks for sharing.
The voice of reason says it’s time to get to the substance of the show.
We’ve got to move on.
Today we are thrilled to welcome a very special guest.
We have Kevin McCollam from Northmarq joining us.
They’re an innovative real-estate servicing business headquartered in Minneapolis, Minnesota, and they have taken Doxis from pure document management to a full business-operations engine.
Kevin, welcome on stage — please join us.

[00:05:10] William McInnes (Chief Marketing Officer, SER):
There he is.

Part 2 — Interview with Kevin (05:12–17:56)

[00:05:12] Kevin McCollam (Northmarq):
Hello.

[00:05:14] William McInnes (Chief Marketing Officer, SER):
Hello, Kevin. How are you doing? It’s really great to see you here today.

[00:05:17] Kevin McCollam (Northmarq):
Doing well. Good to see you guys again.

[00:05:20] William McInnes (Chief Marketing Officer, SER):
Great. And how is it in Minnesota this time of year? Has the first snow fallen?

[00:05:26] Kevin McCollam (Northmarq):
Not yet, but it’s getting cold. It’s getting cold.

[00:05:29] William McInnes (Chief Marketing Officer, SER):
Yeah, I get excited about it.

[00:05:31] Kevin McCollam (Northmarq):
It’s a dangerous time to be here.

[00:05:33] William McInnes (Chief Marketing Officer, SER):
Is it? Very, very cool.
So Kevin, your team has basically rewired how the information flows at Northmarq.
Doxis is kind of underpinning the operations in many ways.
Maybe you can help us understand that and tell us: how did that journey start?

[00:05:54] Kevin McCollam (Northmarq):
Yeah. So we had a real pain point with the business where we had like 42 different workflows and tons of documents, and an old system that was not able to handle our 6-million-plus documents.
So we had regular firefighting with our IT team. We had a lot of delays and time suck for the business.
And so we had to find something else, right? We had to find a better solution.
We ended up pulling in a consultant to help us with that process, and we looked at about 26 different vendors.
Yeah, we were very thorough.
We pulled in everyone across our business units and IT to weigh in on the decision.
And in the end, the team unanimously voted for SER’s Doxis.

So after our long implementation period, we pretty much transformed the way that the teams work.
Those 42 workflows went down to 19.

[00:07:02] William McInnes (Chief Marketing Officer, SER):
Super, super cool.
There are so many things already that you’ve dropped that I know we're dying to jump into.
But maybe one quick question before I hand over to Franzi:
Tell us a bit about yourself as well.
How do you think about your role at Northmarq?
What does a typical day look like?

[00:07:25] Kevin McCollam (Northmarq):
Sure. So I’m part of the Product Management team.
I’ve been with Northmarq about four years — at the end of this month.
I support the loan servicing side of the business, and my role is really to make sure that our IT capabilities meet our internal stakeholder needs, so we can provide the best service to our external clients, lenders, and borrowers.
I’m also responsible for some of the portals that our lenders and borrowers use.
My role is really to make sure Northmarq is built for the current needs, but also for the future.
And that’s really where Doxis came in.

[00:08:05] William McInnes (Chief Marketing Officer, SER):
I love that as a soundbite. That’s really cool.
Franzi?

[00:08:09] Franziska Thomas (Account Manager, SER):
Yeah. Can you maybe give us a bit more insight on how the team really works with the documents?
Like, what were your core challenges when you first looked at Doxis that you were trying to solve?

[00:08:20] Kevin McCollam (Northmarq):
Yeah. So we have a lot of documents that need to be received from various intake points — whether it’s an email or in those portals I was mentioning.
Our team then needs to do some regular analysis on them and then submit them for various approvals.
Hence the workflows, passing to team to team or to management, and then ultimately out the door.
There’s some sending components as well.
There are integrations with Salesforce, integrations with some of our other loan-servicing systems, internal tools, and those portals.
So our team is essentially getting queued up for the work that gets sent in — they get to process it, then send it out, and then on to the next thing.

[00:09:11] William McInnes (Chief Marketing Officer, SER):
Very cool.

[00:09:11] Franziska Thomas (Account Manager, SER):
Sounds pretty cool.
Assuming this kind of work has been way more complex or complicated before you had Doxis, did you do something to align the team to the new way of working?
Or were there some challenges?

[00:09:28] Kevin McCollam (Northmarq):
Yeah — really good question.
Our previous system had so many limitations that our team had to create all of these different workflows and workarounds to accommodate that old system.
What changed with Doxis was: we really brought our team members along for the ride so they could weigh in on what they needed.
And one of the reasons we picked Doxis was that it was able to adjust to the way we work.
That meant we could eliminate tons of our workflows because they were completely unnecessary.
So our team could then work the way they want to work — without having to adjust for the tool.

[00:10:07] William McInnes (Chief Marketing Officer, SER):
That's super cool.
I don't know if you noticed, but Franzi suddenly looked like a proud parent when you said that.

[00:10:15] Kevin McCollam (Northmarq):
It’s a child to be proud of, right?

[00:10:17] William McInnes (Chief Marketing Officer, SER):
Yeah. It’s just... whose child is it? We’re not sure.
Sometimes it’s Gregor’s or sometimes it’s Franzi’s.

[00:10:23] Franziska Thomas (Account Manager, SER):
We share. We share parents.

[00:10:25] William McInnes (Chief Marketing Officer, SER):
Douglas.

[00:10:26] Kevin McCollam (Northmarq):
I’m an advocate for my product friend. It’s Douglas’ baby.

[00:10:29] William McInnes (Chief Marketing Officer, SER):
Yeah, exactly. There we go. Douglas is involved too. Cute.
Okay — what was the moment, Kevin, where you thought:
“Oh wow, this is actually changing how we work”?
Have there been those moments?
And if so, when did you notice that you might be onto a good thing here?

[00:10:46] Kevin McCollam (Northmarq):
Yeah, absolutely.
Well, the unanimous vote for Doxis was a good start, right?
We kind of knew that we were maybe onto something when we got the whole team’s buy-in.
You don’t always get everyone’s buy-in on everything.
But the real thing for me was, as a product manager, we really want to measure the outcome — that’s really important in my role.
So we did a user-experience survey of our previous tool, and then another one after we launched Doxis.
And we saw — I believe — like a 40–60% improvement in user experience just from the initial implementation of Doxis.
And obviously we’re going to continue to improve it, continue to work with your team.
But that was a huge victory for the team.

[00:11:40] Franziska Thomas (Account Manager, SER):
Not surprising. True victory.
If you had to explain Doxis or ECM in general to someone outside this world who’s not familiar with it — what would be your sales pitch to convince them?

[00:11:59] Kevin McCollam (Northmarq):
Well, that’s a fun one.

[00:12:00] Franziska Thomas (Account Manager, SER):
Oh, that’s a tough one. That’s a tough one.

[00:12:02] Kevin McCollam (Northmarq):
Yeah. I mean, for us, it’s really about unlocking our team’s potential and working toward the future.
Doxis allows our team to work as efficiently as possible today, but it’s also built so we can manage the company’s growth and the ever-evolving needs of our clients and our team — all within one platform — without having to migrate ever again, hopefully.

[00:12:33] William McInnes (Chief Marketing Officer, SER):
That's super cool.
I know you work in product management, but you should consider product marketing. These are killer taglines.

[00:12:39] Kevin McCollam (Northmarq):
I’ve heard that many times.
I’ve got a side gig for product marketing that I should start.

[00:12:46] William McInnes (Chief Marketing Officer, SER):
I'm impressed.
And I’m guessing it’s not all roses every day.
There are probably — with any program like this — people challenges.
I know you put a lot of effort as a team into the rollout.
How did you get people to come on the journey?
You seem to have done that particularly successfully.

[00:13:20] Kevin McCollam (Northmarq):
Yeah. One thing that’s a little rare about the servicing business line I support is: they all have to use the same tools.
So I kind of have a captive audience — they don’t really have a choice.
If they’re going to have to use this thing, they might want to be involved — otherwise they're just going to get handed something.
But that wasn’t true for every group.
We still had lenders and borrowers to consider, the sales team integrating via Salesforce…
We wanted them to realize the potential of the tool — and to do that, they had to be involved.
So we made sure we had the right people in the room from the start.
Kept them involved. Kept them informed.
And that allowed us to have this great outcome.

[00:14:13] William McInnes (Chief Marketing Officer, SER):
I love it — you make it sound easy.
What I’m taking from that is: it was really about participation.
Not a late “Hey, this is coming,” but bringing people with you from the beginning.

[00:14:29] Kevin McCollam (Northmarq):
Ultimately, people don’t want to just be handed something and told, “Here you go, do this.”
They want involvement.
So pulling everyone in — making sure you’re covering all disciplines, from manager-level to day-to-day contributors — really making sure all those voices are included.

[00:14:52] William McInnes (Chief Marketing Officer, SER):
Fantastic.

[00:14:53] Franziska Thomas (Account Manager, SER):
That definitely sounds like a best practice other customers could learn from.
Thank you for sharing that.

[00:15:00] Kevin McCollam (Northmarq):
And not just in the implementation phase.
I think it’s pretty common where IT or product does the vendor selection and then pulls the team in just for implementation.
But it’s important to have them there even in the vendor selection phase — because then they’re bought in before implementation.
That was a huge win for us.

[00:15:21] William McInnes (Chief Marketing Officer, SER):
Smart. Love it.

[00:15:23] Franziska Thomas (Account Manager, SER):
One last question — on AI, of course:
Are you applying any AI already in your processes or decision-making?
What’s your take on that?

[00:15:36] Kevin McCollam (Northmarq):
Of course — we’d be remiss if we didn’t bring up AI, right?
Everyone’s using AI.
From the product-management perspective, we want to make sure we’re not just putting in a tool to have a tool — we’re solving a problem.
If AI solves it, great.
Our team uses Copilot for day-to-day querying.
On the sales side, they’re using homegrown AI to prepare for calls.
On the servicing side, we have tons of documents, and it’s useful to be able to search within documents and pull out context using AI.
At the SER Summit in Berlin, we got a first glimpse of Doxis capabilities.
We’re preparing internally for those — hoping next year to use things like Superhuman Search and the Doxis AI assistant to save even more time.

[00:17:23] Franziska Thomas (Account Manager, SER):
For fraud detection it might be interesting for you guys as well — if people upload documents that have to be reviewed inside.

[00:17:30] William McInnes (Chief Marketing Officer, SER):
She can’t help but sell.

[00:17:32] Kevin McCollam (Northmarq):
The extraction piece is definitely useful for us.

[00:17:38] William McInnes (Chief Marketing Officer, SER):
Really, really great.
Kevin, it’s been brilliant hearing how you’ve put intelligent content automation at the center of the business.
I always enjoy hearing the stories from you guys at Northmarq.
Thank you for joining us and giving us your time — really appreciate it.

[00:17:56] Kevin McCollam (Northmarq):
Of course. Thank you for having me.

Part 3 — Marc’s Atlas browser demo (18:04–27:56)

[00:18:04] Franziska Thomas (Account Manager, SER):
Doxit like it’s hot. Doxit like it’s hot. Doxit like it’s hot…

[00:18:09] William McInnes (Chief Marketing Officer, SER):
Yes! It’s time to Doxit like it’s hot.
And joining us is a returning favorite — the man, the myth, the sandals.
The magician himself: Marc Kroll.

[00:18:26] Franziska Thomas (Account Manager, SER):
The only person we know who can make an AI demo sound like stand-up comedy.
Welcome, Marc!

[00:18:34] William McInnes (Chief Marketing Officer, SER):
Yay!

[00:18:37] Franziska Thomas (Account Manager, SER):
Thanks for coming back to the show.

[00:18:39] William McInnes (Chief Marketing Officer, SER):
There he is.

[00:18:41] Marc Kroll (SER AI Specialist):
Hey! Nice to be back.

[00:18:43] William McInnes (Chief Marketing Officer, SER):
Really good to see you. How’s it going?

[00:18:46] Marc Kroll (SER AI Specialist):
Great! A lot has happened over the past week — actually the past two.
Every day is exciting right now.

[00:18:54] William McInnes (Chief Marketing Officer, SER):
I can imagine — the fast-moving world of AI.
Tell us what’s happening.

[00:19:00] Marc Kroll (SER AI Specialist):
I’ve prepared something for today.
I’d like to share my screen and show you the new GPT Atlas browser — it’s been all over the news.
It looks like the ChatGPT interface, but it’s also a full browser.
Meaning: you can open Doxis in it, just like Chrome…
but then ask ChatGPT to understand what’s on the page —
and even act on it.

[00:19:37] William McInnes (Chief Marketing Officer, SER):
Ooh! Very exciting.

[00:19:40] Franziska Thomas (Account Manager, SER):
Exciting!

[00:19:41] Marc Kroll (SER AI Specialist):
And… you should now see my screen.

[00:19:48] William McInnes (Chief Marketing Officer, SER):
It’s alive.

[00:19:50] Marc Kroll (SER AI Specialist):
So this is the new browser.
And the crazy part is: ChatGPT can “see” the Doxis page — and you can give it natural-language commands.
You’ll even watch a cursor move on its own, like a little ghost assistant.

Let me show you.
I’ll say: “Find contract documents, filter them by document type ‘Draft Contract,’ and open the first result.”
I’m speaking normally — and ChatGPT translates that into UI actions.

You’ll see it navigating:
opens the dashboard, clicks search, tries to grab the filter, selects “Draft Contract,” hits search…
and then opens the first document.

All by itself — no clicks from me.

[00:21:54] Marc Kroll (SER AI Specialist):
And… there it is. Document opened.
Pure natural-language control.

[00:23:41] William McInnes (Chief Marketing Officer, SER):
This is wild.

[00:23:42] Franziska Thomas (Account Manager, SER):
Crazy. I’m speechless.

[00:23:45] Marc Kroll (SER AI Specialist):
It’s brand new — released only a couple of weeks ago.
But of course, with great power comes… controversy.

People are worried:
You’re logging into your company system inside ChatGPT’s browser.
What if the content contains hidden instructions?
What if an element triggers malicious behavior?
The agent takes screenshots — so privacy and security questions are huge.

But for this show, where we explore what’s coming, I thought it would be fun to demonstrate.

[00:25:30] Franziska Thomas (Account Manager, SER):
It’s amazing.
Who do you think this kind of tool is actually for?

[00:25:45] Marc Kroll (SER AI Specialist):
Honestly, it’s early.
But accessibility is one powerful use case.
People who can’t use a mouse steadily — tremors, motor limitations — could navigate complex systems with just speech.
Most voice-navigation tools are clunky.
This is smooth and works on apps it has never seen before.

[00:26:43] William McInnes (Chief Marketing Officer, SER):
Game changer.
And an important preview.

It’s clear the world is moving toward agents that take action, not just answer questions — and with the right guardrails, this could be a huge force for efficiency.

[00:27:14] Marc Kroll (SER AI Specialist):
Exactly.
In the future, you won’t have one agent in one tab — you’ll have multiple agents working across tabs and systems.
Researchers, analysts, operations teams — imagine the synthesis and automation possibilities.

[00:27:39] Franziska Thomas (Account Manager, SER):
Thank you, Marc. That was mind-blowing.
We’ll never look at AI — or your red sandals — the same way again.
See you next time!

[00:27:54] Marc Kroll (SER AI Specialist):
Thanks for having me. Bye-bye.

[00:27:56] William McInnes (Chief Marketing Officer, SER):
Thanks, Marc.

Part 4 — Outro (28:00–29:06)

[00:28:00] William McInnes (Chief Marketing Officer, SER):
Well, that’s Episode Two wrapped.
I would tease the next episode if I had the details… but you’ll have to wait.

[00:28:10] Franziska Thomas (Account Manager, SER):
I do have the details!
But first — a huge thank-you to our guests:
Kevin McCollam from Northmarq, and our very own Marc Kroll.
Next time, we’ll be talking about data-driven decision-making and the AI-powered enterprise — with some big surprises.
So stay tuned.

[00:28:39] William McInnes (Chief Marketing Officer, SER):
Very cool.
I’m surprised — which is fantastic.
And as they say on YouTube and Spotify: please subscribe, share, and tell us what you’d love to hear more about.
And remember: keep your content enterprisey. Keep it smart. Keep it fresh.
Supercharge those operations.

Thank you, Franzi.

[00:29:03] Franziska Thomas (Account Manager, SER):
See you next time. Thank you! Goodbye.

[00:29:06] William McInnes (Chief Marketing Officer, SER):
Bon voyage.