Traditional banking products no longer seen as big revenue drivers.

• Position: MARKETING NEWS - Brief article

BANK EXECUTIVES EXPECT TO BE LESS DEPENDENT ON TRADITIONAL BANKING PRODUCTS as a source for revenue growth over the next one to three years, according to the recent KPMG Banking Outlook Survey.

"Banks are no longer relying on their 'bread and butter' for growth, but looking at numerous ways to grow the top line, including new products and services and expansion into new geographies and customer segments," says Brian Stephens, national leader of KPMG's Banking and Capital Markets practice.

The survey was based on the responses of 100 senior executives at banks of all sizes--but mostly at banks with annual revenues exceeding $10 billion.

Executives said that the biggest drivers for revenue growth over the next one to three years will come from cross-selling services (46...