All posts by Emilie Totten
The pandemic ushered in a new age of technology in the investment management industry. Even firms that had been resistant to digitalization became suddenly, and acutely, aware of existential business risks that could be managed only through digital means. Investment management marketing teams began taking a hard look at their tech stack. A surge of quick pivots followed as firms scrambled to adopt new tools, change processes, and streamline operations to ensure business continuity.
These adaptations are particularly crucial for preserving relationships between advisors and wholesalers. According to research from Broadridge, 22% of advisors found wholesalers to be less helpful during the pandemic, and 32% have decreased their reliance on wholesalers over the past two years.
Asset management sales and marketing efforts are fueled by data. The faster firms get clean, accurate product performance data in the hands of consultants, advisors and wholesalers, the better their chances of closing deals and increasing inflows. Effective governance for investment data is the foundation for this effort.
A growing number of firms are using marketing content automation solutions to quickly create and update pitchbooks, collateral materials and website product pages. Yet, many are still using inefficient, ad hoc processes for collecting, storing and distributing the source data that populates these communications.
These processes, coupled with a lack of formal governance around data collection and usage, increase product information’s time-to-market. Also, they raise the likelihood of errors that could result in reputational damage and regulatory sanctions.
Synthesis Technology recently announced that Noel Rodolfo has stepped into a new role of director of client solutions created to support client success and growth.
“In my 15-year tenure at Synthesis, I’ve led both product and project teams. I’m truly excited to be bringing all that experience and knowledge to the client services team, and to take on this valuable new role to help our clients grow.”
Noel has always been able to see a problem from multiple angles and envision effective solutions. When he joined Synthesis as a project manager in 2005, he drew on a combination of technical and business expertise — and an interest in investing — to aptly manage a team responsible for new software implementations and ongoing support for our client base of financial services firms. In this role, Noel helped to ensure clients benefitted from highly tailored software implementations that met their unique requirements.
Do you ever feel like you’re constantly trying to tame the data beast? We work with some of the best fund marketing teams in the industry, so we’ve learned that in many cases marketers have become the de facto experts on fund data. We have a few stats in this Synthesis Clean Data Infographic supporting what we’ve learned.
Fund marketers are routinely chasing-down their data from many disparate sources (both internal and external) and then trying to extract good clean data for use in their customer-facing marketing materials.
Often times, fund marketers become data experts by default. To make matters more challenging, utilizing the data for marketing must be done within a very tight time frame with the highest levels of accuracy and consistency.