All posts by Rachel Totten
The status quo is no longer good enough for intermediaries and investors. Investment marketing strategies have and will continue to shift since the COVID-19 pandemic. Then again, if you’re a forward-thinking marketer, I didn’t need to tell you that.
Synthesis and Evalueserve recently kicked off our quarterly private marketing roundtable series. We met with senior marketers from top investment management firms. Marketers shared their experiences, challenges, and ideas for success in our post-Covid environment. Since the pandemic, managers are figuring out how to step up their game to deliver customized and timely information to investors. So, marketers are reevaluating sales and marketing initiatives to remain competitive in a digital world. What does digitization mean for asset management marketers, and how can they efficiently achieve this? Marketing departments need the strategies, tools, and resources necessary to enable sales teams for success.
The most successful marketing operations teams have one thing in common: they really own their fund data. Establishing clear ownership and responsibility for the data is critical. In order to take ownership of the data, the first step is to assign data management roles. We recommend building a written matrix defining the following:
- Your data providers (where the data comes from)
- Your data stewards/owners (the person responsible for the data)
- The data consumers (all the places it’s being used)
It’s tough out there for investment management sales teams and only getting more challenging. Today, pitchbooks must be customer-centric, created or changed on a dime, on-brand, compliant and have digital output and tracking options. That’s like trying to make a delicious, vegan, gluten-free, nut-free, and sugar-free wedding cake in 10 minutes.
If that hits home, then this article is for you.
(If you didn’t find that amusing, you’ve clearly never tried to make a cake in 10 minutes.)
The economic pressure that has weighed down asset managers recently will continue to mount in 2019. We will especially see this as the tide of market-induced asset growth subsides. The established industry trends are rising passive inflows, fee compression, increased regulation, continuing platform rationalization. These are inescapable, threatening profit margins of the least prepared asset managers. In response, firms are intensifying their efforts to streamline distribution costs, improve their offerings, and invest in relationships. However, many still fall short of differentiating themselves among financial advisors. This could be the ultimate key to sustainable profits in this shifting landscape.