If you were too busy dealing with the day-to-day minutiae and putting out fires instead of the mid-year distribution review, don’t worry. You still have time to kick start the year with a sound strategic plan to create or improve your growth strategy for the new year. Here’s what you need to focus on to get that done.
Earlier this year, we held a client roundtable of 28 asset managers who shared insights into how they have adapted over the last year. An underlying theme that surfaced from that discussion was agility. Being able to quickly pivot to adjust and apply resources to fulfill changing needs for digital content and communication, virtual meetings and events, and advertising and media coverage, were essential to reach their audiences.
Marketing professionals are constantly striving to get the most impact with the resources they have available. We went to trusted asset manager marketing partners: Leibowitz Branding & Design, Sondhelm Partners, SunStar Strategic, and Synthesis to understand how they’ve been helping asset managers successfully adapt. This interview-style blog post shares fundamental questions and the marketing partner’s answers. Read on to learn how you can be more agile in your marketing efforts while focusing on and sharing your expertise.
The conversation about investment marketing and sales alignment began over a decade ago. After ten years, less than 50% of organizations surveyed said they aligned appropriately to achieve the financial results for which they are accountable.
The resistance persists because achieving the synergies between marketing and sales is not viewed as transformational. It does not get the top-down executive support it requires. Nor does it get the governance structure that major transformation initiatives require to succeed.
There was a point in time when alignment between the two organizations made perfect sense. In today’s digital world where buyers prefer digital self-service (Figure 1) and remote human engagement, it is no longer the right way to think about the relationship between marketing and sales.
Asset management firms that don’t automate the investment data processes pay the price every quarter in the form of time-consuming manual work, as well as the risk of human errors. The costs – including the opportunity costs – add up significantly over time. At a recent webinar, we explored how asset managers can get off the quarter-end hamster wheel forever and achieve long-term ROI through effective data automation. Below are some highlights from the conversation.