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.
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.
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)
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.