Category Archives: Content Marketing
This article, “Why Pitch Decks Should be Created by Sales, Not Marketing,” first appeared in Fundfire. It was written by Synthesis Director of Client Solutions, Katie Martz.
Recently, a salesperson told us about a deal where he went “rogue.” He got an opportunity to present to a major institutional client but didn’t have an up-to-date deck from marketing. So he cobbled together a deck using slides from previous presentations. He knew he was pushing the compliance boundaries, but he needed to land this deal.
His was the first presentation to the client, and he secured their agreement before leaving. As he walked out, three competitors sat in the lobby waiting for their turn to present. “If I had waited for marketing to send me an updated deck,” he said, “We would have lost that deal because the first sales guy to show them what they needed got the business.”
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.
In 2018, we conducted a Mutual Fund Fact Sheet Production Study, where we analyzed 235 factsheets from 47 asset management firms of all shapes and sizes. A few factors observed included publish date, modification date and how the file was produced. The two most observed methods were using automation and producing factsheets manually. To find the firm’s production method, we turned to the metadata to show us what applications, software, or tools they were using to create the PDFs. After digging deeper into the metadata, we identified some key reasons why firms have longer production durations or later release dates. We were also able to make some observations about what drives efficiency, and the findings were pretty shocking. Read on to get the scoop!
As we enter a new year, the shift from active to passive investing continues to drive significant change for investment management sales and marketing. Very recently, I had the pleasure of interviewing Sandra Powers Murphy and Donna DiMaria to discuss what marketers can do to grow AUM in this very challenging environment.
I first became acquainted with both women through the 3rd Party Marketers (3PM) Association, where Powers serves as President and DiMaria as Chairwoman. In addition to 3PM, Powers and DiMaria both act as CEO and CCO of their own third-party marketing firms, Ark Global and Tessera Capital Partners, respectively. Their firms provide outsourced strategic sales and marketing services to institutional asset managers who lack adequate internal resources.
According to DiMaria, operational efficiency in sales and marketing has become imperative, and asset managers are taking note. “Firms are looking to be more efficient, doing more with fewer resources both in terms of bodies and budget. And that is leading to consolidation, outsourcing, and automation. The status quo isn’t working anymore so, in a way, the market is recreating itself,” she said.