Category Archives: Content Marketing



Why Pitch Decks Should be Created by Sales, Not Marketing

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Why Pitch Decks Should be Created by Sales, Not Marketing in FundFire and The Importance of Compliance Controls

This article, “Why Pitch Decks Should be Created by Sales, Not Marketing,” first appeared in Fundfire.


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.”

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For Asset Managers, The Profit Is In The Relationship

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To profit, asset managers should invest in relationships

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.

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Key Takeaways From Our 2018 Factsheet Production Study

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Synthesis Technology Mutual Fund Factsheet Production Study

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!

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The 3 Ways to Approach Content Automation

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3 ways to approach content automation

Due to the competitive nature of the financial services industry, content automation has become a strategic priority for many.  With a finish line goal to improve scalability, risk management and brand compliance, the race is on to improve marketing and sales operations.  The challenge firms face is knowing how to approach content automation.  Is it better to build or buy?  What are the differences between the leading vendors, and their approaches?

In 2017, we commissioned some research on how asset managers are automating content production.  The research found 3 common models: Fully outsourced, DIY, and hybrid.  Here’s a brief description of each and the pros and cons.

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