Category Archives: Global Marketing Operations
The following is a guest post by Dan Sondhelm, CEO of Sondhelm Partners. This post originally appeared on the Sondhelm Partners Blog.
The economic pressure that has weighed down asset managers over the last couple of years will continue to mount in 2019, especially as the tide of market-induced asset growth subsides. The established industry trends – rising passive inflows, fee compression, increased regulation, continuing platform rationalization – are inescapable, threatening profit margins of the least prepared asset managers. In response, firms are intensifying their efforts to streamline distribution costs and improve their offerings, but many still fall short of differentiating themselves among financial advisors, which 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 (manually or with automation). 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 less 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.
By John Toepfer
With the highly competitive nature of the asset management industry, maintaining a strong and positive brand image is more important now than ever. Every contact with a client, every conversation and every piece of material they see from your firm needs to be professional, timely and well produced. Even something as mundane as a poorly produced factsheet can be off-putting and give an investor pause to think about the overall quality of your operations. Yes, even in the digital age, quality design and typography in printed materials really matters.
I had the opportunity recently to speak with a long time head of marketing for a major asset manager and she spoke with passion about on the topic of brand. Among many compelling things she had to say was this: “If you look at the most successful companies in any industry, you’ll find that they share one thing in common; excellent branding.”