Category Archives: Leadership
The pandemic ushered in a new age of technology in the investment management industry. Even firms that had been resistant to digitalization became suddenly, and acutely, aware of existential business risks that could be managed only through digital means. Investment management marketing teams began taking a hard look at their tech stack. A surge of quick pivots followed as firms scrambled to adopt new tools, change processes, and streamline operations to ensure business continuity.
These adaptations are particularly crucial for preserving relationships between advisors and wholesalers. According to research from Broadridge, 22% of advisors found wholesalers to be less helpful during the pandemic, and 32% have decreased their reliance on wholesalers over the past two years.
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.
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.
Understanding the challenges asset managers and their salespeople face in generating leads and winning new business has always been a key driver of our product development and enhancement efforts.
But the conversations we’ve been having with these firms have radically changed since the COVID-19 crisis began. The volatile market environment, in combination with the embargo on in-person meetings, has pushed typical product-and-performance meetings to the backburner. Sales teams have replaced lunch-and-learns and walk-in visits with digital marketing campaigns and Zoom sessions. As a result, wholesalers have had to find innovative ways to keep financial advisors engaged, many of whom are struggling with similar client acquisition and retention challenges.