As is often the case, it’s what people do, rather than what they say, that’s most telling.

Let’s get this out of the way early.

If an investment manager

• does good work
• has responsive client service, and
• keeps a decent track record

then there is no reason why they should struggle to grow their assets under management.

If they do, then the problem is the marketing. Full. Stop.

But it’s not because investment management marketers don’t get it – they do. The problem is that marketing is either poorly understood or severely undervalued by the portfolio management team/firm management. (more…)