Looking to expand market share? Here are a few rules for the road in defining target markets and managing prospects: CHANNELS FIRST When the goal is sales, it is quite common for firms to seek to market broadly across channels and market segments without enough consideration of the trends, requirements and processes representative of each… Read More
Managers and marketers alike are eager to tell their story. They want to explain how their product is differentiated and should matter RIGHT NOW to the audience. Their end goal is adoption; having the product accepted and invested in by investors. Accomplishing this monumental task requires all the firm’s ducks to be lined up… Read More
New years often start with new year resolutions, and a desire to do better, more, different (or maybe less) than we did the year before. New year resolutions can be applied to businesses too. Tired of banging your head against the wall on the road to AUM? Feeling like the numbers are there but the… Read More
Challenging markets create marketing challenges, but they don’t have to. Regardless of how a manager performed through a tough period, here are some rules for the road regarding marketing. BE PROMPT WITH MARKET UPDATES Managers often shy away from getting their numbers updated in databases, providing estimated results where applicable, and updating their core collateral,… Read More
The tenth tip to maximizing your marketing and sales effort according to The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales, is to keep it positive because good karma counts. Managers must come to the table, and stay at the table for long enough, and with good energy about them, to… Read More
Through the research process for The Road to AUM, it was made clear by numerous institutional research professionals, particularly those closer to client contact, that managers and marketers alike needed to exhibit greater sensitivity to what is happening on the other side of the fence. What were the institutional research professionals faced with? What deadlines… Read More
The ninth tip to maximizing your marketing and sales effort according to The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales, is to keep it interesting. Content and conversation must follow through on key messaging from beginning to end. Whatever the firm’s core messaging is, whether it be about process, transparency,… Read More
The eighth tip to maximizing your marketing and sales effort according to The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales, is to understand the Importance of Integrity In the sales process. To get hired by institutions, a manager must demonstrate sufficient depth and consistency in team and track record, over… Read More
The seventh tip to maximizing your marketing and sales effort according to The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales, is to understand that structure matters. Structure of firm and offering are critical elements to successful institutional asset gathering. Managers often think that ‘great performance’ will override these core elements.… Read More
The sixth tip to maximizing your marketing and sales effort according to The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales, is to be consistent: show up and follow up. A key component of long-term success is consistency. Institutional research professionals have enough experience to know how true this is. Here… Read More
