European Marketing and Sales Organizations 2020

Keeping Ahead of Rapid Change

Target, Nurture, and Convert Business Opportunities

  • Examine the latest trends in asset managers’ sales functions, main goals, and plans of action to enable new sales
  • Understand marketing teams’ priorities and expected changes with regard to headcount, budget allocation, and marketing strategy
  • Measure the use of social media platforms by asset managers in different European countries and the increasing importance of social media activities in their marketing mix
  • Gain insight into the growing importance of thought leadership in asset managers’ marketing mix
  • Learn how technology is leveraged in asset managers’ marketing and sales functions


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Mark Horan

Mark Horan

Senior Account Manager, Europe


Evaluate the structure of marketing and sales teams by client type, geography, and assets under management. This report provides an overview of compensation trends and budgets, drawing historical comparisons. It also features a close look at asset managers’ use of thought leadership in their marketing strategies, assessing what they are doing right and where they can improve.

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A Note from the Author

Marketing Wins a Seat at The Strategy Table

Fabrizio Zumbo

Fabrizio Zumbo

Associate Director

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Fabrizio Zumbo

Fabrizio Zumbo

Associate Director

Fabrizio leads the European Retail/Wholesale Asset Management research practice, which focuses on analyzing asset management product development trends, investment, operational and marketing strategies, market and distribution dynamics, regulatory changes, and performing market and competitive intelligence in the United Kingdom, Continental Europe, and the Nordics.

Prior to joining Cerulli, Fabrizio served as a Lead Industry Analyst at State Street in London and as a Senior Analyst & Research Editor for the PwC’s Global Market Research Centre in Luxembourg. Previously, he carried out several field-based research projects in emerging and frontier markets for international market research and economic consulting firms, spending almost five years performing economic and industry analyses in several countries in Latin America, Africa, and the Middle East.

Full biography here.

Asset managers throughout Europe are increasing their communication with clients in response to the COVID-19 pandemic. Many are also providing more educational content for clients and prospects and increasing their use of technology across their sales and marketing functions.

Over half (52%) of the managers Cerulli surveyed for the report have substantially increased their communication with banks and wealth managers in response to COVID-19. In addition, 38% have increased their communication with pension schemes during the crisis—only 6% of respondents had previously contacted the latter group daily. Of the managers we surveyed, 44% have significantly increased the production of written content such as blogs and 40% have substantially increased the number of video conferences they conduct for clients.

Use our latest report to understand which types of content will help managers break through the noise and other strategies for distribution success with our latest report: European Marketing and Sales Organizations 2020: Keeping Ahead of Rapid Change.

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