European Marketing and Sales Organizations 2021

Recalibrating for Growth

Sharpen Your Brand Position

  • Review European fund selectors’ brand perception of asset managers in various European countries
  • Analyze the increasing importance of partnerships with local distributors in the main asset management markets in Europe
  • Evaluate the evolution of asset managers' marketing and sales models in light of the increasing sophistication of European investors


Discounts available for bulk purchase

Report Retail Investor Products Detail

Buy Now

Ryan Hanratty

Ryan Hanratty

Account Manager


Evaluate the evolution of European asset managers' marketing and sales teams. This report analyzes how the marketing and sales model of asset managers operating in Europe is evolving in light of the increasing sophistication of European investors. It also features an overview of asset managers’ use of thought leadership, marketing and sales technologies, and social media activities, while distilling marketing and sales priorities for the coming years.

Included with Purchase



Each report is lead authored by a senior Cerulli analyst with significant industry experience. The report incorporates qualitative and quantitative inputs, based on Cerulli’s proprietary research process. Each report is designed to be an expert-level sourcebook for strategic guidance. For more on our research process, click here.

Executive summary

Executive Summary

Get the most important report findings distilled in an easy-to-understand and highly visual format before you begin your journey through the report or use it as a tool for senior leadership.

Interactive report dashboard

Interactive Report Dashboard

Access consolidated data from multiple report exhibits in a single comparative view. Flexibly build your view of data with customizable filters and share the results in a format that meets your requirements.

Analyst support

Analyst Support

Got a question? Our analysts are available to help you interpret and analyze key findings as well as provide their perspective on industry trends. Let our experts guide you and your team through the material that matters most with their deep knowledge and perspective of the subjects they cover.


Data Behind the Report

Data is the foundation of our reports. Each study contains nearly 100 exhibits, available to buyers in Excel format. Extract and explore Cerulli’s data and analysis your way.


Digital Access

Access your reports digitally anytime, anywhere, on any device through our client portal.

A Note from the Author

How Much Does Brand Equity Matter to Asset Managers in Europe?

Fabrizio Zumbo

Fabrizio Zumbo


Bio →

Fabrizio Zumbo

Fabrizio Zumbo


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.

The answer: a lot. The proliferation of products and solutions in Europe has increased the importance of brand equity. Factors—such as the quality of relationship management and client service—are now key differentiators for fund selectors in Europe. To reach various demographics and channels, managers are tailoring their branding to set themselves apart from their competitors.

Cerulli identified five main components of an asset manager’s brand in a bid to quantify the importance fund selectors attach to the more intangible elements of a value proposition. We called them the “five brand Ps”: product and services, people, processes, price, and promotion. Each category has multiple subcomponents. The most important subcomponents of brand for retail investors in Europe include:

  • Quality of relationship—48% of managers believe it is the most important factor for retail investors.
  • Quality of client service—48% of managers believe that quality of client service is the most important factor for retail investors.
  • Innovative product—42% of managers believe that innovative product is the most important factor for retail investors.

Our latest report takes a deep dive into the factors that will help asset managers differentiate their value in different countries across Europe. This report, European Marketing and Sales Organizations 2021: Recalibrating for Growth, provides managers with key takeaways on staffing and headcount, skill specialism to consider for expanding marketing reach, strategies sales teams should pursue to improve sales performance in a post-pandemic environment, and how European fund selectors perceive the region’s largest managers. How does your firm rank? Explore this report to find out!

Contact Us

Want more information?

Learn more about this report and related Cerulli research.

Contact Us

You May Also be Interested in:

  • Annual report
  • The Cerulli Edge
Consulting Page module Rocket 120820

Custom Research & Strategic Consulting

Cerulli for Consulting

Understand where to allocate resources to achieve your objectives. We can help you determine which initiatives are likely to be successful and those that may not achieve the desired effect. In an increasingly competitive market, our objectivity and experience can help you to advance your firm’s unique strengths.

Learn More

We use cookies to improve your site experience, distinguish you from other users and support the marketing of our services. These cookies may store your personal information. By continuing to use our website, you agree to the storing of cookies on your device. For more information, please visit our Privacy Notice.