European Marketing and Sales Organizations 2022

Redefining Success in a Changing Environment

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  • Uncover European fund selectors’ brand perception of asset managers in various European countries
  • Access a detailed review of fund selectors’ practices in Europe and an in-depth analysis of how asset managers can create differentiate their value propositions as fund selectors’ needs evolve
  • Understand how sales and marketing teams are growing to meet the demands of European clients in the current market environment


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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.

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A Note from the Author

European Managers Consider ESG Key to Marketing and Sales Efforts 

Fabrizio Zumbo

Fabrizio Zumbo


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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.

Despite a complicated market environment and decreasing assets in the first half of 2022, 49% of asset managers across Europe consider environmental, social, and governance (ESG) marketing a very important element of their overall marketing efforts. Looking ahead to the next 12 to 24 months, 76% of managers believe that ESG’s importance will grow either slightly or significantly and just 2% anticipate a reduction in its importance.

More than one-quarter (29%) of marketing executives at European asset managers consider building or enhancing their firms’ ESG reputation a strategic priority for the next two years. Asset managers’ sales departments have a similar focus—51% of managers see the need for a strong ESG proposition as a very important driver of change within sales teams. In addition, 47% report that ESG capability has been a key topic of their discussions with clients this year. 

Cerulli believes that asset managers that have highly specialized ESG offerings and can combine clear and tailored ESG-related communication with strong compliance and reporting features will stand out in the long term. To learn more, access The Cerulli Report—European Marketing and Sales Organizations 2022: Redefining Success in a Changing Environment.

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