U.S. Institutional Marketing and Sales Organizations 2021

Finding the New Normal in a Post-Pandemic Environment

Plan, Adapt, Grow

  • Evaluate how the role of technology continues to evolve in the institutional sales process
  • Discover how sales teams are evolving to meet the demands of institutional clients and investment consultants in the current market environment


Discounts available for bulk purchase

US marketing and sales Detail

Buy Now

Mason Gillespie

Mason Gillespie

Senior Account Manager


This report provides a comprehensive analysis of asset managers’ institutional marketing and sales organizational teams. Specifically, this report examines trends in consultant intermediation, relationship management, marketing, consultant relations, client service, and request for proposals (RFP)/database teams. A primary focus of this report is the typical organizational structure of these key groups, including how these organizational alignments may vary based on the size or focus of the manager. Other relevant topics include changes to headcount by functional area, trends related to compensation, and how managers can work with consultant intermediaries to best position their firms for new mandates.

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. 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.


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

Institutional Marketing and Sales Professionals Reconsider Pre-Pandemic Practices

Laura Levesque, CFA

Laura Levesque, CFA


Bio →

Laura Levesque, CFA

Laura Levesque, CFA


Laura has over 15 years of institutional investment management industry experience. She is a member of the Institutional practice, where she leads research for two annual reports. Her focuses are institutional investment solutions including OCIO, and sales and services models. Her experience and knowledge of the institutional asset management space provide a directional framework to ongoing consulting projects. She also regularly contributes to The Cerulli Edge series.

Prior to joining Cerulli Associates, Laura held equity research, product, and analytics roles at Columbia Threadneedle and MFS Investment Management. She is a CFA charterholder and member of the CFA Society Boston.

Full biography here.

In-person meetings and events (89% and 63%, respectively) are important marketing channels for institutional managers. Nearly all (94%) have specialists, salespeople, and other subject matter experts speak at conferences, and another 72% sponsor these events and trade shows. However, the pandemic largely disrupted these practices—35% of asset managers report that travel bans were a significant challenge in acquiring customers in 2020.

As the industry emerges from the pandemic, managers are assessing use of both technology and in-person strategies to optimize client relationships. While institutional teams were able to pivot and adjust during the remote working environment, technology can only go so far in providing the experience of face-to-face interactions. Managers that choose to reduce the number of in-person meetings or cut down on conference attendance may be at a competitive disadvantage to those that return completely to pre-pandemic practices and should pay special attention to the efforts and needs of RFP and marketing teams.

Read more in our report, U.S. Institutional Marketing and Sales Organizations 2021: Finding the New Normal in a Post-Pandemic Environment.

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

Strategic Consulting & Custom Research

Cerulli 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.