Report

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

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US marketing and sales Detail

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Mason Gillespie

Mason Gillespie

Senior Account Manager

Summary

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.

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A Note from the Author

Institutional Marketing and Sales Professionals Reconsider Pre-Pandemic Practices

Laura Levesque, CFA

Laura Levesque, CFA

Associate Director

Bio →

Laura Levesque, CFA

Laura Levesque, CFA

Associate Director

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.

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