Ideas...for helping investment managers win and retain assets
Ideas...for helping investment managers win and retain assets
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Marketing to Consultants: Three Screens to Pass
November 2010

Marketing to consultants can be a confusing task for institutional investment managers. Answers to even basic questions such as "what are consultants looking for?", "what products should we emphasize?", and "how do we navigate the process?" are not always obvious.

We have found that successfully marketing to consultants boils down to passing three screens. Organizing your thinking around these three screens, which are profiled below, gives you a simple roadmap to follow for your consultant marketing program.

Organization 101 Screen

Consultants (and fund sponsors) increasingly view an investment manager's ability to deliver at the product level to be a function of organizational-level issues. Consultants' interest in organizational-level issues stems from their recognition that the "C's" (culture, compensation, character, etc.) are as important as the "P's" (philosophy, process, performance, etc.)

Passing the Organization 101 Screen requires convincing consultants that:

  • Your organization is sufficiently focused on and committed to institutional investment management versus other business lines
  • Your organization has sufficient autonomy and self direction in the areas of long-range business planning, budgetary control, and resource development
  • Your organization is capable of attracting, motivating, and retaining quality investment professionals

To better understand your ability to pass the Organization 101 Screen, ask yourself the following questions:

  • Do we know how consultants view our organization and their perception of our firm's strengths and weaknesses?
  • Are we doing the right things to build a positive marketplace perception of our firm?
  • Have changes taken place at our firm that raise organizational questions? If so, how have we responded?
  • Are we clearly conveying the appealing aspects of our compensation program?

Product 101 Screen

The Product 101 Screen covers the basic product-level prerequisites to compete. These prerequisites tend to be quantifiable and include:

  • Clear affiliation with a role/style that has demand
  • Marketable performance record
  • Critical mass of clients and assets under management
  • Staff stability/continuity

To better understand your ability to pass the Product 101 Screen, ask yourself the following questions:

  • Do we know what the basic prerequisites are for our products to be competitive?
  • Are we wasting valuable time and energy promoting products that have not attained basic prerequisites to compete?
  • Are the products that we are emphasizing the right ones?
  • Should we be focusing our product line more than we are?

Product 102 Screen

The Product 102 Screen covers conceptual elements. Conceptual elements tend to be qualitative and center on:

  • Investment philosophy
  • Investment process
  • Risk issues
  • Quality/impression of the investment staff

To better understand your ability to pass the Product 102 Screen, ask yourself the following questions:

  • Are we explaining our investment approach in an understandable and memorable manner?
  • Are we conveying a unique investment "edge" that we can repeatedly exploit?
  • Can we get people to say "that's the way we want our money managed"?

Eager, Davis & Holmes can help you improve your ability to pass the Organization 101, Product 101, and Product 102 Screens. If you have questions or issues that you would like to discuss with us, we would be glad to conference with you.

Find Out What Consultants Think About Your Firm

Engage Eager, Davis & Holmes to conduct a Consultant Survey for your firm. You'll get feedback directly from the consultants you are targeting on how they view your firm, your products, and your consultant marketing effort. Areas of focus typically include:

  • The strengths/weaknesses of your firm
  • Products consultants would include/not include in a "finals" and why
  • The effectiveness of your consultant marketing program
  • Ideas consultants have for improving the working relationship

Our Consultant Survey's produce the most helpful feedback possible. First, we get feedback from your custom list of targeted consultants - not a general group of consultants who may not know your firm. Second, participating consultants provide feedback on your firm exclusively - not dozens of managers at the same time. This allows participating consultants to give detailed, thoughtful responses.

Join Our Mailing List
Name*:
Title:
Organization*:
Email*:
Phone*:
  *required field
Marketing to Consultants: Three Screens to Pass
November 2010

Marketing to consultants can be a confusing task for institutional investment managers. Answers to even basic questions such as "what are consultants looking for?", "what products should we emphasize?", and "how do we navigate the process?" are not always obvious.

We have found that successfully marketing to consultants boils down to passing three screens. Organizing your thinking around these three screens, which are profiled below, gives you a simple roadmap to follow for your consultant marketing program.

Organization 101 Screen

Consultants (and fund sponsors) increasingly view an investment manager's ability to deliver at the product level to be a function of organizational-level issues. Consultants' interest in organizational-level issues stems from their recognition that the "C's" (culture, compensation, character, etc.) are as important as the "P's" (philosophy, process, performance, etc.)

Passing the Organization 101 Screen requires convincing consultants that:

  • Your organization is sufficiently focused on and committed to institutional investment management versus other business lines
  • Your organization has sufficient autonomy and self direction in the areas of long-range business planning, budgetary control, and resource development
  • Your organization is capable of attracting, motivating, and retaining quality investment professionals

To better understand your ability to pass the Organization 101 Screen, ask yourself the following questions:

  • Do we know how consultants view our organization and their perception of our firm's strengths and weaknesses?
  • Are we doing the right things to build a positive marketplace perception of our firm?
  • Have changes taken place at our firm that raise organizational questions? If so, how have we responded?
  • Are we clearly conveying the appealing aspects of our compensation program?

Product 101 Screen

The Product 101 Screen covers the basic product-level prerequisites to compete. These prerequisites tend to be quantifiable and include:

  • Clear affiliation with a role/style that has demand
  • Marketable performance record
  • Critical mass of clients and assets under management
  • Staff stability/continuity

To better understand your ability to pass the Product 101 Screen, ask yourself the following questions:

  • Do we know what the basic prerequisites are for our products to be competitive?
  • Are we wasting valuable time and energy promoting products that have not attained basic prerequisites to compete?
  • Are the products that we are emphasizing the right ones?
  • Should we be focusing our product line more than we are?

Product 102 Screen

The Product 102 Screen covers conceptual elements. Conceptual elements tend to be qualitative and center on:

  • Investment philosophy
  • Investment process
  • Risk issues
  • Quality/impression of the investment staff

To better understand your ability to pass the Product 102 Screen, ask yourself the following questions:

  • Are we explaining our investment approach in an understandable and memorable manner?
  • Are we conveying a unique investment "edge" that we can repeatedly exploit?
  • Can we get people to say "that's the way we want our money managed"?

Eager, Davis & Holmes can help you improve your ability to pass the Organization 101, Product 101, and Product 102 Screens. If you have questions or issues that you would like to discuss with us, we would be glad to conference with you.

Find Out What Consultants Think About Your Firm

Engage Eager, Davis & Holmes to conduct a Consultant Survey for your firm. You'll get feedback directly from the consultants you are targeting on how they view your firm, your products, and your consultant marketing effort. Areas of focus typically include:

  • The strengths/weaknesses of your firm
  • Products consultants would include/not include in a "finals" and why
  • The effectiveness of your consultant marketing program
  • Ideas consultants have for improving the working relationship

Our Consultant Survey's produce the most helpful feedback possible. First, we get feedback from your custom list of targeted consultants - not a general group of consultants who may not know your firm. Second, participating consultants provide feedback on your firm exclusively - not dozens of managers at the same time. This allows participating consultants to give detailed, thoughtful responses.

Join Our Mailing List
Name*:
Title:
Organization*:
Email*:
Phone*:
  *required field