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Rating:Asset Managers Turn to Marketers for Help Not Rated 4.0 Email Routing List Email & Route  Print Print
Monday, February 06, 2012

Asset Managers Turn to Marketers for Help

Reported by Hung Tran

What positions are retail asset management markets looking to hire in the current year? According to a new Cerulli Associates report, 75 percent of firms expect to increase marketing personnel dedicated to technology and value-add marketing programs.

"Demand from distributors for educational assistance with their advisors, and managers' desire to gain access to advisors and competitively differentiate their firm are just two of the reasons value-add programs are perceived to be so important by asset managers," stated Pamela DeBolt, senior analyst in Cerulli's asset management practice.

Cerulli reports that many organizations are moving toward a structure that places marketing and sales at the same level, working together to accomplish goals. This is a departure from the days of marketing supporting sales without any voice in contributing to the overall plan.

"Of course, the marketing function is designed to support sales efforts, but now the two groups work in partnership in setting strategy and executing the plan via various means such as collateral, websites, email, social media, and lead generation," stated Alec Papazian, senior analyst. 

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