Sun, Sep 19, 2021
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
Industry Updates

Cerulli: Demand for institutional asset management distribution set to return to pre-pandemic levels

Friday, July 23, 2021
Opalesque Industry Update - As institutional asset managers create their "new normal," in-person interaction and head count for specialist sales roles are expected to increase, according to Cerulli's latest report, U.S. Institutional Marketing and Sales Organizations 2021: Finding the New Normal in a Post-Pandemic Environment.

COVID-19 has been particularly impactful on institutional sales teams-35% of asset managers report that travel bans due to COVID-19 were a significant challenge in client acquisitions in 2020. "Travel is key to the institutional sales and marketing process. Prospecting and marketing programs would need to be overhauled significantly should travel not return and virtual meetings be the future of institutional sales," according to Laura Levesque, associate director.

In-person meetings (89%) and events (63%) are important marketing channels for institutional managers. Nearly all (94%) have specialists, salespeople, and other subject matter experts speak at conferences, and another 72% of firms polled sponsor these events and trade shows. For asset management firms that choose to reduce in-person appearances, careful thought should go into any changes that need to be made to marketing programs, especially those dependent on content distribution. "While content distribution didn't have an effect on asset managers during times of travel restriction, those that choose to participate less going forward may be at a competitive disadvantage to those that return completely to pre-pandemic practices," adds Levesque.

In addition to assessing in-person meetings and events, distribution teams will need to evaluate staffing requirements. According to the research, 47% of firms expect to increase their overall headcount, citing increased demand from clients and prospects. Distribution executives with specializations in environmental, social, and governance (ESG) strategies or outsourced chief investment officer (OCIO) providers will be sought after.

As the industry emerges from the pandemic, managers will need to deploy both technology and resources that optimize client relationships. "While institutional teams were able to quickly pivot and adjust to the remote working environment, technology can only go so far in providing the experience of face-to-face interactions," adds Levesque. "For those that choose to reduce the number of in-person meetings or cut down on conference attendance, it would be wise to pay special attention to the efforts and needs of RFP and marketing teams," she concludes.

What do you think?

   Use "anonymous" as my name    |   Alert me via email on new comments   |   
Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing


  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. SPACs: The fall of the SPAC market has digital media companies in disagreement about best path forward, Cannae Holdings: SPAC bloodbath provides a good entry point, British car startup Cazoo raises $1bn from SPAC merger, Europe's incoming SPAC boom will create a demand for talent[more]

    The fall of the SPAC market has digital media companies in disagreement about best path forward From CNBC: The digital media industry has reached a strategic crossroads. Earlier this year, special purpose acquisition vehicles (SPACs) appeared to be the long-awaited savior of digital me

  2. Property: Real estate's new moneymaker is not design-driven, it's alternative, Two Sigma building quant tools to hunt real estate bargains[more]

    Real estate's new moneymaker is not design-driven, it's alternative From Forbes: There has been a recent shift of attention in the real estate market as to the types of investments which make the strongest returns. In the past, it's always been a combination of good design, prim

  3. PE/VC: Private equity GPs, LPs alike working on diversity and inclusion, Chinese regulator vows to crack down on private equity, venture capital funds, The VC playbook for portfolio companies: learning from the Covid-19 crisis[more]

    Private equity GPs, LPs alike working on diversity and inclusion From Private equity general partners and limited partners are doing more to increase diversity in private markets, according to a report released Tuesday by the Institutional Limited Partners Association.

  4. PE/VC: Private equity continues to lead fund closings, Venture capital firms are fighting to throw money at cleantech[more]

    Private equity continues to lead fund closings From Among private fund closings, private equity funds have led the pack starting in 2011, based on data collected by Pensions & Investments. During those years, private equity's share has ranged from 56% to 72% of the total

  5. PE/VC: Climate tech is hot, but VCs can't forget about water, Five top trusts to tap into the private equity boom[more]

    Climate tech is hot, but VCs can't forget about water From Crunch Base: "It is unequivocal that human influence has warmed the atmosphere, oceans, and land." These fiery words come from the latest landmark U.N. report detailing intensifying, universal climate change impacts. They cover