EUROPEAN MARKETING AND SALES ORGANIZATIONS 2017 Winning Strategies for Asset Managers Overview & Methodology The fourth iteration of this report analyzes the structure of European marketing and sales teams by geography and assets under management. The report evaluates compensation trends and budgets, seeking to draw historical comparisons. Approaches to new technologies and digital communication strategies are also analyzed, as are promotional activities and the challenges of communicating increasingly complex ideas. Data included in this report is from three proprietary surveys, including requests for proposal (RFPs), sales organizations, and marketing and social media. Also, proprietary software was used to analyze in-depth more than 900 Twitter feeds of European and U.S. asset and wealth managers. Qualitative insight is gleaned from 32 face-to-face interviews with senior executives from large, well-established international asset management firms, recruitment consultancies, and advisors based in Europe. Furthermore, two established marketing consultancies in the U.K. have contributed to a special section of our report with a breadth of insights. Benefits: y Gain clarity on marketing and sales team organizations in seven European countries, the U.K., Germany, France, Switzerland, Spain, Italy, and Sweden y Understand how hiring and remuneration is evolving y Learn how to improve marketing, and digital, communication y Examine a breakdown of global asset managers RFPs by distribution channels, team structures, turnaround time, and challenges Questions Answered: y How many sales people should managers employ in each country? y What are the trends in hiring and remuneration and how should asset managers adapt? y What are managers doing right or wrong with their Twitter accounts and feeds and how are they ranked compared to their peers? SUBSCRIPTION DETAILS $19,000 PURCHASE INCLUDES y Digital copy and hardcopy in color y Online access to 4 related reports y Unlimited online firm-wide access y Exhibits in Excel y Key findings y Analyst support y Interactive Report Dashboards NEW y Executive Summary Video NEW For more information, contact us: ``info@cerulli.com ANNUAL 84 PAGES 68 EXHIBITS RESEARCH INCLUDED WITH SUBSCRIPTION y Three years of The Cerulli Report European Marketing and Sales Organizations y The Cerulli Report Global Marketing and Sales Organizations 2013: An Industry Roadmap y What are the trends in the RFP side of the business and what are the ideal team structures and practices? Cerulli Interactive Report Dashboards NEW Experience Cerulli s digital analytics platform and explore interactive data from this report We are pleased to include these interactive report dashboards with your subscription: 1. Size of European Sales Teams: Compare sales teams by size, headcount, use of product specialists, and plans to increase sales team by country. 2. Global RFP Teams Trends: Explore current request for proposal (RFP) decline, hit, and win rates by region, and explore RFP team structures. 3. Global Asset & Wealth Managers Twitter Activity: Review corporate account Twitter use of more than 50 U.S. and European asset managers. Explore the most popular tweets, the most popular accounts, and the most efficient accounts. CERULLI ASSOCIATES info@cerulli.com www.cerulli.com
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Sales Chapter 1 Exhibit 1a.09 Foreign Managers Use of Product Specialists by Country, 2017 Source: Cerulli Associates Analyst Note: Foreign managers were asked about their use of product specialists in the countries studied. 100% 80% 11% 22% 33% 22% 29% 44% 20% 17% 60% 40% 20% 0% 33% 56% 57% 70% 75% 56% 56% 33% 22% 14% 11% 10% 8% UK Germany Italy France Sweden Switzerland Spain We use local ones We leverage ones from abroad We do not use them in this country The Cerulli Report European Marketing and Sales Organizations 2017 23
Index of Exhibits Index of Exhibits Key Questions Answered... 12 1. Are European asset managers planning to increase their sales headcount?....12 2. How are the ways that managers measure the success of their sales teams changing?...13 3. What are the key elements of a roadshow that entice distributors to attend?...14 4. What progress are assets managers making with social media and who is producing their social content?............................................................................. 15 5. What are the key challenges that asset managers face when completing RFPs and what changes could make the process smoother?....16 Chapter 1: Sales... 17 Section A: Sales Organizations.... 17 Exhibit 1a.01 Foreign Managers Average Number of Salespeople in Spain, 2017...18 Exhibit 1a.02 Foreign Managers Average Number of Salespeople in Sweden, 2017...18 Exhibit 1a.03 Foreign Managers Average Number of Salespeople in Italy, 2017....19 Exhibit 1a.04 Foreign Managers Average Number of Salespeople in the UK, 2017...20 Exhibit 1a.05 Foreign Managers Average Number of salespeople in Switzerland, 2017...20 Exhibit 1a.06 Foreign Managers Average Number of Salespeople in France, 2017...21 Exhibit 1a.07 Foreign Managers Average Number of Salespeople in Germany, 2017...22 Exhibit 1a.08 Foreign Managers Plans to Increase Their Sales Headcount by Country, 2017...22 Exhibit 1a.09 Foreign Managers Use of Product Specialists by Country, 2017...23 Exhibit 1a.10 UK Independent Financial Advisors Views on Being Visited by Generalist Salespeople and Product Specialists, 2017...24 Section B: Hiring and Remuneration Trends.... 25 Exhibit 1b.01 International Asset Managers Ways of Measuring Sales Teams Success, 2017...26 Exhibit 1b.02 International Asset Manager Sales Teams Bonus Structure, 2017...27 Exhibit 1b.03 International Asset Managers Remuneration Structure for Salespeople, 2017....28 Chapter 2: Marketing.... 30 Section A: Marketing Team Structure and Communication... 30 Exhibit 2a.01 International Asset Managers Marketing Headcount by Country, 2017...31 Exhibit 2a.02 International Asset Managers Estimated Marketing Budgets, 2017...31 Exhibit 2a.03 The Activities With the Greatest Impact on International Asset Managers Marketing Budgets, 2017...33 Exhibit 2a.04 International Asset Managers Marketing Strategy Priorities Over the Next 12 Months, 2017....33 Exhibit 2a.05 International Asset Managers Thoughts Regarding Ways of Improving Their Marketing and Communication Efforts, 2017....36 Exhibit 2a.06 UK Independent Financial Advisors Views on How Asset Managers Could Improve Their Marketing Communications, 2017....37 Exhibit 2a.07 International Asset Managers Frequency of Communication With Clients, 2017...37 Exhibit 2a.08 International Asset Managers Opinions on the Usefulness of Selected Types of Marketing Information, 2017...39 The Cerulli Report European Marketing and Sales Organizations 2017 7
Index of Exhibits Exhibit 2a.09 UK Independent Financial Advisors Preferences on Information from Asset Managers, 2017...39 Exhibit 2a.10 UK Independent Financial Advisors Favorite Asset Managers in Terms of Marketing Material Provided, 2017...40 Exhibit 2a.11 International Asset Managers Opinions on What Attracts Distributors to Conferences or Roadshows, 2017...40 Exhibit 2a.12 The Factors International Asset Managers Use to Measure Marketing Campaigns, 2017...41 Exhibit 2a.13 UK Independent Financial Advisors Opinions on Which Asset Managers Have the Best Consumer-Facing Brand, 2017....41 Section B: Expert Views... 42 Chapter 3: Social Media.... 47 Section A: Social Media Communication and Measurement of Success... 47 Exhibit 3a.01 Percentage of UK Independent Financial Advisors That Follow Asset Managers on Social Media, 2017...48 Exhibit 3a.02 International Asset Managers Digital and Social Media Marketing Team Sizes, 2017...49 Exhibit 3a.03 Number of Staff International Asset Managers Employ in Big Data Analytics, 2017...49 Exhibit 3a.04 Contributors to International Asset Managers Social Media Marketing and Communication Efforts, 2017...50 Exhibit 3a.05 Factors International Asset Managers Measure When Evaluating the Success of Digital and Social Media Campaigns, 2017....50 Exhibit 3a.06 Percentage of International Asset Managers Using Social Media to Gain Insight into Client and Investor Behavior and Sentiments, 2017...51 Exhibit 3a.07 International Asset Managers Use of Social Media, 2017...52 Exhibit 3a.08 International Asset Managers Presence on Social Media by Country, 2017....53 Section B: Twitter Analysis... 54 Exhibit 3b.01 U.S. and European Asset and Wealth Managers Weekly Twitter Activity, October 2016 August 2017 YTD...54 Exhibit 3b.02 Top 15 Most Popular U.S. and European Asset and Wealth Management Twitter Accounts, September 2016 September 2017...55 Exhibit 3b.03 Top 20 Most Efficient U.S. and European Asset and Wealth Management Twitter Accounts, September 2016 September 2017...56 Exhibit 3b.04 Top 20 Most Up-and-Coming U.S. and European Asset & Wealth Management Twitter Accounts, September 2016 September 2017...57 Exhibit 3b.05 Estimated Top 20 Most Succesful Campaigns of U.S. and European Asset and Wealth Management Twitter Accounts, September 2016 September 2017...58 Exhibit 3b.06 Top 20 Most Popular Hashtags Among U.S. and European Asset and Wealth Management Twitter Accounts, September 2016 September 2017...59 Exhibit 3b.07 Top 10 Most Popular Finance-Related Tweets by U.S. and European Asset and Wealth Management Accounts, September 2016 September 2017....60 Exhibit 3b.08 U.S. and European Asset and Wealth Management Tweets by Type of Content, September 2016 September 2017ent, September 2016 September 2017...61 8 The Cerulli Report European Marketing and Sales Organizations 2017
Index of Exhibits Chapter 4: RFPs: Challenges and Opportunities.... 62 Exhibit 4.01 Percentage of Global RFPs Originating From Institutional and Retail Clients, 2017....64 Exhibit 4.02 Top Three Focus Areas for Global RFPs by Manager Size, 2017...65 Exhibit 4.03 Average Number of Questionnaires Managers Responded to in 2016 and Expect to Respond to in 2017 by Manager Size...66 Exhibit 4.04 Proportion of Standard RFPs Completed in 2016 and Degree of RFP Automation...67 Exhibit 4.05 Top Three Fund Sectors in Terms of Number of New Business RFPs Submitted in 2016....68 Exhibit 4.06 Main Channel Through Which Global Firms Learn of New Mandate Opportunities for the Following Client Types, 2017...69 Exhibit 4.07 New Business RFP Decline Rate by Region, 2016...70 Exhibit 4.08 RFP Hit Rate by Region, 2016...70 Exhibit 4.09 RFP Win Rate by Region, 2016...71 Exhibit 4.10 RFP Teams Current and Ideal Geographical Team Structure by Manager Size, 2017...72 Exhibit 4.11 RFP Team Structure Among Managers With a Global Approach, 2017....73 Exhibit 4.12 RFP Team Structure Among Managers With a Regional Approach, 2017...73 Exhibit 4.13 Global RFP Teams Current and Ideal Specialization Strategy, 2017....74 Exhibit 4.14 Personnel Reported by Global RFP Teams, 2017....75 Exhibit 4.15 Expected Variation in Global RFP Teams Personnel Over the Next 12 Months, 2017....75 Exhibit 4.16 Average Number of RFP Writers by Level of Experience and Years Employed at the Firm, 2017...76 Exhibit 4.17 Managers Views on the Difficulty of Recruiting New RFP Writers by Level of Experience, 2017....76 Exhibit 4.18 Global Firms Main Data Challenges When Completing RFPs, 2017...78 Exhibit 4.19 Number of Data Sources Global Firms Use to Complete a Typical RFP Questionnaire, 2017..78 Exhibit 4.20 Level of Asset Data Transparency Global Clients Request With RFPs, 2017...79 Exhibit 4.21 The Extent to Which Global Firms Encounter Compliance Issues When Publishing Fund Data in RFPs and Consultant Channels, 2017...80 Exhibit 4.22 Current RFP Team Responsibility for Specific Tasks, 2017....81 Exhibit 4.23 RFP Team Responsibility for the Following Tasks Over the Next 12 to 24 Months, 2017...81 Exhibit 4.24 Number of Consultant and Other Third-Party Databases Updated by RFP Teams, 2017....82 Exhibit 4.25 Average Number of Individual Investment Fund Strategies RFP Teams Update on the Mercer GIMD and evestment Databases, 2017...82 Exhibit 4.26 Proportion of Requested Data RFP Teams Update With Mercer GIMD or evestment Databases, 2017....83 Company Index... 84 The Cerulli Report European Marketing and Sales Organizations 2017 9
Company Index Company Index Aberdeen Asset Management...25 AllianceBernstein...32 Amundi...25 Aviva...38 AXA Investment Managers...43 Deutsche Bank...32 Door...77 evestment... 77, 80 Fidelity...38 Generali...23 Global Fund Search...63 Henderson Global Investors...25 Invesco... 36, 38 Janus Capital...25 Jupiter...38 Legg Mason...43 Mercer...80 Peregrine Communications... 42, 44, 51 Pioneer Investments...25 Prudential/M&G...38 Schroders... 36, 43 Standard Life...25 White Marble Marketing... 45, 46 84 The Cerulli Report European Marketing and Sales Organizations 2017