Best Practice Report

Introducing The Advisor Channel Operating Model For Asset Management

January 25th, 2018

Summary

Evolving advisor engagement preferences are forcing asset managers to reevaluate roles, responsibilities, and strategy to target the advisor channel. Marketing organizations are increasingly being tasked with the traditional wholesaler responsibilities of driving advisor demand and engagement. The Advisor Channel Operating Model defines the essential roles, processes, and activities required to transform the advisor channel go-to-market process.

Margin compression, changes in financial advisor preferences, and threats from new technology-enabled entrants to the asset management industry are causing a declining reliance on wholesalers to drive advisor engagement. This shift has created new requirements for marketing organizations, whose responsibilities now include leading demand creation programs supporting upsell efforts, and driving engagement with advisors and investors. In this report, we present the five components of a go-to-market process model for asset managers that outlines the roles, responsibilities, processes, and activities required to drive demand and engagement in the advisor channel.

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