Find the Right Data Path: A Guide for Emerging Asset Managers 

Leverage Your Data for Improved Asset-Raising 

As emerging asset managers compete with their peers and larger counterparts, data can offer a competitive advantage. There are a growing number of data sources and technologies available to help you gain and retain the right clients, but where do you start? This guide will put you on the right path to make your data actionable and valuable to your firm’s sales and marketing efforts. 

Communicate With the Right People 

Targeted communication is far more effective than blast emails. Communicate your firm’s points of differentiation to the people that will most benefit from working with you.  Firm and contact profile data is important because it helps you zero in on the right people, from National Accounts at Wirehouses to Research Directors at large RIAs. Where you already have producing advisors, knowing the other members of their advisor teams helps connect with key individuals and build relationships. Solid sales reporting, data management, and lead source integration can get you to that doorstep. 

Measure, Gain, Retain, and Segment your Business with Accurate Sales Reporting 

As business flows in, sales reporting helps multiple roles and areas of your business. You can understand who’s doing business with you, manage territories and compensation, target customer segments, and more. If you don’t already have sales reporting in place, starting there will have an immediate impact on your asset raising and retention. When you’re ready to take it to the next level, consider investing in additional data (e.g., advisor teams, market share, buyer intent), establish a data foundation, and integrate it with your downstream systems. 

Assess Your Expertise 

Assess your firm’s expertise and figure out where and how to augment it to execute the steps above. Most emerging asset managers don’t have dedicated staff with specialties like CRM Administration, Data Feed Specialist, Business Analyst, and Marketing Automation Specialist. If this resonates with you, think about whether you want to train existing staff, hire new team members, or outsource functions to third parties in order to gain insights that are waiting to be harvested from your data. Synfinii can guide you there with our internal resources and references to quality solutions from other sources.