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In a complex universe of more than 300,000 advisors, asset managers using traditional A-B-C segmentation based on advisor transactions and AUM with the firm constrain their firm’s sales and marketing strategy to the advisors their wholesalers cover – and put firms at risk for making business decisions extrapolated from biased, limited information.
Our Advisor Segmentation: A Unified Approach research outlines a more comprehensive, flexible advisor segmentation approach that ties together the ways asset management firms should layer internal and third-party sales, behavioral, demographics, and portfolio data into their current segmentation approach to enrich their strategic sales, marketing, and product decision-making.
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Primary Audience: Business Analytics Managers, Heads of Distribution, CMOs, Marketing Managers, National Sales Managers
This report builds on previous research and surveys, and includes interviews with senior industry executives.
categories: advisor segmentation, national sales manager, sales and marketing alignment, distribution strategy
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