Research Study Aligning Sales and Marketing to Win Customers

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When sales and marketing are aligned—and ultimately, truly integrated—these two disparate teams become a single, cohesive force that drives stronger asset growth and delivers a consistent, loyalty-inducing experience for advisors and investors. But as DST's latest research shows, only 24% of surveyed asset managers have achieved enough alignment to work as partners toward the firm’s goals.

Distribution Solutions Align Sales Marketing Win Customers illustration 

Instead of working together to grow assets under management, disconnects and friction between sales and marketing abound at asset managers today. Yet, third-party research shows organizations with highly aligned sales and marketing achieve significantly higher revenue growth, sales win rates, and customer retention rates.

Our latest research, Aligning Sales & Marketing to Win Customers, examines the critical issues impeding the alignment of sales and marketing teams. More importantly, More importantly, this report provides actionable recommendations to forge greater alignment, including:

  • Using our 4 Degrees of Integration model to map the path to becoming a more revenue-driven, customer-centric sales and marketing unit.
  • Learning best practices across seven key areas.
  • Utilize our Checklist of Recommendations to identify and fix the alignment gaps within your teams.

Purchasers of this report also receive a personalized DST Distribution Solution analyst presentation. Gain insight and solutions to increase alignment and focus your teams on growing assets under management. Purchase the report today.

Primary Audience: Heads of Marketing, Distribution, Sales, e-Business, Digital Strategy, Analytics, and Brand Management


DST surveyed 42 marketing and distribution executives at asset management firms, conducted interviews with selected executives, and performed secondary research.

Table of Contents

  • Recommendations Checklist
  • Executive Summary
  • The Significance of Alignment
  • Asset Manager Alignment
  • Creating a More Profitable, Productive and Customer-Centric Relationship
  • Get Started
  • Methodology

List of Exhibits

  • Who Is Measured On Revenue Growth?
  • A Snapshot of Manager Alignment
  • Sales and Marketing Input
  • Shared Goals For Sales And Marketing
  • Aligning Performance To Results
  • Shifting Marketing Metrics Improves Outcomes
  • High Contributors
  • How Sales And Marketing Plan
  • The Advisor's Buying Journey
  • Align Sales Conversations With A Messaging Command Center
  • Do Sales And Marketing Meet At Least Weekly?
  • Inadequate CRM
  • Access To Real-time Customer Information In A Single Place
  • Marketing’s Most Important Activities
  • Importance Of Marketing Input On Key Account Strategy
  • SLAs and Lead Management
  • Where Sales And Marketing Report
  • Next Steps To Advance Alignment
Report Details
  • 55 pages
  • Released 6/8/2016
  • Author: Tracy Needham

categories: sales and marketing alignment, national sales manager, c-suite

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