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Using a CDO to Get S & M on the Same Page

by Lee

A common challenge that our clients face is a lack of alignment between their various distribution functions (particularly Sales and Marketing). This misalignment leads to poor lead management, improper client targeting, and ineffective utilization of marketing materials, amongst other problems.

One major reason for this misalignment is the lack of dedicated senior leadership to drive distribution efforts across Sales and Marketing. While asset managers now have a CIO to oversee investment-related activities and a CCO to oversee all compliance-related activities, barely any asset management firms have a Chief Distribution Officer that centralizes Sales and Marketing (along with other functions, such as National Accounts).

Recognizing this opportunity, we have begun work on a whitepaper entitled "Wanted: Chief Distribution Officer." In this whitepaper, we are identifying the steps that are required to bridge the organizational gaps that exist today. In addition to the potential value of a CDO, we are looking at further organizational recommendations and the impact that compensation can have on alignment.

As part of our efforts to quantify theses issues and identify best practices, we are eager to speak with firms that have had success at aligning their distribution organization as well as those firms that are facing these challenges today. If you are interested in speaking with us, please leave a comment below or send me an e-mail.