Beyond the Collateral: Study Detail
SwanDog Strategic Marketing and Financial Research Corporation (FRC) in September 2007 partnered to produce one of the most comprehensive examinations of marketing ever undertaken in the intermediary-distributed financial space. In addition to exploring the current state of marketing and the prospects for its future, Beyond The Collateral: Unlocking Marketing’s Strategic Potential for Competitive Advantage offers preliminary benchmarking of marketing compensation, budgets and organization structures.
CONTENTS
Chapter One: FACING THE MARKETING CHALLENGES OF TODAY
I. Recognizing the Issues
II. Evaluating the Marketing Brain
III. Limited Marketing Effectiveness
Chapter Two: CULTIVATING MARKETING’S RIGHT TO LEAD
I. Importance of Marketing in a Maturing Industry
II. Steps to the Enlightened Marketing Organization
III. Earning a Leadership Role
Chapter Three: REDESIGNING THE MARKETING ORGANIZATION
I. Develop a Firm Knowledge Center Inside Marketing
II. Insist that Product Functions Reside in Marketing
III. Reorient Marketing by Client vs. Product, Packaging or Channel
IV. Consolidate Retail & Institutional Marketing
V. Use Value-Added Programs to Further Brand
Chapter Four: REORIENTING THE MARKETING TEAM
I. Talent Assessment
II. Recruitment
III. Headcount & Compensation
IV. Training & Field Exposure
Chapter Five: TYING MARKETING BUDGETS TO ASSETS
I. Current Marketing Budgets
II. Rethinking How Marketing is Funded
III. Pegging Marketing Spending to AUM
Chapter Six: MOVING FROM ONE-SIDED TO COMPREHENSIVE MARKETING
I. Creating an ALL-IN™ Model
II. Implications by Firm Size
III. Obstacles to Success
IV. Benefits Across the Firm
EXHIBITS
Exhibit 1-1: Most-Critical Business Challenges
Exhibit 1-2: Most-Critical Business Challenges of Marketers vs. Non-Marketers
Exhibit 1-3: Agreement with Statements About Marketing Effectiveness
Exhibit 1-4: Presence of CMO or Marketing Director by Firm Size
Exhibit 1-5: Representation of CMO or Head of Marketing on Executive Committee by Firm Size Exhibit 1-6: Sales & Marketing Responsibility for Client-Related Functions
Exhibit 1-7: Non-Compensation Marketing Budgets by Firm Size
Exhibit 1-8: Two Sides of the Marketing Brain
Exhibit 1-9: Functions Included in Marketing Organizations by Firm Size
Exhibit 1-10: Typical Centralized Marketing Department Structure
Exhibit 1-11: Typical Centralized Marketing Department Structure with Product Management Responsibilities
Exhibit 1-12: Typical De-Centralized Marketing Department Structure
Exhibit 1-13: Sources of Marketing Talent by Firm Size
Exhibit 1-14: Marketing Effectiveness Ratings by Firm Size
Exhibit 1-15: Marketing Effectiveness Ratings by Role
Exhibit 2-1: Industry Assets are Highly Concentrated and Nearly Half of Firms are in Net Redemptions
Exhibit 2-2: CMO Reporting Structure by Firm Size
Exhibit 2-3: Director of Marketing Reporting Structure by Firm Size
Exhibit 2-4: Incidence of Written Business Plans
Exhibit 2-5: Marketing Plans Tied to Other Business Unit Plans
Exhibit 2-6: Distribution of Written Marketing Plan
Exhibit 3-1: Five Bold Steps to Jump Start a Marketing Investment
Exhibit 3-2: Roles of Marketing Intelligence
Exhibit 3-3: Few Firms House Product Functions Within Marketing
Exhibit 3-4: Product-Focused Marketing and Sales Structure
Exhibit 3-5: Distribution-Focused Marketing and Sales Structure
Exhibit 3-6: Top-Scoring Firms on Wholesaler Effectiveness
Exhibit 3-7: Importance Ratings of Factors Granting Wholesaler Access
Exhibit 4-1: Current List of MBA Course Offerings at Northwestern University’s Kellogg School of Management
Exhibit 4-2: Marketing Department Headcount by Firm Size
Exhibit 4-3: What Do Marketers Make?
Exhibit 4-4: Firms with Active Sales & Marketing Training
Exhibit 4-5: Sales Managers Encourage Time in the Field, but Few Marketers Have Regular Field Exposure
Exhibit 5-1: Marketing Budgets by Firm Size
Exhibit 5-2: Percentage of Marketing Budget Spent on Literature Fulfillment by Firm Size Exhibit 5-3: Connecting Marketing Budgets to AUM
Exhibit 5-4: Recommended Spending vs. Current Spending Averages by Firm Size
Exhibit 6-1: Marketing’s Impact Over the Next Five Years
Exhibit 6-2: The ALL-IN™ Marketing Model
Exhibit 6-3: Perceptions of Emerging Media’s Impact on Brand
Exhibit 6-4: Current Use of Emerging Media by Firm Size
To Buy the Study
The cost of the SwanDog/FRC study is $12,500. To buy the study, send an email with your name and telephone number to info@swandogmarketing.com. We will call you to complete the purchase.
