Quantcast
The MFWire
Manage Email Alerts | Sponsorships | About MFWire | Who We Are

Subscribe to MFWire.com's News Alerts [click]

Rating:Fund Marketing Teams Grow, Even as Budgets Shrink Not Rated 5.0 Email Routing List Email & Route  Print Print
Wednesday, February 13, 2019

Fund Marketing Teams Grow, Even as Budgets Shrink

Reported by Neil Anderson, Managing Editor

Fundsters' marketing teams grew last year, even as their marketing budgets shrank.

Patrick Newcomb
Fuse Research Network
Director of Benchmark Research
The average fund firm marketing department had 36 full time employees in 2018, up from 31 in 2017, according to the findings in Fuse Research Network's BenchMark Series report on Marketing 2018: Optimizing Marketing Strategies, released at the end of last year.

"Firms staffed up across the board," Pat Newcomb, director of BenchMark research at Fuse, tells MFWire. "The trend overall, over the past few years, has been an upward trend."

Indeed, average marketing department size went up in all three tiers tracked by the Fuse team. Tier 3 firms (less than $25 billion in AUM) saw their marketing departments grow by one employee on average to ten last year. Tier 2 firms ($25 billion to $100 billion in AUM) saw marketing teams rise by two people to 26. And Tier 1 firms ($100 billion and up) saw their average marketing headcount rise by three to 66.

"You have firms placing a lot more focus on marketing and having marketing be much more in tune with the sales organization as well, really partnering with sales," Newcomb says. "They're also realizing the importance of having a marketing group that can cultivate sales leads through customized emails to advisors, webinars, marketing pieces, and value add programs."

Yet even as the average marketing team grew in 2018, their budget shrank, on average. The average firm's marketing budget (excluding compensation and overhead) fell to $7.8 million in 2018: $12.9 million for tier 1 firms, $5.4 million for tier 2 firms, and $2.0 million for tier 3 firms. 

Stay ahead of the news ... Sign up for our email alerts now
CLICK HERE

5.0
 Do You Recommend This Story?



GO TO: MFWire
Return to Top
 News Archives
2022: Q2Q1
2021: Q4Q3Q2Q1
2020: Q4Q3Q2Q1
2019: Q4Q3Q2Q1
2018: Q4Q3Q2Q1
2017: Q4Q3Q2Q1
2016: Q4Q3Q2Q1
2015: Q4Q3Q2Q1
2014: Q4Q3Q2Q1
2013: Q4Q3Q2Q1
2012: Q4Q3Q2Q1
2011: Q4Q3Q2Q1
2010: Q4Q3Q2Q1
2009: Q4Q3Q2Q1
2008: Q4Q3Q2Q1
2007: Q4Q3Q2Q1
2006: Q4Q3Q2Q1
2005: Q4Q3Q2Q1
2004: Q4Q3Q2Q1
2003: Q4Q3Q2Q1
2002: Q4Q3Q2Q1
 Subscribe via RSS:
Raw XML
Add to My Yahoo!
follow us in feedly


  1. 2022 ICI Leadership Summit, May 25-26
  2. ALFI Roadshow to New York, May 25
  3. 2022 IDC Fund Directors Workshop, May 26
  4. Irish Funds Annual Global Funds Conference 2022, May 30-31
  5. WealthManagement Edge, May 31 - June 3
  6. MFDF 2022 Fund Governance and Regulatory Insights Conference, Jun 8-9
  7. 28th annual Expect Miracles East Coast Classic, June 9
  8. 2022 Sohn Investment Conference, June 9
  9. IDC webinar - Cybersecurity for Fund Boards: The Current Landscape, June 9
  10. MMI webinar - Driving Business Value with Artificial Intelligence & Data, June 15
  11. MFDF webinar - Key Takeaways From Morningstar's 2021 Annual Fund Fee Study, June 16
  12. MFDF Director Discussion Series - Open Forum (Chicago), June 21
  13. 2022 MMI Emerging Asset Managers Forum, June 23
  14. MFDF In Focus: Capitol Hill, A Conversation with Congressman Bryan Steil, June 28
  15. Financial Planning INVEST, Jun 28-29
  16. MFDF webinar - Differentiating Mutual-Fund-to-ETF Conversions, July 19
  17. MFDF Director Discussion Series - Open Forum (New York), July 20
  18. 2022 MMI Distribution Leadership Forum, Jul 20-21
  19. MFDF webinar - Fund Boards' Oversight of Investment Performance, July 28
  20. MFDF webinar - Performance, Perception and Manager Selection, September 14
  21. 2022 ICI Tax and Accounting Conference, Sep 18-21
  22. 5th annual Expect Miracles Atlantic Coast Classic, October 3
  23. Nicsa Fearless Leadership Symposium, Oct 6-7
  24. 2022 MMI Annual Conference, Oct 19-21
  25. 2022 IDC Fund Directors Conference, Oct 24-26
  26. 18th annual Expect Miracles Wine & Spirits Event, October 27




©All rights reserved to InvestmentWires, Inc. 1997-2022
14 Wall Street | 20th Floor | New York, NY 10005 | P: 212-331-8968 | F: 212-331-8998
Privacy Policy :: Terms of Use