Synthesis, The Growth Strategy Group and Sondhelm Partners have conducted a research study to learn how investment management companies are architecting their Martech stacks. Our goal was to learn:
Which marketing technologies make up the investment managers' MarTech stack – CRM, Website CMS, Sales Enablement, Marketing Automation, Content Automation, etc?
How well is the Martech stack integrated?
Who drives the decisions about marketing technology purchases?
How will the stack evolve over the next 2 years?
A few notable findings:
CRMs are the most common type of technology in the stack, used by 94% of the asset managers we surveyed. The least common was investment database automation at 6%.
Stack maturity is largely driven by firm size - our report shows that boutiques still lag behind in certain areas such as sales enablement, social media engagement, and content automation.
Respondents reported that changes to the stack over the next two years will be mostly driven by the need to make operational efficiency improvements.
Overall, we found that the Martech stacks at asset management firms are not very well integrated. In fact, 41% of respondents reported their Martech stack is "not very well-integrated".
