The easiest metrics to measure are not always the most meaningful

When evaluating asset management marketing programs, indicators such as response / registration rate, open / click-through rate may be among the metrics you look for.

In an example of a narrower view, search marketing providers are measuring clicks, page visitation and navigation, length of visit, and the value of a “lead” based on what you paid for it.

Metrics are useful when they’re used for the tasks they’re best suited for, such as:

  • Testing which message/content combinations are working best,
  • Reviewing the types of content that prospects find most appealing,
  • Understanding where a prospect started in buyer journey and how they progressed through each stage to become a new advisor client (organic search, PPC, display ads, site sponsorship, social media, etc.)

These data are important but meaningless in the context of stand-alone metrics, without additional context for what happens next. They are irrelevant if you’re not engaging your ideal accounts or prospective buyers. You may consider them as leading indicators.

How do you re-think metrics, differentiate the best metrics that matter?

Differentiating between individual metrics and the KPIs that Matter.

Consider a revenue-first approach to re-think the metrics that matter, that is, metrics that are predictors of qualified account or sales opportunities and ultimately revenue delivered.

  • Start by defining KPIs or Key Performance indicators, that is, measurable values that show the progress of your business goals for your Asset Management Marketing and Sales
  • Gain a clear understanding of the importance of the KPIs, their hierarchy and how to align efforts to maximize performance in each.

advisor engagement metricsSee illustrative metrics, listed hierarchically from most important to least important

  1. Key Performance Indicators (KPIs)
  2. Supporting Metrics
  3. Supporting Metrics


Sales Activity Attributable to Marketing.

One of the key challenges is calculating sales activity attributable to marketing.  The Supporting Metrics, e.g., cost-per-sale, cost-per-qualified-lead are often much easier to track and report on than the core KPIs – e.g., sales activity attributable to marketing.

While new software tools are helping to bridge the gap, there’s still a bit of “black magic” to the matter. Let’s consider a this scenario for sales attributable to marketing:

You’ve targeted a prospect through multiple media. What activity do you “credit” for the inquiry if they’ve responded to a direct message via LinkedIn or an e-mail campaign, enter a landing page through paid search, or click on a link in social media—? After all, it may have been the display ad or landing page that did the bulk of the selling, even if the response/registration initialy came through via e-mail. Last click attribution can be quite misleading at times. This suggests the need to measure return-on-marketing spend by (i) individual activity AND (iI) in the aggregate.

In the end, attribution will be an important thing to solve for in establishing a revenue first hierarchy predictors of qualified account or sales opportunities and ultimately revenue delivered.

Download a copy of the Buyer Engagement eBook: “Exposed: The False Promises of Revenue Marketing”

Do you have the right foundation for advisor engagement?

We break down the resources and systems that asset management firms need for effective advisor engagement into four categories: 

  1. Brand: Do our firm’s brand positioning, visual communications and branded channels provide a communications platform for advisor engagement?
  2. People: Are our organization and talent prepared to effectively engage advisors across the end-to-end advisor lifecycle?
  3. Processes: Are we executing a closed-loop process to engage advisors across the end-to-end advisor lifecycle?
  4. Technology: Does our solution include the right “stack” of revenue technologies including digital channels, marketing automation, salesforce automation, data management and business intelligence/analytics?

These four resource categories make up what we call a “revenue system”. They form the foundation for advisor engagement and sustainable revenue execution. These resources need to be in place at a sufficient level of maturity to enable revenue teams to attract, nurture, deepen and expand advisor relationships and convert asset management sales.  Yet few asset management firms have the right mix of capabilities across these categories. Brand channels and communications, messaging and voice are often not competitively distinguished and consistently communicated. The organization and talent approach is often siloed, creating disjointed advisor engagement for self-directed advisors and revenue processes are not “closed-loop” where marketing activities and programs are tracked through sales, informing what’s working and how to re-shape program tactics. Finally, technology systems are often not fully integrated, thereby resulting in poor data quality and less-than-ideal automation effectiveness.

Today’s advisor lifecycle experience is fluid and self-directed. Messages and experiences must be consistently delivered across marketing and sales. Leaders recognize that marketing and sales teams come together to manage non-linear advisor journeys. So, what are the resources required for an effective revenue system?

We break down resources into a checklist of four systems categories for world-class advisor engagement.



Pervasive experiences, impressions and visual communications that reinforce a differentiated position.

  • Consistent brand identity and visual communications, including logo design, tone and imagery colors embodied in a consistent brand standard
  • Brand enablement of 3rd party distribution and direct channels including digital and direct.
  • The digital presence across web and social media – with consistent copy, content and visual identity


Organization and talent that bring a holistic understanding of the integrated front office and teamwork.

  • Revenue-first organization that puts advisor experience first
  • Collaborative culture
  • Innovation focus
  • Technology and digital savvy
  • Recruiting and talent development
  • Metrics and incentives to reinforce the right behaviors


A continuous closed-loop process that eliminates “marketing” and “sales”  language in favor of a revenue-focused approach and process.

  • A closed-loop process that recognizes the continuous and non-linear engagement of today’s financial advisors, teams and influencer communities
  • Embracing the concepts of equitable exchange and permission marketing to deliver value in exchange for value
  • Orchestration of advisor engagement strategies for high profile/high value accounts
  • Closed-loop tracking and intelligence about what is working and not working across the lifecycle engagement model
  • Enabling content and resources that support real time aadvisor engagement and that addresses true persona needs and pain points.



Marketing and technology stack that includes applications for marketing, sales and data management.

  • Channel Platforms (web, social advertising, PR)
  • Marketing Automation & Tools
  • Sales Force Automation
  • Data Management
  • Business Intelligence Analytics


Download a copy of the Buyer Engagement eBook: “Exposed: The False Promises of Revenue Marketing”