WHEN ALL DETAILS MATTER
While focus and scale contribute mightily to the potential of boutique firms, they are also often the most common impediments to effective sales and marketing.
Databases require quarterly or monthly maintenance. RFP responses must be timely, thoughtful, accurate and consistent with sales materials and reported results. Every point of contact should serve to differentiate the firm positively from competitors. Representation of the firm to clients, consultants, advisors and others must be professional, confident and strategically driven.
In this environment, the allowable margin of error is low, costs can be significant and management of an in-house sales and marketing mission can be consuming. This drain is especially high for company executives whose primary role is portfolio management, strategy or investment leadership.
An effective, comprehensive professional sales and marketing organization delivers a high return for the manager.