Untangling the Web of Advisor Influencers

The days of a single effective wholesaler pitch resulting in an advisor dropping a hefty mutual fund sales ticket are long over. What has replaced it is a complex matrix of relationships that an asset manager and its sales team must navigate and win over to get a share of the advisor’s ever-shifting book. The most savvy asset managers are investing in data and technology to map out the spheres of influence around their most important advisors or buying units, and increasingly focusing their financial and human resources on relationships with the distributors, platforms and third-party influenc