How Do Asset Managers Execute Multi-Stakeholder ABM?
Coordinate distribution, product, marketing, consultant relations, and compliance to win platform approvals, mandates, and model placements—from shortlist to funded AUM.
Multi-stakeholder ABM in asset management maps the buying committee (CIO, PMs, analysts, research, operations, risk, consultant/platform, investment committee) and sequences evidence-led plays across channels. Signals—search interest, consultant notes, RFP/DDQ status, platform due diligence, model updates, portfolio drift—trigger coordinated outreach, content versions (institutional vs. intermediary), and warm handoffs to distribution. Success is measured by shortlist rate, meetings set, platform approval, mandate win rate, time to first allocation, funded AUM, and net flows.
What’s Different for Asset Managers?
The Multi-Stakeholder ABM Playbook
Use this sequence to increase shortlist rates, accelerate approvals, and grow funded AUM while maintaining compliance.
Define → Map → Engage → Prove → Approve → Fund → Expand
- Define mandates & KPIs: Target strategies, channels (institutional, RIA/BD, retirement), required approvals, and stage metrics (shortlist, meetings, approvals, funded AUM).
- Map committees & hierarchies: Link plan sponsor, consultant, OCIO, home office, field wholesaler, and PM; capture preferences and disclosure requirements.
- Engage by role: CIO/IC with outcomes & risk; analysts with holdings & factor views; ops with onboarding & data; home office with shelf fit and capacity.
- Prove value: Case studies, composites, risk/return, factor exposure, and peer comparisons aligned to the Marketing Rule and GIPS where applicable.
- Win approvals: Track consultant ratings, platform due diligence, and share-class readiness; manage RFP/DDQ workflows with SME reviews.
- Fund allocations: Contracting, set-up (NSCC, DTCC, custodians), data feeds, performance reporting, model dissemination, and compliance archiving.
- Expand & retain: Model updates, sleeve adds, cross-strategy introductions, and review cadences by benchmark, tracking error, and capacity limits.
Asset Management Capability Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Account & Committee Mapping | Flat account lists | Sponsor↔Consultant↔OCIO↔Home Office hierarchies with roles | RevOps/Distribution | Coverage, Meeting Rate |
| Consultant & Platform Coverage | One-off briefings | Systematic rating pursuit, due-diligence tracker, shelf status | Consultant Relations/National Accounts | Approvals, Shelf Adds |
| RFP/DDQ Management | Email + spreadsheets | Workflow with SME library, compliant claims, deadlines | RFP Team/Marketing | On-Time Submissions, Win Rate |
| Content & Compliance | Static PDFs | Role-based versions, disclosures, archiving (FINRA/SEC) | Marketing/Compliance | Content Cycle Time, Audit Pass |
| Model & Sleeve Placement | Ad hoc requests | Model dissemination, sleeve tracking, update governance | Product/Home Office | Placements, Funded AUM |
| Attribution to Flows | Click metrics | Touchpoint→meeting→approval→allocation attribution | Analytics/RevOps | Funded AUM per Play, Net Flows |
Client Snapshot: From Shortlist to Funded Allocation
A global manager unified consultant coverage, RFP workflows, and role-based content. Result: higher shortlist rates, faster platform approvals, and accelerated time-to-allocation. Explore related outcomes: Broadridge · Comcast Business
Align motions to The Loop™ and guide execution with the Revenue Marketing eGuide to connect engagement, approvals, and funded flows.
Frequently Asked Questions
Operationalize Multi-Stakeholder ABM
We’ll design committee-aware journeys, consultant/platform coverage, and RFP workflows that grow funded AUM.
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