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© 2016 Information Services Group, Inc. All Rights Reserved.
© 2016 Information Services Group, Inc. All Rights Reserved.
The Evolving State of Advisor
Relations Programs
Paul Reynolds
© 2016 Information Services Group, Inc. All Rights Reserved 33
Agenda
 Research methodology and demographics
 Advisor Re...
© 2016 Information Services Group, Inc. All Rights Reserved 44
Survey Methodology
Who: Advisor Relations professionals
Wha...
© 2016 Information Services Group, Inc. All Rights Reserved 55
As service providers invest in the channel, team sizes cont...
© 2016 Information Services Group, Inc. All Rights Reserved 66
Advisor Relations Industry
60Service Providers
199Advisor R...
© 2016 Information Services Group, Inc. All Rights Reserved 77
2016 Team Size Projections (last year’s results)
Large West...
© 2016 Information Services Group, Inc. All Rights Reserved 88
2016 Projected Team Sizes vs. Actual Team Sizes
Large Weste...
© 2016 Information Services Group, Inc. All Rights Reserved 99
Teams in 2017 to Reach Expectations
Large Western
Heritage
...
© 2016 Information Services Group, Inc. All Rights Reserved 1010
Variances in 2017e Advisor Relations Team Size
Large West...
© 2016 Information Services Group, Inc. All Rights Reserved 1111
Growth in Global Advisor Relations Team Size
Large Wester...
© 2016 Information Services Group, Inc. All Rights Reserved 1212
Expansion by Geography
1.5
0.6
0.4
USA
EMEA
Asia Pacific
...
© 2016 Information Services Group, Inc. All Rights Reserved 1313
2017 Planned Expansion by Company Type
Americas EMEA AP G...
© 2016 Information Services Group, Inc. All Rights Reserved 1414
As team sizes grow, budgets are increasing accordingly to...
© 2016 Information Services Group, Inc. All Rights Reserved 1515
External Spending on Advisor Relations
Large Western
Heri...
© 2016 Information Services Group, Inc. All Rights Reserved 1616
Expected Increases in External Spending
Large Western
Her...
© 2016 Information Services Group, Inc. All Rights Reserved 1717
Drivers for Investment
Open-ended question grouped into t...
© 2016 Information Services Group, Inc. All Rights Reserved 1818
Drivers for Investment
“…executive understanding of the v...
© 2016 Information Services Group, Inc. All Rights Reserved 1919
Changes in Types of Services Purchased
(39%) Advisor acce...
© 2016 Information Services Group, Inc. All Rights Reserved 2020
Service providers invest in the third-party advisory chan...
© 2016 Information Services Group, Inc. All Rights Reserved 2121
Awareness Framework
Awareness
Familiar, need
more info to...
© 2016 Information Services Group, Inc. All Rights Reserved 2222
Advisor Relations Strategic Approach
TeamSize
External Sp...
© 2016 Information Services Group, Inc. All Rights Reserved 2323
Advisor Relations Strategic Approach
TeamSize
External Sp...
© 2016 Information Services Group, Inc. All Rights Reserved 2424
Providers strive to provide market influencers with appro...
© 2016 Information Services Group, Inc. All Rights Reserved 2525
Information Shared with Advisors
16%
41%
63%
64%
74%
81%
...
© 2016 Information Services Group, Inc. All Rights Reserved 2626
Information Creation
38%
33%
64%
8%
39%
12%
46%
17%
79%
3...
© 2016 Information Services Group, Inc. All Rights Reserved 2727
Key Messages
Different audiences want different types of ...
© 2016 Information Services Group, Inc. All Rights Reserved 2828
Key Messages
How ISG advisors would prepare for a briefin...
© 2016 Information Services Group, Inc. All Rights Reserved 2929
What advisors have to say…
 Clearly articulate solution(...
© 2016 Information Services Group, Inc. All Rights Reserved 3030
Differences among Message Recipients
Advisors Analysts
Wh...
© 2016 Information Services Group, Inc. All Rights Reserved 3131
Key Takeaways
© 2016 Information Services Group, Inc. All Rights Reserved 3232
Key Takeaways
 Advisor Relations team sizes continue to ...
www.isg-one.com
imagine your future™
let’s connect…
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SIC2016Presentation - Reynolds - 2016 US SIC Advisor Relations - Slide Share

  1. 1. © 2016 Information Services Group, Inc. All Rights Reserved.
  2. 2. © 2016 Information Services Group, Inc. All Rights Reserved. The Evolving State of Advisor Relations Programs Paul Reynolds
  3. 3. © 2016 Information Services Group, Inc. All Rights Reserved 33 Agenda  Research methodology and demographics  Advisor Relations team sizes  Advisor Relations budget trends  Advisor Relations strategy  Targeted information for the Third Party Advisory community
  4. 4. © 2016 Information Services Group, Inc. All Rights Reserved 44 Survey Methodology Who: Advisor Relations professionals What: 15-minute online survey When: Completed in August 2016 Why: Internal planning Results: 45 companies participated, 88 individuals 75% company response rate
  5. 5. © 2016 Information Services Group, Inc. All Rights Reserved 55 As service providers invest in the channel, team sizes continue to expand globally Advisor Relations Team Size
  6. 6. © 2016 Information Services Group, Inc. All Rights Reserved 66 Advisor Relations Industry 60Service Providers 199Advisor Relations professionals Across There are
  7. 7. © 2016 Information Services Group, Inc. All Rights Reserved 77 2016 Team Size Projections (last year’s results) Large Western Heritage Small Western Heritage Large Indian Heritage Small Indian Heritage 3.3 4.9 0.8 2.0 5.5 8.8 1.6 3.3 2013 2016e
  8. 8. © 2016 Information Services Group, Inc. All Rights Reserved 88 2016 Projected Team Sizes vs. Actual Team Sizes Large Western Heritage Small Western Heritage Large Indian Heritage Small Indian Heritage 3.3 4.9 0.8 2.0 5.5 8.8 1.6 3.3 2013 2016 actual 8.8 4.8 1.8 2.4 2016e
  9. 9. © 2016 Information Services Group, Inc. All Rights Reserved 99 Teams in 2017 to Reach Expectations Large Western Heritage Small Western Heritage Large Indian Heritage Small Indian Heritage 3.3 4.8 0.8 1.8 5.5 8.8 1.6 2.4 2013 2017e 9.8 6.3 2.2 2.9 2016
  10. 10. © 2016 Information Services Group, Inc. All Rights Reserved 1010 Variances in 2017e Advisor Relations Team Size Large Western Heritage Small Western Heritage Large Indian Heritage Small Indian Heritage 1.0 15.0 1.0 5.0 6.0 14.0 1.0 7.0 Min Avg Max 6.3 2.2 9.8 2.9
  11. 11. © 2016 Information Services Group, Inc. All Rights Reserved 1111 Growth in Global Advisor Relations Team Size Large Western Heritage Small Western Heritage Large Indian Heritage Small Indian Heritage +56% +50% +60% +50% Growth is from 2016 to 2017 53% +2.6 of companies will expand their Advisor Relations teams in 2017 is the average FTE increase among those that will expand +3.8 +2.3 +2.0 +1.9 % Will Grow FTE Growth Average
  12. 12. © 2016 Information Services Group, Inc. All Rights Reserved 1212 Expansion by Geography 1.5 0.6 0.4 USA EMEA Asia Pacific +2.6 is the average FTE increase among those that plan to expand
  13. 13. © 2016 Information Services Group, Inc. All Rights Reserved 1313 2017 Planned Expansion by Company Type Americas EMEA AP Global Large Western 2.6 1.0 0.2 3.8 Small Western 1.5 0.5 0.3 2.3 Large Indian 1.0 0.7 0.3 2.0 Small Indian 0.6 0.4 0.9 1.9 +2.6 is the average FTE increase among those that plan to expand
  14. 14. © 2016 Information Services Group, Inc. All Rights Reserved 1414 As team sizes grow, budgets are increasing accordingly to help enable their success Advisor Relations External Spending
  15. 15. © 2016 Information Services Group, Inc. All Rights Reserved 1515 External Spending on Advisor Relations Large Western Heritage Small Western Heritage Large Indian Heritage Small Indian Heritage $773K $433K $1.6M $398K $685k Average external spend on Advisor Relations programs in 2016 25% 75% 25% 75% 0% 100% 25% 75% Average Spending Below $100K Above $100K
  16. 16. © 2016 Information Services Group, Inc. All Rights Reserved 1616 Expected Increases in External Spending Large Western Heritage Small Western Heritage Large Indian Heritage Small Indian Heritage 45% 78% 60% 60% Growth is from 2016 to 2017 60%of companies will increase their external Advisor Relations spending in 2017 +28% +24% +13% +18% % Will Increase Average Increase
  17. 17. © 2016 Information Services Group, Inc. All Rights Reserved 1717 Drivers for Investment Open-ended question grouped into these categories 8% 8% 10% 10% 10% 15% 19% 35% Expansion into new regions Increased focus on large deals Inc understanding of our capabilities Seek more strategic engagement Support corporate growth initiatives Seek increased interaction levels Invitation rate Channel Commitment
  18. 18. © 2016 Information Services Group, Inc. All Rights Reserved 1818 Drivers for Investment “…executive understanding of the value of this strategic channel …” “…greater alignment of our strategic direction with the influence of advisors…” “…the organization's awareness of the importance of the TPA channel as a source of new business opportunities and as a mean to a structured approach to renewals…” “…we're seeing more impact and plan to invest accordingly…” “…investment in staying top of mind for the advisor community, more opportunity for invites, better win rates and the ability to understand where and how best to win with the advisor community…” Select open-ended responses
  19. 19. © 2016 Information Services Group, Inc. All Rights Reserved 1919 Changes in Types of Services Purchased (39%) Advisor access and education (briefings, workshops) Relationship building events (dinners, events) (36%) Databases/ market data/ research subscription (6%) Sales support and training (methodology training) (4%) Industry awards, reprint rights to published reports (3%) Sponsorship of TPA sponsored events (3%) Custom research / consulting projects 18% 41% 58% 22% 69% 47% 17% Percent increasing their budget for these services Sorted in order of how budgets are allocated (Source: 2015 ISG Advisor Relations Industry Research) Not shown: (7%) Attendance at industry conferences (IAOP, SIG) Budget Allocation Budget Items
  20. 20. © 2016 Information Services Group, Inc. All Rights Reserved 2020 Service providers invest in the third-party advisory channel to improve invite and win rates Return on Investment
  21. 21. © 2016 Information Services Group, Inc. All Rights Reserved 2121 Awareness Framework Awareness Familiar, need more info to consider for a deal Understanding Know well, can ID appropriate deals for them Trust I feel comfortable inviting them to a deal Advocacy Proactively recommend them to my clients “Trust is not a matter of technique, tricks or tools but of character. It is built and maintained by many small actions over time.”1 1Inc. Magazine
  22. 22. © 2016 Information Services Group, Inc. All Rights Reserved 2222 Advisor Relations Strategic Approach TeamSize External Spending + + - - Investing Trailing Willing Trying 54% - 38% 21% - 5% 76% - 56% 36% - 11% 47% - 26% 13% - 3% 48% - 25% 11% - 3% Source: 2015 ISG Advisor Awareness Framework Research results Awareness Understanding Trust Advocacy
  23. 23. © 2016 Information Services Group, Inc. All Rights Reserved 2323 Advisor Relations Strategic Approach TeamSize External Spending + + - - Investing Trailing Willing Trying 16% 25% 51% 8%
  24. 24. © 2016 Information Services Group, Inc. All Rights Reserved 2424 Providers strive to provide market influencers with appropriate information, but aren’t always effective Information Shared
  25. 25. © 2016 Information Services Group, Inc. All Rights Reserved 2525 Information Shared with Advisors 16% 41% 63% 64% 74% 81% 89% 90% 93% 94% Mailed hard copies Online information portals Email newsletters Thought leadership Win announcements Press releases Acquisition / capabilities updates Case studies Inquiries/workshops Capabilities Briefings
  26. 26. © 2016 Information Services Group, Inc. All Rights Reserved 2626 Information Creation 38% 33% 64% 8% 39% 12% 46% 17% 79% 36% 61% 64% 30% 70% 53% 81% 45% 52% 9% 28% 6% 16% 23% 17% 16% 14% Mailed hard copies Online information portals Email newsletters Thought leadership Win announcements Press releases Acquisition / capability updates Case studies Inquiries / workshops Capabilities briefings materials Advisor Relations Marketing Sales Other
  27. 27. © 2016 Information Services Group, Inc. All Rights Reserved 2727 Key Messages Different audiences want different types of information… Asked in an open ended fashion, responses categorized and aggregated Advisors Analysts Capabilities Case Studies Differentiation Client Experience Consideration Sweet Spots Recent Wins Capabilities Case Studies Statistics – Revenue, etc. Strategy Differentiation Trends, Market Insights, Thought Leadership Top Mentions Close Second Worthy Mention
  28. 28. © 2016 Information Services Group, Inc. All Rights Reserved 2828 Key Messages How ISG advisors would prepare for a briefing if they were briefing ISG: Asked in an open ended fashion, responses categorized and aggregated ISG responses come from an internal ISG survey of advisors, n=155 Advisor Relations Says Advisor Community Says Capabilities Case Studies Differentiation Client Experience Consideration Sweet Spots Recent Wins Capabilities Client Experience Case Studies Differentiation References Key Strengths Top Mentions Close Second Worthy Mention Recent Wins
  29. 29. © 2016 Information Services Group, Inc. All Rights Reserved 2929 What advisors have to say…  Clearly articulate solution(s) for the topic of the briefing;  Highlight features/offerings that differentiate provider from others in the industry, what makes them unique;  Without going into great detail, provide case studies that explain the key elements of how the provider was able to bring benefits (save money, faster time to market, better customer experience) to their client(s)  Offerings - What do we offer and provide,  References - Examples of where our offerings and services were deployed,  Value achieved - How did our solution drive value for the clients,  Competitive advantage - Why our solution compared to others “ ”
  30. 30. © 2016 Information Services Group, Inc. All Rights Reserved 3030 Differences among Message Recipients Advisors Analysts Where can I recommend you for client consideration? How do you fit into the competitive ecosystem I am writing about? Clients How can you help me solve my business issue? Perform on deals; demonstrate your experience through case studies and references Provide measurement statistics; share your strategy, vision, and capabilities so they understand how you fit into the market landscape Demonstrate your industry knowledge and how you have helped others with similar problems What do they care about? How do you best demonstrate your credibility?
  31. 31. © 2016 Information Services Group, Inc. All Rights Reserved 3131 Key Takeaways
  32. 32. © 2016 Information Services Group, Inc. All Rights Reserved 3232 Key Takeaways  Advisor Relations team sizes continue to expand, and at an increasing pace (53% will expand their teams in 2017, by an average of 2.6 FTE, expansion occurring across all provider types)  Advisor Relations budgets also continue to grow, and spending on programs continues to accelerate ($685K avg spending, 60% expect to grow in 2017 by an average of 20%)  One quarter of outsourcing service providers invest in their programs at a rate that exceeds their peer group (‘investing’ group)  Providers in the ‘investing’ group see ROI with stronger results on the ISG Awareness Framework, including Advocacy rates twice as high as those in the ‘willing’ group  Service providers need to continue to adjust their education content to align better with the needs of the third-party advisory community
  33. 33. www.isg-one.com imagine your future™ let’s connect…

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