Historically, investment management firms have purchased marketing technology (MarTech) in response to a specific new requirement, often as add-on functionality to a client relationship management (CRM) or other system. The low level of MarTech investment matched the relatively low expectations for marketing departments, which were limited primarily to meeting sales team requests for brochures, data sheets, and other marketing collateral. But CEOs today have higher expectations for CMOs and their teams. They want marketing to do more to attract new clients, serve existing clients, and grow AUM.
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