Making marketing a stronger partner for growth
Asset management — Marketing transformation
A global asset manager wanted to strengthen marketing’s role as a partner to distribution and a contributor to business growth, and turn that ambition into a practical development roadmap.
The challenge.
The marketing function had recently been restructured. The next question was how it could contribute more directly to the firm’s distribution priorities, client needs and wider growth strategy.
The client needed clarity on what that meant in practice over the next 12, 24 and 36 months: where marketing should focus, how the organisation should develop, and which capabilities it should build internally versus access through external support.
What we did.
Grndworx first worked through the business strategy and targets, then interviewed senior executives to understand how marketing was perceived across the organisation, where it was already adding value and where there was scope to contribute more.
That work fed into a 1.5-day workshop with the team. The discussion covered changes in client expectations, distribution and marketing, the firm’s strategy, and how marketing could support those priorities more effectively. From that, the team identified the areas requiring further work and translated them into a 12-, 24- and 36-month development roadmap.
The broader marketing team then worked through a series of scoped workstreams to define the required capabilities, organisation and ways of working, including where expertise should sit within the team and where external support made more sense.
What changed.
The programme gave marketing a clearer mandate as a partner to distribution and connected its priorities more directly to the firm’s commercial objectives.
It also created a practical basis for decisions about capabilities, resourcing and ways of working, and led to initiatives that changed how the team operated and engaged with the wider business.
At the same time, the process strengthened connections across the global marketing function and created renewed momentum during a difficult period, helping the team stay closer to distribution priorities and evolving client needs.
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