Asset managers want their marketing teams to drive growth, not just support it. For CMOs, that means showing how spending on brand and education turns into commercial results.
AI makes the job more difficult in two ways. It is changing how marketing teams work, and it is changing who reads what they produce. Content now has to persuade the large language models that prospective clients use for research, as well as the people who make the final decision. What works for one does not always work for the other.
In this episode of Two in Twenty, Twink Field talks to Andy Washburn, a former CMO of MFS Investment Management with more than 35 years in asset-management marketing, about how firms can tie brand and education to commercial outcomes, and which skills marketing teams will need next.
Themes covered in this episode:
- Sales and marketing alignment
- AI adoption
- Education vs thought leadership
Follow our Two in Twenty podcast series on Apple Podcasts, Google Podcasts and Spotify.
