As with all reputable third party marketing firms, Arrow Partners’ expertise is best leveraged when they are treated by the client as a partner, not a vendor.

In our experience, the relationship is guaranteed to fail UNLESS both parties are held equally accountable for results. For the business model to succeed, we require a strong commitment from the investment managers with whom we partner.

As such, Arrow Partners has very clear selection criteria when selecting managers with whom we would like to work. Arrow Partners believes the key to a strong relationship is maintaining a consistent program of frequent, direct, value-added communication among all parties.

How we spend our time

Once we have agreed to terms with a new client, Arrow Partners breaks its work into three phases:

Phase I – Foundation
For the first few months, Arrow Partners lays the groundwork for the marketing and sales campaign to follow. We establish roles and responsibilities between us and the investment manager.

Some of our tasks are:

• develop the full suite of sales and marketing materials, as well as the firm’s “story”
• assemble the targeted contact list
• build a library of responses and resources to cover every conceivable area of concern for institutional investors
• select industry databases for population

Phase II – Launch
Over the next several months, Arrow Partners will initiate the marketing plan by:

• fine tuning the marketing presentation and firm narrative
• scheduling initial sales meetings
• maintaining the industry databases
• completing RFIs and RFPs
• coaching our clients on the presentation skills needed to tell the firm’s story and describe its value proposition and investment process in the most compelling ways possible

Phase III – Cultivating the Leads
For the balance of the engagement, Arrow Partners will:

• continue actively marketing the firm’s products
• adjust the marketing plan in response to current events and shifting market conditions
• maintain databases
• follow up with potential clients and schedule meetings
• participate in final sales presentations

For a more comprehensive view of how Arrow Partners manages the sales cycle, please follow this link for an informational PDF-based chart of our workflow.

The Agreement

Most of Arrow Partners’ client engagements last from 3-5 years. Each client is unique, so we work with firms individually to develop the best arrangement for all parties.

Typically, our compensation structure is a combination of commissions and a retainer with expense budget.

The investment manager’s goals and current market position are highly relevant to the contract’s final structure and specific terms.

Most agreements stipulate:

• Duration
• Scope
• Support Services
• Contingencies for special circumstances
• Communication schedules/protocols

For more information about working with Arrow Partners, please contact us.