Our thinking Quick reads Your marketing strategy must align with your investment strategy
 
Fundraising, investor relations and marketing
December 2020
2 min read

Your marketing strategy must align with your investment strategy

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And before you jump to conclusions, I am not saying what you think I am saying.

We are very fortunate to work with some of the most adept investors on the planet. The strategies they deploy are sophisticated, deeply thought-out, technical, and innovative. Although the manner in which they present themselves is often elementary, unrefined, uninteresting, and antiquated. 

This creates a glaring, negative tension that is unavoidable to LPs – how can you claim to be ultra-sophisticated, yet be entirely amateurish at the same time. Something doesn’t compute, doesn’t make sense. I can assure you that this is one of the primary reasons why LPs back away. It just feels wrong. It’s akin to an American football player taking the field in baseball attire. Regardless of how talented the player is, it would be tough to risk your credibility by backing the player.

If you are going to claim to be something, then be something. You can’t profess to be modern and relevant if you don’t look modern and relevant. For example, does your website portray you as dynamic and progressive, or does it look like it was built in 2002.  In my experience, as it pertains to this industry, the latter is more common.

Our industry is fiercely competitive. If you aren’t one of the few teams out there where LPs can freely allocate without fear of losing their job, best up your game.

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