We’ve been hearing about the great generational wealth transfer for what feels like more than a decade. Yet what once sounded like a distant milestone is no longer theoretical, it’s already in motion. 

By 2030, the bulk of this transfer will be complete. We’re already seeing it play out in real time as Boomers retire, families restructure assets, and financial outlets spotlight who will inherit the wealth of the largest generation in U.S. history.

When it comes to alternative investments, the goal is simple: raise capital, attract advisor attention, and foster relationships that can drive long-term success. But how do you ensure that your marketing efforts are effective and that you are not missing out on potential opportunities? One key aspect of successful marketing in this space involves recognizing and addressing the barrier signals that may be preventing potential investors from engaging fully with your offering. 

In the world of alternative investments, the marketing and sales teams share a common goal: driving capital-raising success. Despite this common goal, these two teams often operate in silos, missing valuable opportunities to work together effectively.  

For marketing teams, one of the most significant opportunities lies in truly listening to feedback from sales. While this feedback may sometimes feel critical, it’s a goldmine of insight that can improve your marketing strategies and strengthen your firm’s overall success.   

Let’s explore how fostering a collaborative relationship between marketing and sales can address challenges, enhance materials, and ultimately create a more effective capital-raising strategy.