摩根士丹利的销售团队如何赢得2020年

在这一年里，投资者一直需要卖方销售团队的支持，其中一家公司将自己打造成客户服务领域的佼佼者。

Morgan Stanley has definitively risen to the top of亚博赞助欧冠’s 2020全美销售团队, which recognizes the firms with the best sales professionals. This year the bank repeated its first-place finish in specialist sales and claimed No. 1 in the generalist sales category, bumping JPMorgan Chase & Co. into second place.

While much of last year was spent digesting regulation like the European Union’s updated markets in financial instruments directive — which unbundled research dollars from trading in January 2018, transforming client relationships — this year’s sales teams were focused on delivering the best possible service amid the global pandemic caused by the coronavirus.

摩根士丹利（Morgan Stanley）机构股票销售全球主管尼克•萨沃内（Nick Savone）表示：“作为一个销售组织，我们在与客户进行内部和外部沟通方面必须更加严格。”。“在包装和向客户交付内容方面，我们必须更加灵活、灵活和有创意。”

As sudden bans on face-to-face meetings and events reverberated through the industry, research providers like Morgan Stanley were forced to get creative and leverage technology to engage with clients virtually. “A silver lining in this virtual world is we can bring more people together without the constraints of travel or regional time zones as most clients remain in [work-from-home] mode,” Savone said.

[IIDeep Dive:JPMorgan, Morgan Stanley Continue to Dominate U.S. Sales]

Susan Riordan, head of Americas advisory sales at Bank of America, said her team has been continuously refining its approach to meet the needs of clients during the pandemic. “We were pivoting real-time from large CEO, CFO calls to smaller group calls with Q&A, to single stock debates, connecting investors to discuss and debate single stock ideas, and get single stock sentiment,” she said.

里奥丹说，在流感大流行的最初阶段，客户有时会错过活动，因为他们的收件箱里“充斥着电子邮件”。为了缓解这一问题，美国银行证券公司创建了一个按行业组织的每日虚拟日历，其中包括所有分析师和高管电话，以及其他公司访问活动。该公司随后将这一系统扩展到了即将召开的会议日程。

“How we communicate with clients is always super important,” Riordan said. “Our aim is always to ensure a great client experience, but our one daily email really helped differentiate our platform.”

Now seven months into the pandemic, both Savone and Riordan are looking to a future where some face-to-face engagement resumes.

“The majority of meetings, calls, and conferences being delivered solely via a virtual model seems to be more cyclical given the challenges presented as a result of the global pandemic,” Savone said. “Clients yearn for more live engagement with corporates, with one another, and with their partners on the sell side. The value created both culturally and from shared intellectual capital remains much richer in live engagement.”

Nevertheless, Savone sees the industry eventually embracing a hybrid approach that provides both in-person and virtual engagement, which seems here to stay thanks convenience, safety, and efficiency.

赖尔登同样认为2021 presents an opportunity to continue to fine-tune the new operating model that was foisted upon sales teams — and the whole of the financial services industry — in March.

“The pandemic has taught us new ways of connecting and delivering content,” she said. “The need to personally connect will never change. Virtual connectivity has allowed us to scale, and for some clients to access corporate meetings, analyst meetings, and other resources, which due to logistics they were previously unable to attend. In 2021, we have the opportunity to build best practices around virtual meetings to support clients that cannot attend events or meet in person, while continuing to grow our overall client reach and breadth and depth of client service.”

The All-America Sales Team, now in its tenth year, is part of亚博赞助欧冠’s widerAll-America Research Teamsurvey, where investors rank the top research providers. Directors of research and investment professionals at asset management firms with a research budget of at least $250,000 were invited to vote for the best generalist and specialist sales teams. These votes were then weighted by commission spending to produce a top-10 list for each category.

美国银行证券（bofasecurities）在综合销售团队排名中名列第三，瑞银（UBS）位居第四，加拿大皇家银行（RBC）位居第五。在专业销售排名中，瑞银排名第二，重蹈2019年的覆辙，而杰弗里斯在去年的第七名基础上大幅提升，今年排名第三。美国银行排名第四，花旗银行排名第五。

另外两个排行榜是由管理下的资产而不是佣金加权投票产生的。与2019年一样，摩根大通（J.P.Morgan）高居多面手类别榜首，而摩根士丹利（Morgan Stanley）在专业销售方面也保持第一。