Case Studies: Financial Services

Sell-side Account-level Research and Relationship Planning

A major sell-side institution had invested heavily in – and successfully developed – a research product that promised greater depth of analysis, detailed findings, and actionable insights. The client, however, was faced with convincing their own (notoriously skeptical) clientele to try the service. This service, moreover, existed in a space that is generally considered a low-value, commodity category.


MCAworks began the effort with research: Focusing on the target market, buy-side analysts, MCAworks completed more than thirty one-on-one telephone interviews, followed by a more scientific, detailed quantitative survey. Armed with this research information on the true needs, prejudices, and values of the target market, MCAworks then developed a thorough launch and ongoing marketing plan, complete with naming, graphics, positioning, and selling-approach.


The sell-side client instituted the marketing program, name, and positioning on a global basis, resulting in noticeable increases in “take-up,” and improved standing in industry rankings. Buy-side analyst loyalty was measurably improved.