Alliance Sales & Marketing

What Alliance Sales & Marketing does

Alliance Sales and Marketing, Inc. is a privately held, Toronto-based third-party marketing firm founded in 2000 by Julie Makepeace. The company provides independent sales, service, and marketing solutions to investment product manufacturers and dealers in Canada, operating as a strategic partner that delivers executive leadership and access to established relationships with securities/mutual fund dealers, family offices, and top-producing investment advisors.

The firm's core offering is delivered through a portfolio of integrated service modules: part-time Chief Marketing Officer Services, Sales Management & Wholesaling, Marketing Management, and Investor Service & Dealer Relations. Supporting modules include a standardized $2,500 Marketing Audit, Marketing Plan Development, Special Projects, and a free initial consultation. A subsidiary division, Alternative IQ, produces the annual Canadian Hedge Fund Awards Program and related events and publications serving the Canadian hedge fund industry. The business has no proprietary technology platform, APIs, or software products; the underlying capability is human-delivered consulting and channel relationship management.

The business model is professional services with a pay-for-performance orientation designed to minimize fixed overhead for clients. Pricing is customized to each engagement rather than standardized, except for the fixed-fee marketing audit. The firm serves a narrow vertical of asset management firms, mutual fund companies, and emerging/boutique investment firms in Canada, and operates without institutional funding, external investors, or disclosed revenue. Distribution is single-country (Canada), executed through the firm's own dealer and advisor relationships on behalf of clients.

Name

Alliance Sales & Marketing

Legal name

Alliance Sales and Marketing Inc.

Website

https://alliancesalesandmarketing.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Alliance Sales and Marketing is a Toronto-based, founder-led third-party marketing firm providing part-time CMO, sales management, wholesaling, and marketing services to Canadian investment product manufacturers and asset management firms, operating on a pay-for-performance basis.

Ownership category

akta.pro rank

Product category

Investment Product Marketing Services

NAICS

Advertising Agencies (541810), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

akta.pro secondary industries

Customer, Marketing & Sales Consulting (BPAHACAG), Brand Campaign & Integrated Communications Agencies (MPAAAAAC)

Keywords

• Third-party marketing services
• Asset gathering solutions
• Investment wholesaling services
• Part-time CMO services
• Mutual fund marketing

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Professional Services - CMO Services: Provides part-time Chief Marketing Officer services to asset managers at a fraction of the cost of a full-time CMO. Clients can rent their CMO and contract an expert sales and marketing group without permanent overhead.
2. Sales and Marketing Management: Handles sales, service, distribution and marketing needs for investment products. Costs are largely variable and tied to results on a 'pay for performance' model.
3. Marketing Audit Consulting: Conducts thorough reviews of marketing plans, materials, lead generation, sales process, website, and public relations for a fixed fee of $2,500.
4. Strategic Marketing Planning: Consulting services for developing comprehensive marketing plans, strategic planning, new product development, and sales/distribution strategy.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Alliance Sales and Marketing is a third-party marketing firm providing independent sales, service and marketing solutions to investment product manufacturers and dealers in Canada. The firm acts as a strategic partner offering part-time Chief Marketing Officer services, sales management and wholesaling, marketing management, investor service and dealer relations, and specialized consulting engagements (marketing audits, marketing plan development, special projects) on a pay-for-performance basis.

Product overview

Alliance Sales and Marketing is a third-party marketing firm operating as a portfolio of integrated consulting and service modules for the Canadian investment products industry. The core offering is the main Alliance Sales and Marketing service, supplemented by Alternative IQ (a sub-brand producing the Canadian Hedge Fund Awards Program). Services are delivered through distinct modules including Chief Marketing Officer Services, Sales Management & Wholesaling, Marketing Management, Investor Service & Dealer Relations, and specialized consulting offerings such as Marketing Audit, Marketing Plan Development, Special Projects, and Free Consultation. Client-specific solutions serve Asset Management Firms, Emerging Managers and Boutique Investment Firms, and Mutual Fund Companies. The company operates on a 'pay-for-performance' model to minimize fixed overhead for clients.

Differentiator

Problem solved

Functional benefit

Brands

• Alternative IQ: A division of Alliance Sales and Marketing that produces the annual Canadian Hedge Fund Awards Program and events, programs and publications serving Canada's hedge fund industry.

Products and services

• Asset Management Firm Services Contract services for mutual fund, hedge fund, and retail packaged product sales and marketing needs, including wholesaling services that build and manage relationships with Canada's major securities dealers, investment counselling firms, and wrap/pooled account programs.
• Emerging Managers and Boutique Investment Firm Services Part-time Chief Marketing Officer contracting, shared sales and marketing team services for non-competing complementary products, building of in-house marketing departments, and a pay-for-performance cost structure tailored to smaller asset managers.
• Mutual Fund Company Services Strategic planning and project management expertise for established mutual fund companies, including special projects requiring objective expert attention and temporary expansion of sales and marketing staff for new product launches or distribution channels.
• Chief Marketing Officer Services Part-time Chief Marketing Officer engagement providing strategic marketing leadership, brand identity development, target audience prioritization, and marketing resource allocation for asset management firms at a fraction of the cost of a full-time CMO.
• Sales Management & Wholesaling Sales and wholesaling services including channel analysis, dealer and investment advisor relationship management, road shows, conference calls, branch visits, and lead generation campaigns for investment product manufacturers.
• Marketing Management Marketing services including strategic planning, budgeting, new product design and development, branding, advertising and promotion program execution, and public relations for asset management clients.
• Investor Service & Dealer Relations Investor and dealer service including handling of account inquiries, planning of investor communications, coordination of shareholder administration, and liaison with back-office processing on behalf of investment product manufacturers.
• Marketing Audit Comprehensive review of current marketing plan, materials, lead generation process, sales process, website, and public relations with recommendations for marketing program improvements, priced at $2,500.
• Marketing Plan Development Strategic marketing plan development including investor identification, firm differentiation, brand establishment, and creation of communication, distribution, sales, and service strategy.
• Special Projects Project implementation services for new product launches, client appreciation programs, public relations establishment, and lead generation program initiation for investment product manufacturers.
• Alternative IQ Division of Alliance Sales and Marketing that produces the annual Canadian Hedge Fund Awards Program, events, programs, and publications serving Canada's hedge fund industry.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights2 records

Regional players

• National Public Relations: Canadian public relations and strategic communications firm with financial services clients. Comparable to ASM as a Canada-based marketing/communications firm, though focused more on PR than ASM's wholesaling and dealer-relations focus.
• Citizen Relations: Canadian integrated marketing and public relations agency with offices across North America. Comparable to ASM as a Canada-rooted full-service marketing firm serving consumer and B2B clients, though broader in scope than ASM's financial services focus.
• Veritas Communications: Canadian integrated marketing and PR firm serving B2B and financial services clients. Comparable to ASM as a Canadian full-service marketing firm, though more diversified across industries than ASM's financial services specialization.

Direct peers

• Sussex Strategy Group: Canadian strategic communications and public affairs firm serving financial services, asset management, and capital markets clients. Comparable to ASM as a Canadian-headquartered advisory firm providing specialized communications and marketing support to the investment industry.
• Navigator Limited: Canadian strategic communications and public affairs firm serving corporate and financial services clients. Comparable to ASM as a Canadian boutique firm providing strategic marketing/communications support to investment and financial sector clients.

Broad incumbents

• Teneo: Global strategic advisory firm with significant financial services practice including capital markets, asset management, and investor relations support. Comparable to ASM in serving investment industry clients with strategic advisory and marketing support at a much larger international scale.
• FGS Global: Global strategic communications and advisory firm (formed from Finsbury, Glover Hering, and Sard Verbinnen) with deep financial services practice. Comparable to ASM in serving asset managers and investment firms with strategic communications and marketing support at a global scale.
• Hill+Knowlton Strategies (H+K): Global public relations and communications firm with a strong financial services and investor relations practice. Comparable to ASM in serving asset managers and investment product companies with strategic communications, though at much larger scale and global footprint.
• Brunswick Group: Global strategic communications firm specializing in financial services, M&A, and investor relations advisory. Comparable to ASM in serving asset management and financial services clients with strategic marketing/communications support, but at a much larger international scale.
• Doremus & Company: B2B marketing agency within Omnicom, with deep specialization in financial services and technology marketing. Comparable to ASM as a professional marketing services firm targeting asset management and financial services clients, though operating at significantly larger scale and broader geography.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alliance Sales & Marketing