1. Executive Summary

Customer Relationship Management (CRM) platforms were not designed with the regulatory, operational, and relationship-centric realities of buy-side firms in mind. As a result, adoption remains low, data quality poor, and value unrealised. This paper outlines the structural reasons for CRM failure in buy-side environments and positions Mariner CRM as a purpose-built alternative, explicitly aligned to buy-side workflows, compliance obligations, and data structures.

2. What CRMs Were Originally Designed to Do

Traditional CRM systems were conceived to:
➢ Store basic client and prospect information
➢ Track sales leads and pipeline stages
➢ Record interactions and activities

However, current CRMs are not tailored to specific regulatory and operational needs. As a result, the undercapture, disorganisation, and under-utilisation of client and prospect data are common. Even when these systems are customised at great expense, many platforms still fall short of meeting the needs of buy-side professionals.

3. How Generic CRMs Failed the Buy-Side

Buy-side professionals interviewed described their current CRM systems as challenging to use. They reported several barriers to using the two major CRM tools available in the market:

“If my team did not ‘cajole’ the salespeople, they would not use the CRM.”

“Using the CRM feels like “fighting with the machine”. It is slow, there are lots of problems, and there is little tech support.”

“Current CRMs are clunky; they’re these ‘be all, end all’ systems, but … the basic functions are not working, and many of the features are ‘overkill’.

“The sales opportunity pipeline needs to be constantly scrubbed to remove the ‘white noise’.”

“The CRM processes are too strict; there is no flexibility in the system.”

“It’s not built for client-facing professionals. It’s built for middle managers, and it’s not suited to a regulatory environment.”

“Salespeople do not want to spend too much time learning how to use the system.”

4. How Mariner CRM Solves These Problems

Designed by buy-side practitioners for buy-side practitioners, Mariner CRM has been created for strict regulatory landscapes and industry-specific workflows. Its core design principles and capabilities include:

➢ Explicit buy-side data model
➢ Tailored interfaces for different client-facing roles
➢ Dynamic dashboards with role-specific KPIs
➢ Role-based access and data segregation by firm
➢ Robust audit trails and histories

5. What Buy-Side Firms Should Do Next

CRM systems only deliver value when they accurately reflect how professionals work. Buy-side firms should prioritise platforms that:
➢ Mirror real-world client and investment structures
➢ Reduce administrative burden for distribution users
➢ Treat compliance and auditability as foundational, not optional

Mariner CRM addresses these requirements directly, enabling professionals to focus on relationships and outcomes rather than system administration.

Thakin Limited, the company behind Mariner CRM, invites buy-side firms to book a live demonstration and explore how to modernise their client engagement and lifecycle management.