The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales

Seeking assets to manage? Frustrated by the pace and progress of your business development efforts?

Managers are often challenged by the process of asset gathering. Why doesn't the market recognize the firm's value? Where is the AUM? Here is a big idea-let us ask the very institutions we all want capital from, why most managers do not earn their assets and never will. Within these pages are the direct responses of institutional investors worldwide to these questions and more so that you can hear their feedback and utilize it to create a game plan that works.

Managers are a passionate lot. They work hard building firms, track records, and teams. Their strategies are different. Out in the market, they spend precious time and money in the pursuit of institutional assets to manage. Their numbers are better than competitors who are exponentially larger, well branded, and longer tenured. Aren't yours? Too often, this outperformance does not correlate to asset gathering with any efficiency nor direct route. The assets consistently go to the biggest players in the industry. The occasional entrant makes a big splash, while the industry remains a pyramid despite recent strides to level the playing field. Few firms make it to their desired capacity. So, what makes the difference in institutional investment management marketing and sales? This book is your key.

Now in its second edition, The Road to AUM provides investment managers, business owners, and marketing and sales professionals with a roadmap to institutional asset growth based on feedback directly from the institutions themselves. Whether a firm is adding products or channels, moving in a new direction, emerging, or just launching, an aerial view of the road ahead is paramount. This book will tell managers what the market will not. It will explain where to spend time and resources, and where to save them. Sandra Powers Murphy sheds light on the secret path to success, explaining the inside scoop and providing readers with a clear view of the forest through the trees for those seeking a path to growth.

Sandra Powers Murphy is a globally recognized marketing and sales consultant. After more than a decade of serving in a business development capacity on behalf of State Street Global Advisors and State Street Corporation, Sandra founded ARK Global LLC. Leading the ARK Global Marketing team, Sandra drives product and business development initiatives on behalf of a diverse group of clients. Sandra has helped numerous managers expand their investor base, add product structures, secure strategic partnerships, define business plans, create market presence and improve their overall profitability. Separate and distinct from ARK Global, Sandra founded Noble Ark Ventures to serve as a consultancy and educational resource for B2B organizations regarding institutional marketing and sales best practices.Sandra is the President of the Third Party Marketers Association as well as a member of the Women Presidents' Organization and 100 Women in Finance. Sandra is a partner of Compass Securities Corporation, member FINRA, SIPC, and a Registered Representative of ARK Global LLC, member FINRA, SIPC. Sandra holds investment industry licenses with FINRA, the MSRB and NASAA including the Series 7 and 24; 50, 53 and 54; 63 and 66 respectively. In addition, she serves on the Municipal Securities Rulemaking Board Professional Qualifications Advisory Committee. Sandra is a Licensed Certified Social Worker (LCSW) in the state of Massachusetts. Sandra lives with her husband and six children near Boston, Massachusetts.