Got performance? Seeking assets to manage? Frustrated by the youthful research professionals across the table who “just don’t get it” while seeming to control billions?
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’s ask these institutions why most managers do not have their assets and never will. These pages convey the responses of institutional investors worldwide to these questions and more so that managers can hear their feedback directly and utilize it to create a game plan designed around what matters most to asset allocators.
Managers are a passionate lot. They work hard building firms, track records, and teams. Their strategies are different. They are out in the market, spending precious time and money in the pursuit of institutional assets to manage. Their numbers are better than exponentially larger, well branded, and longer tenured investment management competitors. Managers anticipate this outperformance will make all the difference in asset gathering. However, the assets consistently go to the biggest players in the industry, largely agnostic to asset class, vehicle type, and market cycle. Occasional entrants make a big splash, while the industry remains a pyramid. Few firms make it to their desired capacity. What makes the difference in institutional investment management marketing and sales?
The Road to AUM provides investment managers and business owners, as well as marketing and sales professionals with a roadmap to institutional asset growth based on observations and comments directly from the institutions themselves. Whether a firm is launching, emerging, stuck in neutral, or moving in a new direction, 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. The book offers a view of the forest through the trees for managers seeking a path to asset growth.
|Publisher:||Noble Ark Ventures|
|Product dimensions:||6.00(w) x 9.00(h) x 0.74(d)|
About the Author
Sandra is the President of the Third Party Marketing Association as well as a member of the Women Presidents' Organization and 100 Women in Hedge Funds. Sandra is a partner of Compass Securities Corporation, member FINRA, SIPC, and a Registered Representative of ARK Global LLC, member FINRA, SIPC. Sandra holds her FINRA Series 7, 24, 50, 53, 63 and 66 investment industry licenses. In addition, she serves on the Municipal Securities Rulemaking Board Professional Qualifications Advisory Committee. Sandra lives with her husband, six children and a golden retriever near Boston, Massachusetts.
Table of Contents
Part I Out of the Weeds: A View of the Forest from Institutional Investors
Chapter 1 Methodology 11
Chapter 2 The Institutional Lens 19
Part II Stepping Back: Getting in Position to Win
Chapter 3 The Institutional Asset Gathering Marathon 29
Chapter 4 Firm First: A Pre-Launch Puzzle 37
Chapter 5 Understanding Prospects 61
Chapter 6 Redefining the Competition 69
Part III Stepping In: Driving Context and Contact
Chapter 7 The Firm’s Oeuvre: Creating the Content Library 85
Chapter 8 Core Collateral 107
Chapter 9 Tools of the Trade: Databases 117
Chapter 10 Tools of the Trade: Online Marketing 131
Chapter 11 A Successful Introduction 151
Chapter 12 Face Time: The Live Meeting 165
Chapter 13 Tech in the Room 197
Part IV Stepping Up: Staying the Course
Chapter 14 Establishing Active Voice with Commentary 207
Chapter 15 Adding Value through Ongoing Communications 219
Chapter 16 The Institutional Research and Funding Process 237
Chapter 17 Resource Management 259
Part V Stepping Out: Overdrive
Chapter 18 Games Managers Play 281
Chapter 19 Recommendations from the Road 297
Chapter 20 The Road to AUM: A Game Plan for Asset Gathering 313
About the Author 328
The Roadmap to AUM 329