About the Book
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.
About the Author :
Sandra Powers Murphy is a globally recognized investment management marketing and sales consultant. After more than a decade serving in a marketing and sales capacity on behalf of State Street Global Advisors and State Street Corporation, Sandra founded ARK Global LLC. As CEO, 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. Sandra founded Noble Ark Ventures to serve as an educational resource to professionals regarding institutional marketing and sales best practices. 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.
Review :
"Sandra Powers Murphy's new book is a must-read for any investment manager struggling to attract new clients, regardless of time in market. The Road to AUM is a clearly written step-by-step playbook for money managers looking to grow their business. The Words to Drive By sections should be mandatory reading for anyone in the investment management industry." -- Steve Rubenstein, Founder, Arrow Partners
"Sandra Powers Murphy brings her long-distance champion's spirit, intelligence, faith in managers, and diverse and skilled experience, to readers. Great roadmap! Those taking the trip with Sandra will be rewarded." -- John Ahern, Co-Founder, Compass Capital Corporation
"Sandra Powers Murphy goes underneath the hood of what it takes to build and grow an institutional asset management business and allows readers to decide for themselves how to best use the knowledge provided to chart their course to success. Incredibly
in-depth, The Road to AUM provides a 360-degree view of what it takes to build
a successful firm. This is no average marketing strategy book."
-- Matthew McCue, Co-Founder & Managing Partner, Financial Investment News
"Long-term relationships between institutional investors can lead to significant performance advantages over time. This book shares deep and relevant insight
for managers interested in laying the groundwork and building those productive relationships with asset owners."
-- Sarah Keohane Williamson, CAIA, CFA; Chief Executive Officer, FCLTGlobal
"Sandra Powers Murphy has created a comprehensive marketing and sales handbook for managers that is equally valuable for any service business--small or large. The toolkits presented in The Road to AUM should be a must-read for anyone just starting out or seeking to accelerate growth in the professional services environment."
-- Susan Loconto Penta, Managing Partner & Co-founder, MIDIOR Consulting; Executive Professor, Northeastern University
"The Road to AUM is an indispensable guide for every money manager, whether large or small, established or emerging. Paying close attention to the details can make all the difference between a successful fundraising effort and a failed one. This book gives managers the tools to substantially skew the odds in their favor. It is a transformational opportunity for firms willing to do the hard work necessary to get on the
right path to institutional asset growth."
-- Scott Nance, CAIA, Head of Business Development, ImpactAssets
"Anyone seeking to market an institutional investment strategy should read
Sandra Powers Murphy's book to understand what hiring firms are really
looking for on behalf of their clients and why."
-- Coventry Edwards-Pitt, CFA, CFP(R), Chief Wealth Advisory Officer, Ballentine Partners, LLC; author of Raised Healthy, Wealthy & Wise and Aged Healthy, Wealthy & Wise
"Sandra Powers Murphy's passion for this topic is palpable, as is her deep commitment to process. Sandra's experience allows her to boil down complex topics to their essence, making the information accessible and actionable. The Road to AUM
integrates years of insights and critical thinking into one well-written
'go to' volume which is a great gift for managers."
-- Susan Dahl, CEO, LEVATUS Wealth Services
