Looking to expand market share? Here are a few rules for the road in defining target markets and managing prospects: CHANNELS FIRST When the goal is sales, it is quite common for firms to seek to market broadly across channels and market segments without enough consideration of the trends, requirements and processes representative of each… Read More

New Year – New Game Plan?

New years often start with new year resolutions, and a desire to do better, more, different (or maybe less) than we did the year before. New year resolutions can be applied to businesses too. Tired of banging your head against the wall on the  road to AUM? Feeling like the numbers are there but the… Read More

Marketing in Volatile Markets

Challenging markets create marketing challenges, but they don’t have to. Regardless of how a manager performed through a tough period, here are some rules for the road regarding marketing. BE PROMPT WITH MARKET UPDATES Managers often shy away from getting their numbers updated in databases, providing estimated results where applicable, and updating their core collateral,… Read More

Looking to Raise Assets? Structure Matters

The seventh tip to maximizing your marketing and sales effort according to The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales, is to understand that structure matters. Structure of firm and offering are critical elements to successful institutional asset gathering. Managers often think that ‘great performance’ will override these core elements.… Read More