There are plenty of books on the market and a proliferation of content around marketing and sales best practices. None of these resources provide the direct guidance and framework needed to make meaningful enhancements to organizations.
The Road to AUM: Driving Assets Under Management through Effective Marketing & Sales was written to provide direct market feedback, and a game plan for firms seeking growth.
Your Go-To Guide
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.
Susan Loconto Penta
Managing Partner, Midior Consulting | Executive Professor, Northeastern University
"Sandra Powers Murphy has created a comprehensive marketing & sales handbook for managers that is equally valuable for any service business--small or large. The tool kits 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."