The first 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 do your homework! Billions of resource dollars and time are wasted each year on the wrong product, marketing effort or channel. Step back and fully evaluate the firm’s offering, and the market the firm is pursing with it. Doing the hard work of affirming product efficacy in advance can ensure that managers are in the right place, with the right offering, ideally at the right time. Homework, as was the case In grade school, is a formal, output oriented exercise. In this case, homework means in depth competitive and prospect analysis, detailed evaluation of the offering and its terms, and a formal review of your firm’s game plan Including the factors that will make–or break–Its success.