Seeking assets to manage? Frustrated by the pace and progress of your business development efforts?

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 us ask the very institutions we all want capital from, why most managers do not earn their assets and never will. Within these pages are the direct responses of institutional investors worldwide to these questions and more so that you can hear their feedback and utilize it to create a game plan that works.

Managers are a passionate lot. They work hard building firms, track records, and teams. Their strategies are different. Out in the market, they spend precious time and money in the pursuit of institutional assets to manage. Their numbers are better than competitors who are exponentially larger, well branded, and longer tenured. Aren't yours? Too often, this outperformance does not correlate to asset gathering with any efficiency nor direct route. The assets consistently go to the biggest players in the industry. The occasional entrant makes a big splash, while the industry remains a pyramid despite recent strides to level the playing field. Few firms make it to their desired capacity. So, what makes the difference in institutional investment management marketing and sales? This book is your key.

Now in its second edition, The Road to AUM provides investment managers, business owners, and marketing and sales professionals with a roadmap to institutional asset growth based on feedback directly from the institutions themselves. Whether a firm is adding products or channels, moving in a new direction, emerging, or just launching, 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. Sandra Powers Murphy sheds light on the secret path to success, explain