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How Do Asset Managers Prioritize Accounts by AUM Potential?

Managers rank institutions, platforms, and advisory firms by addressable wallet, propensity to allocate, and fee-yielded revenue—so distribution focuses where AUM growth is most probable and defensible.

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Asset managers prioritize accounts by modeling Wallet (AUM capacity × fit), Win Likelihood (intent, access, consultant ratings), and Economics (fee class, share class mix, retention). The Fit–Intent–Engagement–Economics score promotes accounts into 1:1 or 1:few pursuits when they meet platform access, compliance, and serviceability thresholds; others remain in signal-driven nurture until probability to allocate rises.

What Inputs Matter for AUM-Potential Prioritization?

Wallet & Capacity — Mandate size, asset class exposure, sleeve capacity, platform approvals, and minimum ticket sizes.
Strategy Fit — Style, factor, benchmark, risk/vol, liquidity and capacity limits; vehicle availability (mutual fund, ETF, SMA, CIT, inst’l share class).
Gatekeepers & Access — Consultant ratings, model inclusion, due‑diligence status, platform placements, approved lists, data room activity.
Intent & Signals — RFP/RFI, finals participation, PM meeting requests, portfolio page “holdings/performance” visits, content bingeing, model downloads.
Economics — Fee schedule, share class mix, revenue capture after platforms, rebate/pays, expected retention and net flow stability.
Relationship Graph — Allocator–consultant–platform links, gatekeeper champions, historical flows, and adjacent strategies with white space.

AUM-Potential Prioritization Workflow for Asset Managers

Use this sequence to build a defensible target list and direct distribution toward the highest-probability, highest‑value allocations.

Define ICP → Map Universe → Enrich → Score → Segment → Review → Route → Activate

  • Define ICP & guardrails: Institutional vs. intermediary (wirehouse, RIA, bank/BD), min ticket, style constraints, capacity and vehicle readiness.
  • Map account universe: Platforms, home offices, consultants, model providers; link accounts to approved lists and model programs.
  • Enrich data: Consultant ratings, platform placements, AUM & flows, sleeve capacity, fee schedules, and meeting history.
  • Score Fit–Intent–Engagement–Economics: Weight wallet size and fee yield; boost for RFPs/finals and PM access; apply decay when signals cool.
  • Segment by motion: 1:1 named (strategic allocators), 1:few clusters (e.g., bank/BD balanced models), and 1:many signal-led nurture.
  • Compliance review: Confirm disclosures, performance presentation, GIPS notes, and approved share classes before activation.
  • Route & coordinate: Assign RDs/PMs; set SLAs for DDQ turnaround and finals prep; define meeting objectives and follow-ups.
  • Activate plays: Due‑diligence kits, PM office hours, model-ready materials, and platform-specific campaigns tied to allocation windows.

Asset Management Growth Capability Maturity Matrix

Capability From (Ad Hoc) To (Operationalized) Owner Primary KPI
ICP & Guardrails Loose coverage, undefined tickets Risk‑banded ICP with ticket minimums and vehicle readiness Distribution/Compliance Win Rate, Time-to-Approval
Data Foundation Fragmented platforms/ratings Unified account–consultant–platform graph with signals RevOps/BI Coverage %, Data Freshness
Scoring & Segmentation Activity-based lists Fit–Intent–Engagement–Economics with decay & thresholds Analytics Meetings → Finals Rate
Enablement Static decks Share-class specific DDQ kits, PM briefings, model-ready materials Marketing/PMO Finals Conversion, Cycle Time
Measurement Email metrics RFPs/FInals→Allocations, Net Flows, AUM growth, Retention Finance/BI Net Flows, AUM Growth

Client Snapshot: Platform-First AUM Growth

A manager unified consultant ratings, platform approvals, and model program signals, then prioritized 40 home offices with high wallet and near‑term windows. Result: faster finals, improved share‑class fit, and sustained positive net flows—without expanding coverage headcount.

For details, map AUM prioritization to this workflow and mature execution with the Revenue Marketing eGuide.

Asset Management ABM: Frequently Asked Questions

How do we estimate AUM potential for an account?
Model wallet by mandate size and eligible sleeves, adjust by platform access and strategy capacity, then multiply by fee yield and expected retention.
What signals indicate propensity to allocate?
RFP/RFI, finals invites, PM meeting requests, data room activity, portfolio page depth, and consultant/model interest.
How do PMs and distribution coordinate?
Set SLAs for DDQ turnaround, define meeting roles (PM vs. RD), and log next‑best actions by share class and vehicle.
Which metrics matter most?
Meetings→finals rate, allocation wins, net flows, AUM growth, retention, and realized fee revenue by share class/vehicle.
What about compliance and disclosures?
Use approved performance presentations, share-class appropriate materials, and archive communications; align to GIPS and marketing rule requirements.

Advance AUM Growth with Targeted Coverage

We will unify your account–consultant–platform graph, operationalize scoring, and activate PM‑backed plays to accelerate allocations and net flows.

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