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.
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?
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
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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