Unit I: Establishing the Firm's Framework

An Analytical Review of Team, Offering, Brand & Capital Commitment

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Unit I: Establishing the Firm’s Framework: An Analytical Review of Team, Offering, Brand & Capital Commitment

Managers who are passionate and articulate can tell a great story. Too often, passion wins over process; the firm and its resources are willing to go to market with something that is not quite right. The pre-launch puzzle is about putting the firm first, ensuring the firm has the right framework in place before getting on the road. Establishing the Firm’s Framework is the first and most fundamental of the 12 units in the series, providing organizations with the opportunity to complete a full analytical review of their team, offering(s), brand and capital commitment. Whether firms are well entrenched in the market but seeking additional institutional AUM, interested in pursuing a new channel and/or product structure, or generally new to institutional marketing, this unit will provide a baseline for institutional positioning. Firms completing this unit will:

  • Take a step back to avoid costly mistakes.
  • Take the time to fully vet the firm’s institutional profile.
  • Complete the framework puzzle analysis of team, offering, brand and capital commitment.
  • Understand the typical growth path of manager AUM.
  • Confirm a game plan for framework enhancements.

The Noble Ark Ventures Curriculum Series was developed to provide organizations with an interactive framework for defining their organizational infrastructure, offerings, marketing and sales plan. Each component includes both an audio recording and workbook which can be completed by individuals, or teams, seeking additional insight and a structural development framework. Organizations are encouraged to complete each unit in the series in the order provided below, and to allot the necessary time and resources to full organizational review, integration and commitment. As there are 12 units in the series, firms are encouraged to consider implementing one unit per month, however expedited completion and the incorporation of a facilitator are possible to enhance the timeline. To learn more about the curriculum series, contact us at [email protected]

Your Instructor

Sandra Powers Murphy
Sandra Powers Murphy

Sandra Powers Murphy is a globally recognized investment management marketing and sales consultant. After more than a decade serving in a marketing and sales capacity on behalf of State Street Global Advisors and State Street Corporation, Sandra founded ARK Global LLC. As CEO, Sandra drives product and business development initiatives on behalf of a diverse group of clients. Sandra has helped numerous managers expand their investor base, add product structures, secure strategic partnerships, define business plans, create market presence and improve their overall profitability. Separate and distinct from ARK Global, Sandra founded Noble Ark Ventures to serve as an educational resource to professionals regarding marketing and sales best practices. Sandra is the author of The Road to AUM: Driving Assets Under Management through Effective Marketing and Sales.

Sandra is the President of the Third Party Marketing Association as well as a member of the Women Presidents’ Organization and 100 Women in Finance. Sandra is a partner of Compass Securities Corporation, member FINRA, SIPC, and a Registered Representative of ARK Global LLC, member FINRA, SIPC. Sandra holds investment industry licenses with FINRA, the MSRB and NASAA including the Series 7 and 24; 50 and 53; 63 and 66 respectively. In addition, she serves on the Municipal Securities Rulemaking Board Professional Qualifications Advisory Committee. Sandra is a Licensed Certified Social Worker (LCSW) in the state of Massachusetts.

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