The document outlines various options for an asset manager named ABC to pursue "growth from the core" through expanding their investor base. It discusses leveraging segmentation and database profiles to focus efforts. Key strategies mentioned include prioritizing target clients, defining value propositions, identifying client needs, and customizing presentation stages. Metrics like sales volume, AUM, conversions, and retentions are identified to measure performance of integrated sales models across distribution channels and products.

1. Options To Consider For “Growth From The Core”
Apply
Segmentation and Service
Database Profiles Demands Pension Consultants
Wealth Managers
Watch for
“Test-run” Sales Liquidity
{Groups A & B}
“Word-of-
Institutional
mouth” buzz
“We look like Orientation
your clients” Lack Conflict Pricing
of Interest Objective: Compliance Concessions
Increase AUM
Move through Focus and Broaden Investor Base
In-house Segment Proprietary
Due-Diligence Efforts
Current
You - ABC Current
ASSET AUM
Marketing
Manager New to
Market
Determine
Interest & Segment
based on Current IM Focus on
Aggressively Prefer
AUM Infrastructure & Metropolitan
Segment Registered
Systems Centers
Products
Pricing
Screen based Orientation - MF’s
Leverage
Asset
on Platform and VA’s Vet firm policies
with Due-Diligence
Independent
Allocation
Platforms Orientation Officer Broker/Dealers
Leverage “Cherry pick”
Family Office High-end Producers
Aura
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12

2. Integrated Sales Model – Building Sell Through
Prioritize Target 1. How Many Channels? Which? Past Experience?
Clients 2. What Level of Support? (Start-up vs. Established)
Strategy Focus
Define & Differentiate 1. Business interfaces
Manager 2. Common incentives
1. Return Stream Characteristics
Assess & Confirm
Align Value & Collateral 2. Management & Employee Superiority
Distribution Strategy
Customer 1. Depth of Client Needs
Lifetime Value
Prioritization
2. Portfolio Construction Parameters
1. Which Products& Solutions?
Identify needs
2. Suitability
Staging & Systems
Manager 1. Primary Presentation Stages
Introductions 2. Decision Matrix and Follow-on
Presentation
Staging
Scope and Scale:
Relationship Evolves
and Deepens
Prospect Tracking
Measurements
Capital Contact Marketing Conversion Retention
Metrics and
Introduction Database & Prioritization Management Tracking Tracking
By Channel Define Top Prospects Volume Segmentation Sale Call Trajectory
By Product 1. Product Niche AUM Product Management Post-Sale Call Defections
By Call Cycle 2. Analyst Resource ROI Service Parameters Penetration
3. Market Segment Participation
© 2010 OGDENBURR partners, LLC All Rights Reserved

3. Our Typical Market Segmentation Process
Segmentation Approach Key Data Implications
Key Deliverables To You
i Prioritizing client
i Total Sales Volume & AUM segmentation and targeting
Wealth Advisors i Qualified Investors Served i Optimizing “touch” economics
i Current Sales i Segmentation within group
i S.O.W. potential
i Proprietary platforms
i Total by Product i Prioritizing product
Platforms • Growth by Product Line distribution initiatives
• Sales Force Potential i Optimizing cost to complexity
• Platform Sophistication i Due Diligence barriers
i Balance long-run sales
performance & potential
i Growth in AUM
Consultants i Connection to underlying
i Sales / Redemption Levels investor
i Depth of team i Ensure underlying growth
i Current roster of clientele and manage liquidity
© 2010 OGDENBURR partners, LLC All Rights Reserved 13