Karl Engelmann on Building Sarmaya, Selling with Conviction, and Leading Through Relationships

In this episode of the Rainmaker Podcast, host Gui Costin welcomes Karl Engelmann, co-founder and COO of Sarmaya Partners, to share the story behind the firm’s rapid emergence and his philosophy on sales, leadership, and entrepreneurship. With over three decades of experience in financial services, Karl offers listeners a rare, behind-the-scenes look into launching an asset management firm and the strategic thinking driving its success.

Karl begins by tracing his unconventional career path, from aspiring journalist to accomplished sales leader. His communication skills and passion for storytelling laid the foundation for a career that spanned roles at Angel Oak Capital, Cambiar Investors, and AIM/INVESCO. These experiences culminated in the co-founding of Sarmaya Partners, where Karl saw the opportunity to build a firm aligned with his vision and values.

The conversation dives deep into Sarmaya’s unique investment strategy, which centers around a thematic belief in a new commodity super cycle. Rather than chase overcrowded markets, Karl and his partner Wasif identified a return to tangible assets like gold, silver, and copper as the next long-term trend. After initially structuring the firm as an LP, they pivoted to launching an actively managed ETF in January 2024 to better serve a broader investor base.

Karl shares Sarmaya’s go-to-market strategy and how they’ve grown from two founders to a six-person team, carefully hiring seasoned professionals with deep industry relationships. He emphasizes the power of focus, targeting RIAs, family offices, and mid-sized broker-dealers—segments often overlooked by larger firms but open to differentiated strategies. A major theme throughout is the importance of relationships over transactions, and Karl’s approach is deeply rooted in decades of trust and credibility built across the industry.

Sales process and infrastructure also play a key role in the discussion. Karl highlights the importance of having a clean, well-maintained CRM as the central nervous system of the firm’s sales efforts. Partnering with Dakota has helped Sarmaya stay agile and organized in an environment where client rosters and firm dynamics are constantly shifting.

The episode also explores Karl’s leadership style, which blends high accountability with trust and autonomy. He believes in empowering experienced salespeople to execute without micromanagement, while maintaining clarity through communication and shared goals. His mantra—"take the bit out of the mouth and let them run"—underscores his belief in hiring the right people and giving them room to perform.

As the episode closes, Karl speaks candidly about the biggest challenge facing Sarmaya: growing assets under management. Yet his energy is unwavering. With a strong product, clear strategy, and relentless optimism, Karl’s approach to sales and leadership provides an inspiring blueprint for anyone building a firm from the ground up. This episode is a masterclass in execution, resilience, and the long game of relationship-driven sales.

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