Account Progression Tracker

Wheelhouse BD — updated March 31, 2026

Tier 1 — Active: Pilot / Proposal
Active Pilot
Mike O'Malley — account lead · Rachel Pawson (Global Head of Marketing, FTSE Russell — extension decision-maker)
Where things stand
SOW sent for pilot extension ($25K) and Phase 2 memo ($70K) delivered. Rachel pinged — awaiting LSEG next steps on pilot extension SOW submission. Extension and V2 intentionally linked. Branded templates and Punch Card migration nearly ready. Case study (blinded, with survey results) nearly final.
Next Action
Awaiting LSEG next steps on pilot extension SOW submission. Mike
Engagement Continuum
Use Cases & ScopingFit · workflows defined
Proof of ConceptDemo & output review
Sign
Implementation
Launch
Optimization
Russell Indexes content generation (blog, social, sales brief) for US Wealth market
Discovery
Successfully generating relevant US Wealth content in target formats
New index families + audiences · Index data feed and charting
seeded
Phase APositioning
Russell product positioning, Wealth positioning
FTSE product positioning
seeded
Phase BFoundations
Target audience profiles, key messages, competitor contrasts
V2 Foundation Document set · Phase 2 scope
seeded
Phase CStrategies
Brand + Comms + Marketing/Sales strategies
Phase DMonitors
New monitors, News-to-Idea translation
seeded
QA
Foundation pack gate · Output review
Implementation gate
Optimization gate
Pending
In progress
Complete (pre-sales)
Complete (onboarding)
↑ seeded = Track 1 absorbed
Proposal Stage
Kevin Brucato — client lead (IB) · Matt Dunn — account lead · Alexander Marx, Sarah Kaplan (IB)
Where things stand
April 2 call with Kevin Brucato + Alex Marx (IB). Strong questions on differentiation from generic AI and Jefferies in-house AI. Larry clarified Wheelhouse as "orchestration layer." Kevin confirmed: "solid understanding of the Wheelhouse proposition — very helpful." Concept deck + clarification memo sent. Open to solutioning session.
Next Action
Schedule solutioning session — campaign assets, available inputs, positioning, Jefferies AI integration requirements. Matt / Kevin
Engagement Continuum
Use Cases & ScopingFit · workflows defined
Proof of ConceptDemo & output review
Sign
Implementation
Launch
Optimization
IB Comms · EQR Extel Campaign
Discovery
April 4 Zoom complete · Awaiting follow-up questions
Full intelligence brief
seeded
Phase APositioning
IB team + EQR input sessions
Positioning workshop · Jefferies narrative
seeded
Phase BFoundations
IB messaging · Extel architecture
Full foundation set · Jefferies
seeded
Phase CStrategies
Brand · comms · mktg/sales
Phase DMonitors
Full monitors · validation
QA
Foundation pack gate · Output review
Implementation gate
Optimization gate
Pending
In progress
Complete (pre-sales)
Complete (onboarding)
↑ seeded = Track 1 absorbed
Caren Greenaway — primary contact · Roberta Benaman leading relationship
Where things stand
Final proposal sent to Caren April 3 (Roberta, Al + Mike approved). Simplified scope: Wheelhouse as core, pilot extends — one HubSpot monitor, three named projects (not 'pilots'). All-in pricing approach; tools kept intentionally vague at Mike's request (no mention of Canva etc.). Awaiting Caren's response. Pricing anchor: $30K setup + $3K/mo base.
Next Action
Await Caren's response on final proposal. Roberta
Engagement Continuum
Use Cases & ScopingFit · workflows defined
Proof of ConceptDemo & output review
Sign
Implementation
Launch
Optimization
Use case + scenario mapping with Caren · IVP needs → Wheelhouse spokes
Discovery
Final proposal to Caren April 3 · Wheelhouse as core · HubSpot monitor pilot · 3 projects
Full intelligence brief · IVP use case landscape
seeded
Phase APositioning
Enterprise tech — parent brand constraints likely; TK1a recommended
Positioning workshop
Phase BFoundations
Product Comms + Sales Enablement spokes; scoped to IVP use cases
Full foundation set · IVP
Phase CStrategies
Component strategy · IVP brand
Phase DMonitors
Monitor Configuration Builder
QA
Foundation pack gate · Output review
Implementation gate
Optimization gate
Pending
In progress
Complete (pre-sales)
Complete (onboarding)
↑ seeded = Track 1 absorbed
Kirsten Wegner (CEO, engaged) · Tim Benedict (Head of Comms, Morningstar Indexes; IIA committee co-lead) · Kelly Briden (CMO MSCI Indexes; committee co-lead; former prospect, lost to Writer)
Where things stand
Buttonwood call completed (Justin, Al, Matt, Roberta). Tim + Kelly (IIA) showed strong interest in regulatory response generation — upload foundations, auto-generate responses to Bloomberg Gov alerts. Also surfaced: Brooke's manual newsletter pain (K&L Gates + FTI Brussels inputs) and Kiersten's ChatGPT white paper nightmare. IIA is gateway to 30–40 member firms (Vanguard, MSCI). Justin comfortable with brand visibility. Follow-up email sent to Tim + Kelly.
Next Action
Schedule demo for Tim + Kelly. Lead with regulatory response generation use case, then newsletter + white paper workflow. Larry / Al
Engagement Continuum
Use Cases & ScopingFit · workflows defined
Proof of ConceptDemo & output review
Sign
Implementation
Launch
Optimization
Buttonwood call done · Tim + Kelly · regulatory monitoring · newsletter + white paper pain points
Discovery
Demo prep · regulatory response gen · Brooke newsletter + Kiersten white paper workflows
Full intelligence brief · IIA index industry landscape
seeded
Phase APositioning
IIA positioning distinct from asset mgr clients · custom TK1a pass
Positioning workshop · index industry narrative
Phase BFoundations
Pilot Foundation Pack: IIA direct use + member firm downstream use
Full foundation set · IIA + member network
Phase CStrategies
Brand + comms strategies · member-facing
Phase DMonitors
Monitor + Response build · custom spoke dev · competitive + member signal feeds
QA
Foundation pack gate · Output review
Implementation gate
Optimization gate
Pending
In progress
Complete (pre-sales)
Complete (onboarding)
↑ seeded = Track 1 absorbed
Adira Investment Management
Engaged
Will Allport — Partner, Head of Distribution (engaged; Larry lead)
Where things stand
Will engaged and coming back with docs and specific scenarios. Matt developing preliminary use case memo while waiting. Distribution-heavy firm — Sales Enablement and Distribution spokes are the natural fit.
Next Action
Await Will's docs. Matt circulates use case memo ahead of receipt. Matt / Larry
Tier 2 — Warm: Engaged / Getting to Demo
JP Morgan Chase
Engaged
Felix Shnir — primary contact (Al + Roberta met in person) · targeting Marketing + Sales intros
Where things stand
Al + Roberta met Felix in person. Pre-screening demo completed March 16. Roberta prepped JPMC prospect research for Felix (April 3). Felix engaged; goal is internal introductions to Marketing and Sales leadership.
Next Action
Follow up with Felix to advance internal Marketing + Sales introductions. Roberta / Al
Engaged / Quiet
Robyn Laidlaw (Principal, Head of Enterprise Clients, International — engaged) · Akshay (quiet) · Fong Chan (Head of Specialty Products, Europe — not yet contacted)
Where things stand
Robyn engaged but Akshay quiet. Paul Grimes (LSEG background, UK-based) as a formal commercial partner would significantly strengthen the Vanguard UK approach.
Next Action
Follow up with Akshay. Approach Fong Chan. Loop in Paul Grimes once partner agreement is formalized. Larry
Coller Capital
Follow-up Promise
Gavin Sullivan — Partner, Head of Corporate Affairs & Marketing
Where things stand
April 9 call confirmed. Leading secondaries firm — LP communications, thought leadership, and distribution content are the likely use cases. Research needed before the call.
Next Action
This week: research Coller + tailor pitch deck. April 9: call with Gavin. Larry
Prep required before heading upstate Friday.
MSCI
Re-engagement Play
Kelly Briden (CMO MSCI Indexes; IIA committee co-lead — engaged, lost to Writer) · Courtney Sharf (keep warm)
Where things stand
MSCI chose Writer. Re-engagement strategy: let the IIA relationship do the work. Kelly co-leads IIA committee with Tim Benedict — keep her in every IIA communication. Don't push; stay visible.
Next Action
Include Kelly in Tuesday IIA follow-up email. Larry
Tier 3 — Nurture: Second Touch / Active Pipeline
Nurture — 2H 2026
Liz Dorrance — primary contact
Responded no bandwidth/budget. Revisit 2H 2026. Matt drafting tailored use case document this week to keep the relationship warm.
Next Action
Review Matt's use cases and send to Liz this week. Larry
AllianceBernstein (AB)
Engaged
Steve Eisenberg (Head of Global BD & Ops, engaged) · Karl Sprules (COO, engaged) · Scott Krauthammer (SVP COO Global BD, on hold) · Pinki Mehta (SVP/MD Global Marketing & Digital Experience — CMO equivalent, not yet contacted)
Where things stand
Two BD/ops leaders engaged. CMO (Pinki Mehta) not yet in the conversation — she's the natural buyer. AB has complex, multi-audience content needs: advisor-facing, institutional, retail. Strong fit for Sales Enablement + Distribution spokes.
Next Action
Develop personalized approach for Steve — use Jefferies memo + LSEG case study. Add Pinki Mehta to outreach. Larry
Email Outreach Queue
On Hold
ContactFirmTitleAction
Pinki MehtaAllianceBernsteinSVP/MD Global Marketing & Digital (CMO)On hold · re-engage when AB pilot progresses
Fiona BassettLSEGCEO, FTSE RussellOn hold — active account (Rachel Pawson lead)
Robyn LaidlawVanguard UKPrincipal, Head of Enterprise Clients, InternationalOn hold — active warm account
Jonathan FreedmanJefferiesHead of Marketing & CommunicationsOn hold — active deal; coordinate with Matt before contacting
Emily PrinceLSEGGroup Head of AnalyticsOn hold — active account
Zoe WenLSEGGroup Marketing Director, AnalyticsOn hold — active account
Steve EisenbergAllianceBernsteinHead of Global BD & OperationsOn hold — AB in nurture; re-engage with updated pitch
Karl SprulesAllianceBernsteinCOOOn hold — AB in nurture
Scott KrauthammerAllianceBernsteinSVP COO, Global Business DevelopmentOn hold — identify firm before outreach
Gavin SullivanColler CapitalPartner, Head of Corporate Affairs & MarketingOn hold — April 9 call confirmed
Kirsten WegnerIIACEOOn hold — active deal; coordinate with Larry before contacting
Rachel PawsonFTSE RussellGlobal Head of MarketingOn hold — active account (LSEG) · coordinate with Larry
Kelly BridenMSCIHead of Marketing, IndexesOn hold — re-engage via IIA · keep warm, don't push
Second Email
A — Warmer
ContactFirmTitleAction
Jan DeahlDrakeStarExec Director, Head of Marketing2nd touch Personal follow-up
Rishi SharmaStoutHead of Sales & Revenue Enablement, GTM2nd touch Sales enablement angle
J.P. VicenteApollo GlobalGlobal Head of Content Strategy2nd touch High fit — content strategy lead
Michael GelfandKPMGDirector, Managing Editor, Thought Leadership2nd touch Thought leadership angle
Colin BennettGAM InvestmentsGlobal Head of Marketing & Client Experience2nd touch Direct buyer
Suzanne RopetaMorningstarCMO2nd touch CMO buyer · note re: Writer — approach carefully
Tim BenedictMorningstarHead of Communications2nd touch IIA committee co-lead · coordinate with IIA track
Carmela DiMeoBrookfieldCMO2nd touch CMO buyer — alt asset manager
Leah EmkinWilshireChief Client Officer2nd touch Natural contact alongside Brian Rosenberg
Caroline O'ShaughnessyCharles River Dev.MD, Head of EMEA (State Street)2nd touch EMEA market entry angle
Claire TaylorBNP ParibasDirector, Brand & Content Strategy, Americasbounced Find current email · LinkedIn check
Saima Parvieznew
B — Responded / Gone Quiet
ContactFirmTitleAction
Laura CurtisNewton Inv. MgmtChief Product & Marketing Officer, Global2nd touch Committed to warm intro · follow up with LSEG case study
Sandra TestaniAmerican CenturyVP, Head of ETF Product & Strategy2nd touch Wave 2 + LSEG case study
Chris WilsonVoya FinancialHead of IM Product & Strategy2nd touch Committed to follow up · Wave 2 updated message
Livia RamirezDimensionalVice President2nd touch Was warm, timing wasn't right · Wave 2 with LSEG case study
C — Same message to both below
Cooler
ContactFirmTitleAction
Joe WozniakDimensionalRegional Director2nd touch Advisor enablement angle
Guy ProchiloNuveenMD, Head of Global Client Services2nd touch Client content + advisor enablement
Nitish SharmaSilvercrestMD, Head of International Consultant Relations2nd touch Consultant relations content angle
Jonathan CooperCapital EconomicsChief Growth Officer2nd touch Research-led firm · content strategy
Simon BarnbyArchaxCMO2nd touch Digital assets / tokenization angle
Audie AppleFMR (Fidelity)MD, Head of Equity Capital Formation2nd touch Capital formation content
Vincent AuBMODirector2nd touch Include in Wave 2
Peter LaneJacobiCo-founder & CEO2nd touch Fintech / asset mgr intersection
Jason HsuRayliantFounder, Chairman & CIO2nd touch Founder-led firm · direct approach
Kristina TomasiBlackRockETF Capital Markets Strategy2nd touch ETF distribution angle
Paul WaltonChatsworth GroupManaging Director2nd touch Financial communications firm
Philip BossyJovia FinancialSVP Digital Innovation & Transformation2nd touch Credit union / digital transformation angle
Kristi BayhaBlackRockDirector, Production Oversight & Delivery Services2nd touch Operations + content delivery angle
Keri CarozzaAQR CapitalExecutive Director2nd touch Quant / systematic angle
Michael AldrichCraigmontManaging Partner2nd touch Include in Wave 2
Ankush JainState Street Global AdvisorsSenior MD, Global Head of Investments Technology2nd touch Digital + technology-led angle
Archan BasuAltar RockChief Investment Officer2nd touch CIO buyer
Martijn GrootAPG Asset ManagementValue Stream Manager, Data Products2nd touch Data + product content angle
Meredith GenovaAMG National TrustDirector of Marketing2nd touch Direct marketing buyer
Michael BrandtQMS CapitalManaging Principal2nd touch Include in Wave 2
Robert AbseyAllspring GlobalMD, Head of Insurance Solutions2nd touch Insurance + distribution angle
York LoHarvard UniversityHead of Global Alternative Product Management2nd touch Endowment / alternatives angle
Kevin LeechWells FargoSenior Lead Digital Product Manager2nd touch Digital product content
Arthur TseCapula Investment MgmtChief Operating Officer2nd touch Include in Wave 2
Julie MandellSchrodersHead of Fixed Income Product Management2nd touch Fixed income / product content angle
Matthew FetchkoDirector, Digital Marketing Strategy2nd touch Identify firm · digital marketing angle
John StewartMoody'sHead of Banking Product & Revenue Marketing2nd touch Personal follow-up
Michael LytleHead of Product Innovation2nd touch Identify firm · product innovation angle
Cathie WoodArk InvestFounder & CEO2nd touch High-profile · long shot · thematic approach
Vadim ZlotnikovFMR (Fidelity)Head of Fidelity Institutional2nd touch Institutional channel angle
Matteo AndreettoState Street Global AdvisorsGlobal Head of NextGen BD & Digital Wealth2nd touch Digital + BD focus
Suzanne EscousseBlue Owl CapitalSenior MD, CMO2nd touch CMO buyer · alternative asset manager
Richard WyethSimCorpChief of Staff & Global Head of Commercial Operations2nd touch FinTech / operations angle
Elizabeth ColemanBlue Owl CapitalMD, Private Wealth — Head of Global Product Marketing2nd touch Private wealth + product marketing
Anand DandekerNorthern TrustGlobal Head of Digital, Strategy2nd touch Digital strategy
Riaz JivrajState StreetSenior Vice President2nd touch Include in Wave 2
Ravi GoutamBlackRockManaging Director2nd touch Include in Wave 2
Tanys LancasterCharles River Dev.MD, EMEA Head of Client Management (State Street)2nd touch Client management content
Danielle PaganoOaktree Strategic CreditManaging Director & Business Manager2nd touch Oaktree / Brookfield affiliate
David WickhamBetter World CapitalChief Investment Officer2nd touch Wave 2 updated message
Sarah DoughtyFMR (Fidelity)Head of Communication Strategy2nd touch Strong comms strategy fit — lead with this
David LeviBrookfield Asset MgmtCEO, Brookfield Global Client Group2nd touch Client group content
Michael GaviserMorgan StanleyManaging Director2nd touch Include in Wave 2
Benoit AutierGraniteShares ETFsHead of Product2nd touch ETF product content angle
Maria KupcuHelia AdvisorsFounding Partner2nd touch Advisory firm · direct approach
Matthew HouganBitwise InvestmentsChief Investment Officer2nd touch Digital assets / crypto angle
Laura TyrholmBlackRockInstitutional Marketing2nd touch Institutional content angle
Tom LydonGlobal Trends InvestmentsIndependent Director (Goldman Sachs ETF Accelerator)2nd touch ETF ecosystem connector
Chris ThabetFEIMHead of Retail and Product Marketing2nd touch Retail + product marketing
Cooler (writer)
ContactFirmTitleAction
Fong ChanVanguard UKHead of Specialty Products, Europenew Warm account contact — coordinate with Vanguard UK track
Daniel LifsheyT. Rowe PriceVP, ETF Product Marketing Managerbounced May have moved · LinkedIn check
Roger GoncalvesFranklin TempletonSVP, Global Financial Institutions — Americas Offshorenew Offshore distribution angle
Patrick O'ConnorFranklin TempletonHead of Global ETFsnew ETF distribution — strong fit
Michael FoleyFranklin TempletonHead of Institutionalnew Institutional content angle
Tom EdwardsPrudential FinancialDirector, Digital Enablement (Marketing Automation)new MarTech + automation angle
Jake BambridgeT. Rowe PriceHead of Insight & Product Marketingbounced May have moved · LinkedIn check · high-value
Kevin QuiggNasdaqHead of Index Salesnew Index sales enablement — LSEG parallel
Amy BelewT. Rowe PriceHead of Individual Investors Shared Servicesnew Retail / individual investor channel
Vicki WaliaPrudential FinancialChief People Officernew Include in Wave 2
Rodney ComegysVanguard GroupGlobal Head of Equity Indexing Groupnew Index-focused approach
Harish SidaganahalliQMAHead of Marketing2nd touch Marketing buyer
New (message to come)
ContactFirmTitleAction
Susan QuintinBNY MellonAsset Servicing Strategy Leadnew First email — reference LSEG case study
Brian RosenbergWilshirePresident & Chief Revenue Officernew First email — distribution + thought leadership angle
Neil Siegelnew
Jennifer Ballnew
Benji Baernew
Jessica Fernandeznew
No, next year
ContactFirmTitleAction
Michael GalanoLyrical PartnersManaging DirectorRevisit 2027 · calendar reminder

Updated March 30, 2026