Lead: Larry
★ Steve Eisenberg (Head of Global BD & Ops, engaged) · Karl Sprules (COO, engaged) · Scott Krauthammer (SVP COO Global BD — suggested follow-up in May) · Pinki Mehta (SVP/MD Global Marketing & Digital Experience — CMO equivalent, not yet contacted)
Where things stand
Scott Krauthammer reached out suggesting a follow-up in May. Two BD/ops leaders already engaged (Steve Eisenberg, Karl Sprules). 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
Schedule May follow-up with Scott Krauthammer. Develop personalized approach — use Jefferies memo + LSEG case study. Add Pinki Mehta to outreach. Larry
Engagement Continuum
Use Cases & ScopingFit · workflows defined
Proof of ConceptDemo & output review
Sign
Implementation
Launch
Optimization
Multi-audience content (advisor, institutional, retail) · Sales Enablement + Distribution spokes
Discovery
Two BD/ops contacts engaged · CMO (Pinki Mehta) identified as natural buyer
Full intelligence brief · AB multi-channel landscape
Phase APositioning
Enterprise asset manager — multi-brand, multi-audience positioning
Positioning workshop · AB narrative
Phase BFoundations
Advisor-facing, institutional, retail messaging frameworks
Phase CStrategies
Brand · comms · mktg/sales
Phase DMonitors
Full monitors · validation
QA
Foundation pack gate · Output review
↑ seeded = Track 1 absorbed
Lead: Mike O'Malley
★ Rachel Pawson (Global Head of Marketing, FTSE Russell — extension decision-maker)
Show 3 on-hold contacts
Fiona Bassett (CEO, FTSE Russell) · Emily Prince (Group Head of Analytics) · Zoe Wen (Group Marketing Director, Analytics)
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
Phase APositioning
Russell product positioning, Wealth positioning
Phase BFoundations
Target audience profiles, key messages, competitor contrasts
V2 Foundation Document set · Phase 2 scope
Phase CStrategies
Brand + Comms + Marketing/Sales strategies
Phase DMonitors
New monitors, News-to-Idea translation
QA
Foundation pack gate · Output review
↑ seeded = Track 1 absorbed
Lead: Larry
★ Carmela DiMeo (CMO, Brookfield) · David Levi (CEO, Brookfield Global Client Group) · Christine Dehil · Danielle Pagano (MD & Business Manager, Oaktree Strategic Credit)
Where things stand
Relationship is warm at the CMO / client-group level but no active project window. Alt-asset angle fits the LSEG case study well; waiting on a business reason to reach back in. Oaktree coverage through Danielle gives a second point of entry.
Next Action
Send Carmela a tailored alt-asset angle paired with LSEG case study; parallel touch via Danielle into Oaktree. Larry
Lead: Roberta / Larry
★ Laura Curtis (CPMO, Newton Investment Management, Global) · Susan Quintin (Asset Servicing Strategy Lead, BNY Mellon)
Where things stand
Laura committed to a warm intro after initial LSEG case study outreach but hasn't come back with a concrete date. Susan Quintin opens a parallel path through the BNY parent on the asset servicing side. Engagement is real but passive — no urgency signals on either track.
Next Action
Nudge Laura with a short check-in referencing a new proof point; queue Susan first-touch via LSEG case study if no reply in two weeks. Larry
Lead: LB · Last contact: — · Next: Wait for response
Thematic / leveraged ETF firm.
Lead: LB · Last contact: — · Next: Wait for response
Distribution + thought-leadership angle. Leah primary; Brian as secondary path.
Lead: LB · Last contact: — · Next: Wait for response
Alt-asset distribution angle. Confirm Neil's role before queueing.
Lead: LB · Last contact: — · Next: Wait for response
Real estate / alt-asset adjacent. Confirm role before queueing.
Lead: Roberta / Al
★ 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
Lead: Larry / Al
★ Kirsten Wegner (CEO, engaged) · Brooke (newsletter pain point) · Justin Meise (Buttonwood PR) · Tim Benedict (Head of Comms, Morningstar Indexes; IIA committee co-lead) · Kelly Briden (CMO MSCI Indexes; committee co-lead)
Where things stand
Strategy revised: IIA as model for membership organization use case. Plan is to set up a full version of Wheelhouse for IIA — Kirsten, Brooke, and Buttonwood would use it to monitor and respond to industry trends and regulatory concerns. Member firms (comms, marketing & public affairs) would get logins to receive briefs from IIA and leverage IIA foundations and monitors for their own work. Emphasis on alignment and governance, not just content generation. Proposal in development. Prior discovery: Tim + Kelly showed strong interest in regulatory response generation; Brooke's manual newsletter pain (K&L Gates + FTI Brussels inputs); Kiersten's white paper issues. IIA is gateway to 30–40 member firms.
Next Action
Finalize and send proposal for full Wheelhouse deployment for IIA as membership org model. 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
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
↑ seeded = Track 1 absorbed
Lead: Larry
★ Kelly Briden (Head of Marketing, Indexes) · Carlos (AI lead) · Tamas Szarvas · Kristin Williamson
Where things stand
Re-engaged from Nurture after pitch session with Kelly on April 27. Classic alignment problem at MSCI — Writer + HighSpot + various Claude skills not integrated. Larry sent a one-pager Friday May 1 framing how Wheelhouse would solve it. Carlos previously cautious on Writer POC; Henry leadership pressuring on cost. Kelly is also IIA Comms Committee co-lead — IIA path stays separate.
Next Action
Watch for Kelly's response to one-pager. If positive, schedule deeper scenario walkthrough with Carlos in the room. Larry
Lead: Larry
★ Akshay Bomanwar (Head of Digital Product, Europe FAS) · Robyn Laidlaw (Principal, Head of Enterprise Clients, International) · Michael Brooke (Head of B2B Technology) · Fong Chan (Head of Specialty Products, Europe — not yet contacted)
Where things stand
Akshay spoke with leaders across Marketing and Enablement — not a top priority in Q2. Suggested reconnecting in Q3. Larry replied April 8 noting we'll send case study and one-pager to frame Q3 discussion. Paul Grimes (LSEG background, UK-based) as formal commercial partner would strengthen the approach.
Next Action
Send case study + one-pager. Reconnect Q3. Loop in Paul Grimes once partner agreement is formalized. Larry
Lead: Larry / Matt
★ Liz Dorrance
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
Lead: Larry / Matt
★ Will Allport — Partner, Head of Distribution
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
Lead: Larry
★ 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.
Lead: Matt
★ 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
Phase APositioning
IB team + EQR input sessions
Positioning workshop · Jefferies narrative
Phase BFoundations
IB messaging · Extel architecture
Full foundation set · Jefferies
Phase CStrategies
Brand · comms · mktg/sales
Phase DMonitors
Full monitors · validation
QA
Foundation pack gate · Output review
↑ seeded = Track 1 absorbed
Lead: AEC
Add primary contact(s)
Where things stand
Engaged earlier this year but paused — reason TBD (priority window / budget / stakeholder turnover). Worth re-entry once we have a crisper insurance-carrier angle in the pitch.
Next Action
Document the reason for the hold; identify re-engagement trigger (new case study, org change, Q3 planning cycle). Larry
Lead: Larry
★ Suzanne Ropeta (CMO, Morningstar) · Tim Benedict (Head of Communications, Morningstar Indexes; IIA committee co-lead) · Saima Parviez
Where things stand
Tim is an active IIA committee co-lead — stay visible through that channel rather than direct sales outreach. Suzanne is the CMO buyer but Morningstar previously chose Writer; cold pitch risks reopening an old answer. IIA-led credibility is the path.
Next Action
Keep Tim in every IIA communication. Hold on direct Suzanne outreach until we have a differentiator vs. Writer worth leading with. Larry
Lead: Roberta
★ 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
Phase APositioning
Enterprise tech — parent brand constraints likely; TK1a recommended
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
↑ seeded = Track 1 absorbed
Lead: LB · Last contact: — · Next: Wait for response
Personal follow-up.
Lead: LB · Last contact: — · Next: Wait for response
Sales-enablement angle.
Lead: LB · Last contact: — · Next: Wait for response
High fit — content strategy lead.
Lead: LB · Last contact: — · Next: Wait for response
Thought-leadership angle.
Lead: LB · Last contact: — · Next: Wait for response
Direct buyer.
Lead: LB · Last contact: — · Next: Wait for response
Bounced; LinkedIn check needed for current email.
Lead: LB · Last contact: — · Next: Wait for response
Client content + advisor enablement.
Lead: LB · Last contact: — · Next: Wait for response
Consultant relations content angle.
Lead: LB · Last contact: — · Next: Wait for response
Research-led firm; content strategy.
Lead: LB · Last contact: — · Next: Wait for response
Digital assets / tokenization angle.
Lead: LB · Last contact: — · Next: Wait for response
Multi-channel firm: capital formation, institutional, communications strategy.
Lead: LB · Last contact: — · Next: Wait for response
Include in Wave 2.
Lead: LB · Last contact: — · Next: Wait for response
Fintech / asset manager intersection.
Lead: LB · Last contact: — · Next: Wait for response
Founder-led firm; direct approach.
Lead: LB · Last contact: — · Next: Wait for response
Multiple angles: institutional marketing, ETF capital markets, ops/delivery.
Lead: LB · Last contact: — · Next: Wait for response
Financial communications firm.
Lead: LB · Last contact: — · Next: Wait for response
Credit union / digital transformation angle.
Lead: LB · Last contact: — · Next: Wait for response
Quant / systematic angle.
Lead: LB · Last contact: — · Next: Wait for response
Include in Wave 2.
Lead: LB · Last contact: — · Next: Wait for response
Tech + BD/Digital Wealth contacts. Charles River acquisition makes this a longer arc.
Lead: LB · Last contact: — · Next: Wait for response
CIO buyer.
Lead: LB · Last contact: — · Next: Wait for response
Data + product content angle.
Lead: LB · Last contact: — · Next: Wait for response
Direct marketing buyer.
Lead: LB · Last contact: — · Next: Wait for response
Include in Wave 2.
Lead: LB · Last contact: — · Next: Wait for response
Insurance + distribution angle.
Lead: LB · Last contact: — · Next: Wait for response
Endowment / alternatives angle.
Lead: LB · Last contact: — · Next: Wait for response
Digital product content angle.
Lead: LB · Last contact: — · Next: Wait for response
Include in Wave 2.
Lead: LB · Last contact: — · Next: Wait for response
Fixed income / product content angle.
Lead: LB · Last contact: — · Next: Wait for response
Identify firm; digital marketing angle.
Lead: LB · Last contact: — · Next: Wait for response
Personal follow-up.
Lead: LB · Last contact: — · Next: Wait for response
Tifin AMP partner — confirmed Sales Intelligence Hub deployment. Position as orchestration above Tifin.
Lead: LB · Last contact: — · Next: Wait for response
High-profile · long shot · thematic approach.
Lead: LB · Last contact: — · Next: Wait for response
Alt-asset manager. CMO and Product Marketing both engaged-target.
Lead: LB · Last contact: — · Next: Wait for response
FinTech / operations angle.
Lead: LB · Last contact: — · Next: Wait for response
Digital strategy.
Lead: LB · Last contact: — · Next: Wait for response
Include in Wave 2.
Lead: LB · Last contact: — · Next: Wait for response
EMEA market entry + client management content angles.
Lead: LB · Last contact: — · Next: Wait for response
Wave 2 updated message.
Lead: LB · Last contact: — · Next: Wait for response
Include in Wave 2.
Lead: LB · Last contact: — · Next: Wait for response
ETF product content angle.
Lead: LB · Last contact: — · Next: Wait for response
Advisory firm; direct approach.
Lead: LB · Last contact: — · Next: Wait for response
Digital assets / crypto angle.
Lead: LB · Last contact: — · Next: Wait for response
ETF ecosystem connector (Goldman Sachs ETF Accelerator).
Lead: LB · Last contact: — · Next: Wait for response
Retail + product marketing.
Lead: LB · Last contact: — · Next: Wait for response
Multi-contact firm. Daniel and Jake bounced; LinkedIn check needed. Amy Belew running in current sequence.
Lead: LB · Last contact: — · Next: Wait for response
Tifin investor + JV partner on Tifin @Work. Position as orchestration above Tifin. Jennifer Ball (CMO) identified as additional contact to queue.
Lead: LB · Last contact: — · Next: Wait for response
Confirmed Writer client. MarTech automation + Chief People Officer angles.
Lead: LB · Last contact: — · Next: Wait for response
Index sales enablement — LSEG parallel.
Lead: LB · Last contact: — · Next: Wait for response
Confirmed Writer client. Index-focused approach. Note: separate from Vanguard UK (Nurture).
Lead: LB · Last contact: — · Next: Wait for response
Marketing buyer.
Lead: Larry
★ Sandra Testani (VP, Head of ETF Product & Strategy)
Where things stand
Sandra showed interest in earlier outreach but didn't move; was the right ETF/Product point of contact. Wave 2 + LSEG case study should re-spark.
Next Action
Wave 2 send w/ LSEG case study. Larry
Lead: Larry
★ Chris Wilson (Head of IM Product & Strategy)
Where things stand
Chris committed to follow up; cooled before next step. Wave 2 with refined message lands here.
Next Action
Wave 2 updated message. Larry
Lead: Larry
★ Livia Ramirez (Vice President) · Joe Wozniak (Regional Director — in sequence)
Where things stand
Was warm; timing wasn't right earlier. Joe Wozniak is a separate distribution-channel path running through HubSpot sequence.
Next Action
Wave 2 + LSEG case study to Livia; let Joe's sequence run. Larry
Lead: —
Michael Galano (Managing Director)
Where things stand
No fit currently; revisit on leadership or strategy shift.
Next Action
Calendar reminder January 2027. —