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Do Not Call Me a Gatekeeper

by Lee

From the perspective of their distribution partners, most asset management firms are simply vendors. But a lucky few have managed to become true partners. While this is a complex process, a simple first step may well be rethinking a basic term: "gatekeeper."

People in Key Accounts groups always talk about interacting with gatekeepers at broker/dealer firms. There isn't anyone with the title "Gatekeeper" on their business card - there are Mutual Fund Coordinators, Research Analysts, etc... but no "Gatekeepers." One reason for this is that these people don't see themselves as "gatekeepers" (with its negative connotation of restricting access).

We have seen a major shift within asset management firms that re-label the "Internal Sales Desk" as the "Internal Sales Force." What do you think would happen if the name "Gatekeeper" is rebranded?