He's better as a GM than he was as a player, so I think he'll be remembered more as a GM.
I think of Russell, Jordan, Bird, Magic, Isiah, McHale, Kidd, Baylor - first thing I think of is the player, the 2nd thing I think of is their later careers as coach, executive, owner, etc.
I think of Kerr, Carlisle, Riley, Phil Jackson, George Karl, etc. I think of the coach/executive first.
Jerry West, well I guess it depends what mood I'm on when I think of him. First thing I think of might be him as a player or might be him as an exec. He was pretty good at both.
Unless you're in the conversation for Top 25 player of all time, or had a very forgettable run as coach/executive (looking at you Kurt Rambis, Bill Cartwright, Chris Mullin), I'm probably always going to think of the later career first. Even when you had pretty good careers as both (Don Nelson, Lenny Wilkens).