An Advisory & Consulting Practice
AiRi partners with CEOs, founders, boards, and executive leadership teams to close the gap between what technology makes possible and what the market understands, trusts, and buys.
The Pressure Points
Three pressure points. One commercial playbook.
Workflow
The technology changed, but the workflow, roles, decisions, or handoffs have not caught up.
What it feels like
Product
The product works, but its positioning, buyer, value story, pricing, or path to market has not caught up.
What it feels like
Go-to-Market
The product, buyer, competition, or economics changed, but the go-to-market motion has not caught up.
What it feels like
Innovation becomes revenue when the commercial playbook changes with the technology.
Talk with RitaEngagement Pathways
Most engagements begin with clarity: understand what is breaking, why it is happening, and what to change first. The right working model follows from that diagnosis.
Clarity on what’s breaking
A focused assessment of where the commercial playbook is breaking, what’s causing it, and what needs to change first.
Then move into the right engagement model
Experienced leadership without a full-time hire
Embedded senior leadership when you need the experience but not another full-time executive.
ExamplesCMO · Commercialization · Product Marketing · AI Transformation
A trusted operator in the room for the decisions that matter
Ongoing counsel for product, market, GTM, commercialization, or AI-related decisions.
ExamplesBoard advisory · CEO counsel · Transformation Steering Committee
A hands-on partner to move strategy into execution
Hands-on partnership to redesign workflows, commercialize products, fix GTM motions, and turn strategic decisions into action.
ExamplesPost-acquisition commercial integration · GTM redesign and rollout · AI‑enabled workflow transformation
One clearly defined deliverable
A bounded engagement around a specific problem, decision, launch, workflow, or commercial priority.
ExamplesPositioning and messaging refresh · Launch strategy · Pricing and packaging
Not sure where to start? Start with the Diagnostic.
Talk with Rita about the right starting pointMeet Rita
I started my career writing software. Over the next three decades, I learned how to build the market around technology.
I’ve built new functions, categories, ecosystems and go-to-market models across startups, enterprise software, healthcare and some of the world’s largest technology companies.
I’m usually brought in at the same moment:
Something important changed and there isn’t a playbook for what comes next.
I don’t just design the strategy. I’ve built the teams, systems and commercial motions required to put it into the market and produce results.
AiRi is how I bring that operating experience directly to companies navigating their own version of that gap.
AI Commercialization
IBM Watson · GE Healthcare
Category Creation
Showpad
Post-Acquisition GTM
OpenText
Building PMM From Zero
MuleSoft / Salesforce · Showpad
The AiRi Commercialization Muscle Model™
AiRi assesses four connected commercial muscles to identify where the playbook is breaking and what the organization must strengthen.
Do we understand the new buyer reality?
Can we explain why the change matters?
Does the commercial motion fit the new market?
Can the organization operate differently?
The AiRi Commercialization Muscle Model™ forms the basis of every AiRi Diagnostic.
Thought Leadership
Rita writes about commercialization, AI, product marketing, transformation and what changes when new technology collides with old operating models.
Not predictions from the sidelines.
Observations from someone who’s spent three decades building inside the change.
Start with a conversation.
A critical workflow is under pressure. A good product hasn’t found its commercial footing. The go-to-market motion no longer fits.
Start with a 30-minute conversation to see whether there’s one bounded priority worth working on.
