Narrative
The product is good. The market doesn’t get it.
An Advisory & Consulting Practice
Helping Technology LeadersTurn Innovation Into Revenue.
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
This is what the gap feels like from the executive seat.
Three pressure points. One commercial playbook.
Operating Model
The way the work gets done no longer fits.
Go-to-Market
Adoption falls short of the investment.
Engagement Pathways
The priority determines the engagement.
Need clarity on what’s causing the pressure? Start with the Diagnostic.
Start here
Clarity
on what’s breaking
Understand the cause
Diagnostic
What AiRi does
Diagnose what’s causing the pressure and what to change first.
Explore the diagnostic lens →Already know your pressure point? Start with the engagement model that fits your need.
One defined priority
Sprint /
Defined Project
Focused work on one commercial decision or deliverable.
ExamplesPricing and packaging · Launch strategy · Positioning and messaging refresh
A partner through execution
Transformation
Engagement
Hands-on work to change the commercial playbook and put it into practice.
ExamplesPost-acquisition commercial integration · GTM redesign and rollout · AI‑enabled workflow transformation
Leadership to own the work
Fractional
Leadership
Embedded senior leadership to set direction, lead the team, and move the commercial agenda.
ExamplesCMO · Commercialization · Product Marketing · AI Transformation
Judgment on consequential decisions
Executive
Advisory
Experienced counsel for you, your board, and your leadership team.
ExamplesBoard advisory · CEO counsel · Transformation Steering Committee
Let’s discuss the right starting point.
Talk with Rita
Meet Rita
AiRi is new.
My operating experience is not.
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
Built the ecosystem and commercial model around emerging AI.
IBM Watson · GE Healthcare
Category Creation
Defined the category and built product marketing from zero.
Showpad
Post-Acquisition GTM
Unified the go-to-market model across an acquired portfolio.
OpenText
Building PMM From Zero
Built product marketing organizations for the next stage of growth.
MuleSoft / Salesforce · Showpad
Start with a conversation.
Where is the pressure showing up first?
Your product is good, but the market doesn’t get it. The way the work gets done no longer fits. 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.