ADVISORY
Assessment & Verdict
Strategic advisory for Consumer Goods companies and the AI retail solutions they choose.
You don't have a budget problem. You have a diagnosis problem.
There are only three reasons to replace or acquire a modern sales execution technology: 1. You want to sell more — and something in the process is stuck. 2. You want to sell better — and you don't have enough control. 3. You want to expand your distribution — and you don't have enough infrastructure.
If you are changing technology without one of these three reasons — or if, after changing, the needle doesn't move on any of these indicators — you made the wrong decision.
The Salesforce mirage
THE MIRAGE
The company decides it needs Salesforce, pays a premium, and discovers too late that it bought an excellent CRM — one that executes nothing at the point of sale. CRM organizes data. Field execution is a different discipline. Choosing between them is not a matter of brand; it is a matter of diagnosis.
THE COST OF GETTING IT WRONG
With roughly 1,300 vendors promising the same ROI, there is no way to evaluate them alone. And getting it wrong costs more when the margin is tight — the difference between a launch that compounds and a seven-figure write-off that lingers on the P&L.
What I do
I don't just tell you which vendor to buy. I give you the market diagnosis that Consumer Goods companies almost never have — whether or not you decide to buy today. Starting from your commercial strategy and your real needs — global, regional, and local — I deliver:
A complete assessment of the execution technology landscape, measured against your specific situation.
A verdict: which vendors are the right fit for your market, size and budget — and which to avoid, with their red flags and contract traps.
The rationale behind every choice, written in boardroom language, for you to use internally.
I personally mapped most of the ~1,300 retail execution vendors worldwide — a market no analyst firm truly covers. I cross your specific need against that map. This is not a sales pitch for any vendor. I enter, I assess, I decide, I deliver, I leave. I don't implement, I don't stay, I don't sell software.
The value isn't a shortlist. It's 25 years of elimination — the fieldwork that ruled out the other thousand.
Who signs the verdict
OPERATOR — Senior roles at PepsiCo, Coca-Cola, Mars and Bauducco, where superior execution helped grow revenue from ~US$300M to ~US$1B in three years.
BUILDER — Founded Scanntech Brazil (Sequoia Latin America portfolio), a pioneer of Revenue Growth Management and retail analytics in emerging markets.
SCALER — Led, as CEO and Board member, one of the largest global AI platforms for commercial execution — sales, retail, image recognition, eB2B — scaled to more than 50 countries.
Recognized by global CPGs as a real catalyst of results through AI — measurable ROI at scale, not hype.