Working Together
I work with founders and leadership teams navigating significant commercial transitions. Platform shifts, new market entries, partnership restructures, revenue model pivots. Complex B2B challenges that require both clarity and continued judgment as you move.
Areas of Focus
Within any engagement, the work typically centers on one or more of these.
Market Entry and Go-to-Market Strategy. How to sequence into markets, identify the right first customers, and build the commercial motion that fits the product and the moment. Where to start, where to expand, and what to ignore.
Pricing Architecture and Revenue Model. Pricing strategy, packaging, and revenue model design, including AI-native models where usage, inference costs, and deployment choices drive the economics.
Target Account Strategy and Conversion. Getting clear on which customers to pursue and why. I help commercial and leadership teams recognize the subtle signals that predict conversion in complex B2B markets. The result is shortened cycles and higher close rates.
Complex Partnerships and Negotiations. Contracts, partnerships, and customer agreements. Scope ranges from early-stage customer acquisition to enterprise procurement, platform integrations, and multi-stakeholder M&A. Behind the scenes or side-by-side when the deal matters.
Engagement Framework
Commercial assessment of your current strategy and execution. We review what's working, test your assumptions, and identify what's stalling momentum. Rapid clarity and a prioritized roadmap for what moves first.
A specific commercial initiative requires sustained focus. Market entry into regulated space, pricing strategy for complex products, enterprise partnerships, go-to-market sequencing. Sustained strategy and active execution support.
Commercial strategy at enterprise scale demands continuous judgment through complexity: long cycles, multiple stakeholders, platform integration, regulatory considerations. Continuous presence on commercial decisions. Strategy development, key customer and partnership conversations, board communication, real-time problem-solving.
Background
Operator.
Not theorist.
My commercial career began at Logitech managing channel sales and marketing across national retail and distribution. I learned enterprise execution from the ground up.
At LightSurf Technologies, I was part of the founding team that built the world's first camera phone and launched the category that followed. Deployed globally with major mobile operators, LightSurf became the category leader before being acquired by Verisign. Early experience also included Starfish Software, acquired by Motorola.
For nearly a decade, I advised high-growth startups across telecom, financial services, automotive, and enterprise SaaS on product-market fit, go-to-market sequencing, and scaling operations. At Renovo, I served as Chief Commercial Officer, building the commercial platform for software-defined vehicles before the category existed. Renovo was acquired by Toyota in 2021. At Woven by Toyota, I led commercial and strategic operations between Tokyo and Silicon Valley, managing market development and platform partnerships at global scale.
I have been the first salesperson. I have been the Chief Commercial Officer. I have successfully navigated five acquisitions and integrations.What This Means For You
Whether you're creating a new category or scaling in an existing one, most commercial teams operate in a fog of competing priorities and uncertain bets. They iterate their way to the answer which can cost precious time and money.
I can help identify the real constraint in your go-to-market, move decisively on the bets that matter, and build commercial strategy aligned to where your product is actually heading. This compresses the timeline significantly.
The result is momentum that separates leaders from the rest. This has been the key benefit I bring to my clients.
Perivale works with a limited number of clients at any time. Engagements begin with a conversation. If there is a fit, we will know quickly.
Let's
Talk.
robin@perivale.ai
Central California Coast · Available Globally