Commercial decision session
You have a consequential decision and need an experienced, independent perspective before committing time or money.
See the scope and deliverablesAI, SaaS & Cloud Ecosystems
Enter new markets.
Improve sales.
Put strategy into action.
Global commercial advisory for AI, SaaS, and cloud businesses. Led by Alejandro Canonero, with 30 years of operating experience across markets, languages, and cultures.
Understand the whole ecosystem. Choose the work your company needs. Get experienced support from the decision through to agreed execution.
Strategy through the lens of the whole ecosystem.
Open the national strategies siteNational strategies
A wider public path
for ecosystem strategy.
Explore national AI ecosystem strategies and public-sector cases across institutions, services, and national systems.
Open National AI Ecosystem StrategiesThis opens the dedicated National Strategies site.
30 years of
operating experienceAcross markets,
languages & culturesAuthor of
War of the EcosystemsResearch informed.
Execution focused.
operating experienceAcross markets,
languages & culturesAuthor of
War of the EcosystemsResearch informed.
Execution focused.
What the practice can do for your company
Clear work.
Practical outcomes.
I help founders, CEOs, and commercial leaders answer difficult growth questions, build workable plans, and move into execution. You can start with one decision or a broader assignment.
Focused commercial project
You need a plan, a clear answer, or a specific commercial improvement that your team can act on.
See the scope and deliverablesOngoing executive advisory
You lead a business and want experienced commercial judgment alongside your team as decisions and conditions change.
See the scope and deliverablesFractional commercial leadership
You need experienced leadership involved in the work, but a permanent full-time appointment is not the right next step.
See the scope and deliverablesAdvice, project delivery, or agreed leadership involvement. Worldwide.
Not sure which fits? Describe your situationBooks into practice
One body of thinking.
Different scales of action.
Explore the foundations behind the commercial work. The books connect company ecosystems and national capabilities; each engagement applies the relevant thinking to your situation.
ECOSYSTEM STRATEGY
War of the Ecosystems
Value, incentives, dependencies and competition across customers, companies, suppliers, partners and platforms.
Explore the book and strategy libraryNATIONAL CAPABILITY · ARGENTINE EDITION
El Nuevo Cruce
Cómo la Argentina puede convertir su energía y su talento en inteligencia. Read the new book in its Argentine edition.
Explore El Nuevo CruceRead the English executive overview and its practical applications · View Alejandro’s book catalogue
Choose the terrain
One standard of work.
Two public paths.
Start with a commercial decision or move directly into public-sector and institutional work. Both paths use the same discipline: evidence, ownership, execution, and learning.
100
COMMERCIAL / AI WORKFLOW ADVISORY
Commercial use cases
Source-backed workflow designs for growth, operations, risk, and enterprise value.
Open the 100-case library100
PUBLIC VALUE / INSTITUTIONAL WORK
National AI Ecosystem Strategies
National AI ecosystem strategies and public-sector cases across institutions, services, and national systems.
Open the 100 public-sector casesStart with your reality
What needs to
move forward?
Your company does not fit into a predefined service.
We start with the result you need and work back
to what will make it possible.
0102030405
Sell more, with a stronger commercial approach
Find what is holding back demand, conversion, access, or execution.
Enter a new market with a clear plan
Understand the customers, competition, institutions, and routes to market.
Strengthen your position where you already operate
Revisit relevance, relationships, capabilities, and the economics of growth.
Make the whole ecosystem work for your business
Bring customers, partners, suppliers, and internal teams into the picture.
Bring experienced leadership into execution
Move from recommendations to priorities, ownership, and action.
The ecosystem perspective
A company never
succeeds in isolation.
Customers. Competitors. Partners. Suppliers. Governments. Your people and your products. Growth depends on how these relationships work together.
I look at the whole system, then focus the work on the decisions that matter to your business.
See how the pieces connectThe person behind the perspective
Experience changes
the questions
you ask.
I have seen ambitious strategies succeed, good opportunities go unused, and smaller businesses outperform expectations.
Thirty years across countries, languages, and business cultures have shaped my judgment. I bring that perspective to your situation, with the discretion it deserves and a willingness to help put the work into practice.
Explore my experienceAlejandro CanoneroDBA · MBA · Licenciado en Comercialización
THE ADVISOR
Dr. Alejandro Canonero, DBA
Commercial judgment built over 30 years.
One connected body of work
From research
to results.
The book, the thinking, the experience, and the practical work.
Each has a home. Together, they offer a deeper perspective.
01 / The thinking
War of the
Ecosystems
The book, original frameworks, and strategy library.
Explore the research02 / The experience
Alejandro
Canonero
My professional journey, credentials, interviews, and public work.
Get to know me03 / The application
AI Workflow
Advisory
Practical ways to improve the work that supports your business.
Explore practical workflowsYou are here: AI, SaaS & Cloud Ecosystems. Doctrine, commercial strategy, and execution.
Find a path through the workA useful place to begin
Better questions.
More useful decisions.
Commercial perspective / Sales & growth
Before you ask for more sales,
find what is holding them back.
A practical starting point for separating a market problem from an offer, access, or execution problem.
Read the briefSee what the work produces
Judgment you can
put to work.
Two fictional examples show the structure of a useful assignment. Your scope and deliverables would reflect your own company and decision.
A market-entry decision memo
Compare entry options, identify missing evidence, and define the conditions for committing resources.
Read the sample memoA commercial performance review
Separate symptoms from constraints, then connect an intervention to an owner and a measure.
Read the sample review