Adrian Guerra

AI & Business Intelligence Consultant

Software founders reach out when stuck in feast-or-famine growth cycles. They’re great at shipping code, but scaling a predictable pipeline feels out of reach. Referrals dry up, outbound hasn’t worked, and they’re tired of chasing deals instead of building a business that grows intentionally.

👉 WHAT THEY SUFFER FROM
Software agencies look solid on the surface with a strong portfolio and capable teams – but underneath, they struggle with:
• Over-reliance on referrals
• Inconsistent pipeline and unpredictable revenue
• Generic positioning (“we build software”) that makes them indistinguishable from competitors
• No clearly defined niche
• Cold outreach that goes nowhere

Growth feels like progress, but over time it becomes chaotic, margins shrink, and scaling depends entirely on the founder’s hustle. They don’t need another marketing gimmick or a new salesperson – they need a system that produces qualified calls, week after week, without founder burnout.

👉  WHO WE WORK WITH
• Software development agencies
• Product studios and digital transformation shops
• IT consultancies
• Founder-led agencies between $100k–$5M ARR that want to scale pipeline predictably

👉  WHAT CLIENTS GET
We build a growth engine for software agency founders that generate 10-30 qualified sales calls every month. Instead of chasing low-quality leads or depending on referrals, they obtain:
• A differentiated market position (so they stand out from generic dev shops)
• A predictable flow of qualified calls with decision-makers every week
• Higher margins and easier scaling

👉  END RESULT
A software agency with a consistent pipeline, stronger positioning, and compounding growth.

👉  GETTING STARTED
If you fit our ideal client profile, DM me APPLY on Linkedin.

Founder

Adamax is a full-service software development and technology consulting company, specializing in data science and analytics solutions. Our services include product development, digital transformation and IT operations for businesses.

At Calon, we fix VC-funded & PE owned companies' data chaos with results within 45 days.

* 100 questions have just landed from your new owners in your first 100 days? (source: CEO, PE-owned manufacturer)
* Can't answer the questions your investors have? 
* Pulling data from 8 systems and 3 incompatible integrations that worked for the previous owner but not the new? (Source: my carve-out experience) 
* Getting pressured to do 'AI' when you're juggling dozens of spreadsheets? (Source: CFO of newly private real estate)
* By the time you have answers they're already 3 weeks out of date? (Source: Advisor, PE-owned global retailer)

There is so much to unlock in business. When your business can't agree on basic numbers and when you're under the PE value creation pressure, impact on your credibility is real.

I’ve spent 25 years solving data problems at dozens of the world’s biggest companies and I’ve seen every function across the company: finance, commercial, marketing, sales, manufacturing, operations and more. 

Wouldn't it be better if you could:
* See all your performance numbers in one place without waiting years for system integration
* Get answers to questions within hours rather than weeks? 
* Have your COGS broken down into parts that are actually usable when negotiating prices 
* Don’t just have dashboards but AI-driven apps that drive decisions and actions
* Start capturing value benefits faster and make decisions using reliable numbers from day one
* Demonstrate to investors that you’re in control of your scaling business
* Have targeted AI agents that automate expensive processes
* Change processes so they can actually be automated

At Calon, we fix your data chaos and enable you to simply get better.  

We connect to all your existing systems and deliver consistent, trustworthy numbers that everyone can use. We combine practical business advice with smart technology that works with what you already have.

With 25+ years leading data integration for global companies at Deloitte and now Calon Analytics, I've seen first-hand how proper data strategy accelerates business success. 

Ready to stop arguing about spreadsheets and start capturing value?

Nathan Jones

I was on the slopes last week with a CFO whose CTO had spent £2M and 18 months to "fix the data foundation before we can do AI."

This sort of thing is how good intentions destroy shareholder value.

I've seen it happen in companies of all sizes, not just PE owned ones. The logic sounds sensible: integrated data leads to better AI leads to more value.

The reality: You'll spend millions building a data lake that nobody uses.

Here's what I’ve seen actually works:

Pick ONE initiative that moves EBITDA. Build the data pipes you need for that. 

Example: If you're doing pricing optimisation, you need three things:
* Historical transaction data (customer, product, price, date)
* Competitive pricing data (web scraping works fine)
* Product-level cost data

That's it.

You don't need to integrate HR data. You don't need a complete customer 360. You don't need to clean your entire CRM. Yet. You will eventually. But not yet. 

The companies that win with AI build vertical slices. Data infrastructure that supports specific, high-ROI initiatives. With data that AI can access. 

Not horizontal platforms that take years to deliver value. 

This is the difference between showing EBITDA impact in Q2 versus still being "in progress" at your exit.

What's the one AI initiative that would actually move your numbers? (Not the sexiest one. The one that would show up in next quarter's board deck.)

Turn your data into confident decisions | PE-owned / VC-funded manufacturers & FMCG | Fix your data chaos - prepare for AI | Founder Calon 🧡 | Dachshund dad 🌭

Your PE firm just bought you. Congratulations. You're now operating in hostile territory.

If you've watched Slow Horses on Apple TV, you know the drill: Moscow Rules and London Rules. In the show, Moscow Rules mean "cover your back".  Trust no one, verify everything. London Rules mean "cover your arse". Protect yourself politically because someone's always looking for a scapegoat.

Welcome to your first 100 days post-acquisition.

Your new PE owners will flood you with data requests within hours of close. Customer acquisition cost by channel. Pipeline forecasts 180 days out. Revenue per employee by region. And they want it by Friday. The quality and speed of your answers will determine whether you're still in your seat at day 180.

Here's how to survive it, Slow Horses style:

Moscow Rules (Cover Your Back):

1. Centralise all requests. Every question from the PE firm goes through one person. No exceptions. Otherwise, you'll get conflicting answers from Sales, Finance, and Operations.
2. Document everything. Log every question, who asked, who answered, and what methodology was used. When numbers don't match six months later, you'll need the paper trail.

London Rules (Cover Your Arse): 

3. Build your SWAT team fast. Pull your best analysts off their day jobs - even if they're revenue generating - and dedicate them full-time to PE response for 90 days. Yes, it hurts. Do it anyway. 
4. Create a scorecard for every metric. Define exactly how you calculate customer retention, CAC, and EBITDA. Get alignment before someone catches inconsistencies in a board deck. 
5. Track response time obsessively. Under 24 hours = you're in control. Over 72 hours = you're losing credibility. A week = they're updating your replacement's resume.

The executives who survive PE ownership don't wing it. They build their data response infrastructure before the deluge hits.

Are you playing by Moscow Rules, London Rules, or both? 


Check out my my PE AI & Data newsletter article which goes into detail about setting up your day 1 data response team

Getting a data response team is your job on day 1. 
The article is below - here's the TL:DR

* Institute a central triage process for ALL PE data requests on Day 1 – no exceptions, or you'll get inconsistent answers that kill credibility
* Pull your best analysts off other work and dedicate them full-time to the response team for 90 days – this is your most important investment
* Track response time ruthlessly – under 24 hours is the gold standard, over 72 hours damages trust
* Document methodology for every metric – you're building an institutional memory that will serve you through exit
* Don't wait for perfect data – state assumptions clearly and deliver speed over perfection in month one

View newsletter: The PE Data & AI Playbook

The board deck you can't produce will cost you your job – here's how to get ahead of it You got the call yesterday. Your company has been acquired by 

Open article: Day 1 and the first week - Your PE Firm just bought you: Build your data response team before questions drown you by Nathan Jones • 12 min read

Day 1 and the first week - Your PE Firm just bought you: Build your data response team before questions drown you

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