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Ironstone Advisory helps software companies and service businesses build their next professional services organization, grow their sales funnel and put agentic systems to work.
We connect business design, software architecture and hands-on execution. Led by Rob Tyrie, based in Toronto, working across Canada and the United States.
Toronto skyline and GO Transit rail yards. Photograph: Bernard Spragg, 28 September 2019. CC0.
Three ways we can work together
Three ways we can work together
Building Your Next Professional Services Organization
Building Your Next Professional Services Organization
Build a services business that customers want to buy from and your people can deliver.
Whether you are launching a practice or changing an established one, we work on the offers, economics, delivery methods, roles and systems together. Agentic systems belong where they improve the work, with clear responsibilities for the people using them.
Start with a practical design for the organization and the first changes needed to make it work.
Explore professional services practice design
GTM: Grow Your Funnel and Execute Lab
GTM: Grow Your Funnel and Execute Lab
A larger contact list is not the same as a better sales funnel.
We help you understand the market, choose the accounts that matter and give buyers a reason to act. Then we work with you on campaigns, sales conversations and follow-through. Our Market Map Method and the Marketing Mapper concept connect market research to practical decisions about where and how to compete.
Start with one offer, one target market and a focused set of tests.
Explore the Market Map Method · Discuss a GTM Lab
Making Your Operation Agentic
Making Your Operation Agentic
Put agentic systems inside useful work, with people accountable for the result.
We help you choose a workflow, connect the information it needs and define what an agent may do. Then we build and test a bounded implementation against the way the work happens today. The model matters. So do the architecture, permissions, exceptions and person who owns the outcome.
Start with a workflow worth improving and evidence of what would count as an improvement.
Experience behind the work
Experience behind the work
Professional services leadership
Professional services leadership
At NexJ Systems, Rob grew professional services from $1M to $15M. He also led professional services at BOLT Systems and global insurance business development at Salesforce.
Market entry and enterprise sales
Market entry and enterprise sales
Ironstone's work includes helping a Hong Kong software company enter the US and Canada, reaching three enterprise customers and $2M+ ARR. A separate engagement brought a 1.0 software product to its first enterprise customer, a Canadian life insurer, with $1M in first-year revenue.
Systems we are building
Systems we are building
Our current development work includes NeoLibrary, the Ironstone Brain Library and NeoCRM. These projects inform how we design business memory, relationship intelligence and governed agentic systems. They are works in progress, not finished products presented as client results.
Our investment work also includes investor due diligence on a $65M insurance brokerage acquisition. This is the transaction value, not Ironstone revenue.
Recent engagements and history · Insurance software market entry
Senior attention. Practical work.
Senior attention. Practical work.
I founded Ironstone Advisory in 2019. My professional IT career began in 1982, and I bring more than four decades of experience in technology and business.
I work directly with clients and bring together the capabilities the assignment needs. Sometimes the useful result is a better decision. Sometimes it is a new offer, a working system or an organization ready to deliver. The engagement should make clear which one we are there to produce.
Thinking from the work
Thinking from the work
Field Notes & Essays explores what we are learning from software, markets and building things. Weekly Signal connects developments in technology, politics and economics, because the interesting questions rarely stay inside one category.
Field Notes & Essays · Latest Weekly Signal
Latest Weekly Signal
Latest Weekly Signal
October 23, 2026: The work between capability and value. Five connected articles at the intersections of technology, politics and economics.
Capital is part of the technology supply chain
Spending on AI is not the same as producing more with it
Faster discovery makes maintenance more urgent
The agent should not control its own alarm
Start with the teacher's day
Read the public issue | Explore Rob's Substack
How we develop the work
How we develop the work
The Creation Model guides how we develop the work. Thinking, making, testing and judging feed back into one another. We keep the evidence and learning so the next decision has something better to stand on.
Architecture is our largest practice, supported by Security, Finance and our pro bono Ethics practice.
The Creation Model · Ironstone Methods
Architecture · Meet the four practices · Services and starting engagements
Our starting offers include the Snap SOC review and assessment in 24 hours, the 24 hour Business Plan Assessment, Tech Stack in Two Pages and IGNITE (Spark, Smart, Start) sessions.
Explore what we do · Complete site index
What are you trying to build or change?
What are you trying to build or change?
Bring the problem, even if the brief is not finished. Book 30 minutes with Rob to discuss where the work could start.
Book a conversation · rob@ironstoneadvisory.com
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