Commercial Systems Design

Your growth strategy is fine.
Your system is what's broken.

Companies don't stall because the strategy was wrong. They stall because the commercial system behind it was never designed. Qrigami builds the Commercial Operating System that makes growth predictable, not accidental.

Diagnose Your Commercial System See how it works
$700M+
ARR supported across engagements
99.6%
Forecast accuracy post-COS implementation
15+
Years designing commercial systems at scale
What a COS engagement looks like
Diagnose
2–3 weeks
→
Design
COS blueprint
→
Build
Live systems
→
Operate
90-day run
We embed inside your business. Your Slack, your data, your calls. We say, we do.

Sound familiar?

You're doing everything right.
It's still not working.

The pipeline looks healthy. The forecast never closes.
Your CRM is full. Conversion rates tell a different story. Nobody can explain the gap.
Marketing and sales blame each other. Again.
Two functions, two playbooks, no shared definition of what a good lead actually looks like.
You hired a Head of RevOps. Nothing changed.
The tools are in place. The data is clean. Growth still feels like it's running on luck.
Your AI rollout didn't deliver.
The pilots were promising. The ROI isn't there. Nobody's sure if it's the technology or the process underneath.
You're growing. Your margins are shrinking.
Revenue is up. Profitability isn't following. Something in the commercial model isn't scaling the way it should.
Leadership is aligned on strategy. Execution keeps drifting.
Everyone agreed on the plan. Six months later, each team is running a different version of it.

The Real Problem

These aren't execution problems.
They're design problems.

"Most commercial organizations aren't underperforming. They're undesigned."

Every one of those symptoms has the same root cause.

The commercial organization — strategy, GTM, revenue ops, technology, governance — developed by accident rather than design. Each function built its own system. Nobody built the system that connects them.

That's what Qrigami fixes. Not the symptoms. The architecture.

The Framework

Introducing the Commercial
Operating System™

The COS is the architecture behind how your business develops, sells, and scales. Six integrated layers — so growth stops depending on heroics and starts running on design.

Click any layer to see what we do and why it matters.

01 Commercial Strategy Where you're going and how you'll win

A commercial strategy is not a vision statement. It's a clear, sequenced set of decisions about which markets to enter, which customers to own, and which bets to stop making. Everything downstream depends on getting this right.

Where we see it break

Leadership is aligned on vision but not on the three or four commercial decisions that actually determine the year.

What we do here
  • Market prioritization
  • Growth architecture
  • Competitive positioning
  • Revenue forecasting
  • Commercial due diligence
02 GTM Operating Model How you go to market, end to end

Your GTM motion is not your marketing plan. It's the full system — how you find, convert, retain, and expand customers, and the organizational model that makes it repeatable.

Where we see it break

The ICP exists on a slide. The sales team is selling to everyone.

What we do here
  • GTM design and sequencing
  • Channel strategy
  • ICP definition
  • Sales motion design
  • Pricing and packaging
  • Coverage model design
03 Revenue Operations The infrastructure that makes revenue predictable

RevOps is the connective tissue between strategy and execution. Without it, your CRM is a graveyard, your forecasts are guesses, and every handoff between functions leaks conversion.

Where we see it break

Three different teams have three different versions of the pipeline number.

What we do here
  • CRM architecture and hygiene
  • Pipeline design
  • Forecasting models
  • Sales and marketing alignment
  • Incentive and comp design
  • Commercial dashboards
04 AI Enablement AI as accelerator, not strategy

AI is not a commercial strategy. It's an accelerator — and it only works when the process it's replacing is already sound. We identify where automation creates measurable leverage, then build and run it there.

Where we see it break

AI was deployed on top of a broken process. It's now scaling the inefficiency.

What we do here
  • AI workflow audits
  • Agent design and deployment
  • AI-assisted GTM motions
  • Revenue task automation
  • AI readiness assessment
05 Governance How decisions get made and performance gets managed

The fastest-moving commercial organizations have one thing in common: clarity. Clear ownership. Clear metrics. Clear cadences for reviewing and adjusting. Without governance, even the best-designed system degrades.

Where we see it break

Nobody knows who owns the commercial number. Everyone thinks someone else does.

What we do here
  • Commercial governance design
  • Operating rhythm
  • KPI and OKR frameworks
  • Performance review design
  • Leadership accountability
06 Organizational Capability The people and capability to execute

Systems don't run themselves. The right org design, capability development, and hiring strategy determine whether the COS actually executes. A well-designed system with the wrong team underdelivers every time.

Where we see it break

The commercial team was built for a previous stage of the business. Nobody updated the model.

What we do here
  • Commercial org design
  • Capability assessment
  • Hiring profile design
  • Onboarding and ramp frameworks
  • Sales enablement

Track Record

The system works.
Here's what it's delivered.

$700M+
ARR supported across engagements
99.6%
Forecast accuracy post-COS implementation
4
Global technology companies where COS layers were deployed
8+
Cities across Southeast Asia and the United States
15+
Years of combined commercial system design experience

How We Work

We don't send proposals
and disappear. We embed.

Qrigami runs on a forward-deployed model. We're inside your business — in your Slack, on your sales calls, pulling your actual CRM data. Not managing an engagement from a conference room.

The work runs in four stages.

PHASE 01
Diagnose

We map the full commercial picture — where revenue comes from, where it leaks, what the data says versus what the team believes. We rank your highest-leverage moves.

PHASE 02
Design

We translate the diagnosis into a COS blueprint — which layers to address, in what order, with what targets. Insight becomes an operating plan.

PHASE 03
Build

We stand up the actual systems. Playbooks, RevOps infrastructure, AI agents where they create real leverage. Not documents. Working systems that run without us.

PHASE 04
Operate

We stay close through the first ninety days. That's where most engagements fail. We make sure yours doesn't.

We keep our client roster small. Not a positioning line — it's how we protect the quality of what we deliver.
We say, we do.

Selected Work

Every one of these started with
a system that wasn't designed.

TravelGTM Operating Model
Boutique hotel in Bali
Boutique Hotel · Bali, Indonesia

The Hotelier Who Stopped Feeding the OTAs

A 14-room property in Bali. 78% of bookings through Agoda and Booking.com. After commissions, average revenue per booking was 31% lower than it looked. The GTM model was designed for someone else's business.

We built a direct booking engine with an AI-powered follow-up sequence triggered by stay data, plus a CRM to surface guest preferences before each return visit.

34%
Direct bookings (up from 9%)
50%
Drop in OTA dependency
2×
Properties owned today
MarketplaceRevenue Operations
Shoe retail
Multi-brand Shoe Retailer · Austin, Texas

The Retailer Who Finally Understood Her Customer

Flash sales, seasonal campaigns, influencer posts. Revenue was moving, margin was eroding, and she couldn't tell you which customer segment was actually profitable.

We built an AI agent that analyzed three years of transaction data. 18% of customers were driving 61% of margin — and she'd never marketed to them differently from anyone else.

38%
Revenue growth, top segment
22%
Reduction in paid media
EducationGTM + AI Enablement
Tutoring
Tutoring Center · Singapore

The Tutoring Center That Built a Waitlist

One founder, four tutors, full most of the year — but no system for managing demand or converting inquiries. Four to five hours a week on WhatsApp, fielding the same questions.

We built an AI-powered inquiry agent that cut response time to under two minutes, then made the referral loop intentional with a structured program and termly parent updates.

<2min
Inquiry response time
23
Waitlisted families, one semester
HealthcareRevOps + AI Enablement
Dental practice
Private Dental Practice · San Francisco, CA

The Practice That Started Growing Like a Business

Six years operating, strong reviews, full appointment book. Then a competitor opened two doors down. Three years of records: 40% of patients hadn't returned in 18 months. No one had followed up.

AI-generated, personalized outreach based on each patient's actual treatment history. Not a generic "we miss you." A message that referenced their last checkup and suggested a specific next step.

62
Patients rebooked in 3 weeks
24%
Revenue growth, year over year
ConsumerStrategy + AI Enablement
Eyewear boutique
Independent Eyewear Boutique · Manila, Philippines

The Boutique That Stopped Competing on Price

Losing ground to fast-fashion optical chains. The owner's instinct was to discount. We told her to go the other direction — her real advantage was expertise, not price.

AI-assisted content engine from her own voice notes. A private client program for her top 80 customers. Seven months, no discount campaigns.

44%
Increase in average order value
~0%
Churn, top customer segment

Where We Work

Eight cities.
One way of working.

Select a city to learn more about our work there.

Commercial Health Check™

Don't just read about the system.
Use it.

Ten questions. Under five minutes. You'll get a layer-by-layer read on which part of your Commercial Operating System is creating the most drag.

Resources

The frameworks we use
in every engagement.

Built from real work. Free to use. The Health Check above is live — the downloadable artifacts are coming in Q3 2026.

Interactive Tool
Commercial Health Check™
Ten questions that diagnose which COS layer is creating the most drag. Get a scored output with specific recommendations.
Take the assessment
Downloadable · Coming Q3 2026
GTM Blueprint
The one-page framework we use to map a go-to-market motion from ICP to channel to sales process. Fill in the boxes, see the gaps.
Notify me when live
Downloadable · Coming Q3 2026
AI Readiness Framework™
Eight dimensions, a readiness score, and a prioritization guide. Run this before you deploy AI anywhere in your commercial system.
Notify me when live
Downloadable · Coming Q3 2026
Revenue Governance Framework™
The operating rhythm, KPI structure, and accountability model for companies that have a RevOps problem that's actually a governance problem.
Notify me when live
Downloadable · Coming Q3 2026
COS Canvas™
A visual canvas for mapping your current commercial operating system across all six layers. Built for leadership offsites and board prep sessions.
Notify me when live

About Qrigami

We didn't start this because
we wanted to run a consultancy.

Meta Bain Google Walmart IBM

We started Qrigami after seeing the same pattern play out across every type of commercial organization — from global technology companies running at scale to founder-led businesses trying to break through a growth ceiling.

The teams were good. The strategies made sense. But growth kept stalling, or felt harder than it should. When we looked closely, the answer was almost always the same: the commercial system had grown by accident. Nobody had designed the thing that connected the parts.

That's the problem Qrigami exists to solve. Not just to advise on it — to build the system and run it until it works.

The name comes from the Japanese art of paper folding. One sheet. Structured folds. Something that holds. The "Q" is the middle name shared by our founders — and a commitment to being different by design.

Values

How we show up.
Every time.

We show up.

Fully. Sleeves rolled up, inside your business. If you're in it, we're in it.

We say the hard thing.

Diplomatically, always. But we won't tell you what you want to hear when it's not what you need to hear.

We build, not just advise.

Recommendations without execution are expensive opinions.

We stay curious.

In AI especially, the landscape moves fast. We use the tools we recommend.

Outcome over output.

A strategy deck that doesn't change revenue is not a win.

Small by design.

A small roster is how we protect the quality of the work.

Let's Talk

If your growth feels harder
than it should, it probably is.

Most of the founders and operators we work with knew something was off before they could name it. Let's look at your commercial system together. Not a pitch. A direct conversation.

Diagnose Your Commercial System Explore the Framework

We open a limited number of spots each quarter.

Leaders we have worked with come from