The Team
Meet the Innovators Behind Your Success
Our team drives everything we accomplish. Built from passionate experts, visionary leaders, and innovative problem-solvers, we're committed to delivering exceptional AI solutions that accelerate your business growth. Each member contributes distinct expertise and perspectives, collaborating to create solutions that are powerful, scalable, and user-friendly.
Growth.
Efficiency. Innovation. Empowerment.
Meet the Team
Rich Nazzaro
Managing Partner
Andy Worobel
Managing Partner
Ken Chew
Technology Partner
Rich Nazzaro built his career helping businesses streamline operations and maximize growth. With leadership roles at Accenture, Dell, CA Technologies, and Salesforce, he saw firsthand how inefficient processes and overwhelming technology held businesses back. Recognizing that many executives and business owners were drowning in data but lacked a clear strategy, he co-founded a consultancy with Andy Worobel to change that.
Today, Rich helps business leaders cut through complexity, optimize their systems, and leverage AI and automation for measurable growth. With a sharp eye and a no-BS policy, he specializes in turning tech overwhelm into simple, strategic solutions that create freedom, efficiency, and long-term success.
With 30 years of consulting experience, Rich is committed to turning operational challenges into opportunities for growth and success.
Andy Worobel knows that business success doesn’t have to be complicated. With a background in B2B marketing, she quickly learned the importance of understanding true business value. When CRM and marketing automation tech changed the marketing game, she discovered how it took the right combination of processes, technology and data to transform an organization’s potential. Working with industry giants like HP, Oracle, and Dell, she developed a passion for leveraging data, processes, and technology to drive measurable results.
She and Rich Nazzaro often discussed how overwhelmed business leaders were—stuck in daily operations without the time or strategy to scale effectively. Recognizing a clear opportunity, they co-founded their consultancy to help business owners streamline operations, cut through tech clutter, and build systems for sustainable growth.
Andy helps business leaders simplify complex processes, integrate technology effectively, and create systems that support sustainable growth. By focusing on clear strategies, smart automation, and strategic alignment, Andy helps organizations spend less time fighting their systems and more time achieving their goals.
With over two decades of experience in technology sector, Ken successfully navigated roles ranging from software development, to project management, team leadership, and enterprise architecture. His expertise spans diverse industries, including semiconductor, manufacturing, telecommunications, retail marketing, enterprise CRM, and insurance, where he delivered solutions for industry giants like Dell, Panasonic, AXA, and Salesforce. Holding a PMP certification and multiple industry awards, he excels in managing large-scale projects, optimizing IT systems, processes, and driving innovation.
In addition to technical and leadership experience, he has a deep commitment in leveraging technology for environmental and social impact. Specializing in autonomous systems, he developed custom solutions for aerial videography, automated mapping, and environmental monitoring with a particular focus on marine conservation. Actively involved in education and advocacy, he shares his expertise in inspiring innovation and problem-solving within the community.
Ken helps businesses map problems into system solutions and automations, favoring simplification over complexity, and reducing technical debt. By working closely within the industry, he gains deep understanding of the challenges faced daily and delivering high-performant, secure, and compliant end-to-end systems. With the right tools and clean data, businesses are able to focus on driving results and scalability.
Cyndi Choung
Executive Advisors
Cyndi built her career transforming how organizations leverage technology. Over 25 years, she rose from Accenture analyst to Chief of Staff in Creative Artists Agency's Office of the CIO, leading enterprise strategy, complex technology initiatives, and M&A integrations. Along the way, she recognized that executives were drowning in technology decisions without clear roadmaps for their investments.
Throughout her career, she recognized a common challenge: executives were overwhelmed by technology decisions—juggling vendor relationships, budget pressures, and competing priorities without a clear roadmap for their investments.
Today, Cyndi helps business leaders cut through the noise and make smarter technology decisions. She specializes in optimizing SaaS portfolios, aligning technology investments with business goals, and leading transformation initiatives that deliver measurable results. By combining strategic thinking with hands-on program management expertise, she helps organizations spend less time managing technology chaos and more time driving growth.
With over 25 years of experience, Cyndi is committed to helping leaders navigate modern enterprise technology complexity and build systems that create sustainable competitive advantage.
From strategy to execution — measurably.
We partner with IT and Revenue leaders at midmarket B2B companies to close the gap between what your technology investments promised and what they actually deliver.
Strategy without execution is just a slide deck. We do both.
Most advisory firms hand you a roadmap and walk away. Most implementation partners go live and disappear. SaaS Business Advisors works in the space neither occupies — bridging strategic clarity with operational reality.
We've held operating roles. We know what the board sees, what the field feels, and where the gaps actually live. Our work doesn't end at delivery — it ends when the outcomes are measurable.
Talk to Our Team →Independent, No Vendor Bias
We're not paid to recommend a platform. Every recommendation is grounded in your business objectives — not a technology agenda. Our only success metric is your ROI.
Practitioners, Not Theorists
Our advisors have been in the trenches. We've lived misaligned outcomes, untangled fractured tech stacks, integrated AI into real operations, and sat in the boardroom when it's time to show the receipts behind the ROI.
Learn MoreOutcomes, Not Deliverables
We baseline your current state, define success metrics before we start, and measure performance after we leave. We stay accountable to the outcomes promised on day one.
Learn MoreThe gap is wider than the dashboard admits.
Across midmarket B2B, the same three numbers keep surfacing. They're why boards start asking harder questions — and why teams call us.
The moments that bring people to us.
Most engagements start with one of these four situations.
The need is clear. The solution isn't.
You know something has to change — a process, a platform, a way of working — but you don't have the internal bandwidth or transformation expertise to scope it, structure it, and execute it. We do.
IT and the business aren't speaking the same language.
Every technology initiative has to be anchored in business need — but the people who understand the business don't own IT, and the people who own IT don't have time to learn the business. We bridge that gap before it becomes a failed project.
The platform went live. Adoption didn't.
The implementation partner has left. Usage is low, ROI isn't showing, and the board is asking questions. We step in where SIs stop — operationalizing the investment, not just delivering it.
AI investment is active. Results aren't.
Pilots are running. Tools are licensed. Activity is high — but nothing is scaling. The gaps are almost never technical. They're structural.
Four ways in, sized to the problem.
From an embedded multi-month program to a single scoped question. Every engagement starts with a discovery conversation to find the right fit.
Transformational Program Management
Execution layer for complex digital/AI transformations — structure, accountability, and operational leadership from kickoff through measurable adoption.
Learn More →Day 2 Operating System
Governance, rhythms, and shared ownership so business and IT move in sync and the value already bought keeps compounding.
Learn More →AI Acceleration & Roadmap
Use-case prioritization into an executive-aligned roadmap, or idea-to-production-ready spec in 8 weeks.
Learn More →Custom Consulting Engagement
Independent, vendor-neutral advisory scoped to a specific strategy question, bottleneck, or pivot.
Learn More →The Connected Operating Framework
A practical methodology for PE-backed and growth-stage SaaS companies ($300M–$2B ARR) to eliminate organizational waste, align every team to outcomes, and accelerate scalable growth. Built on interdependent pillars — each with its own operating rhythm, all connected to a single vision.
Strategy & Vision
Direction and goals that cascade to every team — departmental alignment maps and inter-department dependency charters.
Governance & Process
Decision-making pathways that eliminate the "who owns this?" problem — a clear decision-rights matrix and escalation pathways.
Data & Infrastructure
Reliable, scalable systems. If teams can't see the same numbers, they can't align on outcomes.
Ready to connect strategy to execution?
Start with a focused discovery conversation. We'll assess where the gaps live, whether we're the right fit, and what a high-impact engagement looks like for your situation.
Book a Discovery Call →- 1What did you expect your platform implementation to deliver — and how are you measuring it today?
- 2Where do IT and the business most often fall out of sync?
- 3Which technology investments are live but not yet showing ROI?
- 4What would "working" look like 90 days from now?
- 5Who owns the outcome once we're gone?
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