Business & Strategy Advisory
Ross Smith brings 30+ years of experience advising founders, executive teams, and growth-stage businesses on commercial strategy, major pursuits, and sustainable growth — particularly in energy, utilities, telecom, and technology sectors.
Get in TouchAbout
I advise founders, executive teams, and growth-stage businesses on how to grow, win, and lead in complex markets. My work focuses on commercial growth, strategic sales, key account development, major deal pursuit, executive coaching, and commercial risk management.
Over nearly two decades as a Partner at PA Consulting, I led their Utility Advisory Practice in the Americas — building trusted executive relationships, leading major accounts, and delivering some of the firm's largest and most complex engagements in the USA and internationally.
Today, through ThreeLs LLC, I provide independent advisory support to technology, software, consulting, and services firms — helping them sharpen their commercial strategy, strengthen client relationships, pursue larger opportunities, and accelerate growth.
I am also the co-author of two books on GIS ROI and business case development, and I continue to write on strategy, business value, and what it really takes to turn complex ideas into funded, executable programs.
Credentials
What I Do
Helping firms define and execute a coherent growth strategy — from market positioning and opportunity prioritization to building the commercial engine needed to win and scale.
Supporting leadership teams on high-stakes bids and complex pursuits — sharpening win strategies, coaching pursuit teams, and strengthening competitive positioning.
Building and deepening strategic client relationships that generate sustained revenue, trust, and preference — particularly in relationship-driven, complex markets.
Working directly with founders and senior leaders on the decisions, habits, and leadership clarity needed to navigate growth, change, and high-pressure execution environments.
Identifying and managing the commercial, delivery, and relationship risks that surface in complex engagements — before they become costly problems.
Helping businesses clarify their market message, sharpen their differentiation, and build a credible presence in sectors where trust and reputation are the currency of growth.
Industries
Career History
Independent advisory practice working with founders, executives, and leadership teams on commercial growth, strategic sales, account development, major pursuits, and executive advisory. Based in Denver, CO.
Advising on growth strategy, client development, market positioning, and the pursuit of larger opportunities in North American utility and enterprise markets.
Advised leadership teams at two firms on growth strategy, client development, market positioning, and strategic pursuit in infrastructure, utility, and energy markets.
Nearly 18 years as Partner, leading practice growth, major account relationships, business development, and delivery of complex strategic and transformation programs for utility clients across the US and internationally. Also served as a "Top Gun" instructor, developing PA's most senior consultants.
Led complex environmental and utility programs across USAFE bases in Germany, Italy, and the UK. Also helped establish a Broadband Network Design facility in Krakow, leading a technical team of 80+ network designers.
Led large system implementation programs for major electric and gas utilities in New Zealand, and provided IT consulting to utilities and telecoms providers in the UK — pioneering early digital plan-design-build processes.
Get in Touch
Whether you're looking to sharpen your commercial strategy, win a critical pursuit, strengthen key client relationships, or simply think through a complex challenge — I'd be glad to have a conversation.