Advisory for logistics technology teams

Senior-level judgment for AI and logistics product decisions, grounded in real carrier and shipper workflows.

As AI becomes central to logistics technology, closing the gap between model assumptions and how the logistics ecosystem operates is where the real product advantage lives.

I bring 35+ years of carrier and network experience to sharpen product and go-to-market decisions before they reach the market.

Let's Talk
Product reality Grounding AI and logistics product decisions in how the ecosystem actually operates
Workflow alignment Keeping roadmap choices connected to real carrier and shipper conditions
Go-to-market judgment Sharpening positioning and customer conversations with operator-level context

Where product decisions break down

The issue is usually not product quality alone. It is whether the product aligns with how carriers and shippers actually work.

  • AI models often miss the nuanced realities of carrier workflows
  • Product decisions drift from how parcel networks actually operate
  • Teams rely on internal data, missing broader ecosystem context
  • Roadmaps slow down as assumptions get questioned
The work

Bringing deep carrier and shipper expertise to the product and go-to-market decisions that matter.

Anchoring decisions in the real workflows, exceptions, constraints, and dynamics of the parcel ecosystem.

Validating product logic against real ecosystem dynamics

Identifying where AI and product assumptions diverge from ecosystem reality, and where that gap represents the greatest opportunity.

Connecting roadmap decisions to market reality

Bringing 35+ years of carrier and shipper perspective into roadmap choices so teams move forward with confidence and market fit.

Sharpening go-to-market positioning

Refining the language and positioning that resonates with carriers, shippers, partners, and enterprise buyers who know the terrain.

The clients

For the people making the call.

Logistics technology teams making product and go-to-market decisions where carrier and shipper context matters.

Founders and executive teams

Leaders making product and market bets who benefit from senior-level perspective grounded in how the parcel ecosystem actually works.

Product and commercial leaders

Teams translating logistics and AI capability into product choices, customer value, workflow fit, and market positioning.

Carrier-adjacent technology firms

Businesses serving merchants and shippers that understand their own data well but benefit from broader carrier and shipper context across the ecosystem.

The Background

Sean McCarthy

Founder & Principal

I built SM Advise to bring senior-level judgment to the product and go-to-market decisions where deep logistics expertise makes the difference.

It is a focused practice built for deep engagement and advice grounded in experience.

Background

35+ years at UPS in leadership roles spanning pricing, revenue management, marketing, and technology partnerships, followed by service as VP of Revenue Management at OnTrac.

Deep carrier and shipper expertise across the parcel ecosystem
Commercial and partnership experience at the highest levels of the industry
Strategic perspective grounded in how the ecosystem actually works
Let's talk

Every engagement starts with a conversation.

I genuinely enjoy these conversations — learning about new projects and finding where my experience adds value.

Email Sean

In your note, feel free to share a bit about your project and what you are trying to figure out.

Email: inquiries@smadvise.com
Company: SM Advise LLC