About
I didn't come from the financial industry. That's the point.
I'm Todd Koenig. Before I ever sat across from a client, I spent fifteen years in operations: sales ops, marketing ops, revenue ops, customer success ops, and supply chain. Companies where a process that wasted an hour got noticed, and a system that saved a thousand hours got built.
Then I joined the advisory world, and I was honestly surprised. The advice side of the industry is deeply professional. The operations side of most small firms runs on memory, spreadsheets, and somebody staying late. Not because advisors don't care, but because nobody on the team has ever had the systems job. Why would they? You built a practice, not an IT department.
Bedrock exists because advisors kept asking me how my firm does it. The skill set that's ordinary in the operations world turns out to be rare in the small-firm advisory space, and firms shouldn't need a full-time hire to get it.
Where the miles came from
Sales, CDW
Full IT solutions on the phones: prospecting, cold calls, relationships. I learned what it feels like to carry a number.
Sales Operations, RTI Biologics
Human tissue for surgeries, where a supply chain mistake isn't a late package. Cut manual allocation work by 90% and built reporting that matched donors to surgeries.
Manager, Worldwide Professional Services Operations, VMware
Led 34 people across Bangalore, Costa Rica, and Austin. Found and reconciled a $50M discrepancy between systems of record. Moved 17 spreadsheets of 20,000 rows each into a real system and cut support cases by 59%.
Senior Manager, COE Deployments, VMware
Sales operations for a go-to-market machine growing 40% a year: territory design, scorecards, analytics, and the full modern sales stack.
Sales Operations Manager, AlertMedia
Took weekly reporting from 40 hours of human effort to 4. Standardized global deployment data and lifted deployments 25% year over year.
Head of Operations & Advisor, independent RIA
Series 65. I run the operations of a real advisory practice and automated most of it: lead pipeline, review scheduling, marketing, and AI in daily use under real compliance constraints.
Three assessments, one answer
I put stock in knowing how you're wired, enough that I've done the full battery. They agree with each other, which is either validating or suspicious.
HBDI: a 1-2-2-1 profile
Double dominant in the two cerebral quadrants: analytical and quantitative on one side, big-picture and integrative on the other. The profile of people who are as comfortable in the data as they are in the strategy. Typical occupations listed for it include design engineers and financial consultants, which tracks.
CliftonStrengths
Strategic, Input, Ideation, Adaptability, Connectedness. I see routes, collect better ways of doing things, generate options fast, adjust when reality pushes back, and never forget that systems and people are one machine.
VIA Character Strengths
Honesty, humor, perspective, social intelligence, and appreciation of excellence near the top. I'll give you the unvarnished answer, the work will be enjoyable, and I hold my own output to the standard of things made well.
One more thing people find surprising: my degree is in ceramics, with minors in art history and graphic design. Years at a potter's wheel teach you that good work is iterative, that craft matters, and that things made carefully hold up under use. Somewhere between the kiln and the CRM, that became my whole professional philosophy.
The short version
- Fifteen years in operations across sales, marketing, revenue, customer success, and supply chain
- Head of operations and practicing advisor at an independent RIA, Series 65
- Hands-on builder: CRM workflows, integrations, marketing systems, and AI, personally, not through subcontractors
- Technology and operations consulting only, never investment advice
- Based in Austin, TX, working with firms anywhere