Anna Farberov
Most enterprise pilots die in year one. I help enterprises stop killing good technology and help startups survive it | Physical AI · Supply Chain · GTM
For 20 years, I sat on the enterprise side of the I was the person startups were trying to sell to.
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I decided which technologies got a pilot, which ones scaled globally, and which ones never made it past a PowerPoint despite being brilliant. I've seen great technology die because of the wrong buyer, the wrong timing, the wrong framing, or simply because nobody inside the organization was willing to fight for That experience, first at P&G across operations, finance and commercial, then building PepsiCo Labs from the ground up, gave me something most advisors don't have: I know exactly why enterprise innovation fails, and I know the specific conditions that make it In the last decade, I've helped deploy digital twins for global operations, built a network of autonomous vehicles, scaled physical AI across manufacturing and logistics, and delivered tens of millions in measurable value. Not in a lab. In a 340,000-person organization where nothing moves fast and everything requires After two decades on the enterprise side, I'm now bringing that perspective to founders and investors who need it I work with founders and investors in deep tech, physical AI, and supply chain, helping them understand how enterprise actually buys, adopts, and scales technology. I help shape products before they hit the market, sharpen GTM strategy before it hits a wall, and make sure the right value reaches the right buyer in language they actually If you're building something that needs to win inside a large organization, let's talk.
GTM Index
- INDEPENDENTJOB
- Operator & Advisor5M
Operator & Advisor | Physical AI · Supply Chain · GTM
Independent
Advising enterprises and deep tech startups at the intersection of physical AI, supply chain, and enterprise GTM. After 20 years on the enterprise side — first as an operator, then as an innovator — bringing that perspective to founders who need to win inside large organizations and enterprises that need to stop killing good technology. Working with enterprises on pragmatic innovation approaches, startups on GTM strategy and enterprise readiness, and investors on evaluating whether a startup can actually land and scale inside enterprise.
- Operator & Advisor5M
Operator & Advisor | Physical AI · Supply Chain · GTM
Independent
Advising enterprises and deep tech startups at the intersection of physical AI, supply chain, and enterprise GTM. After 20 years on the enterprise side — first as an operator, then as an innovator — bringing that perspective to founders who need to win inside large organizations and enterprises that need to stop killing good technology. Working with enterprises on pragmatic innovation approaches, startups on GTM strategy and enterprise readiness, and investors on evaluating whether a startup can actually land and scale inside enterprise.
- Operator & Advisor5M
Operator & Advisor | Physical AI · Supply Chain · GTM
Independent
Advising enterprises and deep tech startups at the intersection of physical AI, supply chain, and enterprise GTM. After 20 years on the enterprise side — first as an operator, then as an innovator — bringing that perspective to founders who need to win inside large organizations and enterprises that need to stop killing good technology. Working with enterprises on pragmatic innovation approaches, startups on GTM strategy and enterprise readiness, and investors on evaluating whether a startup can actually land and scale inside enterprise.
- TAU VENTURESJOB
- Venture Partner4Y 9M
Venture Partner
TAU Ventures
Early stage VC fund investing in deep tech companies coming out of Tel Aviv University. Advise portfolio companies on enterprise GTM strategy and corporate partnership development. https://www.tauventures.co.il/
- PEPSICOJOB
- General Mgr, PepsiCo Labs8Y 3M
General Manager, PepsiCo Labs
PepsiCo
Built PepsiCo Labs from two people into a global innovation function. Mandate: connect the best technology in the world with PepsiCo's hardest operational problems and make it work at global scale. Over eight years, ran hundreds of pilots across AI, physical AI, robotics, digital twins, autonomous systems, and supply chain. Achieved a 50% pilot-to-scale success rate. Delivered hundreds of millions in measurable ROI across a 340,000-person organization. Key deployments: digital twin for operations (20% throughput increase, 10-15% capex reduction), autonomous vehicle network, predictive maintenance at global scale, last-mile delivery transformation. Spoke at NRF, Manifest, Shoptalk, and Groce…
- Corporate Investments and…8Y 3M
Corporate Investments and Board Representation
PepsiCo
- DISCOUNT INVESTMENT CORPJOB
- Head of Strategy, M&A & Bo…2Y 11M
Head of Strategy, M&A & Board Representation
Discount Investment Corp Ltd.
Led corporate strategy, investments, and new growth platforms for a $1.6B multi-industry holding company, reporting directly to the CEO. Served concurrently as Board Director and Audit Committee member across portfolio companies in logistics, financial services, energy, and consumer services.
- PROCTER & GAMBLEJOB
- Finance, Strategy & Operat…7Y 11M
Finance, Strategy & Operations
Procter & Gamble
- Job: Independent — Operator & Advisor | Physical AI · Supply Chain · GTM · 2026-05 – present · 3 mo — Advising enterprises and deep tech startups at the intersection of physical AI, supply chain, and enterprise GTM. After 20 years on the enterprise side — first as an operator, then as an innovator — bringing that perspective to founders who need to win inside large organizations and enterprises that need to stop killing good technology. Working with enterprises on pragmatic innovation approaches, startups on GTM strategy and enterprise readiness, and investors on evaluating whether a startup can actually land and scale inside enterprise.
- Job: Independent — Operator & Advisor | Physical AI · Supply Chain · GTM · 2026-05 – present · 3 mo — Advising enterprises and deep tech startups at the intersection of physical AI, supply chain, and enterprise GTM. After 20 years on the enterprise side — first as an operator, then as an innovator — bringing that perspective to founders who need to win inside large organizations and enterprises that need to stop killing good technology. Working with enterprises on pragmatic innovation approaches, startups on GTM strategy and enterprise readiness, and investors on evaluating whether a startup can actually land and scale inside enterprise.
- Job: TAU Ventures — Venture Partner · 2022 – present · 4y 7mo — Early stage VC fund investing in deep tech companies coming out of Tel Aviv University. Advise portfolio companies on enterprise GTM strategy and corporate partnership development. https://www.tauventures.co.il/
- Job: PepsiCo — General Manager, PepsiCo Labs · 2018 – 2026-04 · 8y 3mo — Built PepsiCo Labs from two people into a global innovation function. Mandate: connect the best technology in the world with PepsiCo's hardest operational problems and make it work at global scale. Over eight years, ran hundreds of pilots across AI, physical AI, robotics, digital twins, autonomous systems, and supply chain. Achieved a 50% pilot-to-scale success rate. Delivered hundreds of millions in measurable ROI across a 340,000-person organization. Key deployments: digital twin for operations (20% throughput increase, 10-15% capex reduction), autonomous vehicle network, predictive maintenance at global scale, last-mile delivery transformation. Spoke at NRF, Manifest, Shoptalk, and Groce…
- Job: Discount Investment Corp Ltd. — Head of Strategy, M&A & Board Representation · 2016 – 2018 · 2y — Led corporate strategy, investments, and new growth platforms for a $1.6B multi-industry holding company, reporting directly to the CEO. Served concurrently as Board Director and Audit Committee member across portfolio companies in logistics, financial services, energy, and consumer services.
- Job: Independent — Operator & Advisor | Physical AI · Supply Chain · GTM · 2026-05 – present · 3 mo — Advising enterprises and deep tech startups at the intersection of physical AI, supply chain, and enterprise GTM. After 20 years on the enterprise side — first as an operator, then as an innovator — bringing that perspective to founders who need to win inside large organizations and enterprises that need to stop killing good technology. Working with enterprises on pragmatic innovation approaches, startups on GTM strategy and enterprise readiness, and investors on evaluating whether a startup can actually land and scale inside enterprise.
- Job: Procter & Gamble — Finance, Strategy & Operations · 2009 – 2016 · 7y
- Job: PepsiCo — Corporate Investments and Board Representation · 2018 – 2026-04 · 8y 3mo
- School: Reichman University (IDC Herzliya) — Master of Business Administration (MBA), Finance
- School: The Hebrew University — Bachelor of Arts (B.A.), Philosophy, Politics and Economics (PPE)
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