NOMIDDLE / BUILD / FORWARD DEPLOYED ENGINEERING
Robbie Abed personally leads the strategy, product decisions, engineering, and deployment, backed by NoMiddle’s team of engineers. The work stays close to the business and accountable to the senior forward deployed engineer leading it.
MARKET RESEARCH · PRODUCT STRATEGY · HANDS-ON ENGINEERING · ENTERPRISE DEPLOYMENT
YOUR SENIOR FORWARD DEPLOYED ENGINEER
Robbie has spent two decades across enterprise IT, ERP transformation, growth, and marketing. He began in SAP and digital transformation at Accenture and Deloitte, working with Walmart, Microsoft, and Allstate. He later served as CIO of a national consulting firm.
Today, Robbie architects enterprise-facing software and AI infrastructure and serves as the core product engineer. As the senior forward deployed engineer, he takes each engagement from business problem and product architecture through production software spanning growth platforms, digital coaching products, and governed AI access to core enterprise systems.
The systems he leads are deployed in enterprise environments and used by enterprise users. Robbie stays accountable from architecture through deployment, supported by NoMiddle’s engineering team.
ENTERPRISE BUILDS · LED BY ROBBIE
Each began with a real business problem and became production technology used by enterprise users. Robbie leads the architecture and deployment, bringing in the right NoMiddle engineers to build and improve each system.
Sales, service, finance, operations, and purchasing can query approved ERP data in plain language while identity, permissions, and audit controls remain intact.
HOW ROBBIE CHOOSES WHAT TO BUILD
Robbie approaches every build like an investor, operator, and engineer. First he determines where the company can grow, where the economics can improve, and where it can build a defensible advantage. Only then does he choose the AI investment and begin engineering.
01 / MARKET STRUCTURE
Market growth, customer segments, industry shifts, geographic expansion, competitive intensity, pricing, and a defensible TAM, SAM, and obtainable market.
02 / BUSINESS ECONOMICS
Revenue mix, contract size, recurring potential, delivery model, revenue per employee, gross margin by offering, customer concentration, and sales-cycle quality.
03 / OPPORTUNITY MAP
Identify new products, markets, and revenue pools. Then map the workflows where AI can improve speed, capacity, service quality, risk, and margin.
04 / INVESTMENT THESIS
Score each opportunity, choose build versus buy, sequence the portfolio, assign ownership, establish governance, and stop projects that cannot create measurable value.
THE TWO VALUE POOLS
An AI investment should open a credible growth path, create meaningful operating leverage, or do both.
GROWTH + EXPANSION
MARGIN + EFFICIENCY
HOW WE RANK THE PORTFOLIO
FORWARD DEPLOYED ENGINEERING (FDE)
LED AND ENGINEERED BY ROBBIE ABED
Market and business analysis, product thesis, architecture, prototyping, production engineering, enterprise deployment, adoption, and continuous improvement, led by the same senior forward deployed engineer.
UNDERSTAND · DESIGN · BUILD · DEPLOY
Send the business problem, the systems involved, and the outcome the product needs to create.
robbie@nomiddle.com