B2B marketing, revenue systems and AI engineering
I help B2B organisations design, build and improve CRM, marketing and revenue operations systems, including the data, automation and AI-enabled workflows connecting them.
I bring senior operational experience and hands-on engineering, from understanding the requirement to implementing and testing the solution.
Whether you're establishing something new, improving what you already have or exploring a different way of working, I can help you work out the right approach and deliver it.
Founder-led. Based in Dublin. Working with B2B teams and specialist partners.
Marketing, sales and customer teams work through different processes, platforms and information. What happens between them matters just as much as what happens within each team.
Marketing engages the right audiences and creates opportunities for commercial conversations.
Sales develops relationships, manages opportunities and progresses decisions.
Customer teams support onboarding, adoption, retention and expansion.
Disconnected data, inconsistent processes and manual handoffs can create unnecessary effort and make it harder for teams to act on the information they have.
Well-designed systems do more than resolve those problems. They make new processes, services and ways of working possible.
Business view: How people, information and work move through the commercial operation.
Engineering view: The CRM, data structures, integrations, automation, software and AI capabilities that support it.
Understanding what the business needs and engineering the systems to support it.
Explore the business and engineering views: choose an area to see what it builds, or drag the seam to compare them.
Where I can help
For example, the requirement might be a better HubSpot lead lifecycle, the operational systems behind a targeted ABM programme, or an AI-assisted research workflow connected to existing tools.
You're introducing a CRM, building campaign operations, developing a customer lifecycle or putting a new commercial process in place. You need the underlying systems designed and implemented properly.
Your platforms and processes are in place, but data, automation, handoffs, reporting or operational complexity are holding teams back. You need to understand what should change and make those changes work.
You see an opportunity to use AI, agents or connected automation for research, campaign operations, classification, monitoring or other operational work. You need help turning the idea into a practical, testable solution.
You need an experienced practitioner to advise, lead a defined implementation or provide hands-on capacity alongside your internal team or agency.
Three connected areas of expertise
Design, connect and improve the CRM, data, integrations and processes supporting marketing, sales and customer operations.
Including CRM architecture, lifecycle management, automation, lead handling, measurement and operational change.
Build the operational capabilities that help teams target, activate, nurture and measure their audiences and accounts.
Including segmentation, campaign operations, account-based infrastructure, marketing automation, buying-group data and coordination with sales.
Design and develop intelligent applications that help teams research, interpret information, coordinate work and operate across connected systems.
From specialised AI workflows to campaign assistants, research agents and more advanced operational applications, the work starts with a clear purpose and the right engineering approach.
Platform specialism
HubSpot is a particular platform specialism within my work.
I help organisations implement, configure, extend and improve HubSpot, bringing together platform expertise with a wider understanding of data, workflows and commercial operations.
Selected work and engineering
My work combines years of B2B marketing and revenue operations experience with practical implementation and ongoing technical development.
Explore examples of professional delivery, alongside selected systems, workflows and intelligent capabilities I have engineered or evaluated.
How we can work together
Establish what you're trying to achieve, what already exists and where specialist expertise could make a difference.
Work through the architecture, dependencies, implementation choices and a scope that makes sense for the requirement.
Implement the agreed solution, test its behaviour and address the operational details that matter.
Document, hand over, support or continue improving the capability under an agreed arrangement.
Engagements can begin with focused advice, a defined project or specialist capacity alongside your existing team. Not every requirement needs a large programme of work.
Whether you're working through a specific system challenge, preparing a new implementation or exploring how AI could support your operations, I'd be interested in understanding what you're trying to achieve.
You'll work directly with me, from the initial conversation through to the agreed work.
Discuss a requirementAsk about the services, the work, or whether a situation is a fit. This assistant answers from what’s published on this site; Osama replies to enquiries personally.
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