More tools. More AI. Still not enough clarity?
I help B2B marketing and RevOps teams fix what’s broken underneath the stack, so the tools, the AI, and the reporting actually deliver what they should.
Better decisions, cleaner logic, and a more dependable operating system underneath growth.
CLIENT EXPERIENCE
Strategic Computing
HRSoft
Digital Hands
Duck Creek
Picus Security
Sandler
Ray Murphy, CEO & Founder
Strategic Computing
Read the Strategic Computing case study →How I get involved
Diagnose the system
See what’s actually happening underneath the tools.
Reporting trust, workflow ownership, AI readiness, and whether the data your team relies on is telling you the truth. Across HubSpot and the systems connected to it.
The output: a prioritized roadmap of what to fix before AI, what to fix alongside AI, and what can wait.
Best for: Teams that know something is off but can’t pinpoint where to start.
Fix what matters first
Hands-on work inside the system.
Workflow redesign, data cleanup, lifecycle alignment, reporting architecture, Breeze agent configuration, integration logic. Not everything at once. The issues that, if fixed first, unlock the most downstream clarity, capability, and control.
Best for: Teams that have direction but need experienced hands to execute it.
Enable the team to run it
Ongoing advisory and operational thinking partner.
Help your team make better system decisions as the business grows and AI capabilities expand. Guide tool selection and adoption. Build the governance layer for AI and agentic workflows. The goal is a system your team trusts and owns, not long-term dependence on external support.
Best for: Teams that want senior operational judgment without a full-time hire or an agency retainer.
You work directly with me. No sales team, no account managers, no juniors learning on your account. I scope it, I do it, I deliver it. Available for fractional and project-based engagements across EU and US time zones.
If this feels familiar
If this sounds like your team
Your reporting exists, but nobody in the room fully trusts it enough to bet a budget on it.
AI features are switched on across the stack, but nobody can clearly show what improved.
The marketing technology investment keeps growing. The clarity doesn’t.
Marketing and sales still work from different definitions for the same pipeline.
You’ve automated processes, but the team is still working around the tools instead of through them.
You’ve talked to agencies, but every proposal feels like more than you need and less specific than you want.
The work is rarely about one tool. It sits across CRM, automation, reporting, enrichment, and AI, with HubSpot often at the center but never the only thing that matters.
What makes the real difference is how these systems connect: whether the data flows cleanly, whether the logic is documented, and whether AI tools are amplifying good decisions or scaling bad ones. Increasingly, this includes agentic workflows: AI systems that don’t just analyze data but take action inside your operations, which makes governance and architecture even more critical.
AI AND INTELLIGENCE
DATA AND ENRICHMENT
What I'm working through
I’d rather show how I think than describe myself with service language.
How to Train and Enable Marketing Teams for AI Adoption
Why AI enablement fails when it is treated as a training exercise, and what a structured approach across workflows, capability building, and governance actually looks like.
The AI Adoption Anxiety No One’s Talking About
The quiet tension between AI expectations and operational reality that most marketing leaders feel but few discuss openly.
Inside the AI-Native Marketing Organization: What the Tools Couldn’t Fix
Why the most capable marketing teams still struggle with AI adoption, and why the answer is rarely more technology.
Things you can use today
Practitioner-level resources for marketing and RevOps teams. If it’s useful, take it.
Step-by-step recipes for using AI features across marketing, sales, and service workflows inside HubSpot.
5 Things to Check in HubSpot Before Turning on AI
A short practical checklist for reviewing the most important settings and data quality indicators before activating AI features.
About Osama
I spent 6+ years as Associate Director of Marketing Operations at 2X Marketing, leading revenue operations infrastructure for B2B companies across SaaS, fintech, insurance, cybersecurity, and technology.
The work covered HubSpot and Salesforce architecture, workflow design, data governance, reporting systems, AI adoption, and marketing-to-sales handoff logic. Mostly for growing marketing teams where the operational layer was either being built for the first time or rebuilt because the original setup no longer held.
Today I work as a fractional marketing operations and AI strategy partner from Dublin. I’m also completing my MSc in Digital Marketing at UCD Michael Smurfit Graduate Business School, which has put me at the intersection of advanced digital marketing research, AI-enabled operations, and the Irish technology ecosystem. That combination directly shapes how I approach every engagement: grounded in real operational experience, informed by current research, and focused on what actually works when AI meets marketing systems.
Current areas of focus: AI readiness assessment for marketing operations, HubSpot optimization and Breeze agent deployment, agentic workflow design and governance, and revenue operations architecture.
If this is what you're working through
If your team is investing in marketing technology and AI but not getting the clarity you expected from it, that’s the kind of challenge I focus on. I’m open to a conversation to see if I can help.