Digital & AI

    Digital & AI

    Digital Transformation | Integration | Automation

    When systems are connected and decisions are automated, growth stops depending on adding more people.

    Most businesses already run on a connected stack — CRM, web, email, messaging, finance, and a handful of specialist tools — whether that's a deliberate choice or an accidental one. The work is making that stack talk to itself: clean data flowing between systems, manual steps replaced with rules, and a foundation solid enough that AI can be layered on top without guesswork. I've been doing this since 2006, across RevOps, CRM implementation, and digital transformation more broadly.

    Discuss a project →See how I work →

    How I work

    Strategy first. Before any system gets touched, I want a clear answer to one question: what outcome is this meant to produce? Without that, integration work just moves the mess around faster.

    Data is the thread. Whether it's there from day one or builds up over time, data is what tells you if the strategy is working. Every connected system should make that thread stronger, not harder to follow.

    Design for what's possible, not what's already there. Digitising an existing process just makes the old process faster. The better question is what the process would look like if it were designed today, with the tools available today.

    Change happens at the right points, with the right people. Technology decisions that bypass the people who'll actually use the system don't stick. I build in feedback points deliberately rather than treating rollout as a one-way push.

    Technology is the enabler, not the starting point. Every business already has a composable stack — CRM, web, messaging, phone, finance — whether or not that's been a conscious decision. The question isn't whether to integrate; it's whether you're doing it deliberately.

    The five pillars

    The five pillars of digital transformationFour pillars — Strategy, Change Management, Systems and Process Design, and Technology — sit above a connecting Data band that runs beneath all four. A loop connects Strategy and Data directly, showing the two inform each other.StrategyOutcome firstChange mgmtRight people, timeSystems andprocess designTechnologyThe enablerDataThe thread that runs through every pillarStrategy and data inform each otherStrategy and data feed each other directlyStrategy sets what to track. Data shows whether the strategy is working.

    What about AI?

    AI isn't a separate initiative sitting next to digital transformation. For most small and mid-sized businesses, it's a component of it — already showing up as desk-level productivity tools, service bots, and AI features embedded directly inside the CRM itself.

    What's coming next is agents and workflow automation, extending the exception management that traditional automation has always done — but now able to work on unstructured data too: emails, notes, free text. The shift is significant. The requirement underneath it isn't: AI still needs clean, connected data to work with.

    I use AI extensively in my own systems, including this one, and build it into client implementations the same way.

    A fuller piece on this is coming soon.

    What I've built

    B2B services, scale-up

    Connected marketing and sales systems that had been running independently, with automated handoffs replacing manual stage-gates between teams. Once the data could be trusted end to end, two consecutive years of ~50% revenue growth followed.

    Build to Rent, start-up

    Built an API layer connecting sales, operations and investor reporting, with an ETL platform de-siloing data that had been trapped in separate departmental tools. Real-time investor insight and integrated pipeline reporting where there had been none.

    Fintech/crypto, start-up — CCO

    Designed and built the core system supporting a global retail investor campaign, connecting marketing, compliance and sales processes into one operational flow. $4m raised.

    B2B services, early stage

    End-to-end process redesign in Zoho One: quoting, contracting, a customer portal, and integrated dashboards replacing what had been manual, disconnected steps. Client secured seed funding on the back of it.

    Early-stage start-up

    Connected company and contact data, signal enrichment, and email sequencing into one system with full visibility back into the CRM — designed so each part fed the others rather than running in isolation.

    Ways to work with me

    Three ways to work together

    As light or as embedded as the engagement requires.

    Employed / Retained

    Project, retained or fully employed. GTM strategy through to technical build — integration architecture, workflow automation, data design, CRM implementation. Build and run a full RevOps function, or come in on a specific part of it.

    Contract / Day Rate

    Day-rate or fixed-term. Interim Head of RevOps, GTM Engineer, CRM Lead. Available for embedded roles where the work needs someone who can operate commercially and build technically.

    HubSpot Sprints

    Fixed-price, fixed-scope HubSpot implementations. A specific problem, solved in days not months, with a clean handover.

    See HubSpot Sprints →

    Let's talk about what you need.

    A short call to understand your setup. You'll get clear thoughts on what needs building and how I'd approach it. No pitch deck, no pressure.

    Book a short call