· INSIGHTS
Practical notes on technology and revenue
Short, direct thinking on what to automate first, where AI actually helps, and how technology decisions show up (or don't) in the business. For David's personal leadership writing and speaking, see dgreenejr.com/insights.
AI + Automation
AI doesn't fix a broken process — it exposes it faster
The businesses that get the least out of AI are usually the ones that pointed it at a process nobody had actually mapped. Before automating a workflow, write down what really happens today, including the exceptions and the workarounds. AI is very good at making an already-clear process faster. It's not good at guessing what a messy process was supposed to do. Start there, and the AI project gets simpler, not harder.
Revenue Technology
A missed call is a revenue leak, not a customer-service footnote
Most businesses track marked-up ad spend and abandoned online carts closely, then let a real, ready-to-buy phone call ring out because nobody was free to answer it. Every unanswered call, unread form, and un-followed-up lead is the same problem in a different channel: an interested buyer met silence. Automated intake and follow-up isn't about replacing people — it's about making sure a real opportunity is never lost to a bad moment.
Systems + Integrations
What to automate first (it's rarely the flashy thing)
The best first automation project is usually boring: the handoff between two systems that currently depends on a person remembering to copy information from one place to another. Fix that before building an AI agent. Boring automation removes the daily friction that erodes trust in the whole system, and it builds the operational discipline that makes every automation project after it go faster.
Custom Software + SaaS
Software doesn't create value simply because it was deployed
A tool that nobody adopted isn't a technology win, no matter how well it was built. The value shows up when people, process, and accountability line up around it — someone owns it, the workflow actually routes through it, and there's a way to tell whether it's working. That's why every iRev Tech engagement measures adoption and outcome, not just "did we ship it."
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