Greenfield exists to turn AI activity into business change.
Greenfield is an AI transformation partner that finds the work holding a business back and builds the AI workflows that change it, for B2B leadership teams with an AI mandate and a number to move.
What makes Greenfield different
Operators direct the work.
Joe and Brian each spent twenty years running revenue and go-to-market teams. The operators shaping your workflows have sat in the seats your teams sit in.
Every workflow traces to a number.
Before anything gets built, we agree on the metric it moves. The metric goes into an Agent Job Description with one owner and review dates at 30, 60, and 90 days.
Greenfield builds inside the tools you already have.
Your workflows live in your CRM, help desk, inbox, and spreadsheets, with no new platform to buy and no migration.
You never commit past the current quarter.
Every quarter ends with a written scorecard against the outcomes we named, and the decision to continue is yours. The Diagnostic credits 100% toward your first build.
You own what we build.
The workflows, prompts, documentation, and results are yours. The training exists so your team can run it without us.
We own the connective work between the mandate and the outcome.
Who Greenfield works with
B2B leadership teams with an AI mandate that need it to produce a business outcome.
Companies trying to improve a meaningful part of how they run, not add another standalone tool.
Teams that need operating, data, and technical work to stay connected.
Leaders who want a partner to direct the work through rollout and improvement, not hand over a deck.
We spent years running revenue and go-to-market inside B2B companies, and years more partnering with more than one hundred of them through Rev(X) and (X)Form.
The pattern with AI was familiar: tools were bought, pilots launched, teams trained, and the business still did not get the outcome it needed. No one had connected the initiative to an operating problem, a number, and an accountable way of working.
So we built Greenfield to do that.
We bring operating experience to AI transformation: identifying the problem worth solving, designing the system around it, and directing the work until it becomes part of how the business runs.
The team behind Greenfield
Joseph Zito
Co-founder
Joe was an operating executive for twenty years: Group VP at Oracle Data Cloud, CRO at Custora, founder of Rev(X) and (X)Form. Through Rev(X) he has partnered with more than 100 B2B companies, from Series A startups to S&P Global. At Greenfield he owns client engagement, the offer, and pricing.
Brian Murphy
Co-founder
Brian was a leader in go-to-market for twenty years at Oracle Data Cloud, Simon, Yobi, and Verve. He built and shipped AI products at Yobi and Verve, inside companies where getting the sales floor to use them was the hard part. At Greenfield he owns delivery: the value tree, the agent architecture, and the code that ships.
How Greenfield works
- The first conversation.Thirty minutes, no deck. You leave with a view on which workflow we would build first.
- Before discovery.We sign your NDA and ask only for access to what the first workflow touches.
- The Diagnostic.Two to three weeks with your team: your workflows mapped, your data checked, and your first win chosen.
- The first build.A working prototype in week one, live and in testing by day 30.
- Every quarter after.A new workflow every 30 days, ongoing training, and a written scorecard at the end of the quarter.
Joe leads the engagement and Brian leads delivery. We reply to every message within 24 hours.
Key facts
- Company
- Greenfield AI
- Type
- AI transformation partner
- Founders
- Joseph Zito and Brian Murphy
- Founded
- 2026
- Headquarters
- Remote
- Website
- greenfieldai.io
- Core offering
- AI transformation for B2B companies: finding the business problem, redesigning the work, and building AI workflows inside the client's systems
- Services
- AI Roadmap, Agentic Workflows, AI Fluency
- Pricing
- Priced by scope, usually as an embedded retainer. You get a price before the prototype.
- Contract terms
- Quarterly. Never committed beyond the current quarter.
- Customers served
- The founders have partnered with more than 100 B2B companies through Rev(X) and (X)Form.
- Work delivered
- About 300 agentic deliverables built
- Response time
- Within 24 hours
- Social
- Joseph Zito on LinkedIn, Brian Murphy on LinkedIn
Frequently asked questions
What does it cost?
Most work is structured as an embedded retainer because transformation does not end when a first version ships. The scope and team depend on the problem, the systems involved, and what your team can own. The Diagnostic credits 100% toward your first build, and you will have a price before the prototype. We can also scope a defined project when that is the right way to start.
How long until the first workflow is live?
A working prototype inside the first week, measured from access to your data and systems. Live and in testing by day 30. Three workflows live by day 90.
How much of our team's time does this take?
Discovery is a few working sessions with the people who own the workflow and the data. After that, one owner on your side for each workflow, plus regular training. Greenfield can handle the build, so your team's time goes to reviewing the work and adopting it.
What happens if a workflow does not work?
Before we build it, we agree in writing what “working” means: the number it moves and the standard it has to meet. Every agent carries a review date at 30, 60, and 90 days. If it misses, it gets rebuilt or retired; nothing keeps running on a metric that stays flat. And every quarter ends with a written scorecard and your decision to continue or stop.
Who owns what we build?
You do. The workflows, the prompts, the documentation, the results. The training exists so your team can run and extend them without us.
What is the first conversation like?
Thirty minutes. We ask which number is under pressure, what your team has tried, and where it stalled. You leave with a view on which workflow we would build first, and what it would move. No deck.
The track record behind the work
companies
B2B companies our founders have partnered with through Rev(X) and (X)Form.
agentic deliverables
Agents, tools, and workflows built by the founders.
years each
Building and operating B2B revenue organizations.