Syfur RahmanUse behaviour and context to decide whether a message is useful, including when to stay quiet.
Syfur Rahman, MCIM
Marketing automationwith a clearercommercial purpose.
I lead marketing automation across people, platforms and delivery. My focus is how customer signals become useful decisions, and how teams make those decisions consistently.
Customer journeysOperating modelsMarketing technologyApplied AI
My point of view
Start with what the customer needs next.
A journey earns its place when it helps someone get value, make a decision or solve a problem. That is the standard I want automation to meet.
Give marketing, sales and product a clear way to coordinate the next step.
Name who can change the journey, approve an exception and answer for the outcome.
Set the decision, limits and evidence required before giving a system more autonomy.
From strategy to delivery
Make the next decision easier.
Find the friction
Look at where customers stall and where teams repeat work.
Design the working method
Agree the data, responsibilities and checks before choosing another tool.
Prove a useful first step
Test a bounded workflow with the people who will use it.
Expand on evidence
Review adoption, quality and effort before making a larger commitment.
Selected work
Experience behind the viewpoint.
Led operations across regions, with strong service performance and positive stakeholder feedback.
Helped design a tool for briefing and review, with lower effort indicated by the planning model.
Established the process, training and ownership needed to put a new delivery model into use.
Supported structured experiments to give teams evidence for their next campaign decisions.
Explore the work
Go deeper into the decisions.
My profile covers the experience. Applied AI shows the tools and prototypes. In the blog, I examine what should change in B2B marketing.
From the blogWhere CRM and AI go next.Read my thinking ↗