Nasima A.

Nasima A.Oct 13, 2026

You could give me £1 million and I still wouldn't use Salesforce. Sorry, I said it and I know many CRM'rs out there will agree too. It still gives me PTSD... As a CRM marketer, I'd think twice about taking on a project or consultancy gig if the tools weren't going to empower me to do my job properly. So, as a CRM marketer, I have to ask: how did we get here?!!! I want my tools to empower my team to be self-sufficient. I want to build journeys, test hypotheses, launch campaigns, personalise experiences and optimise performance without needing a specialist degree just to navigate the platform. Of course, enterprise CRM is complex. Data, integrations, governance and scale all matter. But if a tool doesn't enable your team to do their best work, move faster and operate more independently, whats the point? Why are we still using it? Especially now, as we move towards agentic marketing, where speed is becoming a competitive advantage. It's also the ugliest UI tool i've ever seen. CRM people, am I being dramatic, or do you agree.

Nasima A.Oct 15, 2026

I was doing hyper-personalisation at scale before AI made it fashionable during black Friday at SEPHORA and my AI was… Excel (and the help of BI) No AI agents, just customer data, spreadsheets, and a lot of digging, and testing. I was looking at what customers had purchased before, how often they came back, what products they were buying, and what they might need next. Had someone bought a cleanser? What would complement it? Were they regularly buying skincare? When might they be running low? Had they purchased a particular product before? What would make sense to recommend next? Id use Excel to analyse purchase patterns, build customer segments, work out likely next purchases and figure out which products or messages would be most relevant to different customers. Then I'd turn those insights into targeted CRM campaigns. Today, AI can help us analyse behavioural signals, predict customer intent, recommend the next best action and adapt customer journeys far faster than we could manually. Crazy that i don't even had to do all that hard work anymore. I can now have a lunch break. :) Heres what I think is important, AI hasn't changed what good CRM is supposed to do. Its changed how quickly and how intelligently we can do it. The fundamentals havent gone anywhere:→ Understand your customer.→ Recognise their needs and intent.→ Anticipate what they might need next.→ Deliver the right experience at the right moment.→ Learn from what happens and keep improving. It's actually so incredible what i can do now vs what i was doing 5 years ago. It's such an exciting to literally be in digital marketing

Nasima A.Oct 12, 2026

The marketer’s new role? Less execution, more enable decisions and more speed. For years, marketing teams have been built around campaigns, channels, segments and execution. Get the brief > Build the campaign > Launch it > Report on the results. Enter agentic marketing... Execution is becoming the baseline. What's also really embarrassing is there are still many companies that don't have the basics the ones that can't update their Whatsap journeys, or still have basic retargeting, automations etc Were talking about scaling with AI, we're still calling it EDM in the UAE. 🥲 So what does this shift actually mean for GTM, CRM and retention? GTM: How quickly can you spot a market opportunity, validate it and get the right proposition in front of customers? CRM: How quickly can you recognise a change in customer behaviour and respond with the right message, at the right moment? Retention: How quickly can you identify a customer at risk of churning and intervene meaningfully before they're gone? This is where agentic AI becomes incredibly powerful. Its not just about using AI to create content faster or automate another task. Its about building systems that can interpret signals, support decisions and take action across the customer journey. Moving from static segments to dynamic customer needs.From scheduled campaigns to responsive journeys. From reporting what happened to acting on what is happening. Speed is no longer just about how fast you execute. Its how fast you learn, decide and adapt. And CRM is particularly exciting because you can test, measure and learn from customer behaviour in relatively short cycles. One final thing you don't necessarily need to have the most ai or the most ai tools, just the ability to connect all the dots in your data, technology and decision-making well enough to recognise opportunities and act on them before they pass. Ai helps though ;) Braze