An expertise area within Mohammed Bou-Saber’s Digital Marketing & Operations profile
Automate without making the system opaque.
Automation should reduce friction while keeping rules, data and exceptions understandable. I structure CRM journeys so marketing, sales teams and tools share the same operating logic.
Campaign data that moves poorly between forms, automation and the CRM.
Workflows that are difficult to explain, maintain or hand over.
Scoring models that accumulate rules without governance or documentation.
Teams using different definitions for the same status or priority.
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My approach
Map objects, statuses, sources and decisions before automating.
Write nurturing and scoring rules in language the teams can understand.
Design exceptions, errors and manual recovery into the workflow from the start.
Connect CRM reporting to the questions marketing and sales teams actually ask.
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Methods & tools
Marketo
HubSpot
Salesforce Marketing Cloud
Make
Zapier
Emailing
Nurturing
Scoring
Workflows
CRM reporting
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Possible deliverables and areas of work
CRM flow audit
Object and status map
Nurturing specification
Documented scoring framework
Workflow library
Control and reporting plan
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Related experience
Freelance Digital Marketing Consultant, Orléans — areas of work include CRM and marketing automation since 2025.
Sekoia.io, Paris — qualitative design and optimisation of nurturing, scoring and emailing in Marketo in 2024 – 2025.
Cross-functional experience coordinating campaigns, marketing tools and sales teams.
FAQ
Frequently asked questions
What can a marketing team automate?
Repetitive tasks and well-defined handoffs: qualification, segmentation, sequences, notifications, synchronisation and checks. Ambiguous decisions should remain visible and governed.
How can an opaque scoring model be avoided?
Limit signals to the decisions they support, document every rule, separate behaviour from profile, and schedule regular reviews with the relevant teams.
What role does CRM play in the marketing journey?
CRM keeps the shared context that connects interactions, statuses and next actions without relying on one person’s memory.