Hi, I'm Soof. I'd like to be your systems person.
A business systems consultant who brings enterprise-level expertise to small businesses, and who sticks around long after the project ends.
I've always had a systems superpower.
I can walk into a business, talk to the people inside it, watch how work actually gets done and pretty quickly start seeing the connections: where information is getting lost, where people are doing work a system should be doing, where technology is creating more problems than it's solving.
I spent almost a decade doing that at the enterprise level, including CRM and systems strategy at companies like Wells Fargo and Rivian. Along the way I spent plenty of time on the client side of consulting engagements, and one thing always bothered me: how hard you sometimes had to fight to actually be heard.
Consultants would arrive with their methodology, their preferred solution, their assumptions about how the business should work. But the people inside the business were the ones who understood all the weird details that made it their business.
I wanted to work differently. So I started bringing the systems thinking I'd learned in big companies to smaller businesses, without bringing all the big-company nonsense with it.
Good systems aren't really about software. They're about understanding how people work, and building technology around them.
Not another consultant who disappears when the project ends.
I help small businesses figure out what systems they actually need, implement and optimize CRMs, connect their technology, build automations, untangle processes and make the tools they're already paying for actually useful.
I'm not tied to one platform. Salesforce, HubSpot and Zapier happen to be tools I know extremely well, but sometimes the best recommendation is something else. And sometimes the best recommendation is don't buy anything; we can make what you already have work.
Most of all, I want to be the person who knows your business, knows your team, remembers why we built something the way we did, and is still around when the next question comes up.
Six things I won't compromise on.
Listen first
I don't walk in assuming I know what you need. I understand the people, processes, exceptions and goals before designing anything.
Business before software
The technology serves the business, not the other way around.
Keep it usable
The theoretically perfect system is worthless if your team hates using it. Simple and adopted beats sophisticated and ignored.
Recommend what's right
Not what's profitable. I won't push a migration, platform or shiny new tool just because I know how to sell it.
Build for real life
Businesses are messy. People forget things. Processes have exceptions. Good systems account for that.
Stick around
Businesses change, and their systems should evolve with them. I'm here for the long haul.
Let's figure out what's actually going on.
The first call is a conversation, not a pitch. Bring the thing that's driving you nuts.