Business Analysis Blueprint

Azim Talib

Meet Azim Talib: 19x Salesforce certified, lifelong learner, and the Ironman of business analysis (yes, the Avengers kind). From spotting “dark stores” in a hypermarket during the pandemic to mastering Salesforce and earning multiple certifications in record time, Azim combines analytical rigour with a flair for strategy.

When he’s not turning data into insight or combing through IIBA’s plethora of business analysis resources, you’ll find him levelling up in RPGs, treating spreadsheets like personal playgrounds, or absorbing wisdom from audiobooks like they’re the secret to immortality.

In our latest Business Analysis Blueprint, Azim shares how family, mentorship, technical expertise, and a love of human-centred business analysis shaped his career journey—and why he thinks continuous improvement beats everything else.

What first got you interested in business analysis? Was there a moment when you thought, “This is exactly what I want to do”?

My interest in business analysis first began in 2021, sparked by a mentor during the pandemic. At the time, I was an accounts payable manager for a local hypermarket chain. I noticed the growing trend of "dark stores" and proposed this as a new business development strategy to my CEO. He then assigned me to work with a trusted mentor, who introduced me to the core principles of business analysis for the project.

I was immediately fascinated by the detailed and structured approach to solving business problems, which was a pivotal moment for me. I realized this was the field where I could merge my analytical skills with strategic business thinking. But it wasn’t until 2024, after I was introduced to Salesforce, that I began pursuing a business analysis career professionally.

You recently completed IIBA’s updated Entry Certificate in Business Analysis (ECBA) exam as a beta tester. What made you decide to pursue the ECBA, and what do you hope it will bring to your career?

While practical experience is important, aligning my professional practice with a global standard is equally important. This is what motivated me to pursue the ECBA. I didn't just want to conform to the status quo within my company; I wanted to challenge them. Learning and applying the globally recognized standards set by IIBA is a step toward project excellence, and my employer is supporting me in this all the way.

The updated ECBA provided me with the perfect platform to learn this. I hope to validate my skills and demonstrate my commitment to excellence in business analysis, enhancing my credibility and opening new opportunities in my career.

You’ve mentioned that you’re planning to pursue the Certification in Business Data Analytics (CBDA) next. What is it about data analytics that excites you, and how do you think it will enhance your work?

Knowing how a system works or being good at documentation is important, but the ability to effectively analyze and activate data into useful insights is a more critical skill in the age of AI. I’ve had a love for data analytics since high school, where I spent countless hours “perfecting” my spreadsheets. This passion is what excites me most about pursuing the CBDA.

The CBDA and its resources will help me learn the best practices in data analytics, allowing me to refine my analytical thinking and apply it in a more structured way to enhance my work.

What has been the most valuable aspect of your IIBA membership so far? How are you currently using IIBA resources to support your professional development?

I am a huge fan of the KnowledgeHub, the BABOK Guide, The Business Analysis Standard, and the Business Analysis Core Concept Model. When I first started, simply grasping the BACCM terms—“change,” “stakeholder,” “need,” “value,” “solution,” and “context”—transformed how I communicated with clients. Through this framework, I can organize my thoughts better.

My second most-used resource is the IIBA Digital Library. I love having access to a wide range of meaningful books and audiobooks that have been instrumental in improving my human skills. Some of my favourites are First, Break All the Rules by Marcus Buckingham, The Trusted Advisor by David Maister, Charles Green, and Robert Galford, and Lynchpin by Seth Godin. They’re my “audio therapy.”

With 19 Salesforce certifications under your belt, how has your technical expertise shaped the way you approach business analysis? What inspired you to pursue a career as a Salesforce Business Analyst?

The number of certifications may seem banal to some, as it doesn’t always translate to expertise in the field. But for me personally, each certification represents a milestone and a commitment to understanding the Salesforce platform, even if I don't consider myself an expert in every area. This knowledge allows me to ask more precise questions during discovery sessions, leading to more efficient and effective requirement elicitation, documentation, and solution design.

Can I do a shout-out here? Vanessa Grant is my biggest inspiration. Her work truly hooked me on this specific career path. From there, I began reaching out to Salesforce professionals on LinkedIn and building connections within the ecosystem. The more I learned about Salesforce and connected with the community, the more I fell in love with my work, and it has made my professional journey incredibly meaningful.

Back in January, you said 2025 is all about improving your business analysis skills, especially in areas like communication and collaboration (i.e., human skills). What inspired this focus, and how’s it going so far?

For me, 2024 was primarily dedicated to mastering the Salesforce ecosystem and domain. However, a significant shift in my career came in 2025 when I was promoted to a senior business analyst role. This new position required me to prioritize becoming a better leader, which meant changing my focus from technical product knowledge to developing stronger human skills.

This focus has been incredibly fruitful so far. Feedback from my colleagues, superiors, and, most importantly, my stakeholders and clients has been mostly positive. These skills have already led to new opportunities, including my recent assignment to a critical project with an international client from Indonesia.

I gladly accepted these new responsibilities and challenges, as they provide a clear path for continued growth.

Your journey to become a Salesforce Application Architect in just one year is inspiring. What kept you motivated during such an intense period of learning, hard work, and late nights?

My family. To pursue my career as a business analysis professional, I made the sacrifice of moving to another state and living away from them. This long-distance situation became a constant source of motivation. I knew I couldn't afford to waste time or languish in my work because I was doing it all for them. Every single day mattered.

With each certification and every new achievement, I felt more energized and committed to my goal, knowing that the hard work was directly contributing to a better future for my family.

Mentorship seems to have played a big role in your career. How has it shaped your journey, and what advice would you give to others looking to find or become a mentor?

While it has certainly played a big role, I've found that mentorship isn’t simply a formal process of "finding a mentor." Instead, true mentorship is a bi-directional, dynamic relationship. I learn a great deal from my colleagues and fellow professionals within the Salesforce community, and in turn, some of them are also learning from me. It's a continuous exchange of values and insights, where we lift each other up.

My advice to others is this: don't view mentorship like seeking a job, but as a genuine relationship. First, define your own core values and then share them with the people you care about. When you seek a mentor, it shouldn't just be about what you can gain from them. It's also crucial to consider how you can bring value to the relationship.

When you’re not working or studying for certifications, how do you like to spend your time? What helps you recharge and stay balanced? 

I’m an introvert who prefers a quiet evening to a large social gathering. I mainly recharge by playing RPGs (role-playing games), which I love. They’ve actually taught me valuable life lessons. For example, I play farming games to learn about grit, the daily grind, and planning my time and resources.

Beyond gaming, I enjoy keeping my mind active by reading and listening to audiobooks, particularly those focused on self-improvement, leadership, and business. While I may not go to a physical gym, my mind definitely has its own “workout routine.” This engagement helps me stay balanced and ensures I'm always growing, even when I'm not formally working or studying.

In 2025, we’re spotlighting the versatility, value, and far-reaching impact of talented business analysis professionals like Azim through Analysis Everywhere. If you need some inspiration for sharing your own story, visit our website for more information.

Know someone who's making an impact as a business analysis professional? Reach out to brand@iiba.org to have them featured in our next Business Analysis Blueprint.

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