Corporate Profile

As much as the management is interested in quick fixes and has
used to the traditional solutions “hire better people, have a
better compensation plan and bombarding them with endless
training”, but they got tired of the related outcomes. Thus, they
are shifting their focus to address the root causes and thus
Putting Science into Sales
Further, my previous experience in the hiring field enlightened
me on Jack Welch’s perspective, “Irrespective of what hiring
actions and plans one take, sales teams will be in best case
divided into, 20% top sales performers, 70% middle, and 10%
bottom performers.”
Looking into those two factors, I said to myself, definitely
there should be a solution that brought world class sales
organizations into being.
Further in-depth research lead to the fruition of HEED; a team of
experts aiding organizations in their paradigm shift to focus on
core pillars of the sales to build a predictable, scalable, world-
class sales organization, linking the set strategies, plans,
process with the front-liners by integrating science, data,
analytics and technology into the formula as we believe this is
what will set companies ahead of their competition.
Mazen E. Farah
Founder of HEED

Mission
Aid companies in taking their business to
the next level via implementing Science
into Selling and becoming data-driven
organizations
Vision
To become the reference in the MENA
region when it comes to sales, selling, and
its management consulting correlation.

Our Main Pillars
STRATEGY
&
CONSULTING
ANALYTICS
DIGITAL
TRANSFORMATION
ACADEMY:
THE SCIENCE OF
SALES INSTITUTE

Strategy & Consulting
We aid SMEs through enterprises, organizations
and group holdings in addressing and resolving
their sales challenges.
Whether it’s a tweak, restructuring, optimizing or
even an entire transformation, HEED takes full
ownership in crafting and executing the set plans
while integrating Science into Sales.

Strategy & Consulting
Combining sales specialty, proven frameworks, best practices, and data-driven insights; we
help clients in structuring, optimizing and transforming their sales force organizations by identifying
and solving their sales challenges with a philosophy that world class sales organizations are built
around an entire sales organization anatomy rather than a group of star salespeople and business
development.
We further execute the set plans that link together people, plans, processes and systems by
directing, training and coaching the team to ensure the success of a given project.
Such scope of projects could include and not limited to:
Building a Predictable &
Scalable Sales Organization
Optimizing the Allocation of
Sales Force Efforts
Re-Engineering Sales Models
& Go to Market Strategy
Implement a Standardized
Systematic Sales Approach

Case Study: Revamping Sales Model
About The Client
Morgan International, since its founding in 1995, has grown to serve more than 75,000 individuals in 34 cities
across the Middle East, Europe, Canada, and India, providing them with professional training towards sitting
for their certification exams.
The Challenge
With a very high number of inbound leads and inquires, yet little of them being converted into won deals, there
existed a constant struggle between the sales and marketing teams accusing one another of wasting deals.
While the company used to rely on inbound business, top management could witness the gradual loss of
market share to competitors.
Scope of the Project
HEED helped Morgan Int’l. in revamping their Sales Model in order to better reach out to their customers by:
1. We Redesigned the Job Role of each of the Inside Sales people.
2. We hired Sales Admins to aid the sales people in all the long process for each new registered client.
3. We built, designed and structured a new direct sales department specialized in targeting big
corporates.
Impact on Sales
Other than reaching out to new target customers and reducing discount margins, there was a 17% Average
Increase in Sales across all 11 cities that were under the project scope.

Case Study: Scale-able Predictable Sales Org.
About The Client
A international supplier of conveyor systems and packing machines, as well as an exclusive partner of world-
class names in end-of-line production solutions such as HEUFT, HARTNESS, ACMI, ACCS, etc…
The Challenge
MEPEQ was also facing lot of difficulties when it came to scaling up their sales organization starting from
designing the sales force, hiring, directing, developing, retaining and bringing up the sales performance of the
new salespeople. MEPEQ Further had a vast gap in sales performance between the sales top performers and
the average performers
HEED helped MEPEQ to Build A Scale-able Predictable Sales Organization by:
1. Redesigning the sales structure to be set by industry rather than market.
2. Set scientific milestones within the sales process with a calculated probability of winning which aided to
have better visibility and predictability for the future.
3. Identify the set of competencies required and their respective weights to act as benchmark
qualifications during the hiring and selection processes as well as during the onboarding period of new
hires allowing them to produce earlier on after joining the team.
Impact on Sales
Apart from significant increase in effectiveness in pipeline management and win rates, there was an 11%
overall increase in revenues.

Case Study: Sales Enablement
About The Client
Our client is an insurance company based in Lebanon that grew from a small family business back in 1980s to
a reputable insurance company with over 20 Million USD in premium and more than 350,000 customer and
400 agents and brokers.
The Challenge
Our clients’ sales revenues have stagnated over the past few years. Every time the management pushes
salespeople to increase sales, it impacted their profits due to an increase in cost of claims since they follow a
scattered gun approach with limited visibility on the customer needs and loyalty.
We formulated their sales KPIs and interrelated sales matrix. Accordingly and after building our hypothetical
analysis, and running our simulation and optimization cases. We were able to build
1. Productivity Metrics: it monitors sales force production at all levels including their visits, offers, new
customers, retention rate and all other KPI’s within the set formula.
2. Performance Ratings: that assesses the efficiency of each person in comparison to his activity as well as
in comparative measure of the entire sales force.
Such initiative enables the sales team to have consistency within their sales performance as well as clear
visibility on what’s wrong within the process and within every individual to take imminent measures.
Direct Impact on Sales
Stretching those KPI’s and link the compensation and incentive scheme of the salespeople to those KPI’s
rather than only the sales target and end result was the key for success that led to 15% increase in sales and
new customer.

We help clients by integrating Sales Intelligence,
Analytics and Predictive Modelling to have better
visibility, insight and better shape their decisions.
Thus we aid our clients to turn mountains of data
and untapped data into valuable, practical and
actionable business and sales insights
Analytics

Not so long ago, when making decisions, sales leaders relied primarily on their own judgement, hunch, and
experience, as well as on subjective input from the front liners. Today’s technological solutions offer sales leaders
abundant opportunities to create competitive advantages through detailed analytics of real-time data. Seizing these
opportunities however requires consistency between the data in hand, the business requirements and the sales
organization attributes.
We aid companies to deploy the holistic solution with a vision of bringing the sales organization to become a self
reliant and data driven, by connecting the different nodes together from customer behavior, marketing activities, to
the sales activities reaching a state of predicting the sales and customer pattern.
We pride ourselves in what we add value we bring to some, but not limited too, below business objectives
Analytics
Interactive Sales
Performance Dashboards
Consumer Trends &
Behavioral Changes
Marketing ROI & Promotion
Optimization
Scientific Sales Planning &
Forecasting

Tableau Software helps people see and understand
data. Tableau helps anyone quickly analyze, visualize
and share information. More than 29,000 customer
accounts get rapid results with Tableau in the office
and on-the-go. And tens of thousands of people use
Tableau Public to share data in their blogs and
websites.
Building a data driven organization couldn’t be easier with
Alteryx. The leader in data blending and advanced
analytics. It provides analysts and end users with self
service platform for building intuitive workflows in hours
and not weeks.
Our Strategic Partners in Analytics
It was a strategic decision to be the ambassadors and Partners with the best in class platforms (Alteryx and
Tableau) in BI and Predictive Analytics so we could ensure the success of our analytical projects and bring hassle
free solutions to our clients in terms of the tools used.

Case Study: Sales Performance Dashboards
About The Client
Brokers XP was established in 2009 in Beirut Central District. Within a very short period of time Brokers XP
was able to secure its position within the leaders of real estate brokerage in Beirut.
The Challenge
BXP management is looking to become a data driven organization and take more fact-based decision. But
due to the difficulty of reach of data, and analyzing those data at speed of thought, most of the decisions are
being subjective.
After understanding BXP business model and mapping it to our sales formulated framework, we were able to:
1. Identify and set the required KPI’s and there related sales matrix.
2. Link the required data and reach untapped sales data and render it useful to generate unanticipated
correlation
3. Leverage on this advanced technology to blend, prepare and analyze data in order to build a scale-able
replicable framework that will constantly generate up-to-date insight as your data changes over the years.
4. Build the on-time online dashboards with the best comprehensive story in respective to the set KPI’s and
sales matrix that will then not only tell you what is happening, but why its happening

Case Study: Scientific Sales Forecasting
About The Client
Morgan International, since its founding in 1995, has grown to serve over more than 75,000 individuals in 34
cities across the Middle East, Europe, Canada, and India, providing them with professional training towards
sitting for their certification exams.
The Challenge
Morgan Int. was facing a forecasting challenge every year when the budget process start. Whether it was a
bottom up approach or top down approach, Morgan always faced challenges in getting all users on board with
the next year numbers. difficulties extracting accurate sales forecasts from its cities’ offices; Country managers
used to set low sales targets for fear of consequence if they fall short on it, and Top Managements hit high in
order to secure it profit after the EBIT. This process had little of a scientific methodology behind it.
HEED revamped Morgan’s sales forecasting from an annual intuition-based process into a seamless scientific
budgeting process while addressing three main objectives: forecasts, sales targets, and the operational &
financial Budget. We then automated this process on Alteryx software, linked to all related data sources in
order to extract regularly updated insight without the need to re-program or re-fresh sourcing back-end,
reducing budgeting timeframe from 3 months to just 2 weeks.
Direct Impact and End Result
23% increase in total sales especially that new the salespeople’s new mindset accommodated and embraced
higher sales targets.

Digital Transformation
Whether it’s a CRM, a tool for harnessing your
data, digital customer transformation, selling time
optimization, sales process automation and any
other sales, marketing and customer necessities,
HEED plays a vital role in developing the roadmap
and takes ownership in executing the plan for
setting your business ahead of the competition.

We draw the business needs, requirements, architecture required, and a detailed roadmap and
accordingly we take accountability for playing the focal point between our client and the 3rd party
technical implementer to make sure everything has been integrated well within the system and
implanted within the people’s mindset.
We pride ourselves in what we add value we bring to some, but not limited too, below business
objectives
Digital Transformation
Selling Time Optimization Sales Process Automation CRM User Adoption Customer transformation

If you are looking to optimize your salespeople
selling time. SalesFitRX will be the Fitbit® for your
sales professionals. An artificial intelligence software
with a radical new approach that helps you optimize
your salespeople selling time.
Is this generation’s CRM, re-engineered from
salespeople’s perspective and reimagined for the modern
world of selling. A great solution to automate your entire
sales process - all in one place; intuitive and easy to
handle.
Our Strategic Partners in Digital Transformation

Case Study: Customer Digital Transformation
About The Client
Our client is an insurance company in Lebanon that grew from a small family business back in 1980s to a
reputable insurance company with over 20 Million USD in premium and more than 350,000 customer and 400
agents and brokers.
The Challenge
Within their brokers sales model, 80% of our clients’ sales revenues is mainly generated from 20% of their
brokers, which is very risky especially that brokers are not considered employees and their retention is only
completely different.
After a detailed customer segmentation based on customer profiles, needs and behavior, we noticed that their
customer loyalty is highly correlated to the broker rather than to our client’s brand and service, and the latter
has limited access to his customer information, details and contacts.
Thus we came up with a Customer Digital Transformation strategy whereby we bridge the gap between our
client and the end-customer. We built a detailed roadmap which included Improving the online customer
experience, the experience of interacting with a call center agent, adding mobile customer experiences, etc…
that will capture customer data to better serve him directly.

Case Study: CRM Utilization
About The Client
Sehnaoui Plant is a market leader with over 20 years of experience in serving the construction industry
through supplying state-of-the-art construction and industrial plants and machinery with presence in more than
six cities between the Middle East and Africa.
The Challenge
Sehnaoui Group of Companies implemented Microsoft Dynamic CRM, but always faced an issue with User
Adoption and proper Utilization of the system from all stakeholders. Further they had a lack on how to reflect a
complete customer engagement process from the various perspectives within the system.
HEED comes to take accountability for playing the focal point to make sure everything has been integrated
well within the system and implanted within the people’s mindset.
After fully understanding our client’s business model, and after working out a client centric sales process we:
1. Build a Unified Language & Data Governance to ensure all data input into the system is consistent and
reliable
2. Designed the Required Internal Processes & Communication
3. Integrate all set Business Requirements, Sales Process, the Internal Workflows and Processes into CRM
4. Set the Reporting & Dashboard Management Frameworks and Roadmap
5. Conducted all the necessary training and reinforcements sessions to ensure a proper User Adoption from
all sales engineers among all the cities.

The Science of Sales Institute
Will be Launched Soon to Public
Is a complete, measurable sales curriculum that
extends over 6 months in order to prepare and
develop the salespeople’s competencies to a
standard to excel in selling.
Through the program, every candidate will go
through a series of live workshops, presentations,
e-learning material and on-ground exercises to
ensure the learning and development experience
is up to standard.

Based on CSO studies, research indicates that without systematic, measurable, ongoing learning and
reinforcement sessions, approximately 50% of the learning content is not retained within eight weeks. Within 90
days, 84% of what was initially learned is lost.
Further such subject is absent from most MBA programs as well as undergraduate programs. As Philip Delves,
author of the bestseller “What They Teach You at Harvard Business School” brought on, “When I asked one of my
Harvard professor to explain why, I was told that if I really wanted to study sales, I could pay for a two-week
evening course somewhere, but no one was suggesting we go and learn strategy at night school, and until this day
Selling continue to be an orphan in business academe.”
But companies are much unsatisfied from their the available sales workshops and trainings in the market especially
that they know very well if sales people are not born, and be good by instinct, but definitely such capabilities could
not be developed in short trainings.
Sales Academy
The Concept
To build a model that will be scaled and replicated to other markets, with a body that will go viral internationally.
Thus reaching a state where holding a certification from this academy is of vital plus and interest to employers
when recruiting and hiring sales people.
The Vision

Case Study: Internal Sales Academy
About The Client
Sehnaoui Plant is a market leader with over 20 years of experience in serving the construction industry
through supplying state-of-the-art construction and industrial plants and machinery with presence in more than
six cities between the Middle East and Africa.
The Challenge
Sehnaoui Plant was facing difficulties unifying its sales teams across its cities under a specific sales culture,
every individual seemed to be selling using his or her own approach with little empathy for each other. There
was also no formal training process to onboard new hires, and elevate the caliber of existing sales teams as
training needs were spontaneous.
HEED crafted a tailored complete sales academy with an entire curriculum circulated around the set sales
competencies and Sehnaoui Plant sales process.
Then HEED and based on its intensive research and sales experience built all the content of the courses while
identifying the best mean for each course to be conducted accordingly (live workshop, presentation, exercises,
e-learning, etc…)
Further HEED facilitated the publishing of this curriculum online to unify the cities’ teams under the academy’s
umbrella, create a basis for organizational change, and systemize the approach a client expects from an SP
consultant across all cities.
During the launch of this academy, HEED took further ownership in conducting few courses, and train the
trainers to replicate it accordingly.

Established
2011
60%
Of Clients Are
Recurring
Head Office
Beirut Lebanon
UAE
KSA
Qatar
Nigeria
Melbourne, Australia
Egypt
Jordan
Proven Excellence in Execution
30+
Successful projects
In 6 Years
$40M+
Total Increase in
our client’s
revenue
Key Figures & Outreach

The Team
We believe in people and as a boutique consulting
firm, we believe that every person within HEED is
vital to our success.
Thus we strive to have class “A” people who are
customer-oriented, solution-driven and enjoy a
very high sense of responsibility.

The Team
Areas of Expertise
 Entire Sales Transformation
 Solution Selling
 Banking
 Insurance
 Sales Governance
 Customer Digital Transformation
 Strategies
Years of Experience
15+
Education
 MBA – Lebanese American University
 Management Information Systems –
Lebanese American University
MAZEN FARAH
Principal Consultant
For more than 10 years, Mazen have worked with clients in
various industries helping them improve their sales force
effectiveness, go-to-market strategies, sales force designs,
and manage their talent. Throughout his consulting
engagement, he steered, trained, coached and directed more
than a thousand people in sales and business development
across the region. Mazen, being a member of the
International Sales Management Association, envisioned a
brighter and more respected future for the sales profession,
one that is based on science and solution-consulting.
In 2011, Mazen founded HEED to implement his vision, and
has since positioned HEED and himself as a first reference
for companies in the region facing challenges within their
sales organizations.

The Team
Areas of Expertise
 Sales Process
 Sales Analytics
 Industrial Engineering
 Insurance
 CRM Utilization
 Sales Optimization
 Tableau and Alteryx Zen
Years of Experience
7+
Education
 Mechanical Engineer – Lebanese American
University
 Certified Data Scientist
WAEL FARAH
Associate
Wael started his professional career as a sales engineer at
Air Liquide Enterprise, helping Lebanon’s most elite hospitals
and medical institution to expand and adopt state of the art
technologies. Wael graduated from the Lebanese American
University with a Bachelor’s Degree in Mechanical
Engineering. Holding the passion for the sales profession
and a mindset based on science and reason, Wael wished to
pursue a career in consulting.
In 2013, Wael joined HEED as an Associate and later as a
Partner. He since has led projects in Lebanon and the GCC,
transforming business strategies and shifting executive
mindsets towards scientific decision making.

The Team
Areas of Expertise
 Sales Process
 Professional Services
 Education
 Sales Operations
 Catering and F&B
 Human Resources
Years of Experience
5+
Education
Businesss Administration & Human Resources
Management – Haigazian University
MOHAMMAD MOUSSA
Associate Consultant
During his undergraduate studies in Human Resources
Management at Haigazian University in Beirut, Mohammad
discovered his passion for management consultancy after a
year long training program in Deloitte Consulting’s Human
Capital Consulting line. As part of his university scholarship
program, he also worked very closely with the USAID in the
field of market feasibility, business planning and social
entrepreneurship.
Upon joining HEED, Mohammad has merged his knowledge
in Human Capital Consulting with Sales. For 2 years now, he
has leveraged upon different corners of our projects with our
clients in Lebanon and Saudi Arabia.

The Team
Areas of Expertise
 Sales Analytics
 Engineering
 Real Estate
 Sales Optimization
 Insurance
 Tableau and Alteryx Zen
Years of Experience
5+
Education
 Mechanical Engineering – American
University of Beirut
 MEng in Clean Energy Engineering –
University of British Columbia
OMAR ABDEL SAMAD
Associate Consultant
Upon graduating from the American University in Beirut with
a Bachelor's Degree in Mechanical Engineering, Omar
travelled to pursue his Master’s in Clean Energy in the
University of British Columbia in Vancouver, Canada. Upon
his return to Lebanon, he held key roles in mass-scale
projects across the MENA region with Dar Al Handasah, in
addition to intensive apprenticeships in investment banking.
Omar joined HEED’s consulting team as an Associate
Consultant to help clients unleash and witness the power of
data in sales optimization and organization transformation.

The Team
Areas of Expertise
 CRM Utilization
 Data Governance
 Banking
 Manufacturing
Years of Experience
10+
Education
Computer Science – Lebanese American
University
NORMA MAKAREM
Product Development Manager
Upon graduating from the Lebanese American University,
Norma proceeded to orchestrate numerous medium to large
scale projects with business in different industries across
Lebanon and the GCC under brand names such as GTS,
NECB, SETS and HR Smart. By combining proven business,
functional and technical skills, Norma is well trusted and
respected by her clients to analyze, consult, implement,
document, train and support.
Norma recently molded her decade of experience and
reputation into HEED. Today, she is investing her capabilities
to constantly improve and elevate HEED’s refined service
lines to our esteemed clients.

The Team
Areas of Expertise
 CRM Utilization
 Business Development
 Banking
 Freight Forwarding
 Professional Services
Years of Experience
11+
Education
International Business Management –
Lebanese International University
AHMAD CHAMSEDDINE
Business Development Executive
For more than 11 years now, Ahmad has been building
profound sales experience through working with several top
notch organizations both in Lebanon and the Arabian Gulf
such as LibanPost, FedEx & Thomson Reuters. Over the
years, Ahmad established himself a reputation for being a
genuine solutions consultant in an elite network of senior
business executives.
At HEED, Ahmad is responsible for creating new business
opportunities, particularly through promoting our Sales
Analytics service. Ahmad acts as a consultant to our clients
by empowering them to adopt science-based approaches
towards decision making.

Visit www.heed-mm.com
Want to Learn More?

HEED | Management Consulting
About HEED
HEED is a sales management and
data driven consulting firm focused
on driving revenue growth for clients
by putting Science into Sales.
Whether your sales force
organization needs a tweak, an
entire transformation, or some sort of
optimization, HEED takes full
ownership in getting this well crafted
and executed through its three main
pillars; consulting, analytics and
technology. HEED S.A.L. is a
Lebanese Joint Stock Company
(Société Anonyme Libanaise) serving
its clients from its headquarters in
Beirut, Lebanon. For more
information about our organization,
please visit heed-mm.com.
© 2016 HEED with Might & Main. All
Rights Reserved.
Disclaimer
This material has been prepared for
general informational purposes only
and is not intended to be relied upon
as consultation or other professional
advice.
heed-mm.com

Corporate Profile

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (17)

Similar to Corporate Profile

Similar to Corporate Profile (20)

More from Mazen Farah

More from Mazen Farah (6)

Corporate Profile