About Us


Mazen E. FARAH

I wouldn’t have imagined I would have taken what I believed in back then that far. It has been 5 years by which we have successfully executed more than 20 intensive challenging projects. I would like to thank here our clients who entrusted us in those engagements, HEED team members who are still with us and who have already left for their contribution and expertise they brought and still bringing to the table.

We look forward for the 2016 for more successful projects and spreading further the impact of integrating Science into Sales and becoming a data driven organization.
We are confident we will call the 2016 “A Year to BE”.


We have successfully completed more than 20 projects by today.

65% of our clients are repeat clients.

We have aided small companies in building the foundation for a scalable predictable sales organization. Interesting to look where they stand today.

We have helped big companies in taking their sales organization to the next level.

We have helped internationally spread $15-million company to achieve 17% increase in their sales revenue.


Why HEED came to fruition

Sales continues to be one of the most poorly studied areas of business, especially with the common misconception that a good sales force forms a group of good sales individuals - “All we need to do to fix our sales force is to hire better people, have a better compensation plan and provide more training.” and good sales people are born and can not be made.

My previous experience in the hiring field enlightened us 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.” Thus I said to myself, definitely there should be a solution that brought world class sales organizations into being.

Accordingly, I started my research and investigation and the outcome was the fruition of HEED. Thus building up a framework to aid in today’s paradigm shift of focusing on the sales organization with all its pillars to build a predictable scalable world class sales organization. Today we further invest intensively in our Research as we believe this will always remain our competitive edge.

The Four Key Elements


HEED is an execution based firm whose solutions and actions are successfully implemented and fully adopted.

Depth & Breadth

Solid Sales Background: With broad on-ground sales expertise combined with our industry knowledge, analytical structured mindset, and best practices, we help business leaders make the right decisions and implement successfully to drive global efficiency and tangible business impact.

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You + US

Pragmatic Process Consultants: We are invested partners who thrive on collaboration. We believe that the best way for us to work for you is to collaborate with you. Thus coming from a third point of view and as process consultants we move in tandem with our clients to work jointly with the entitled people to develop and build the best fit solution.

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Insights & Technology

We are precise and scientific: driven by facts, not hunches and intuition. We use the power of analytics to get to the root causes of your issues and leverage technology solutions to increase business performance.

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Guarantee Results

Discipline of Execution: Companies have been hiring us to work closely with them to achieve results. Such projects’ successes or failures could be easily spotted, thus it’s our main interest to guarantee results. As such, we follow closely in building up the momentum of flywheel model to insure consistency and coherence until we guarantee the success of the project.

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HEED members




For more than 7 years, Mazen has worked with clients in various industries helping them improve their sales force effectiveness, go-to-market strategy, sales force design, and talent management.

Prior to that, Mazen has been a savvy sales and business development executive in the IT and services industries. Graduated from the Lebanese American University in MIS, he further pursued his MBA within the same university prior to his move to the consulting business.





Wael graduated from the Lebanese American University with a B.E in Mechanical Engineering. Started his professional career as a sales engineer for Air Liquide, helping the healthcare sector to expand implementing new engineering designs and technologies.

Holding the passion for the sales profession and the analytical mindset for data science, he joined HEED in 2013 helping organizations to see the power of their data for sales optimization & transformation.



Mohammad MOUSSA

Associate Consultant

For 2 years now, Mohammad has worked with principal consultants on regional projects across different industries through which he deployed valuable insight related to the human development aspect in organizations.

At HEED, he has merged his knowledge in Human Capital Consulting with Sales.

Mohammad is a graduate from Haigazian University in Beirut with a degree in Human Resources Management.


Omar Abdel Samad

Associate Consultant

Omar is an Associate Consultant that joined HEED, operating from its principal hub in Beirut. He graduated from the American University of Beirut with a Bachelor in Mechanical Engineering.

Omar then pursued his MEng in Clean Energy degree from the University of British Columbia, Vancouver , Canada. Omar started his professional career as a mechanical engineer at Dar Al Handasah (Shair & Partners), Lebanon, involved in infrastructure projects in the MENA region.

He also conducted internships in different industries mainly engineering (Canada) and investment banking (Lebanon). Having an interest in consulting and the analytical mindset for data science, he joined HEED helping organizations to see the power of their data for sales optimization & transformation objectives.


Norma Makarem

Product Development Manager

Almost a decade of orchestrating several mid-large project implementations for various clients in different fields after her graduation from the Lebanese American University in Computer Science. Her achievements covered conducting extensive need and gap analysis for clients' business, and leading the entire functional life cycle of project implementation in Lebanon and the GCC region, from gap and business analysis, business consultancy, functional implementation, to documentation, training and support.
Norma developed great trust and respect with clients, from different sectors, departments, and seniority with her combination of business, functional and technical skills and competencies in her projects.

Norma finally landed in the midst of Heed to invest her capabilities in shaping the refined sales consultancy services to esteemed clients.