About Us


Mazen E. FARAH

I wouldn’t have imagined we would have taken what we believed in back then that far. It has been many years by which we have successfully executed more than 40 intensive challenging projects across various industries and countries. I would like to thank here our clients who entrusted us in those engagements, HEED team members - current and previous - for their contribution and expertise they bring to the table.

We look forward for more successful projects and spreading further the high positive impact of integrating Science into Sales and the great effect of becoming a data driven organization.


Why HEED came to fruition

As much as management is interested in quick fixes and is used to the traditional solution of “hire better people, have a better compensation plan and bombard employees with endless training”, management is tired of the negative outcomes. Thus, main business leaders are now shifting their focus to address the root causes of their problems and PUTTING SCIENCE INTO SALES.

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.

Looking into those two stated factors, I came to a conclusion that there’s definitely a solution which brought today’s world class sales organizations into being.

Hence, in-depth research has led to the fruition of HEED. A team of experts aiding organizations in their paradigm shift to focus on the core pillars of their sales: to build a predictable, and scalable sales organization, and link the set strategies, plans, processes with the front-liners. All this executed by integrating science, data, analytics and technology into a formula as we believe that this is what will set companies ahead of their competition.
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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