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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HEED members



Managing Partner

Mazen is an expert and strategic consultant in Sales Management and Revenue Growth. He’s the Managing Partner and Founder of HEED. He has successfully led and aided many transformation projects with a diversified portfolio mainly in the MENA region.




Wael is driven by science and industry best practices, and takes pride in developing the most pragmatic and effective solutions. In addition to being a Partner at HEED, Wael has been recognized by several clients as a trusted advisor for his extraordinary commitment to bringing client success..




Kayan is an expert in analyzing, designing, developing, and executing sales and marketing strategies. As a Manager at HEED, he continuously couples science with sales to direct organizations towards revenue growth. Kayan is also a Ph.D. candidate specializing in leadership & organizational change.



Senior Consultant

Norma is a subject matter expert specializing in the study of technology and digital implementation in the area of sales and marketing. As a senior consultant at HEED, she successfully covers a broad spectrum of application areas following best practices and data-driven analysis of integrating science into the art of marketing and business growth.



Senior Consultant

Mirna is a dynamic financial professional with experience in business operations, financial analytics and consultancy. Mirna is a senior consultant at Heed with years of experience in consulting startups and major management transformation projects. She is currently completing her MBA, and in the final level of the Certified financial analyst certificate.


Anthony HADDAD


Anthony is a results-driven management consultant with experience in diagnosing a range of problems, from small businesses to large corporations. Combining his mechanical engineering skills and his passion for sales, Anthony strives for success within his profession and seeks to become, today, the principal in applying the analytical mindset in all sales management development projects.



Alaeddin AL SADEQ

Subject Matter Expert -Change Management

Alaeddin is focused on bringing value to organizations in terms of business transformation and change management, and is always delivering tailored solutions to improve business digital transformation efforts. He promotes the change management implementation and deploy's the best change management framework which in turn assures smooth sales transformation and improved outcomes.





Marketing Operations

Nour is a Political Science graduate from AUB. She has worked on several marketing initiatives and campaigns prior to her graduation. It is with those projects, where she found her passion for marketing and decided to pursue a career in digital marketing. Nour joined HEED at the beginning of the year to aid in developing and growing its digital marketing presence and reach.



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