State of Sales Leadership 2025: HR & Talent Priorities in MENA
In 2025, Sales Directors across the Middle East and North Africa (MENA) are navigating one of the most transformative decades for workforce and organizational strategy. Driven by a convergence of regional economic diversification, technological acceleration, and shifting employee expectations, the traditional boundaries between Sales and Human Resources (HR) are dissolving, with rising HR challenges for sales departments.
Based on ANC Global’s regional pulse survey and consulting expertise, this report unpacks the key HR challenges, trends, and forward-looking strategies impacting sales leadership today. Our data draws from 117 Sales Directors in the UAE, Saudi Arabia, Qatar, Egypt, and Bahrain across fintech, logistics, construction, hospitality, and financial services.
Key Objectives of the Report
Identify critical HR challenges directly affecting sales team performance and morale.
Evaluate the strategic involvement of Sales Directors in people and workforce planning.
Highlight disconnects and opportunities for stronger HR-sales alignment.
Forecast future HR and workforce trends impacting sales effectiveness in the region.
Deliver actionable insights grounded in ANC Global’s consulting frameworks and field-tested methodologies.
Top HR Challenges Impacting Sales Leaders
Sales Directors identified six pressing HR challenges for sales to achieving commercial and team success:
| HR Challenge | % of Sales Directors Affected |
|---|---|
| Talent Acquisition & Retention | 78% |
| Workforce Planning & Cost Control | 65% |
| Employee Productivity & Engagement | 59% |
| Aligning HR Strategy with Sales Objectives | 55% |
| Skills Gaps and Capability Building | 48% |
| Compensation & Benefits Clarity | 44% |
Key Insight:
Retention of high-performing talent is a critical pain point, especially in fast-scaling sectors like logistics, fintech, and tech infrastructure. The war for talent is further compounded by the limited availability of mid-to-senior sales professionals with digital capabilities and sector-specific knowledge.
Country-Specific HR Pressures: A Closer Look
UAE:
- 83% of Sales Directors cited difficulties retaining expatriate talent, particularly in the wake of post-pandemic visa reforms and hybrid work expectations.
- Fast-growing sectors like fintech and real estate report up to 28% annual turnover in sales roles.
Saudi Arabia:
- 75% of respondents are struggling with Saudization pressures, especially in the pharmaceutical and retail sectors.
- The need for structured local leadership development is urgent but underserved.
Egypt:
- 64% pointed to rising wage inflation and talent flight in tech, banking, and software sales.
- Firms report increased churn among millennial sales executives.
Qatar & Bahrain:
- Focused more on future-proofing: strategic workforce planning and internal capability development to support Vision 2030-aligned initiatives.
Related Solution: ANC Global Succession and Bench Assessments (SABA)
Bridging the HR-Sales Disconnect
Despite sales leaders being involved in budget planning, most remain on the sidelines during core people strategy decisions.
| Engagement Area | % of Sales Directors Involved |
|---|---|
| Workforce & Sales Budgeting | 68% |
| Talent Strategy Development | 32% |
| Learning & Development Prioritization | 29% |
| Organizational Restructuring Decisions | 26% |
Interpretation:
This siloed approach causes misalignment between talent acquisition efforts and sales forecasting, delays in succession planning, and a lack of strategic input from commercial leadership in shaping future teams.
Recommended Framework: Fit-for-Purpose Organization Design (FPOD)
HR Technology & Analytics in Sales Enablement
The digital transformation of HR offers immense promise—but adoption remains inconsistent across the MENA sales function.
| Technology Challenge | % of Sales Directors Impacted |
|---|---|
| Limited Access to Real-Time HR Analytics | 54% |
| Inflexible or Outdated Workforce Forecasting | 39% |
| Minimal Use of AI-Driven HR Tools | 77% (Only 23% currently using AI) |
Regional Variations:
UAE & Qatar: Stronger HR tech adoption, but tools often lack integration with ERP and CRM platforms, reducing their effectiveness in sales strategy.
Saudi Arabia: Larger firms cite legacy systems as barriers to scalable data reporting.
Egypt: Mid-market firms face budgetary constraints limiting the adoption of HR automation and analytics.
Explore: Building an HR Chatbot: Friend or Foe in the Workplace
Positive HR Developments: Momentum Despite Headwinds
| Success Area | % Reporting Positive Progress |
|---|---|
| Compensation Planning & Benchmarking | 47% |
| Leadership Pipeline Development | 41% |
| Executive Onboarding | 36% |
| Mental Health & Employee Well-being | 33% |
Observation:
Rising attention to mental health and psychological safety—especially in high-stress industries like oil and gas, banking, and real estate—has led to a surge in finance-sponsored wellness and EAP programs. Without attention to this, compounded HR challenges for sales will occur.
Dive Deeper: Employee Mental Health and Psychological Safety
Future Outlook: HR Investment Priorities (2025–2027)
Sales leaders are gearing up for long-term transformation with focused investments:
| Investment Area | % Planning to Invest |
|---|---|
| AI-powered HR analytics and workforce forecasting | 61% |
| Cross-functional leadership development | 53% |
| Strategic workforce and succession planning tools | 46% |
| Restructuring and right-sizing solutions | 44% |
| Inclusive workplace and neurodiversity programs | 26% |
Regional Priorities:
UAE & KSA: Leading the charge in AI-enhanced HR planning, talent analytics, and DEI implementation.
Egypt: Prioritizing leadership upskilling to manage upcoming C-level retirements.
Qatar & Bahrain: Emphasising organisational agility through scenario-based restructuring.
Explore Solutions: Leadership Assessment Framework (LAF)
Strategic Recommendations for Sales Leadership
Engage Early in Talent Planning
Sales leaders should co-develop workforce strategies alongside HR—not post-budget approvals.
Leverage Integrated Dashboards
Track real-time revenue per employee, attrition risk, and engagement scores in one view.
Invest in Sales Capability Building
Prioritize leadership development within the sales function to build bench strength.
Embed DEI in Sales Strategy
Leverage inclusion programs to attract next-gen sales talent and reduce turnover.
Champion Tech & Analytics
Push for the integration of AI and data analytics into forecasting and hiring decisions.
Related Blog: Why Building a Sustainable Talent Pipeline Is Essential in 2024
Noteworthy Sales Leadership Appointments in MENA (2025)
To understand the evolving landscape of sales leadership in the MENA region, here are some notable recent appointments:
Salma Tabbech: Appointed as Sales Director at XTB MENA, bringing extensive experience in the UAE’s financial services industry to drive the company’s growth and enhance its market position globally.
Nima Khojasteh: Appointed as Chief Sales Officer at Samana Developers, aiming to meet the company’s ambitious target of Dh12.5 billion by leveraging his two decades of experience with top UAE developers.
Philma Gomes-Ellis: Took on the role of Director of Sales and Marketing at Shangri-La Jeddah, bringing 28 years of luxury hospitality sales and marketing experience across multiple countries to spearhead the hotel’s commercial strategies.
Mohamed Khedr: Joined Deutsche Hospitality as Regional Director for Sales and Marketing, with 15 years of experience to drive sales strategies across the Middle East region.
Toufic Tamim: Appointed as Senior Business Development Director at Deutsche Hospitality, bringing 33 years of regional hospitality experience to identify new business opportunities and expand operations in the Middle East.
How ANC Global Can Empower Your Business
The future of sales leadership in the MENA region hinges on strategic integration with HR, smarter tech adoption, and a deeper investment in human capital. Sales Directors must play a proactive role in shaping workforce strategies, not merely responding to them. By fostering inclusive, tech-enabled, and strategically aligned sales teams, organizations can position themselves for long-term, scalable success in a region ripe with opportunity.
Get Started Today
Are you ready to unlock your business’s full potential? Let ANC Global be your trusted HR partner. Our innovative, practical, and sustainable HR solutions are designed to help you overcome challenges and achieve your goals.
Contact us today to learn more about how we can help your business thrive: Get in Touch.
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