In this B2B Growth Leader Circle conversation, Goran Safar, VP Growth MENA at Global Ledger, shared a field perspective on entering the region: why trust comes before transactions, why local presence changes the conversation, and why the fastest route to the market is rarely the most sustainable one.
The UAE may make it easy to set up a company. Building a business is another story.
What we discussed
- Why market entry needs a clear commercial purpose — not simply a local entity
- Why relationships, credibility and delivery matter more than a polished remote sales process
- How to balance digital outreach, events, partnerships and in-person meetings
- What it means to sell a solution that requires customer education, not just product evaluation
- Why timing, local presence and realistic expectations matter as much as product-market fit
One message came through clearly: companies buy from people, not just products. In the UAE, customers want to see that you are investing time, energy and resources in the market — and that you will still be there once the contract is signed.
Watch the replay
Thinking about the UAE or wider MENA region? Watch the full conversation for Goran’s practical perspective on building trust, deciding when to establish a local presence, using partners, and avoiding the “quick win” mindset.
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The B2B Growth Leader Circle brings together senior B2B leaders to discuss what rarely appears in market-entry playbooks: the trade-offs, relationship dynamics and commercial realities behind growth in complex markets.
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