Why Most MENA Businesses Are Underutilising Their CRM In my consulting work across Jordan, UAE, and Saudi Arabia, I have encountered the same situation repeatedly: a business that has invested in Zoho or HubSpot but is using it as little more than a contact database. The automation features that justify the investment — and that could transform their sales performance — remain untouched. This guide covers the practical automation workflows that consistently deliver the highest return for busines