About Enata
Built by practitioners, for practitioners.
Enata came from a specific frustration: field reps going into major meetings underprepared because the coaching system they depended on couldn't scale. We built the tool we wished existed.
The Origin
What we kept seeing in the field.
Youmna spent a decade building and coaching enterprise field sales teams across the GCC. The pattern she kept seeing was consistent: reps with real talent losing winnable deals because they went in unprepared for the objections they faced. Not because they didn't care. Because the prep system available to them was the manager's time, and managers couldn't be everywhere.
Karim had spent years building conversational AI for enterprise platforms. When they talked about the problem, the solution became clear: build a simulation layer that could give every rep the coaching session they deserved, without requiring manager hours to deliver it.
Priya joined early to translate that idea into a product that field teams would actually use. Tarek, who had been a field rep and then an enablement lead for a large telecoms division, brought the practitioner perspective that kept the product grounded in what actually moves the needle in real deals.
Enata launched in Dubai because that's where the team is, and because GCC B2B field sales has particular dynamics: multi-stakeholder enterprise deals, longer cycles, and relationship-intensive processes, that made the simulation problem especially acute. The platform is built for field teams, not call-center script training.
The Team
The people building Enata.
Spent a decade leading and coaching enterprise B2B field sales teams in GCC markets. Specializes in rep development at scale, structured coaching programs, and the gap between training and practice. Started Enata because the tools available couldn't bridge that gap.
Built conversational AI and natural language processing pipelines for enterprise software platforms. His background is in simulation-based training systems and the distributed infrastructure that makes real-time coaching feedback possible at scale.
Has focused her career on B2B SaaS product strategy for sales-enablement and CRM tools. Shipped features used by mid-market field sales teams across EMEA. At Enata she owns the product experience end-to-end, from simulation design to coaching output presentation.
Came up as a field rep in enterprise software and telecoms before moving into enablement leadership. Spent years running coaching programs for large field teams across the MENA region and knows first-hand which interventions actually move deal outcomes and which are theater.
How We Work
What guides the way we build.
Practitioners first.
Every feature decision starts with the field rep's workflow. If it doesn't fit cleanly into pre-meeting prep, it doesn't ship. We're not building a training platform. We're building a practice tool.
Specificity over breadth.
We chose to build deeply for field sales rather than broadly for all sales contexts. That focus shapes everything: the objection library, the persona logic, the coaching dimensions, and the manager analytics.
Feedback that drives change.
Generic coaching doesn't stick. We've put significant effort into making the post-session output specific enough to be actionable, so reps know exactly what to say differently the next time the same objection comes up.
No theater.
Sales enablement has a theater problem. Teams run training activities that look like coaching but produce no measurable change. We measure score progression because it's the only honest signal that preparation is working.