When you enter a new market you don’t want to start business with staff that is not familiar with local customs and the culture of the hosting country. Especially in the Arabic region,
where people are usually still very traditional, it is key to understand the local culture, in order to succeed in business. That means you need to hire sales and marketing personnel who are familiar with the market or even have already a customer base where you might want to tap into. In the last 20 years in the MENA region we were able to work with lots of local talents and therefore we have a rich base of professionals in several industries.
The language is another potential barrier you don’t want to deal with when entering a new market. Hence it is mission critical to make sure that especially the customer interfacing staff speaks the local language i.e. Arabic fluently.