case study

SAP Concur | Accelerating Penetration and Pipeline Growth in the Middle East

Global leader in travel, expense, and invoice management solutions.

Industry

Cross-Industry

MEA

S2M

October 7, 2025

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4 min

about project

Expanding presence and credibility across UAE and KSA

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SAP Concur, a global leader in travel, expense, and invoice management solutions, set out to strengthen its footprint across the Middle East. Despite strong brand recognition globally, SAP Concur needed local market expertise to reach senior decision-makers, establish credibility, and convert engagement into qualified pipeline.

PROJECT KPI

66%

Account Penetration

30+

Meetings Booked

70%

Conversion into Sales Pipeline

problem statement

Overcoming low awareness and complex buyer dynamics

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SAP Concur faced several challenges while expanding into UAE and KSA:

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Limited market penetration: Awareness among enterprise buyers was low, and competition was growing.
Access to decision-makers: Engaging CFOs, Procurement Heads, and IT leaders required a tailored, localized approach.
Regional positioning: Messaging needed to address local priorities such as VAT compliance, digital transformation, and financial process efficiency.

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OUR APPROACH

Targeted, localized, and insight-driven engagement

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S2M partnered with SAP Concur to design a market-entry and pipeline acceleration program focused on high-value accounts and senior stakeholders:

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Targeted Account Mapping: Identified and prioritized top enterprises in UAE and KSA across finance, government, and hospitality sectors.
Localized Outreach: Created customized messaging addressing market-specific drivers, including VAT compliance and automation needs.
Strategic Engagement: Reached senior leaders across finance, operations, and procurement via personalized emails, LinkedIn, and direct calls, ensuring relevance and depth of interaction.

Client Testimonial

What our Client Says

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“S2M’s expertise in navigating the Middle East market has been invaluable. Their approach to targeted outreach, combined with deep insights into regional challenges, has helped us establish strong relationships with key decision-makers and build a pipeline we can confidently pursue.”

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- Regional Sales Director, SAP Concur

THE FINAL RESULT

A scalable model for market growth and sales alignment

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20+ Qualified Meetings with top enterprises, leading to 70% conversion into pipeline opportunities.
66% Account Engagement across priority accounts, reflecting high resonance with local buyers.
Actionable Market Insights gathered on buyer priorities and objections, informing SAP Concur’s regional go-to-market strategy.

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"Breaking into the Middle East requires deep understanding of local market nuances and decision-making processes. SAP Concur’s success demonstrates the impact of combining account-based precision with localized outreach."

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- Guillaume Charron, Managing Director, S2M