Mukesh Kumar, Regional VP of Alliances and Channels at Salesforce Middle East, reflects on his 14+ year journey and how Salesforce has evolved into a full-spectrum platform. In the region, partner momentum and AI-driven innovation are fueling remarkable growth and impact.
Can you tell us about your journey with Salesforce and how the company has evolved during this time?
It’s been an incredible journey with Salesforce over the past 14 and a half years. I’ve witnessed the company undergo tremendous growth and transformation. When I first joined, Salesforce was a very different company – it was smaller, more focused on a few core products. However, over the years, through both organic growth and strategic acquisitions, Salesforce has evolved into a true industry powerhouse, providing a comprehensive platform that encompasses sales, service, marketing, analytics, and more.
Every year, with the three major product releases, there’s always something new to learn and explore. The acquisitions Salesforce has made, such as Tableau and MuleSoft, have significantly enabled us to expand our value proposition and become even more relevant to our customers across various industries. As an employee, it’s been an exciting journey of constant learning and growth. And as a leader in the Middle East region, I feel incredibly fortunate to be part of Salesforce’s expansion into this dynamic market.
Speaking of the Middle East, what excites you most about the opportunities in this region?
The Middle East is such an exciting market for Salesforce right now. When I look at the pace of digital transformation happening across the region, the appetite for innovation among our clients, and the rapid growth of our partner ecosystem, I can’t help but feel energised.
Every day brings new opportunities. The customers here are eager to leverage Salesforce to drive change in their organisations, whether it’s in financial services, retail, healthcare, or any other industry. Our partner community has grown exponentially, from approximately 40 partners when I started this role six years ago to over 275 today, spanning not just the UAE but also Saudi Arabia, Egypt, Qatar, and beyond.
These partners are true Salesforce trailblazers, building industry-specific solutions on our platform and helping to extend our reach to customers. It’s incredibly rewarding to see how our channel strategy, which is so focused on implementation expertise, is thriving in this region. The partners here are not just implementing Salesforce, but truly becoming trusted advisors to their clients, guiding them on transformative journeys.
What are some of the key elements of your channel program that make it attractive for partners to join and stay with Salesforce?
A big part of it is the breadth and depth of the Salesforce platform itself. We’re not just offering a single cloud or solution – we have sales, service, marketing, integration, analytics, and more. This gives our partners the opportunity to develop expertise across multiple areas and become true end-to-end solution providers for their clients.
The other key factor is our focus on enabling our partners to innovate and develop industry-specific solutions. Through programs like the Salesforce AppExchange, our partners can build and publish custom apps that address the unique needs of different verticals. This allows them to differentiate themselves, deepen their relationships with clients, and create recurring revenue streams.
We also invest heavily in partner enablement, using a combination of self-paced learning on Trailhead, virtual training courses, and hands-on workshops. The goal is to ensure that our partners have the necessary skills and certifications to deliver maximum value. We’re constantly looking for ways to upskill our partner community, particularly in emerging areas such as AI and analytics.
Ultimately, what makes our channel program so attractive is the opportunity it provides for partners to grow their businesses, become trusted advisors to their clients, and make a real impact through technology. Salesforce is not just a product – it’s a platform for transformation. Our partners are at the forefront of driving this transformation in the Middle East.
How do you see the role of AI and emerging technologies impacting your channel partners?
AI and other advanced technologies are fundamentally transforming how our partners operate and deliver value. When we launched the Agentforce Specialist Certifications last financial year, we started with zero certified specialists in the Middle East. Thanks to overwhelming support from the channel community, we closed the year with 194 certifications.
This strong uptake reflects our partners’ commitment to upskilling and staying ahead in a fast-evolving landscape. They understand that to remain competitive and deliver cutting-edge solutions, they must master the latest Salesforce innovations.
We’re actively supporting them through Trailhead and other enablement programs focused on AI, analytics, and emerging technologies. It’s inspiring to see partners applying this knowledge to create industry-specific solutions that harness the full potential of these tools.
The Middle East market is primed for innovation. Customers here are keen to adopt new technologies to improve efficiency, enhance customer experience, and stay ahead of the curve—and our partners are rising to the challenge.
Which specific industry verticals are you targeting for growth in the Middle East?
We see tremendous potential across all the industries we serve in the Middle East – retail, manufacturing, utilities, education, and more. However, we’re also focused on expanding our footprint in some of the more regulated sectors, such as financial services, healthcare, the public sector, and telecommunications.
The launch of our local data center in the UAE has been a game-changer in this regard. It’s given us the ability to address any data residency concerns that customers in these industries may have had. Now we can offer them a truly localised, secure Salesforce solution that meets their stringent requirements.
At the same time, we’re not neglecting our existing strongholds. Sectors like retail, where we have some amazing customer stories, continue to be a major focus. And we’re always looking for ways to take our latest innovations, like Agent for, and bring that value to our clients across all verticals.
The key is striking the right balance – doubling down on our core industries while also aggressively pursuing new opportunities in regulated markets. It’s about being nimble, responsive to customer needs, and leveraging our robust partner ecosystem to deliver transformative solutions across all industries.
What message would you have for partners looking to join the Salesforce ecosystem in the Middle East?
There has never been a more exciting time to be a Salesforce partner in the Middle East. The market is primed for growth, with a palpable appetite for innovation, and Salesforce is deeply committed to the region.
If you’re a partner with strong industry expertise, a deep understanding of the local culture and business landscape, and a passion for driving digital transformation, then this is the perfect opportunity for you. Salesforce is investing heavily in the Middle East, with offices in the UAE and Saudi Arabia, and we’re looking to expand our reach even further.
What we need are partners who can not only implement our core platform but also build industry-specific solutions that address the unique challenges our customers face. Whether it’s financial services, healthcare, retail, or any other sector, if you have the domain knowledge and the technical skills to deliver transformative outcomes, we want to work with you.
Furthermore, we’re seeking partners who share our commitment to ongoing learning and innovation. The Salesforce ecosystem is constantly evolving, and we need players who are eager to upskill, stay ahead of the curve, and bring new ideas to the table.
I encourage the channel to explore the opportunities within the Salesforce Partner Program. It’s a chance to be part of an incredible growth story, to make a real impact on the businesses and communities you serve, and to future-proof your organisation. The Middle East is ready, and Salesforce is ready to support you every step of the way.
