We design, install, and operate the commercial systems that connect product, sales, marketing, customer success, AI, and revenue — adapted for the way business actually moves in MENA.
TakenCake designs the commercial system behind growth: market focus, positioning, revenue motion, customer lifecycle, sales process, enablement, CRM structure, AI workflows, and performance cadence.
We took the operating discipline that made SaaS companies repeatable — the segmentation, the funnels, the playbooks, the data, the cadence — and adapted it for every industry where revenue still gets built by feel.
We don't stop at advice. We build the system with your team. When we leave, the machine still runs.
Consultants ship decks. Agencies ship campaigns. We ship the operating system underneath both — installed, calibrated, and handed off running.
Six stages. One connected machine. Every engagement maps to this — so the work compounds instead of fragmenting.
Each engagement stands alone, or stacks. Most clients start with a Diagnosis Sprint and graduate into Forward-Deployed.
For companies that need clarity on how growth should actually work — before they spend another dollar.
Ahmed-led. The sales engine itself: process, pipeline, qualification, acquisition playbook, RevOps backbone.
Alex-led. Connect what the product actually does to what the market actually buys. End the translation tax.
AI as an operational layer across CRM, automation, customer workflows, and commercial deployment — not as a demo toy.
We sit inside the company. Steer the system. Integrate the tools. Train the people. Change the mental frameworks.
Powered by Rivet's MENA revenue community. Scalable training, coaching, and cadence for any size GTM team.
Built by two operators who got tired of watching companies fragment good advice into bad outcomes.
Product strategist, operator, and systems thinker. 20+ years across product, UX, digital transformation, education, startups, and strategic growth.
Alex helps companies clarify what matters, design better operating models, and turn business context into systems teams can actually execute.
Founder & CEO of Rivet. Former VP of Sales at Zyda. Led revenue teams, scaled merchant acquisition, opened new markets, and built GTM motions across MENA.
At Zyda: 3,000+ merchants acquired · markets opened in Egypt and the Gulf · $500M+ in GMV · 30+ person revenue team. Prior: Tap Payments.
Alex understands how to build products, systems, and operating models. Ahmed understands how to build revenue teams, GTM motion, and commercial execution. TakenCake sits at the intersection — where product, revenue, customer, and AI systems become one growth engine.
Most consultancies rely on what they learned years ago. We have a live signal into what's working right now.
Ahmed is also the founder of Rivet — a revenue enablement ecosystem for MENA GTM professionals across sales, customer success, marketing, finance, RevOps, and leadership.
Rivet gives TakenCake a live connection to the region's revenue talent, sales practices, GTM challenges, and emerging commercial patterns. Our playbooks aren't theoretical — they're tested across hundreds of operators every quarter.
Channels, events, reports, career support, and an academy — for every function that touches revenue in MENA.
SaaS rigor, applied wherever growth still gets engineered by gut feel.
The clearest Ahmed + Rivet fit. We know the playbooks because we've run them.
Ahmed's Tap Payments background. Merchant and payment go-to-market across the region.
Zyda DNA. GMV, supply onboarding, merchant acquisition, two-sided dynamics.
Alex's operator credibility. Rivet's learning model. Built for the sector.
Regional capital flow. CRM, lifecycle, and sales systems that close eight-figure deals.
Two weeks. We map your commercial system, find what's broken, and show you exactly what to build first. No deck. No fluff. A working blueprint.