What does it take to walk away from a legal career and build success in one of the world’s most competitive sales environments?
In this episode, Aida Durmic, Head of New Business for MENA at Infobip, shares the raw truth behind her pivot into sales, what she had to unlearn, and the power of resilience when you're carving your own path.
Aida didn’t enter sales through the front door, she stepped into it with courage, ambition, and a willingness to start from scratch. Now, after nearly a decade of closing enterprise deals and leading high-performing teams across the MENA region, she reflects on the mindset, market knowledge, and people-first strategies that helped her win.
From managing buyer expectations in a tech-enabled world to leveraging AI without losing the human touch, this episode is equal parts tactical and personal, and a must-listen for anyone growing in sales or leadership.
In this episode:
● Why Aida left law and how that decision reshaped her future
● What most people get wrong about selling in the MENA region
● How enterprise sales requires trust, depth, and local insight
● The evolving psychology of today’s buyer and how to meet them where they are
● The power of learning by doing and leading by example
● How AI can make sales faster but not more human
● Aida’s leadership evolution and her focus on team development
● The invisible pressure on women in leadership and how to rise above comparison
● Resilience, focus, and redefining success on your own terms
If you’re navigating a career shift, building in the MENA region, or stepping into sales leadership, Aida’s story will meet you where you are and move you forward.
Follow Aida Durmic.
This episode was brought to you by RevSetter & medlify.
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Hosts:
Haydar - LinkedIn
Ivy - LinkedIn