You’re in charge of your company’s sales engineering analytics. What’s the best product to help you do it?

I'd break this down to be even more simplistic. There are really 3 questions you're trying to answer with Sales Engineering analytics: 1. How are we impacting revenue? – Average Deal Size impact – Win-Rate Impact – Revenue influenced – LoS / Sales Lifecycle impact – Attachment rate (will reference this later) How often are we impacting revenue? – Attachment Rate (I.e: are we getting involved in the largest deals) – ACV delta (attached vs. not attached) Are we doing the right things to impact revenue & are we capturing key information? – Technical win fields/nuanced stages for SE process – SE specific activities and correlating to win-rate – risk register – talk time and keyword analytics with CI tools – qualitative reviews with CI tools

My experience slightly differs here. We have used Sales CRM tools for SE analytics as well for couple of reasons: -Single tool. Eliminates cost of an additional tool. -No integration challenges. Also, easy reporting and mapping to Sales analytics. -CRM tools have modules to develop SE specific activities such as opportunity stage, SE engagement requirement, start and projected end dates, lifecycle stage, next action required, etc. They provide enough visibility into how SE resources are being used, alignment to win rate, and for calculating efforts spent to deal size ratio. We have also used SE reporting and analytics tools to: -Map with the KPI data to see how org objectives are being met. -Request product and dev teams involvement.

SE analytics product should provide you insights beyond what your CRM tool provides like: - SE team bandwidth spent for leads vs. opportunities - SE team bandwidth spent for discovery calls vs. demos, generic demos vs. tailored use case specific demos - Average PoC cycles with co-relation to average deal size - Top components tested in PoC vs. actual bill of materials procured - % of successful PoC's, lost PoC's, PoC's that went cold, educational PoC's, etc... - Product fitment gaps identified during SE cycle that goes as an input to Product team - a way to communicate with customer's directly by sending them reminders for testing, testing guides, scripts, etc... - Tracking of common industry use cases, requirements, PoC templates, etc...

We are using the Hero tool from Vivun to capture and report on some of these Sales Engineering analytics. We capture SE activity against the opportunity and the SE sentiment along with the Hero score calculated in Vivun and present the SE point of view on opportunities during sales team calls. We also capture Product Gaps against opportunities and can share with the Product team the potential revenue tied to various features requested by our buyers.