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Gartner on the Impact of Sales Engineering
Gartner recently released their report on the impact of Sales Engineering. The key takeaway is simple: PreSales is the big wave driving the modern selling movement as we continue to navigate our way through economic uncertainty.
It’s not sales reps, or free trials or product-led growth that’s moving the needle. It’s PreSales.
What’s more, CEOs and their CROs have no vision for PreSales.?
According to the Gartner report: “As tech CEOs scale their organizations, a formalized sales engineering function is vital for continued organization growth. However, when established, the vision is often lacking (ie., overly demo focused) or ambiguous, which impedes success of sales engineering.”
The perception of the PreSales role continues to be anchored around demo support for sales. Deeper in the report, Gartner illustrates how delivering demonstrations is simply one of twelve responsibilities, and only truly relevant for a subset of sales engineering roles.
The lack of understanding and support for the PreSales function is compounded by the lack of investment in the team. PreSales teams are held back from reaching their full potential due to being under equipped with tools and enablement to perform their specific job, especially when compared to their counterparts in Sales and Marketing.?
From the report:: “A failure to invest in the Sales Engineering function can position tech CEOs at a significant disadvantage relative to market competition.”
It’s great to see Gartner recognizing the PreSales function, but their research also highlights how far we have to go. If buyers really prefer talking to PreSales, then why are so many other tools and functions receiving far greater investment? The graph below makes this tension abundantly clear.
The money should be flowing to PreSales!
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