Customers understand the product and still delay
The business consequence, evidence and internal buying process require closer examination.
← Client workCommercial work
Sales engineering and value
Advice and system design for complex technology sales, proof-of-value work, customer business cases and sales-engineering organisations.
About the work
Sales engineering and value
Sales engineering sits between technical capability and a customer’s business decision. Strong work in this area depends on discovery, technical credibility, business value, evidence and an understanding of how the customer organisation reaches commitment.
I support companies with critical opportunities and with the wider design of the sales-engineering function. The work can cover value architecture, discovery, demonstrations, proof of value, business cases, engagement models and reusable learning.
When this is useful
Situations I can help with
Proof work varies widely across opportunities
Discovery, success criteria, proof plans and business cases need a shared structure.
Expert capacity needs clearer allocation
The organisation needs principles for matching sales-engineering depth with deal value, risk and learning potential.
Working process
How an engagement works
Customer decision analysis
We identify the business decision, stakeholders, technical questions and evidence required for commitment.
Value architecture
We connect product capabilities with changes in work, risk, cost, revenue or strategic capacity.
Evidence design
We structure discovery, demonstrations, proof and the business case around the customer decision.
Function design
We define roles, engagement principles, reusable assets and review practices for the wider team.
Typical material
What the work can produce
Value architecture
The causal chain from technical capability to customer business consequence.
Discovery and evidence model
A shared structure for questions, demonstrations, success criteria and proof.
Engagement principles
Guidance for allocating expert time and selecting the right depth for each opportunity.
Reusable learning
Material and review practices that transfer insight across deals and the organisation.
Formats
Ways to structure the work
Critical opportunity session
A focused working session around customer value, evidence and the internal buying decision.
Value architecture sprint
A short engagement that connects product capability with customer consequence and proof.
Sales-engineering system design
A broader design of roles, engagement, discovery, proof and reusable material.
Relevant experience
Background brought into the engagement
I have worked as a sales engineer, led sales-engineering teams and built commercial systems around complex enterprise technology. I understand the work at deal, team and leadership level.
Practical details
Common questions
Which companies are a good fit?
The work is most relevant for complex products, broad buying groups and decisions that depend on credible technical and commercial evidence.
What does proof-of-value design include?
It includes the customer decision, measurable success criteria, technical scope, stakeholder involvement and the business evidence required at the conclusion.
Can the work address team design?
Yes. The engagement can cover roles, coverage, engagement principles, management routines and the development of reusable knowledge.
Discuss sales engineering and value.
Send the context, what you would like to discuss and any relevant timing. I will respond directly.
jacob@topmoller.com