In the latest episode of the Coffee with Sales Engineers podcast, we were joined by John Beechen, a seasoned professional with experience in product management, services leadership, and sales engineering. John's journey spans across network engineering, eCommerce, and the tech industry, making him a valuable voice on the evolving role of sales engineers and the future of AI.
Here are the key insights from our conversation:
1. The Evolution of Sales Engineering
John's first exposure to sales engineering came during his time at IBM, where the role was highly respected and formalized. IBM even had a career path for technical sales engineers, including a designation of "distinguished engineer." John shared his admiration for sales engineers’ unique ability to combine deep technical expertise with the ability to speak to business problems and solutions. This combination, he says, is akin to "Jedi magic" and is essential for any tech company.
2. Sales Engineers as "Super Customers"
John emphasized the invaluable role that sales engineers play as "super customers." They have exposure to a wide range of clients, giving them insights into broader trends and challenges that individual customers may not see. As a product manager, John found it crucial to listen to sales engineers as they provide valuable feedback based on what customers are asking for and struggling with. Sales engineers are often able to predict future product needs based on their wide-ranging interactions with prospects, making them key contributors to the product roadmap.
3. Balancing Sales Priorities with Product Development
A challenge many companies face is the influence of noisy sales teams or the most significant deals of the quarter on product development priorities. John acknowledges this reality but stresses the importance of balancing sales imperatives with a product strategy that serves the broader customer base. Sales engineers’ feedback plays a pivotal role in ensuring the product meets the market's needs while keeping an eye on global considerations that may differ across regions.
4. AI in Sales Engineering: An Augmentation, Not a Replacement
As AI continues to gain traction, John reflects on how it will impact sales engineering. While AI might assist in optimizing certain tasks—like RFPs, knowledge management, and prep work—it cannot replace the human element of sales. Sales is fundamentally about people buying from people, and John believes AI can help sales engineers be more productive and efficient but can't replicate the creativity, authenticity, and connection needed in a successful sales cycle. Sales engineers must maintain their creativity and human touch to stay ahead.
5. The Future of AI and Sales Engineering
John also discussed the current and future applications of AI in sales engineering, specifically its ability to streamline processes like research, demo delivery, and customer engagement. While AI may help sales engineers save time on routine tasks, it's the authentic, human interactions that continue to set them apart. John encourages sales engineers to embrace AI and stay informed about emerging technologies, as it can ultimately help them be more effective in their roles.
Conclusion
John's insights into the relationship between product management and sales engineering, the importance of listening to sales engineers, and the future of AI in the sales process provide a comprehensive view of the evolving landscape in tech sales. His emphasis on the human aspect of sales, coupled with the practical applications of AI, serves as a valuable guide for anyone in the sales engineering field.
If you missed the full conversation, be sure to listen to the latest episode of Coffee with Sales Engineers.