What Should We Call Presales ?

The world of presales can be a confusing one, especially when it comes to role titles. From “Sales Engineer” to “Solutions Architect,” it’s enough to make anyone’s head spin. But what should we be called ?  And is the naming confusion related to the wider discussion about what we do and what should we call Presales ?

This article will break down the most common presales titles, explain the key differences, and also discuss the future of the Solutions teams

The Role Titles

There are many different job roles listed as being part of the presales community.  These are some of the most common:

  • Sales Engineer: A classic title, the SE bridges the gap between sales and engineering. They possess a strong technical understanding of the product and translate its features into solutions that align with customer needs.
  • Solutions Consultant: This title emphasizes the consultative nature of the role. Solutions Consultants are experts at understanding customer pain points and recommending the most effective solutions from your product portfolio.
  • Solutions Architect: This title signifies a more senior presales role, often requiring deep technical expertise. Solutions Architects design complex solutions, integrating various products and technologies to meet specific customer requirements.
  • Systems Engineer: This title tends to be used by hardware vendors and integrators.  It recognises the need for skills around the physical equipment, how they are designed, built and integrated.  It tends to be a hands-on role.
  • Technical Consultant: This title is not being used as much now, but it is still out there.  It emphasises the consultant side of the role but also the deep level of technical knowledge that the person holds.

 

Don’t forget some of the other titles like Partner SE and Business Value Consultant, that focus on specific areas of supporting the sales team and growing the business.  There will be many others that could also include some post-sales work or even product development.

What Should We Call Presales

We have been known as Presales or Technical Sales for many years.  However, in recent times there have been a growing number of people that believe that the team should be called ‘Solutions’ and have a Chief Solutions Officer.  Part of the reasoning is that the sales process and buyer behaviours have changed.

I agree that we should be focussed on solutions and that is crucial to our success.  However, the reality is that in a SaaS model as soon as you sell the initial deal you are immediately thinking about expansions and renewal of the contract.  In other words, you are straight into another sales cycle.  Therefore there is still a need for a ‘Presales’ team.

There is a wider discussion around how we should create a wider Solutions group that encompasses Presales, Customer Success, Professional Services and Customer Support.  I am an advocate of merging Presales and Customer Success.  However, the larger Solutions group will depend on what the CRO wants to achieve as part of their GTM strategy.  Don’t believe that just by calling someone a Solutions <Something> will immediately solve all of the GTM issues.

Instead of “What should we call Presales?”, the question is “Where should the Solutions team report to –  the CRO, COO or CEO?”.  However, that is a larger question for another time.

Choosing the Correct Role Title

The reality is that there is no ‘correct’ answer for the presales market as a whole.  While the title is important, it’s just one piece of the puzzle. The most crucial aspect is ensuring your presales team possesses the following skills:

  • The ability to understand customer needs and translate them into solutions
  • A consultative approach to sales
  • Strong technical knowledge of your product or service
  • Excellent communication and presentation skills

The best title for your presales team roles depends on your company’s specific focus and target market.  For companies with complex products and a technical audience, “Sales Engineer”, “Systems Engineer” or “Technical Consultant” might be most appropriate. These titles emphasise the technical expertise required to understand and configure the product for customer needs.

For companies with a more consultative sales approach and a broader target market, “Solutions Consultant” or “Solutions Architect” could be a better fit. This title highlights the importance of understanding customer challenges and recommending the best solutions, not just focusing on the technical aspects.

In the SaaS world I prefer the use of Solutions Architect.  Why ?  Because we don’t engineer anything.  The platform is already built and we create a solution from the components available to us.  In other words we design or architect the solution.

One final point : Be careful on what the acronym for the role could spell.  I once had to dissuade a sales leader from calling some of my team Application Response Sales Engineers….

Summary

“What should we call Presales ?”  The title you choose for your presales team is a way to signal their expertise and value proposition to both customers and potential hires. You should carefully consider your company’s focus and target market when making your decision. However, remember, the most impactful presales team will possess a strong blend of technical knowledge, communication skills, and a customer-centric approach, regardless of their title.

Video Links

Should You Merge Presales and Customer Success ? : https://youtu.be/VhcmA5utClE

Blog Links

Should You Merge Presales and Customer Success ? : https://thepresalescoach.com/blog/should-you-merge-presales-and-customer-success/

What is Presales ? : https://thepresalescoach.com/blog/what-is-presales/

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