Why You Might Need a Solutions Engineering Team
This is part of a series of articles aimed at helping up-and-coming founders and entrepreneurs entering the startup game for the first time. The startup world can be intimidating so we’re here to provide free access to resources and education to help make it easier to get started.
Building an ICP is Only Half of it
In our last article on How to Build an Ideal Customer Profile (ICP), we touched on the importance of understanding your customer and how building an ICP is a fantastic method to aid in that process.
But having an ICP can only take you so far.
The real game-changer is in building your organization and product around this ICP with the right people who can reach out and develop strong relationships with prospects, qualified leads, and ultimately customers.
When it comes to customer experience and satisfaction, oftentimes the critical feedback concerning the sales process has to do with a lack of depth and understanding of the customer and their demands.
So when we’re talking about the world of technology sales, the understanding of the consumer personifies itself into a specific role; a role that might be worth looking into as you start to build out your very own sales force — the Solution Engineer (SE).
But what is a Solutions Engineer?
Solutions Engineering
Salespeople are the charismatic folks on the frontline, pitching your product to potential customers. But in the world of tech, they often don't stand alone; they have an unsung hero, the Solution Engineer, by their side.
An SE is an individual who possesses a strong background across both sales and technology to help customers understand and select the right technical solutions for their specific needs. In essence, they act as a bridge between the sales team and the technical team, providing technical expertise and support throughout the sales process.
SEs often conduct product demonstrations, prepare technical presentations, and provide detailed explanations to address customer inquiries or concerns — these folks therefore enhance your sales cycle and help your business thrive.
If you're wondering why you should have an SE by your side, read on as we explore the potential benefits of having an SE, and why even as an early founding team, having someone assume the role, official or not, of an SE can be critical to building a successful sales cycle.
SEs are the technical experts who complement salespeople, adding a critical edge to the sales process. Together, they create a formidable team that increases win rates and enhances credibility to potential customers.
It’s More Than Just Sales
Having an SE (or a team of them) generates a strong signal and goodwill that you can showcase to your customers. It shows that you’re serious and taking good care of their wants and needs in the sales process.
SEs are responsible for the deep knowledge of the product or service that is being sold and act as liaisons with the customer. A strong solutions engineer understands not only the product but also the customer’s pain points and needs.
In today's increasingly connected consumer environment, buyers are more informed than ever. They're not looking for a traditional sales pitch; they are often rather far down the sales cycle and want product expertise and a deep understanding of the complexity behind it.
Take the software company Rippling for example, a vendor of HR software that streamlines the administrative processes of hiring and managing global teams for businesses — in our recent interview with Zach Lawryk (Head of SE), he talks about how SE teams at Rippling are responsible for not only the sales process but continue to be a resource for their customers well past the sales decision in supporting existing customers and introducing products that might be helpful add-ons.
Ultimately, this role be molded into the specific needs of each company and the uniqueness of the corresponding customer audience.
Key Metrics
You might wonder, does having a Solution Engineer affect key metrics?
Absolutely! They help gauge if a customer is a good fit, aligning with your company's ICP. This, in turn, boosts sales efficiency and transparency, making the sales process faster and more effective.
Sales is not just about making a sale; it's about empowering the customer to make an informed decision. Solution Engineers assist in understanding the business value that your product brings to the table, helping customers achieve their goals. They also play a crucial role in onboarding, ensuring a smooth transition.
Struggling to find a customer that fits your ICP early on might signal a red flag — it's not necessarily a problem with your sales team but could be a hint to reexamine your product. SEs can provide valuable insights into this situation.
As early founders, having an actual carved-out role of SE might be unrealistic. Thus, your first Solution Engineer can be your CTO, product lead, or even the CEO — it's a sales role that requires a deep understanding of your product and a passion for working towards sales goals.
In the world of tech sales, Solution Engineers are the unsung heroes who enhance the sales process, empower customers, and drive your business forward. Their unique blend of technical expertise and sales acumen is the secret sauce behind many success stories.
Metagrove Ventures is an early-stage investment venture capital fund, focused on supporting founders and companies who are building the future of industry by creating inflection points in the market.
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