Sales Engineers are often called the “secret weapon” in SaaS sales – but those who’ve sat on the customer side of the table? They’re even rarer – and exponentially more valuable.
Here’s why SE hiring is tough – and why customer-side experience is the ultimate differentiator:
It’s already a rare hybrid role SEs need technical depth and sales intuition. Adding customer-side empathy makes them even more exceptional.
Customer experience sharpens the impact A SE who’s been a buyer understands:
- How buying committees think
- What builds trust — and what destroys it
- The difference between “features” and “real outcomes”
- How to craft a value proposition that can travel up the approval ladder
They bridge the last mile of trust When a SE can say, “I’ve been in your shoes,” the credibility shift is immediate. They just don’t demo software – they speak the customer’s language.
They can see around corners Having experienced post-sale pain, they proactively address objections and help AEs sell solutions, not just products.
They accelerate deals and retention They help buyers navigate internal politics, smooth technical concerns, and set up customers for long-term success.
Seniority serves as the ‘crowning glory’ Getting business users, IT gatekeepers and reluctant decision makers require an external voice that has the chops to galvanize everyone towards a common goal.
They temper overzealous sales executives They help toe the line between urgency to close the deal and customer’s need to go with the flow.
What companies should do
- Look for SEs with prior customer-side roles (or invest in training to build this muscle)
- Shape hiring and onboarding to surface empathy, not just technical and sales skills
- Treat customer experience as a competitive advantage, not a bonus
At Nimble Zeppelin, we have experienced technical sales rom the buyer as well as the seller’s aspect. We bring this perspective to help SaaS companies fill SE gaps fractionally – until companies find suitable talent that has walked both sides of the deal.