Part 1 of a 2-Part Series Defining the Role of Presales Professionals
Executive Summary:
In the world of cybersecurity and large-scale B2B enterprise software, the term presales is both misunderstood and mission-critical. While it sounds like an early-stage, pre-revenue role, presales engineering is—in fact—the driving force behind technical discovery, solution validation, and deal progression. In this first of a two-part series, we take a closer look at the origin (and confusion) around the term presales, define what sales engineers really do, and explore why the demand for technical validation is outpacing the talent available to support it. We’ll close by previewing how emerging solutions—like Provarity AI—are helping presales teams scale smarter and win faster.
What is “Presales,” Really?
If you’re outside the sales or tech industry, the word presales probably suggests lead generation, digital ads, or cold emails—anything that comes before a real sales conversation starts. But in cybersecurity and enterprise software? Presales actually kicks off after a sales-qualified lead (SQL) enters the pipeline. It’s where the real technical work begins. Once a potential customer is identified, account executives rely on sales engineers (SEs) to run point on technical discovery, solution design, hands-on demos, and—perhaps most importantly—the Proof of Concept (POC) or Proof of Value (POV) that gives the customer confidence the product can actually do what the slideware promised. Presales engineers don’t do “marketing.” They validate technology in real-world scenarios to ensure the solution fits the customer’s unique environment, often making or breaking the deal in the process.
The Misnamed Hero of the Sales Cycle
So, where did the term presales come from? As discussed in Part 2 [link] of this blog series, the term likely emerged as a way to draw boundaries between pre-sale technical support and post-sale professional services. In scrappy startups and early-stage companies, engineers were often asked to do both. That created conflict—and burnout. Sales engineers wanted to focus on deal progression, not onboarding. Why? Because compensation drives behavior, and SEs are often tied to quota. If they’re building integrations for a closed deal, they’re not helping the next one close—which means their earnings suffer. So the industry responded by defining the role more clearly: presales engineer = the technical teammate that helps win the deal, but hands off implementation after contract signature.
The Scope of the Role
Let’s be clear—presales is far from “pre” anything. Presales engineers step in once the opportunity becomes real, and their responsibilities include:
- Discovery – understanding the technical environment and business problem
- Demos – live, tailored showcases of the solution’s capabilities
- RFPs & RFIs – helping the company respond credibly to structured evaluations
- Technical Validation – managing and delivering POCs, POVs, or pilots
- Achieving the Technical Win – the point at which the customer agrees: “Yes, this solution can do what we need.”
In short: you’re the architect of trust. And technical trust is what moves enterprise deals across the finish line.
Why the Title Matters
Titles aren’t just ego trips. In high-stakes sales, titles set expectations. If your title is confusing to the customer—or worse, requires explanation—you’re wasting time and credibility before the meeting even starts. Whether you go by Sales Engineer, Solutions Consultant, or Field CTO, the key is to match your title to your customer’s expectations. That alignment helps establish trust and define your role in the buying process. You’re not “just” a sales sidekick. You’re a critical technical stakeholder. And if your title makes that clear? You’re already halfway to credibility.
The Talent Crunch Is Real
Here’s the harsh reality: there aren’t enough SEs to go around. As cybersecurity threats grow more complex and enterprise architectures diversify, companies need more SEs than ever. But qualified talent is scarce—and expensive. This has led to:
- Overloaded SEs juggling too many deals
- Slowed sales cycles due to POC bottlenecks
- Misaligned AE-to-SE ratios, creating stress and inefficiency
- Increased churn, making the problem even worse
Ultimately, it’s a revenue issue. If presales can’t scale, deals stall. And that pressure is creating demand for smarter tools and processes to support presales at scale.
A New Market Is Emerging: Presales Enablement
As the challenges mount, a new category of solutions is gaining traction: presales enablement platforms. These are tools specifically designed to help SEs:
- Standardize and track technical validation workflows
- Improve collaboration across internal and customer-facing teams
- Capture and report outcomes (like technical wins/losses)
- Predict POC success and reduce cycle times
Among these emerging players is Provarity AI, a platform purpose-built to streamline how technical validations like POCs are managed. Provarity helps presales teams align success criteria, track outcomes, and automate much of the manual follow-up that consumes precious time. If you’ve ever lost track of a POC in flight, missed a key stakeholder update, or felt like you were flying blind across multiple opportunities — this is the kind of tool that makes your life easier and your work more visible.
Conclusion: Time for a Title Change? Maybe Not.
So, is presales the worst-named job in tech? Arguably, yes. It’s a misleading title for one of the most vital roles in modern B2B sales. But instead of chasing a new name, the real opportunity is to elevate the role—with clearer expectations, better tools, and a deeper focus on how SEs create measurable value. In Part 2 of this series, we’ll dive deeper into the identity crisis of the sales engineer—and explore how verticals, product complexity, and even geography influence what we call ourselves and how customers perceive our value. Until then, if you’re feeling the pain of overloaded POCs, unpredictable technical evaluations, or unclear presales visibility—Provarity AI can help.
👉 Learn more at Provarity.ai or reach out to see how we’re helping presales teams run faster, smarter, and with greater confidence.