sales Engineering program

As we navigate one of the most transformative eras in history, with AI reshaping industries and generational shifts redefining values, what does leadership truly mean? This session dives into the profound impact of AI, the shifting priorities from Baby Boomers to Generation Alpha, and the evolving role of leadership in these uncertain times. Explore how leaders can steer their teams through unprecedented change and what qualities will define successful leadership in the age of AI.

PreSales are often seen as technical experts, but our real value is in assuring customers that our product can solve their challenges. These challenges usually boil down to money—whether they’re losing it or aiming to make more. If your prospect isn’t focused on their financial stakes, you might not be talking to the right person.

Ever felt like you’re just winging it or questioning if you truly belong in the room? You’re not alone. In the high-pressure world of (Pre)Sales and leadership, these feelings are part of a phenomenon known as Imposter Syndrome. In this session, we’ll explore its impact and prevalence, and focus on turning self-doubt into an advantage. You'll gain practical, research-backed strategies to silence your inner critic, embrace your authentic self, and build confidence in any environment. Join us to transform your perspective, enhance your performance, and foster a culture where individuals and organizations thrive. It’s time to stop fighting Imposter Syndrome and start harnessing it for real leadership impact.

Customers don’t buy solutions—they buy relief from pain. And who earns their trust? The one who can articulate their challenges better than they ever could themselves. In this session, we’ll explore how to frame business pains in a way that resonates deeply within your customer’s organization—without ever mentioning your product’s features. Learn how to shift the conversation, leverage industry data, and deliver insights so compelling that customers feel drawn to engage. If you want to sell with authority, build instant credibility, and earn trust fast, this session is for you.

Demo automation sounds like a game-changer—until you dive in and realize how complex it really is. After 1.5 years of trial, error, and unexpected roadblocks, we’re sharing the hard-earned lessons that no one tells you upfront. From dangerous assumptions to efficiency gains (and whether it really reduces headcount), we’ll break down how, when, and where to use demo automation effectively. Learn how to align it across your revenue org, choose the right formats, and create a feedback loop that drives real impact. If you’re considering automating your demos, this session will save you from costly mistakes and help you build a strategy that actually works.

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Growth is exciting—until you realize you can’t hire PreSales talent fast enough to keep up. So how do you scale effectively without burning out your team? This session dives into proven strategies to make PreSales more efficient, leveraging AI, automation, and smart processes to maximize impact. Learn how to communicate your value, avoid common pitfalls, and stay ahead of hypergrowth challenges. If you want to scale PreSales without frustration (or a never-ending headcount request), this session will give you the playbook to succeed.

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A killer demo can make or break a deal—but not every deal deserves a complete custom approach. This session will help you strategically define what is best for which deal: Learn when to use standard vs. custom demos, and how to align your approach with deal size and Ideal Customer Profile (ICP). We will also touch on how to leverage Proof of Value (PoV) and Proof of Concept (PoC) to maximize impact without wasting resources. Finally, we will figure out how to enable Sales for a first demo, define clear decision criteria, and build a scalable process around demos, PoVs and PoCs. If you’re ready to turn demos into a strategic weapon rather than a default step, this session is for you.

Customers don’t buy features—they buy outcomes. This session will help you shift your mindset from pitching features to delivering real customer value. Learn a simple 3-step framework to translate product capabilities into meaningful benefits that resonate with your audience. Discover when deep technical knowledge can work against you, how to pinpoint why customers really buy, and how to structure your messaging for maximum relevance. If you want to stop sounding like a product brochure and start becoming truly valuable to your customers, this workshop is for you.

Great teams don’t just happen—they’re built. This session is your guide to becoming a talent magnet and finding the perfect match for your PreSales and Sales needs. Learn how to collaborate effectively with Recruiting/HR, identify the best sourcing channels, and build a talent pool that sets you up for long-term success. Discover actionable strategies for making a great first impression on new hires and turning them into your next top performers. If you’re ready to lead the hiring game, this session is for you.

SEs (Sales Engineers — PreSales) and AEs (Account Executives) are the dynamic duo of B2B SaaS sales, but true success demands more than just balancing roles — it requires seamless collaboration. This workshop dives straight into the real challenges of working together and delivers practical, actionable strategies to overcome them. Learn how to sidestep communication breakdowns, align expectations, build unshakable trust, and tackle conflicts head-on. Don’t settle for average — join us to master the tightrope walk and transform your partnership into a high-impact powerhouse.

It’s time to shatter silos and take the Sales and PreSales partnership to the next level. This session will equip you with the strategies to align both teams around shared goals—defining joint success metrics, positioning PreSales as a strategic force, and securing its seat at the decision-making table. Discover how to maximise PreSales’ value, incentivise collaboration, and maintain alignment for peak performance. If you’re ready to lead with impact, amplify teamwork, and transform how Sales and PreSales work together, this workshop is your blueprint for success. Walk away with actionable tools to drive alignment, energise your teams, and elevate organisational performance.

Your career is your responsibility—so how do you make it shine? This session dives into strategies for owning your career development, from documenting your achievements to creating a standout brag document. Learn how to communicate your value, boost your visibility, and add impact to your role. With insights on recognizing your patterns, defining your personal career path, and understanding what truly drives you, this session will equip you to take control and steer your PreSales career to new heights.

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Building strong buyer connections isn’t just about knowing their role - it’s about understanding their personality. This workshop helps solution engineers uncover personality types, adapt their approaches, and match materials to buyer preferences. You’ll leave with actionable tools to deliver technical insights that align with how your buyers think, helping you stand out and become their trusted advisor.

What if KPIs are holding us back? Imagine a future where PreSales isn't just about supporting deals but leads innovation, customer engagement, and strategic transformation. In this keynote, we will explore how to transcend traditional metrics and fully leverage the unique skillset of PreSales professionals. Drawing on real-world examples and future-driven thinking, I’ll show how PreSales can become the strategic heartbeat of the organization. It’s time to evolve beyond KPIs and embrace a new era where PreSales drives lasting impact across the entire customer journey. Join me as we reimagine what’s possible.

Are your software demos too long, feature-heavy, and failing to close deals? Join Natasja Bax for a high-impact, interactive workshop that will change how you present. Discover why "Doing the Last Thing First" is the secret to engaging your audience, and learn how to structure your demos using the Inverted Pyramid approach. Through hands-on small group exercises, you’ll practice delivering shorter, sharper, and stronger demos that resonate with multiple stakeholders, from executives to end-users. If you're ready to fix your demos, boost engagement, and increase deal success rates, this session is for you!

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As customer-centric organizations evolve, the boundaries between PreSales and Post-Sales can blur—often with costly consequences. In this session, we will tackle the critical challenges that arise when PreSales is burdened with Post-Sales tasks. Discover the pitfalls of misalignment and learn how defining clear roles and creating a strong partnership between these teams can drive better outcomes and ensure long-term success.

In the pat decade, B2B SaaS Go-To-Market teams prioritized growth over delivering real customer value. Now, the focus shifts to driving value across the entire customer journey, moving beyond rigid structures and clunky handoffs. The key to this transformation? Solutions professionals. Join us to explore how they are essential in creating a seamless, value-driven customer experiences.