Book
Technical Go-To-Market
Four jobs that look like one, discovery and the demo, proofs of concept that actually end, escalations and the account about to churn, the loop and the presentation round that decides it, and technical support as a route into product companies.
1,426 postings. Customer-facing language in 99%, technical depth in 60% — engineering jobs where the deliverable is a customer's decision.
CHAPTER 1
Four jobs that look like one
Sales engineer, forward deployed engineer, technical account manager, customer success. Different phases, different measures, frequently confused.
CHAPTER 2
Discovery and the demo
The demo is not a feature tour. It is an argument, and it is lost in the first ten minutes.
CHAPTER 3
Proofs of concept that end
The POC that never concludes is the characteristic failure of this job. It is preventable in writing.
CHAPTER 4
Escalations, and the account that is about to churn
Escalation language appears in 60% of these postings. This is the part of the job nobody prepares for.
CHAPTER 5
The loop for these roles
Five stages, and one of them decides it. Almost nobody prepares for the right one.
CHAPTER 6
Technical support as a route in
One of the most common entry points into product companies, and how not to get stuck in it.