ApexIQ Press™

Sales Engineering, Done Properly. In Print.

Books. Handbooks. Reports. For Sales Engineering.

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Sales Engineering Done Properly

An operating system for trust, proof, and predictable technical revenue

Now available • ApexIQ Press™ on Lulu Bookstore

Sales Engineering Done Properly is a practical operating system for one of the most misunderstood roles in B2B: the sales engineer. Drawing on two decades of building and leading SE teams, Seán Livingstone shows how to turn technical depth into commercial clarity without reducing experts to “demo drones”.

You’ll learn how to design demos, PoCs and trials that create unmistakable technical conviction; build cross-functional pods and guilds that eliminate handoff chaos; and use clear KPIs, cadences and quality gates to make technical revenue predictable in a global, hybrid world.

For SEs, SE leaders and commercial executives, this book offers concise principles and concrete Edge Drills you can apply immediately to build trust, prove value and scale technical revenue, done properly.