Apex Edge Sales Engineering™
Sales Engineering as a revenue discipline
ApexIQ Press™

Sales Engineering. Done Properly. In Print.

Books, handbooks, and reports for the leaders and engineers who carry complex technical deals, published by ApexIQ Press, the publishing imprint of Apex Edge Sales Engineering. Practical operating systems you apply in live work. No theory.

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For Sales Engineers, SE leaders, and commercial executives who want practical operating systems rather than generic management theory.

ApexIQ Press | What we publish
BooksLong-form operating systems for Sales Engineering leadership and execution.
HandbooksFocused guides for live work, coaching, and inspection rhythm.
ReportsSharper operator perspectives on the changing technical revenue environment.
Imprint stancePractical, direct, operator-led, and designed for immediate use.
About the imprint

A publishing home for Sales Engineering operators

ApexIQ Press exists to publish useful material for people doing technical revenue work in the real world. No abstract theory. No padded business-book language. Just clearer standards, stronger operating discipline, and practical systems leaders can use properly.

Books & Handbooks

The operating system. In print.

Handbook New, April 2026

No Heroics: Sales Engineering Leadership

How to keep sales engineering working when pressure hits

What it is

No Heroics is a leadership handbook for Sales Engineering leaders whose organisations work well when everything is fine and start to fracture when it is not. Seán Livingstone, author of Sales Engineering Done Properly, draws on two decades of building and leading SE teams to show what it actually takes to keep the system working under pressure.

What you will learn

How to turn noise into decisions with a simple operating rhythm; set standards that survive a difficult quarter and enforce them without becoming a blocker; use stop-loss to protect capacity and customer trust; manage up and across when incentives run the room; and build successors so you stop being the choke point.

Who it is for

For SE leaders and commercial executives who want their sales engineering motion to work every day, not just when the right people show up.

Published

3 April 2026

Pages

133

Paperback ISBN 9781919406626
PDF eBook ISBN 9781919406633
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Book

Sales Engineering Done Properly

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

What it is

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”.

What you will 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.

Who it is for

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.

Published

2 January 2026

Pages

97

Paperback ISBN 9781919406602
PDF eBook ISBN 9781919406619
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Reports

Operator intelligence. Free to download.

Sharper operator perspectives on the changing technical revenue environment. Available as free downloads.

Report May 2026 PDF

The Later-Stage Sales Engineer

How Self-Service, Review Sites, and AI Search Are Reshaping B2B Technical Buying

B2B buyers now complete most of their vendor research before engaging any seller, shortlisting through AI chatbots and peer review platforms before the first Sales Engineer joins an evaluation. This report examines the forces driving this structural shift and sets out what SE leaders must do to build technical credibility before the buying conversation starts.

Download the report (PDF)
About the author

Written by the founder, used in the field

Seán Livingstone is the founder and Chief Sales Engineer of Apex Edge Sales Engineering. He has spent more than two decades building and leading enterprise Sales Engineering teams across EMEA and APJ, and he writes for the Sales Engineering leaders, revenue executives, and engineers who carry complex technical deals. He is the author of Sales Engineering Done Properly and No Heroics: Sales Engineering Leadership, and the creator of ApexIQ™, the Sales Engineering Operating System.

From press to practice

Turn the ideas into live execution

ApexIQ Press publishes the operating systems. You install them into live technical revenue work, with Apex Edge Sales Engineering as the guide.

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