Vivun Unveils 2025 State of Sales Engineering Report: Key Trends in AI, Enablement, and Strategic Alignment

Vivun Unveils 2025 State of Sales Engineering Report: Key Trends in AI, Enablement, and Strategic Alignment

San Francisco, California – (January 21, 2025) – Vivun, the leading provider of Technical Sales solutions, today unveiled the 2025 State of Sales Engineering Report, a comprehensive analysis of the latest trends, challenges, and opportunities shaping the Sales Engineering (SE) profession.

Based on insights from Sales Engineers across industries and levels of experiences, the report highlights key shifts in the function’s role and strategic importance. The findings reveal critical opportunities for organizations to elevate the contributions of Sales Engineering teams:

• Expanding Influence Across the Sales Cycle: Sales Engineers continue to play a pivotal role from discovery through post-sale engagements. However, organizations face challenges in measuring their impact on business outcomes to improve sales processes and customer experiences. The report emphasizes the need for tools and processes to track SE contributions effectively, such as deal velocity, win rates, and customer retention.

• The Growing Role of AI in Technical Sales: While AI adoption is streamlining workflows and enhancing productivity, concerns about accuracy, integration, and enablement persist. To maximize AI’s potential, the report urges companies to adopt purpose-built solutions and invest in training to improve SE proficiency in leveraging these tools.

• Addressing Gaps in Product-Market Alignment: Misalignment between Sales Engineering and Product teams remains a significant barrier, despite regular collaboration. Establishing structured, data-driven feedback loops can ensure product roadmaps reflect customer needs and sales priorities, driving better outcomes.

• Prioritizing SE Enablement: SE teams often lack the resources to ramp new hires effectively or keep pace with exponential rates of innovation. The report highlights the importance of dedicated enablement programs to streamline training, reduce ramp times, and drive consistent performance at scale.

• Optimizing Revenue Tech Stacks: Collaboration tools and RFP software dominate SE tech environments but often fall short of meeting broader needs due to their localized impact. The report recommends consolidating tools to enhance adoption and making investments with a broader strategic impact, like technical forecasting and advanced collaboration.

The report also sheds light on the broader strategic importance of Sales Engineering teams in improving sales velocity and competitive win rates. As organizations increasingly recognize their value, SE teams are seeing sustained investments in budget and headcount.

“Technical sales is the strategic backbone of the sales cycle,” said Matt Darrow, CEO and Co-Founder of Vivun. “In a world where buyers demand precision and speed, Sales Engineers are uniquely positioned to drive deal velocity and customer confidence. But to succeed, sales leaders must rethink how they equip these teams—prioritizing tools, processes, and AI-driven insights that align with modern buyers. Those who embrace this shift will unlock new levels of technical selling efficiency and secure a lasting competitive edge.”

The full 2025 State of Sales Engineering Report is now available for download here.

About Vivun

Vivun is the leading provider of Technical Sales solutions, which includes the world’s first AI Sales Engineer, and is fully dedicated to helping companies use AI to scale technical expertise, build better products, and run better operations. Customers like ADP, Coupa, Docusign, Elastic, Seismic, and Snowflake leverage Vivun solutions to win more deals faster, with a lower cost of sale.

For additional information about Vivun, please visit www.vivun.com.

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