Document, Win, Repeat: Why Sales Engineering Success Depends on It

In this episode of Altar of the Demo Gods, Keith Wilson and John Morton dive deep into the topic of documentation in sales engineering, emphasizing its critical role in the sales process and beyond. They discuss how effective documentation can reduce friction, improve clarity in communication, and ultimately help close deals. From early discovery to proof-of-concept (POC) engagements, having a structured approach to documentation helps sales engineers and their organizations win over customers and streamline their internal processes.

The hosts share practical tips and tricks for making documentation less painful, including how to record your work, transcribe it, and organize your notes to build a playbook for success. Keith and John also touch on how proper documentation allows teams to avoid scope creep in POCs, foster accountability, and create artifacts that live beyond the immediate sales process.

While the conversation centers on documentation, the episode is filled with personal anecdotes, lighthearted banter about DuckTales, and the occasional AI reference—like how ChatGPT can assist in brainstorming and making tedious tasks a little more manageable.

Key Topics Discussed:

• Importance of documenting pain points, customer environment, and use cases.
• How documentation benefits not just sales, but also marketing, product development, and leadership.
• Tips for creating effective POC documentation to prevent scope creep and streamline the sales process.
• Using technology, like transcription services, to make documentation easier and faster.
• Building personal and team success through structured policies and procedures.
• How proper documentation leads to better sales enablement and long-term client satisfaction.