Your SEs are doing too much. Let CONTENT carry the load.
Show me your sales team's Slack messages, and I'll show you exactly why deals are dying in your pipeline.
If your reps are constantly typing "let me loop in our SE for that" or your sales engineers are triple-booked every afternoon, you've got a bigger problem than you think. Your most expensive technical talent is stuck doing $50/hour work—and your buyers are getting impatient.
Here's the truth: Your SEs shouldn't be on every call. But they are, because you haven't built the infrastructure to scale their knowledge.
The old playbook is broken
Traditional enterprise sales goes like this:
Rep opens the conversation. Builds rapport. Schedules the follow-up. Then the buyer asks a real question—about architecture, security, integrations, whatever—and suddenly the rep transforms into a scheduling assistant.
"Great question! Let me get our solutions engineer on the next call."
Your SE joins. Explains the same security model they explained yesterday. And the day before. And 47 times last quarter. They're not solving complex problems or designing custom solutions. They're a human FAQ that costs you $200K+ per year.
Meanwhile, your deals are slowing down because:
Reps can't move conversations forward without technical backup
SEs are double-booked and dropping balls
Buyers get frustrated waiting for basic answers
And the worst part? All of this could be fixed with a couple of PDFs.
Your SEs aren't technical resources—they're expensive parrots
I spent months as an SE. Want to know what 80% of my job was? Repeating myself.
Same security explanation. Same integration overview. Same "here's how our API works" demo. Different audience, same script. Over and over until my soul left my body somewhere around call number 200.
Your SEs didn't join your company to be a broken record. They joined to solve interesting problems, architect solutions, and close complex deals. But instead, they're stuck explaining—for the thousandth time—why your platform doesn't store passwords in plain text.
Every time your SE has to explain basic product functionality, you're burning money. Every time they repeat the same demo, you're wasting talent. Every time they answer "how does your thing integrate with Salesforce?"—a question that should have been answered by page 3 of your sales deck—you're slowing down deals.
The fix: Turn your SE's brain into content
Here's what high-performing sales teams do differently: they treat content as sales infrastructure, not marketing fluff.
That brilliant explanation your SE gives about your security model? Record it. Package it. Reuse it.
The way they break down your architecture for non-technical buyers? That should be a two-page visual guide.
Their go-to demo flow that gets everyone nodding? Turn it into a video the rep can share.
When you capture and package your SE's knowledge, magical things happen:
Reps can handle 80% of technical questions themselves
SEs focus on high-value, complex deals
Buyers get answers immediately (not "next Tuesday at 3pm")
Sales cycles speed up because knowledge isn't bottlenecked
How to actually do this (without making it weird)
You don't need a massive content overhaul. Start here:
Option 1: Ask your SEs what questions they're sick of answering. Those are your first five assets.
Option 2: Record a few sales calls. Hand the recordings to someone who can write. Tell them to capture everything brilliant your SE said.
Option 3: Got tons of call recordings? Feed the transcripts to AI and ask for the top 20 repeated topics. There's your content roadmap.
Option 4: If you're a rep, start taking notes on what your SE says. Then just repeat it back next time. You don't need to understand quantum physics to say "our SE typically explains it like this..."
Option 5: Get your content person on actual sales calls. Let them hear what buyers really ask and how your best people answer.
Stop hiring SEs. Start scaling the ones you have.
Your competitors are probably still doing it the old way—burning out SEs, slowing down deals, frustrating buyers who just want a straight answer about API rate limits.
But you? You're going to build a library of your SE's best hits. You're going to arm your reps with actual answers. You're going to let your technical talent focus on technical problems.
And when you do it right, your sales process stops feeling like a game of telephone and starts feeling like an actual system.
Your SEs will thank you. Your reps will close more. Your buyers will move faster.
All because you finally realized the truth: the best sales content isn't written by marketers—it's captured from the people who already know how to sell.
Need help turning your SE's knowledge into sales content that actually works? We do this every day. Let's talk: edifycontent.com/contact
