Your engineers hate sales calls (and it's costing you deals)
"We'll get our engineer on the next call."
If your sales team says this regularly, that's not a win. That's a red flag.
I've been that engineer—the one dragged into sales calls to explain the same technical details over and over. And I've been the person who built content to make those calls unnecessary.
Let me tell you why this happens, what it costs you, and how to fix it.
When your content fails, your engineers pay
Here's the pattern:
Your sales rep lands a meeting. The prospect asks reasonable technical questions:
"How does this integrate with our existing stack?"
"What happens if our primary system goes down?"
"How customizable is this for our specific workflow?"
"How long does implementation really take?"
The rep can't answer confidently, so they do what seems helpful: "Let me bring in our engineer to explain."
Now you've pulled someone away from building your actual product to explain—for the seventeenth time this month—how your API works or why your security model is sufficient.
It's not the rep's fault. It's that your content didn't do its job.
The hidden costs of engineering-dependent sales
When your default solution is "let's get someone technical on the line," you're paying a steep price:
Time theft: You're spending engineering hours on deals that might not even be qualified
Sales velocity: You're adding days or weeks to your sales cycle waiting for calendar alignment
Engineer burnout: You're burning out your best technical minds on repetitive explanations
Buyer friction: You're forcing prospects to sit through two meetings instead of one
And the kicker? Engineers usually hate sales calls. They signed up to build things, not explain the same concepts to different prospects week after week.
What technical buyers actually want
Before agreeing to a second meeting, technical buyers are looking for:
Reference architecture diagrams showing how you fit into their environment
Integration flows and process diagrams for their existing tools
Real-world product walkthroughs (not marketing demos)
Case studies from teams with similar tech stacks and challenges
Documentation that doesn't sound like it was written by marketing
Clear answers to security, compliance, and scalability questions
If they don't get these, they stall. Or they bring in their own technical team—which triggers your team to do the same. Suddenly you've got five people on a call answering questions that could've been covered in a well-designed PDF.
Your product marketing can't live in slide decks
If you're not creating content that answers real technical questions at the right time, you're forcing your team to compensate with headcount and calendar invites.
That's not scalable. That's not efficient. And it's not how top-performing companies run their sales processes.
Strong mid-funnel content should:
Clarify exactly how your product fits into complex environments
Validate your technical claims without sales pressure
Help the buyer make progress before a second call is needed
Equip internal champions to bring technical stakeholders along
Great content doesn't just explain features—it prevents friction before it happens.
How to build technical content that actually works
Start by tracking every time an engineer gets pulled into a sales call. Document:
What questions triggered the escalation
What the engineer explained
Whether that explanation moved the deal forward
This becomes your roadmap for creating technical content. Focus first on the questions that come up most frequently and have the biggest impact on deal progression.
Then build:
Architecture diagrams that show your solution in the context of their world
Technical one-pagers that engineers can actually respect
Integration guides with specific, realistic examples
Demo scripts that sales can follow without technical help
Case studies with actual metrics and technical context
When done right, your sales team stops saying "I'll get an engineer" and starts saying "I can send you our integration guide for that."
This is what we build at Edify
We work with SaaS and infrastructure companies to create the technical content your sales team wishes they had—so they don't have to keep pulling in engineers just to answer the same questions.
We've been the engineers trapped in those calls. We've built the content that made those calls unnecessary.
If your sales team keeps escalating to engineering, let's fix that.
📩 edifycontent.com/contact
In our next episode, we'll dig into ad campaigns—why most don't convert, and how to run campaigns that actually support your sales process.
Got stories of engineers being pulled into sales calls? Send them my way: anthony@edifycontent.com
