Tim Brömme

Welcome to Presales Unleashed.

This is your podcast for sales engineering and B2B software sales.

And my name is Tim and as presales experts with more than 25 years of experience, we help SaaS and IT companies unleash their presales performance for higher win rates, delighted customers and more fun in the role.

And today I have a very special guest, Edward Kendall.

He's the founder of Coform and Focal, and Edward has conducted over 300 discovery calls with SE teams around the world through his community and in the process uncovered something many of us feel every day, but rarely articulate this clearly.

Solution engineering is a black box.

We can't prove our impact.

Our knowledge is trapped in silos and the tools we use weren't built for us.

From that insight, Edward didn't just build one of the largest global presales communities, but is also now building a product designed to solve exactly these problems.

We talk about why he went from investor to the solution space, which problems he keeps seeing across SE teams, and where the journey is heading as software moves toward consumption-based pricing and go-live becomes more important than just the signature.

And with that, please enjoy today's episode.

I found your background quite interesting.

The first time we talked, actually, I think one of the first sentences you said to me, hey, Tim, please keep in mind, I haven't worked in pre-sales for 10 years.

I am not necessarily from a solutions team.

That being said, you have now built an entire company around to serve solutions teams.

So obviously, for me, it was an interesting thing to understand.

You've worked, I think,

a lot at Founders Factory.

And then your transition was founding a company around the solutions topic.

So can you maybe share with us a little bit why you decided to go into that direction?