Finally! With the advent of presales tooling, presales professionals find themselves in a type of role reversal. For their own product or service, they’re obviously the seller. But as they consider what tool will best meet their needs, they are buyers.  I often hear presales professionals say, “I am so used to selling that it’s odd for me to be on the buying side.”

Building a Business Case for Presales Tools

To help presales be better for buyers of presales tooling, I would like to share a few presales business case resources that I hope can be of service to the presales community and help presales leaders better craft their stories internally as to why more investment is merited in presales. 

Resources Include:

  1. Presales Revenue Multiplier:This calculator helps you quantify the impact on revenue by optimizing the capacity of your people via more effective management, more effective product advocacy, and improved processes that can increase conversion rates and sales velocity. All without additional headcount.
  2. Presales Buyers Guide: The guide provides a six-step process on how to convey the art of the possible, identify what your C-suite cares about, map your internal process, develop a clear ROI, verify value from the vendor, and develop a checklist to purchase. This contains great insights from Garin Hess, the CEO of Consensus, and Adan Freeman, Head of PreSales at the Access Group. 
  3. Harvard Business Review Paper: This research paper, “Presales Can Unleash More Revenue Growth For the C-Suite,” conveys the potential of presales to improve revenue by 6% to 13% and improve sales velocity by 10% to 20%. 
  4. Forbes Publication: This article, “How Investing In Sales Engineering Can Significantly Improve Middle-Of-Funnel Conversions,” shows how poorly measured and misunderstood this stage of the funnel is to most organizations, and how to change the equation. 
  5. Presales Secret Weapon In a Recession: This blog post, “Technical Sales May Be Your Secret Weapon To Gain Sales Efficiency During A Recession,” illustrates how sales efficiency can be positively impacted by investing more in the presales organization to do more with less.  
  6. CROs Must Invest in Presales: This guest blog post from  SalesLoft’s former SVP of Sales, now CRO at,  gives five reasons why investing in presales will help organizations better meet current buyer behaviors and drive more win rates. 
  7. Presales Business Outcomes: The presales line of business consists of people they sell with, processes they follow to win, and products they represent. Hub provides a short, 90-second video on how a unified presales system of execution and source of record can deliver positive outcomes that make the presales organization more effective with their daily work. 

I hope this collection of resources helps presales organizations get more comfortable with the role of buyer of presales tools. The ultimate goal is they’ll be more successful and use what they learn to better serve their buyers and C-suite.