Key Insights on the “Trusted Advisor” Sales Engineer

Recently NAASE hosted a Members-Only ZOOM Forum with noted SE speaker and consultant, John Care. (For members who might have missed it, please request our recording of the call.) There was some great information and advice packed into this 1 hour presentation and meeting, and we thank John for that.

John and his company, Mastering Technical Sales, have conducted some great research into the true value of sales engineers, and also what specifically a client or prospect wants out of their vendor or trusted advisor.

In their list of what customers really want, they provide a ranking of the survey results. #1 is “someone who understands my business”. Having deep technical knowledge is way down at #5.

And what kind of value does a sales engineer bring to the table? This graph says it all:

As you can see by this chart from MTS- the “Technical Team” (which includes the sales engineer, presales, and the technical salesperson) provides the most value to the client/prospect. In fact, they would much rather interact with you than with your company’s CEO or COO, etc.

Know your worth, and also know that right now it is a fairly “hot” market for SE’s out there in the USA that might be looking for a switch. We talked about that a bit also, on our ZOOM call.

For more information on MTS, please visit: .

PreSales Compensation Plans 101: Creating Winning Plans for Sales Engineers

Written by the Vivun team

PreSales Compensation Plans 101

Getting PreSales compensation right is mission-critical to building revenue-generating teams that are incentivized to win for the company and themselves.

With little to no public information, we seek to uncloak the mystery around PreSales compensation and empower leaders to create effective plans that help hire and retain top talent. In the 2021 Benchmark Report: The State of PreSales Compensation Edition, 40% of PreSales leaders didn’t think their compensation plans were effective and 69% didn’t fully own their compensation plans.

That’s why we created the PreSales Compensation Calculator for Emerging Teams & The Complete Guide to PreSales Compensation—all built and written with the expertise of our VP of PreSales, Brett Crane, who will also be leading a webinar on how to design a comp model that drives results on June 29.

In this blog, I’ll review the drivers—quotas, on-target earnings, support models, commissions—that impact a PreSales compensation strategy and the salary of Sales Engineers, and how they can be put together to create effective plans for PreSales teams at startups to Enterprises. If you already have plans you can take away insights and ideas on how to improve existing ones.

1. PreSales Compensation Plan: Quota

As the target bookings of an individual or group, quotas are fundamental to the leadership team strategically planning hiring and forecast growth. From a PreSales perspective, the following are often the most important elements of quota:

Metric is used for defining quota and attainment results. As companies transition to recurring revenue, metrics such as “Monthly Recurring Revenue (MRR)”, “Annual Contract Value (ACV)”,

and “Total Contract Value (TCV)” become the dominant metrics for measuring quota. In a B2B sale where PreSales is most commonly involved, ACV—the annual recurring value of a contract of at least 12 months in length—is the most commonly used metric.

Support models indicate how opportunities are assigned to PreSales individuals and/or teams. PreSales teams may leverage a variety of support models which will impact PreSales quota based on the number of Account Executives (AEs) being supported and the projected hiring across regions.

Period defines if the quota is established on a quarterly or annual basis. This forms the foundation for total payout to the individual. Quarterly periods are highly effective for businesses with higher volume segments or businesses that have less predictability in their business model. Annual periods are more appropriate for businesses who sell large deals to Enterprise segments where the deal cycle times are long.

2. Compensation Plan: On-Target Earnings

On Target Earnings (OTE) refers to the total payout an individual can expect when 100% of quota is achieved. Depending on the company and PreSales team, there will always be a base salary but the mix of variable commission and bonuses may vary.

OTE for PreSales individuals is based on the following formula:

OTE = Base Salary + Variable Commission at 100% Quota Attainment + Bonuses (Management by Objectives – MBOs)

It is important to determine the split between base and variable to create an effective PreSales plan. For example, Sales is typically split 50/50. Yet, PreSales has a variable portion to their plan but with a lower percentage of their overall OTE tied to closed deals when compared to sales. The most common base/variable split for PreSales individuals is 70/30.

3. PreSales Compensation Plan: Support Models

PreSales is a sales support function which adds complexity as a variety of different support models may be utilized. These models are examples of how to set the quota and focus for the PreSales individual to make it clear for them what to focus on and how they will get paid.

Pooled by Geography

PreSales resources focus on a geography, EMEA for example. Opportunities are worked on by individuals within the pool, but the individual PreSales quotas will be aligned to the overall success of the geography. The benefits of this model include incredible flexibility for PreSales leadership to manage workloads across the team while creating a culture of shared success and team comradery.

Pooled by Segment

Similar to above, PreSales resources may be focused but are further aligned by segment, for example, Enterprise West (US) vs. Healthcare and Life Sciences. A “segment” may be a focus on companies of a specific size or industry/vertical. Opportunities are worked on by individuals within the pool who support the particular segment. For businesses who require different PreSales skill sets across segments, this model may make the most sense. Downsides include onboarding and long ramp times.

Direct Alignment

In this model, PreSales individuals are directly aligned to AEs, so that they become comfortable working together deal after deal and can achieve more consistent results. The working relationship (personality clashes) and win rates (success) of these pairs are important to monitor. Most often seen in Strategic segments, this support model is expensive and resource-heavy but may make the most sense for companies that focus predominantly on large deals.


Some PreSales teams have a model where they pay their PreSales professionals a commission on the deals that they individually work on as the primary PreSales resource. Often this is referred to as their “revenue influence”.

Multiple Pools

There are often multiple pools in which a single PreSales individual might have a
plan so that their variable commission may be split into 50%, where they get paid
on the deals they individually work on that close (individual model), and then 50%
of their commission is tied to their other pool, for example, geographical. Therefore, PreSales individuals are both incentivized to win a plethora of deals they are the primary PreSales individual working on but also want to help their teammates in their geography to close their deals because that is tied and important to the Sales Engineer’s pay.

4. PreSales Compensation Plan: Commissions

As described above, PreSales teams leverage a variable component to their compensation plan. The following represent common strategies for selecting the appropriate commission structure for the variable compensation component.

Continuous vs. Step vs. Hybrid

In a continuous model, the PreSales individual will earn commission continuously. In a step model, commissions are only paid out when certain targets are achieved. In a hybrid model, there may be an initial target that must be cleared prior to commission payout at which point commissions are then earned continuously.

Flat vs. Accelerators

In a flat model, commissions are paid at the same rate regardless of quota attainment. An example would be a PreSales individual getting 1% commission on every deal. In an accelerator model, the commission payout may vary as certain targets are achieved. While the PreSales individual may earn 1% for all deals up to 100% quota attainment, they may then start to earn 2% for all bookings above their quota.

Uncapped vs. Capped

In an uncapped model, the PreSales individual will continue earning commissions regardless of quota attainment. In a capped model, commission payout will cease for any achievement over a certain quota attainment (175% for example).

Putting it all together

By considering all the drivers that make up a PreSales compensation, you can combine these concepts to create compelling compensation plans that meet your specific needs. Compensation plans should strive to ensure that PreSales teams have variable compensation tied directly to the work PreSales individuals are doing to make their focus clear.

With a strong foundation of the drivers of PreSales compensation plans, leaders of emerging teams (best for ~10 or fewer PreSales professionals) can build the perfect single commission plan in just a few clicks with our PreSales Compensation Calculator for Emerging Teams!

If you lead a larger team check out the Guidebook—The Complete Guide to PreSales Compensation—to dive deeper into the drivers above and to potentially help overhaul current processes or validate the ones in place.

PreSales compensation plans should be geared toward motivating Sales Engineers to work at their peak performance and improving morale as well as for leaders to support their team and the company’s overall business strategy.

Let us show you how our PreSales platform—Hero by Vivun®—can help you run your team like a business!

Message from the President – 6/1/22

We are almost halfway through 2022!  With so many challenges for people as well as businesses, it’s fair to say that humanity keeps us together and driving forward no matter what gets in the way.  It’s now June, and NAASE would also like to recognize Pride month as a great example of how humanity can come together to make a difference in this world.

June is an exciting month for NAASE, as we have a Member’s Only Forum with John Care next week. 

I encourage you to sign up for an NAASE membership before then, to not miss one of the best Technical Sales advocates around.  Later this month, we will also be announcing the SE of the Year winner!  That is just the beginning, as we will have so many more great events online as well as some upcoming in-person events later this year.  If I could call out the top benefit to being a member of NAASE, it is that you will gain access to a very diverse set of industry leaders and up-and-comers, to network with as well as request advice for wherever your path is leading through technical sales.  It’s easy to join, and as a member you have direct access to the NAASE leadership as well as board members in addition to all NAASE members.

I would like to leave you all with these thoughts for today, as we truly would love to have more industry feedback on what the community would like to see from NAASE in the future.   When we think of hot tech topics, we think things like Zero Trust, CyberSecurity, Multi-hybrid Cloud, but what would be some tech topics NAASE could focus on with events or discussions where you see are trending hot topics?  What about AI in the manufacturing process? 

Finally, I would like to mention a conversation I once had with someone regarding the definition of Cloud.  They said to me “I just use this device and everything shows up.”  I then said, but that’s the same as any other device right?  They responded with “no, this device doesn’t have anything installed locally besides a web browser, as everything I need is in the Cloud.”  I continued to see if they really understood what that all means, so I asked what their definition of Cloud was.  They said “Cloud is just a data center that is owned and managed by someone else.  It can be anywhere and you only need to connect to it.”   I felt that was a pretty basic and fair definition, do you agree?  We would like to hear what other definitions of Cloud are out there resonating with industry as well as non-industry folks. 

Warm Regards,

Damian Hanna, CSE

President – NAASE

HIRING: Technical Sales Engineer (Northeast USA)

New NAASE Corporate Member, IBM, is actively seeking to fill a SE role. The following information and link is a courtesy to IBM. Any questions or applications for this role must be addressed to IBM and not to NAASE. Thank you-

Client Technical Specialists (CTP) are the technical experts and advisors to clients, IBM sales teams and/or IBM Business Partners. As a CTP you understand the client’s business requirements, technical requirements and/or competitive landscape. You apply your business insights, build and maintain client relationships, incorporate hardware, software and services into client-valued solutions and ensure client readiness for the implementation of technical solutions. This is an opportunity to shape the future for both IBM and its clients. Start your journey now!

Your Role and Responsibilities
The IBM Client Technical Specialists is a technical pre-sales specialist who provides prospects, customers, IBM business partners and the IBM’s sales team with in-depth domain, product, solutions and/or technical product expertise covering the IBM AI Applications Solutions portfolio. You apply your business insights, build and maintain client relationships, incorporate hardware, software and services into client-valued solutions and ensure client readiness for the implementation of technical solutions. This is an opportunity to shape the future for both IBM and its clients. Start your journey now!

Key Job Details

  • Country/Region:US
  • State:MULTIPLE
  • City:Multiple Cities
  • Category:Sales
  • Required Education:High School Diploma/GED
  • Position Type:Professional
  • Employment Type:Full-Time
  • Contract Type:Regular
  • Company:(0147) International Business Machines Corporation
  • Req ID:539245BR
  • Travel Required:Up to 60% or 3 days a week (home on weekends – based on project requirements)

For more information and to Apply, please click link:

Focusing on Outcomes over Effort in Presales

An article from our sponsors Vivun

On Wednesday, Vivun VP of PreSales Brett Crane sat down with Oliver Oursin, Elastic’s EMEA Head of Solutions Architecture, for a conversation on delivering powerful outcomes as a data-driven PreSales leader. This blog post sums up some of Brett and Oliver’s thoughts on why an outcomes-based approach to PreSales management is so critical for success.

You get a sense of which results matter most and how to achieve them

Most PreSales leaders have the experience and intuition to understand generally what problems their team is facing, but having the data to back those claims up significantly raises the strategic profile of the team.

However, the first place people tend to look is at how much time the PreSales team is spending on activities rather than what outcomes are being achieved. Gathering data on the latter is much more powerful because it lets you determine whether or not the team is doing the right things.

Ask questions like:

Each of the answers to those questions reveals whether the thing being done (i.e. POCs, solution design, post-sales handoffs) has a significant and positive impact on your team’s success.

Time is ultimately a secondary measure here. Understanding that the PreSales team spent X number of hours attached to deals or doing POCs is helpful for gauging the level of effort required to perform certain work, but doesn’t necessarily indicate whether it’s making a difference.

If you want to secure the technical win in a deal, mapping out a sample of the various outcomes and activities required to get there might look something like this:

Outcomes and deliverables describe results, and how impactful they might be. Activities show how much effort is required to get there.

You’re able to think outside of the box of your existing systems

“The most damaging phrase in the language is, ‘We’ve always done it this way!'”

—Rear Admiral Grace Hopper

It’s something that happens all the time when trying to sell to prospects. Many potential customers simply do nothing about the pain that they’re facing or resort to workarounds, convinced that there isn’t any better option.

Brett and Oliver both stressed that you shouldn’t take what you do today and try to make it better by simply putting it into a new system or platform. If a new technology solution is being implemented, you can use the rollout as an opportunity to introduce and scale process changes  based on the ideal end state.

It’s easier to secure buy-in and resources when you focus on outcomes 

Everyone knows that a solid business case helps secure the budget needed to get deals done. Describing what your team needs in purely technological terms isn’t a good way to convince people that what you want is valuable.

As Oliver explained, it was absolutely critical that conversations with Elastic’s leadership (in Product and Customer Success) about the value of a PreSales platform centered around the outcomes for each of them:

  • Sales wished to identify how the go-to-market team could sell more successfully across various regions, segments, and business areas.
  • Product was keen to better understand the commercial impact of requested product enhancements and how to prioritize them. 
  • Customer Success wanted a more comprehensive look at what the Solutions Architecture team worked on with customers during evaluations, so as to successfully build upon those efforts.

Showing the kinds of answers that they could get resulted in broader agreement that a PreSales platform was a great thing for the company to have. Focusing on the outcomes other departments can expect from your team helps build consensus across the organization.

If you’re interested in hearing more about how Elastic’s PreSales team uses Hero by Vivun® to create transformational outcomes across multiple departments, read the full story here.

The Rise of the Sales-Proof Buyer

Published by the team at Vivun, a sponsor of NAASE

We’ve talked a lot about the rapid growth in PreSales, and even recently released a Benchmark report discussing that growth. We see 6% in growth across the entire profession, with over 120,000 job openings currently posted.

But the question remains – why? Is it because companies are growing, and when they’re growing, they just need more people to do a bunch of demos?

Demos are great, but they don’t drive the strategic growth of an entire profession the way we’re seeing in PreSales. Vivun believes there’s a fundamental shift in how prospects are researching, evaluating, and buying technology, causing massive reverberations in B2B buying. We call it the Rise of the Sales-Proof Buyer.

“People buy from people,” that hoary old axiom goes. But that’s not really true any longer. It may have been true five years ago: prospects used to place their faith in the salesperson, hoping that a great relationship would bring them to their desired outcome. They’d play golf and go to baseball suites and engage in long, chatty phone calls. But the problem is, once the sale was finished, in many cases the solution didn’t perform. It didn’t deliver value.

Buyers have been burned. And they won’t let it happen again.

The new breed of buyer demands a “sure thing.” They want value at every step, total transparency from the vendor, and the ability to run the sales process their way – as opposed to being held at arm’s length from a product and unable to discover if its capabilities meet their requirements.

They’re tired of being held hostage to a MEDDIC stage, and they’re tired of having to wade through three meetings (including the qualifying call by a sales development rep) just to see the product.

The Rise of the Sales-Proof Buyer explains why Gartner’s Future of Sales Research shows that by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels – because 33% of buyers desire a seller-free experience. They want to research the product on their own, figure out whether it meets their needs, and then they want to spend as little time with the salesperson as possible in order to complete the transaction.

What does all of this have to do with PreSales?

Think about what the Sales-Proof Buyer really wants: value, transparency, and the ability to know for certain that a particular solution aligns to the right use cases. Salespeople can’t deliver any of this, and at the same time, even the most self-directed Buyer can’t figure all of this out on their own.

Buyers need PreSales – more than ever.

It’s PreSales who knows the solution cold, including use cases by the dozens. Buyers immediately relax when they’re talking to PreSales, as opposed to talking to an Account Exec, because they know they can get their questions answered – by someone who knows the product inside and out, as opposed to someone who is simply trying to close a sale.

Product-Led Growth is no exception; in fact, PLG is driving the twin vectors of the Sales-Proof Buyer and the rapid hiring of PreSales at exactly the same time. PLG is fantastic for the Sales-Proof Buyer because they get to put their hands on the product immediately, experiment with their unique use cases, and see the value without having to talk to a single human being.

But once they’re well inside the buying cycle, they will have questions: what about this feature? And that one? And this particular use case? They need a solution expert in order to help them cross the chasm from product experimentation to closed sale, and PreSales is the only team able to build that bridge.

How important is this?

An argument can be made that the fastest-growing software companies on the planet – organizations such as Snowflake, Zoom, and HashiCorp – are experiencing that growth because they’ve embraced the new way of connecting with buyers. They’ve realized that the go-to-market methods of years ago no longer work against a buyer who has their force fields raised, and who demands instant value.

The companies who have hired and trained the right team of PreSales people are going to reap the benefits: everything from product field alignment (since PreSales are the link between what the buyer wants and what the product team thinks they should build), to solution expertise, to overall trust and transparency.

In short, investing in PreSales is the way companies are going to prevail in the B2B landscape of 2022. The rest? They can record all the sales calls they want and send a tsunami of sequenced emails, but that’s not going to win over the buyer who is 50% down the purchasing path before they even enter into the sales cycle.

The key to winning over the Sales-Proof Buyer and building a true competitive moat is PreSales.

March’s Letter & Insights from NAASE President

Is it March already?  Time seems to be flying by, and we have all had to deal with so much turmoil going on throughout the world.  With all these unfortunate events, 2022 still seems to be holding strong by providing jobs and more opportunities for people to do what we love as well as engaging with others, who we may have not been able to see in a long time.  In the professional world, we are also starting to see more and more in-person meetings, which seems to be re-energizing our industry and people’s Technical Sales career aspirations.  NAASE is no different, as we have been more active and have seen more and more of our members engage with us, our partners, as well as other members throughout the association.  Although NAASE has not started hosting in-person events just yet, we are determined to continue providing good use of everyone’s time during any of our online forums that our members and potential members attend.

Last December, I stated we would be adding additional member benefits as well as promoting our 2022 monthly forum events.  In case you missed any of our announcements via our website or on LinkedIn, we have added more partners who are offering discounts to our members, as well as additional Registered SE Coaches for you to connect with for both individual as well as corporate SE coaching.  On top of this, we welcomed Vivun as our newest Corporate Sponsor.  Vivun maximizes PreSales teams’ ability to accelerate revenue, grow market share, and demonstrate value, all powered by Vivun’s AI engine acting on their unique PreSales data set.  If your organization is interested in becoming a Corporate Sponsor, please reach out to

So far this year, NAASE has co-hosted a forum with Kamelian Tech & Peter Strohkorb which discussed competitive sales strategies related to Sales Engineering, as well as a walkthrough of Kamelian Tech’s tools to use with Sales, CI, and negotiation.  Additionally, NAASE co-hosted another forum with Heidi Castagna and Marco Alves from NVIDIA, discussing the future of Technical Certifications as well as introducing NVIDIA’s newest AI certification. With that said, I also wanted to provide just a sneak peek at some of the upcoming “NAASE Member’s Only” forums we will be promoting soon.  You will be seeing a forum regarding “Women in Tech and the advancement of women in the workplace” with Eva HelenCan you say, “John Care”?  Look out for an upcoming Members Only forum about Mastering Technical Sales.  I also heard a rumor that Ramzi Marjaba will be making an appearance later this year on one of the NAASE forums.  Make sure your membership is up-to-date or join if you have not done so yet.  You do not want to miss these events and all the additional benefits that will continue to be added throughout 2022.

As a reminder, we have membership levels for Students, Individuals as well as Corporate memberships which can all be found at  Additionally, if you have not applied for the NAASE Certified Sales Engineer (CSE) certification yet, what are you waiting for?  The NAASE CSE certification identifies you as a dedicated professional and acknowledges your personal achievements, improves your level of practice, and highlights you as an industry leader.  Check out the CSE requirements at

Warm Regards,

Damian Hanna, CSE

President – NAASE

Does Spelling Still Matter in 2022?

(by Ken Lambert) – A few days ago I noticed a post on LinkedIn by a professional there, insinuating that spelling is not a big deal, and that proper spelling shouldn’t really matter any more in the business setting. The point of the post was that correct spelling was a bit archaic, so 1950’s prep school, etc. Spelling does not directly relate to what you need to know in order to function at your job, so- who cares?

Initially I was going to just let that post pass me by, but it stuck with me. Hence, this brief blog article.

In my opinion, and after having spent roughly 25 years in the business world, proper spelling in work documents or messages certainly DOES matter, and it is important. I am maybe a bit biased regarding this, as I have been a professional writer and volunteer editor for various magazines and publications. That said, hear me out.

Spelling correctly is much easier now than it was 20 years ago. Microsoft not only has “spell-check” but it also has grammar and syntax auto-tools which help you use the correct word in a sentence. Think “there” versus “their”. Both are a correctly spelled word, but they can often be used in the wrong place. Given the fact that creating a document with no spelling errors is much easier than in the past, we should essentially never even see a misspelled word in a business/work document.

I feel that the “texting” attitude has crept into proper business communication, in many cases. No problem in a text with your friends to have misspelled words, shorthand, slang, etc. But you need to switch gears when representing yourself and your company in the professional world.

I’ve reviewed thousands of communications and documents from clients, partners, vendors, coworkers, and potential new employees. I have also read through many websites…. too many. If I notice a misspelled word (especially more than 1), I instantly assume that they are careless and/or unprofessional. In either case it is a turn-off and generally it hinders a professional or working relationship.

What do hiring managers think when they see someone’s resume with two spelling errors on it? I’d like to hear some opinions- but I’d think that does not bode well for the applicant.

I do believe that some of this is generational. It is likely that Millennials and Gen Z’s are more accepting of various spellings. Baby boomers and Gen X’ers are likely to have a similar attitude to mine.

So take a minute, and check your writing and spelling. Actually “edit” your proposals and specifications. It may seem like a waste of time, but for many readers (and managers) it is not a waste or meaningless nuisance.

Rant is now over. But somewhere perhaps my middle school English teacher would be proud!

Why Do Ideas Die or Not Get Realized?

On January 19, 2022, Alex and Anatoly Agulyansky introduced their product Priz Guru ( in a webinar to a group of engineer experts and the NAASE.

The co-founders of the innovation and design platform, who happen to be father and son, created a tool which helps organize design and creative thinking and problem-solving processes.

Each innovation and problem-solving process is handled as an individual project with its very own fingerprint in which the user is forced to consider a case over and over again.

In the overall process, the problem is put forth first. Only in a second step, ideas and solutions are sought and analyzed by various scientific tools, all collectively accessible on one platform. The platform itself can be operated either online based or installed on premise, if desired.

The core question “Why do ideas die or do not get realized?” (as happens to approximately  80% of problem-solving ideas and innovations) marks the backbone of the application.

“Problem solving as a science”.

Knowing about the variety of possible blockers, the platform offers a toolbox of best-in-class scientific design and creative thinking tools (e.g. Round Robin Ranking, 5+ Why’s, Cause and Effect Chain (CEC), etc.) and streamlines the overall documentation by collecting all steps and the evolution of each case individually.

Priz’ innovation and problem solution processes incorporate the personal workspace as well as teamwork spaces, allowing easy access to the projects at hand.

Asked for the main value, the creators highlight the enhanced process of an engineering solution or innovation- which can be presented to the manager.

Another highlight is the extraordinary safety and security of the platform, safeguarding proof of ownership and copyrights. Priz Guru grants privacy of all innovation data and thoughts which has been attested by an audit. The owners do not have access whatsoever to any data on this platform.

As co-founders seek further growth and adaption to the users’ needs, exchanging thoughts to further enhance the platform with the expert group proved helpful.

NAASE members are eligible for a discount off PRIZ GURU monthly subscription fees.  Inquire for more details.

**This article was written by NAASE Volunteer, Constanze Koch

Social Confidence in the World of Technology

I used to cry because I’m not a sales engineer. I considered going back to school, pretty much every week. Every time, my partner told me,”You are the best sales person out there. You have three sales engineers to support you!”  Of course he was right, my sales work was fully supported, but I just wanted to do it all on my own. You see, one of my favorite things while at Sanbolic was to spend time with the IT administrators and datacenter engineers at customers’ sites, with those who were installing our software. Seeing their faces when it worked. We had developed one of those “I can’t believe this is possible”- products, so it was always amazing to see their reactions. The road to get to that place of sitting next to the guy who was doing the install was usually very long, and difficult, but I was determined to help our customers solve their problems. What I found most fascinating while sitting there, or watching engineers at work in general, is the logic they apply to the process, especially during troubleshooting. I have great respect for all people in technical roles. 

The logic of moving from one step to the next, and using a method of elimination, is partially what I am offering you in the work I’m doing now. I don’t want to compare it to engineering, but I think engineers can relate to my thinking. There is a lot of talk about allies and advocates of women and minorities at work these days, but very little guidance on what that actually means. In a time when it’s tricky to know what to do and say, or where to begin in supporting others, I hope to make it easier for you. There are experts out there talking about unconscious bias and harassment, and fear and uncertainty grows the more you hear about it. I have taken a different approach and done a little “troubleshooting” myself. What’s the problem here and how do I get rid of all the noise to make the message clearer? I interviewed five dussin men, just like you, in tech related companies and roles. From individual contributors to CEOs. I asked about their willingness to, and what they were actually doing to support women’s advancement, and they gave me tons of great examples. Seven character prototypes of men, at different levels of understanding of equality in tech, willingness to support, and actions they were actually taking, emerged. I put them into a matrix. As there is no way to use one message to get a broad group of people to move (unless the motivation is very strong and everyone starts from the same place), I created different messages for each of the seven character levels. 

I invite you to identify with one of the character prototypes on the matrix – Mark, James, Samir, Memo, Al, Cree, or Richard, and start from there. Once you identify with a character, ask yourself if you want to do more to support others. If the answer is yes, simply familiarize yourself with the character above yours, and what he’s already doing. Imitate his actions and you will climb to the next level. I am not going to tell you what to do, but help you to find your motivation to be a better ally or advocate, and then offer you examples of what other guys are doing. When you have started and done the same thing as them, an action of support, a few times, you will notice that your confidence is improving and you’ll find a sense of comfort in your actions. When you are ready, you can move to the next level on the matrix. This method means that there is constant room for growth, and once you reach the top, you can talk to other men about how they can get more comfortable supporting others. As the people around you constantly shift, there is always something to be done.

My wish is that you get comfortable enough to take over building inclusive teams of diverse individuals. That you realize that it’s part of everyday..not work..but being. That you stop thinking that someone else will do it for you, or that it’s not your problem. In a time of increasing talent shortage, which will not be reversed, only you can draw the talent in and keep them with you. The task is as much yours, as you are part of a team, as it is the team leader’s. Women and minorities are similar to you. They will thrive in a workplace where they feel seen, heard, respected, and included. The need to belong varies slightly between people, but you can safely assume that most people want to be part of something bigger than themselves. It’s your responsibility and your care that will make your teammates decide if they want to be fully invested in the work you are doing together, or look elsewhere. 

**This article was written by Eva Helén. To order her book, please visit: (NAASE Members receive a discount; use Code NAASE.) **

The Best Five Jobs with the Most Growth Potential by 2030

By Elizabeth Mackenzie

Finding a job that you are passionate about and that has a high level of demand in the labor market can be a complex task. However, the economy’s evolution creates new growth opportunities for new fields. The careers in the most strategic areas of the country will mark the development of this decade.

If you are looking for a position with a high salary and a great job outlook to guarantee your financial and professional stability in the coming years, this article is for you. You will find the data you need to know about revenue, market growth, roles, and more in the information below.

The Highest-Paid Careers in this Decade: In Detail

Medical and Health Services Manager

These professionals are essential to strengthen the national health system. Medical managers are the ideal complement to healthcare workers. A medical manager’s role consists of guiding medical procedures and the use of healthcare facilities. In addition, they manage medical information and lead healthcare staff.

Medical managers work in coordination with physicians. Other tasks include: improving the efficiency and quality of healthcare services, developing goals in advancing treatment, and ensuring that medical facilities comply with all applicable laws and regulations.

Sales Engineer

A sales engineer sells complex technological and scientific products to businesses. They need to have great knowledge of the product’s parts and functions and understand the scientific processes that make these products work. Other duties include collaborating with sales teams to identify customer requirements and provide sales support, giving technical presentations, and devising and modifying products to meet customer needs.

Sales engineers specify in technologically and scientifically advanced products. Some work for the companies that design and build these products, while others work for independent firms. 


Governments, companies, and e-commerce platforms need logisticians to ensure the smooth flow of merchandise distribution procedures. The main focus of this job is to manage inventories and distribution infrastructure to offer timely delivery to consumers.

Logisticians also manage the product life cycle. These professionals are in charge of directing the distribution and delivery protocol of the products, complying with all quality standards. Other duties include the placement of materials, supplies, products and developing business relationships with suppliers and clients.

Speech-Language Pathologist

A speech-language pathologist has an important social function. This professional helps with speech and language disorders, such as stuttering, in younger children. The consultations and methods from a speech-language pathologist help prevent, assess, diagnose, and treat speech, language, social communication, cognitive-communication, and swallowing disorders in children and adults.

Other key tasks include: assessing levels of speech, language, or swallowing difficulty, identifying treatment options, and creating and implementing an individualized treatment plan that addresses specific functional needs. If you take on this career, you will also teach children and adults how to make sounds, improve their voices, and keep the pace of speech.

Software Engineer

A software engineer is a professional in charge of developing, optimizing, and maintaining digital platforms for companies, personal projects, and clients. Due to the technological revolution, these engineers are required to optimize services and systems. According to BLS, the demand for these workers will increase by 22 percent by 2030, creating more than 180,000 new jobs.

A benefit of this industry’s growth is that anyone in this industry will have a high salary, which according to BLS figures, exceeds $110,000. Due to this high demand, many universities and institutes such as coding bootcamps receive thousands of students prepared to take on tech challenges for the next decade.


Above, we’ve mentioned five of the jobs with the most potential growth in the next decade. Studying one of these careers and eventually landing a job in that industry is an excellent opportunity to grow in the professional market. You will gain financial stability, and in addition, you will learn a lot due to the fact that these occupations contribute to the sustainable functioning of society.

Elizabeth Mackenzie is the founder and CEO of Global PR Associates. Link to her site is here!

Wanted: Sales Executive (Southern US region)

(NAASE is posting this listing for a new Member, NSI. If you are interested in this position, please reach out directly to them.)

Houston Ave, Houston, TX, USA

Employees can work remotely


FLSA Status: Exempt

Company Description

Established in 1986, North Star Imaging, Inc. is the domestic leading manufacturer of turn-key 2D Digital X-ray and 3D X-ray Computed Tomography systems for the Industrial Nondestructive Testing industry. In late 2010, NSI was acquired by Illinois Tool Works and became part of ITW’s Test and Measurement segment. ITW is a leading diversified manufacturing company with over 100 years of history and over 800 individual business units. As demand continues to increase both nationally and internationally, NSI now operates in five offices across the globe; Minnesota, California, Massachusetts, United Kingdom and China.

Companies throughout the world rely on NSI’s expertise and equipment to create high quality, efficient and profitable products. Become a key player to our growing success and have the opportunity to excel in a high-tech and advancing industry.

Job Description

The primary function of this role is to consultatively sell value and thoroughly perform discovery to ensure NSI has defined the WIN and value for the client to ensure we maximize our value and advance the sale to close more expeditiously.

  • Effectively utilize Strategic Selling with Perspective and Conceptual Selling with Perspective and utilization of Score card for pipeline management.
  • Actively host and manage the customer experience while in Rogers for Application Study review and visit.
  • Effectively sell in multiple settings; Virtual, in-person (1:1), group setting and to multiple levels within organization.  
  • Produce Annual Sales Plan; provide detailed updates and performance evaluation of results quarterly to NSI leadership team.
  • Set up Sales Action Plan and review with manager for approval before visiting customers.
  • Develop business summary plans for top 10 customers within geography; analyze and present to Sales Leadership (quarterly) and as determined prudent with the customer at minimum annually. (Consultatively) 
  • Up to 80% travel
  • Located preferably in Texas but anywhere in territory is acceptable.
  • Present proposals, negotiate pricing and effectively differentiate NSI product offerings. 
  • Complete all administrative tasks including expense reports, App Study forms, IRF forms, and ITW Training modules. 
  • Through discovery; develop strategic collaborations across customer and up within customer organization.  Work closely with Sales Leadership to ensure NSI is selling upward into customer organizations. 
  • Through thorough discovery, define the value to ensure PRICE becomes minimized and marginalized in the buying journey. 
  • Develop and maintain customer relationships to increase to value and share of customer annual spend. 
  • Map / blueprint geographic territory to mine the gap.  Understand current and historic business.  Identify opportunities for future expansion.  Cross sell components into competitive systems for prospects, customers.  
  • Cross sell complete offering; Equipment, ISG, Service, Training and components.  
  • Achieve targets defined by business segment. (quarterly and annually) 
  • Clear & Concise presentation of customer account with all pertinent info: machine SN’s, ISG work performed (past to present), S&T work performed along with all contract info (start & end dates with pricing)
  • Sell Equipment and or Upgrades
  • Large Components sales (tube, detector, generators)
  • Sell Parts lists based on each system
  • Work hand in hand with inside sales for expedited transactions 
  • Produce Reports of current accounts, Territory Status, and Revenue Targets to ISG, Service, and Equipment Managers.
  • Accurately and Technically fill out Imaging Request Form with all of the customers imaging goals, area of interest, resolution, shipping, etc.)
  • Increase revenue by prospecting and identifying new projects and turning them into sales
  • Work closely with NSI technical experts and our support team to defend or refine NSI’s product offerings and solutions to best meet the needs of our clients
  • Promote and Communicate our offerings to the key customers in our market
  • As a business developer of assigned territory, you will:
    • Identify market business opportunities
    • Execute marketing activities (run seminars, work trade shows, etc.
    • Visit customers, and prospects as a technical and sales expert independently and/or with other Representatives and Distributors.
    • Consistently use and optimize the tools needed to grow sales and monitor sales activity (Quoting, CRM …)
    • Analyze the feedback from the field, market/competitive intelligence, and participate in strategic development
    • Develop the structure in their territory to ensure growth and brand recognition
  • Understand your competition’s strengths, weaknesses, and equipment to differentiate North Star Imaging’s Products and Services to existing and


  • Minimum of 7 years Consultative Selling experience required.
  • Strong Communication skills (speak & listen)
  • Highly organized individual
  • Strong use of communication medias required 
  • Positive attitude
  • Strong comprehension of NSI engineering, software, and advanced mechanical aptitude required.
  • Effective and professional oral and written communication skills
  • Professional demeanor
  • High computer literacy; proficiency with MS Office products, ERP systems and CRM databases
  • Fluent in English
  • Industry Experience preferred.
  • Education: Minimum Bachelor’s Degree, Master’s Degree preferred.

Candidate Requirements:

  • Passing results on both pre-employment drug and background checks (which includes driving record)
  • A valid driver’s license and good driving record is required
  • Must be able to provide proof that you are legally able to work in the United States

Additional Information

NSI is an equal opportunity employer. We value our colleagues’ unique perspectives, experiences and ideas and create workplaces where everyone can develop their careers and perform to their full potential. 

As an equal employment opportunity employer, NSI is committed to equal employment opportunity and fair treatment for employees, beginning with the hiring process and continuing through all aspects of the employment relationship. 

All qualified applicants will receive consideration for employment without regard to race, color, sex, gender identity, sexual orientation, religion, national origin, age, disability, protected Veteran status or any other characteristic protected by applicable federal, state, or local laws.  

All of your information will be kept confidential according to EEO guidelines.


Best Regards

Lih Fang Chew
Global Sales Director 

“ Think Like the Customer, Work Like the Entrepreneur”

North Star Imaging

19875 S. Diamond Lake Road, Rogers, MN 55374, USA

PHONE +1.612.581.1640 |  TOLL FREE 800.635.8392  |  FAX +1.763.463.5651  |