I discovered PreSales through a fascination with how businesses work. With an engineering background and international experience, I excel at breaking complex problems into solvable components. 

My superpower: asking the hard questions that sharpen your thinking without creating defensiveness. I don't wait to be an expert—I learn by doing, challenging assumptions, and helping SEs see patterns others miss.

Yesterday, after 6 months of focused work, building, and preparation, we finally stepped out of stealth and introduced our new project to 132 SE leaders live:

The Trusted Advisor Academy. 

It’s not a program. It’s not a workshop. It’s a place.

A long-term home for Sales Engineers and their leaders who want to operate at a higher level.

This is Enablement as a Service. Customers commit for at least 12 months and get:

➡️ Practical learning materials 
Learning paths, videos, frameworks, templates, cheat sheets, and AI prompts. No fluff.

➡️ Weekly live practice 
Multiple sessions every week. Demo practice. Discovery roleplays. Crafting Value-based pitches. Real scenarios, real feedback, in a safe space.

➡️ A real community 
We connect SEs and leaders across companies to break blind spots, learn faster, and raise the bar together.

➡️ We measure impact
We run QBRs with leaders, define clear goals, track KPIs, and hold ourselves accountable for outcomes.

As one of our customers put it:  

"For me as a manager, the Academy is twice as valuable: it eases the burden of coaching and brings a fresh outside view into the team through the exchange with other companies."

My conviction is clear: this model is more sustainable, more honest, more impactful, and makes more financial sense than anything else out there.

So I am proud to announce my new position as Co-Founder of the Trusted Advisor Academy. 

Thanks Jan-Erik! It has been a ride, but it's still day 1 :D

PS: If this resonates, reach out.

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Podcast Plug

Hier geht's zum PreSales Podcast:
https://wonderl.ink/@presales

Webinar Plug

Mini-Disco-Dojo am 13. Dezember:
https://www.linkedin.com/events/nodisco-nodeal-werdemitdiesen5g7133035491074949120/

serockstars

Turning PreSales into a Strategic Revenue Engine

I spent my weekend walking the same hallway over and over again. On purpose.

I played a video game called Exit 8.

The entire game is one hallway. You walk it again. And again. And again.
The only way forward is this: spot what’s different.

Sometimes it smacks you in the face. 
Lights go out. Water floods in. A door vanishes.

Other times it’s borderline rude how subtle it is. A tiny piece of writing. A stone pattern that’s... slightly off. Something you feel before you can explain it.

And that's exactly what happens when you’ve watched hundreds (or thousands) of demos. When you’re new as an SE, the feedback is obvious and fundamental:

• You talk too fast
• You skip the problem
• You demo features instead of outcomes

But 10 years in?

The feedback gets uncomfortable. Smaller. Sharper.

It’s not “that was a bad demo.” It’s:

• That transition cost you trust
• That answer was technically right but emotionally wrong
• That slide broke the flow, even though no one complained

This is also why senior and junior SEs must get different feedback. Not because one is better than the other. But because they’re playing different levels of the same game.

Beginners need help spotting the obvious anomalies. Experienced SEs are hunting for the stuff that’s almost invisible.

If you think "I’m senior, there’s not much left to improve," you’re just not seeing the hallway clearly anymore.

There is 𝗮𝗹𝘄𝗮𝘆𝘀 something off. And that’s the fun part.

If you like patterns, deviations, and sharpening your eye for details, go play Exit 8. And then come back to your next demo and ask yourself:

"What changed this time?"

SKO training is easy. Making it stick is the hard part.

It’s early 2026, we’re deep in SKO season, and I genuinely love the energy: the strategy reveals, the product updates, the hallway conversations, the shared momentum. And I’m also a big fan of training. If a company spends real budget to make people better, that’s a good sign.

But every time I see a leader post “Just ran a great SKO enablement session on <framework>,” I have the same question:

How will this show up on a Tuesday three weeks from now?

Because here’s the uncomfortable truth I learned after working 15 years in PreSales: a single session rarely changes behavior. Not because the content is bad, but because behavior change takes repetition, reinforcement, and accountability. 

Otherwise SKO becomes a very expensive inspiration moment.

That’s why I like this simple model (see the image):

Behaviour → Leading metrics → Revenue (later).

Most teams only measure the lagging stuff:
• ARR
• Win rate
• Sales cycle length

Those are important, but they tell you what already happened. Usually when it’s too late to do anything about it.

If you want to know whether your SKO training is actually landing, track the 𝘭𝘦𝘢𝘥𝘪𝘯𝘨 𝘮𝘦𝘵𝘳𝘪𝘤𝘴 that prove the behavior is changing. 

For example:
• Compelling event coverage: In how many opportunities did we clearly capture the “why change” and the “why now”?
• Compelling event quality: Is it specific, quantified, and customer-owned… or generic fluff that won’t survive procurement?

If those leading metrics improve, revenue follows. If they don’t, your team will be back to old habits before the SKO badges are even off the lanyards.

So yes, do the training. Get the hype. Enjoy the moment.

Just don’t confuse a great session with a changed team.

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I teach technical teams how to sell. Follow Tim Brömme for more.

This is one of the reasons I’m glad we’re no longer in stealth: 

I can share more openly what we’re actually building in the Trusted Advisor Academy. And this is one of my favorite parts.
 
When SEs join, they get access to multiple live sessions every week: demo practice, discovery roleplays, mini-workshops, and hands-on sessions to apply what they’re learning.
 
But once a month, we also run a special session. These are typically one-offs, not something we repeat. 

Here’s an example:
 
If you listened to the December episode, you might already know 🔵 Idir Ouhab.  He’s an SE at 𝗻𝟴𝗻, one of the leading workflow automation tools. They’re Berlin-based which I love, and it’s especially interesting to see how they’ve built a strong SE function.
 
And honestly, who better to learn AI-powered workflows from than an SE who lives and breathes this stuff every day?
 
So I asked Idir if he’d do a session for our Academy SEs and SE leaders, and he said yes. (THANK YOU!) We’ll walk through a few real examples and then open it up for Q&A.

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We're building the best SE training on the planet and sharing our lessons along the way. Follow Tim Brömme

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