Build the High Performing SE Team Your Business Can Depend On

A practical field guide for designing, scaling, and leading high-performing Sales Engineering teams.

Most SE teams don’t stall because of talent. They stall because the operating model was never designed to scale.

As companies grow, the cracks get harder to ignore. Coverage gets uneven. Metrics get noisy. Managers get pulled into fire drills. Sales alignment slips. Leaders spend more time reacting than building.

Sales Engineering Leadership gives SE leaders a practical guide to the structure, frameworks, and operating models they need to build stronger teams with more clarity, consistency, and impact.

This book will show you how to:

Design an SE organization that scales with the business
Build clear coverage models and team structures
Define the right metrics for SE performance
Align SE with sales, product, and customer outcomes
Develop managers into true leaders
Create systems that reduce chaos and improve execution
Build an SE organization with intention

This is not a theory book.

It’s a field guide for leaders who are responsible for making SE work at scale.

Who is this for?

Every level of the organization.

Executives will understand how SE should support growth, strategy, and revenue execution.

Revenue leaders will see how to better align SE with sales goals, coverage, and customer needs.

SE leaders will gain practical models for structure, metrics, leadership, and scale.

SE managers will get clearer tools for leading teams, developing talent, and improving execution.

About the Author

Stephen Morse

Stephen Morse has spent more than 30 years in the technology industry, including over two decades building and leading global Sales Engineering teams. He has held leadership roles at companies including Salesforce, Box, Algolia, Mixpanel, Siebel Systems, mParticle, and Skyflow.

Over the course of his career, he has helped build some of the industry’s most effective and forward-thinking Sales Engineering strategies, operating models, and leadership programs. He is especially passionate about developing leaders and building SE organizations that scale with clarity, consistency, and impact.

Today, through the SE Leadership Institute (SELI), Stephen helps companies build stronger, more effective SE organizations.

Early Praise for Sales Engineering Leadership

“Stephen Morse helped shape the modern discipline of Solutions Engineering, establishing operating models, first at Oracle and then at Salesforce, that became industry standards. This field manual brings together the principles and practices he has developed across decades, and there is no one more qualified to write it.”

Marc BenioffCEO & Chairman, Salesforce

“Working with Stephen fundamentally shaped my career as a leader. The SE leadership frameworks gave me a clear, practical foundation that I applied for years as I built and led SE at scale. This field manual captures the same disciplined, durable approach that made that growth possible.”

Brent KrempgesChief Customer Officer, Gainsight

“The strongest companies Iʹve seen invest early in go-to-market execution. This book shows definitively how Sales Engineering converts customer trust into durable revenue and higher valuations.”

Laurence TosiManaging Partner, Westcap Prior CFO, Airbnb

“Stephen Morse brings uncommon clarity to Sales Engineering leadership. Through his work, I’ve seen SE teams raise their standards across product gaps, rules of engagement, and operating rhythm in ways that actually scale. Sales Engineering Leadership captures the same practical discipline, helping leaders chart a deliberate, modern path forward for their organizations. It’s one of the most useful books I’ve seen for running presales well.”

Ben SmithAdvisor, Prior SVP of Solutions at Twilio