Pre-sales engineering: job details, functions and profile

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Pre-sales engineering has become one of the most attractive career paths in the technology and consulting sectors. It's not solely a technical role, nor is it exclusively sales-oriented: it's a meeting point between both worlds where solutions are designed, customer needs are analyzed, and sales teams are supported in closing complex projects with a solid technical foundation.

If you're wondering about the details of a pre-sales engineering role , what exactly this person does on a daily basis, what skills are valued, or even how to transition from a purely sales-oriented profile, here you'll find a very comprehensive guide based on what leading companies in sectors such as audiovisual, security, observability, and automation are demanding.

What is pre-sales engineering and why is it such a high-demand role?

Pre-sales engineering is the discipline in which a professional with technical knowledge and a commercial vision participates in the phases prior to closing a contract: studying the client's requirements, translating those requirements into a technological solution, and preparing all the necessary technical and economic documentation to ensure that the offer is viable and competitive.

In advanced technology companies, the pre-sales representative acts as the link between the client, the sales team, and the internal technical teams (engineering, product, operations, etc.). They not only explain products but also design architectures, calculate costs, develop timelines, and verify that what is promised can be delivered with quality, reasonable deadlines, and adequate profit margins.

This role is found in broadcast and audiovisual solutions companies , as well as in security integrators, companies specializing in observability and monitoring, cloud service providers, industrial automation firms, or integrators of customized digitization projects.

One of the reasons pre-sales engineering is so in demand is that it combines technical expertise, customer focus, and negotiation skills . Finding candidates who possess these three qualities is not easy, so companies highly value project experience, technical proficiency, and the ability to communicate effectively with all types of stakeholders.

Real-world examples of companies seeking pre-sales engineers

To fully understand the details of the role, it's helpful to look at what specific companies with established pre-sales departments are looking for. This will show you how this role translates in different environments but with a common foundation: business-oriented technical consulting.

On one hand, we find companies within large telecommunications groups that have been designing broadcast and multimedia audiovisual solutions for decades . These firms integrate end-to-end projects for television networks, OTT platforms, DTH, IPTV, and channel broadcasting services, in addition to managing private teleports from which hundreds of TV and radio channels are distributed, and offering access to the Internet, VoIP, data, or services such as Starlink.

In parallel, there are specialized units within large technology groups dedicated to comprehensive security projects (CCTV, access control, etc.) and related IT solutions. In these cases, the pre-sales engineer is part of a global pre-sales engineering management team that supports the various business verticals, defining technical solutions that meet the security needs of public and private clients.

There are also software companies focused on observability and advanced monitoring , which help organizations gain complete visibility into their systems and applications. Their pre-sales engineers rely on tools like ELK, Prometheus, Grafana, and New Relic, and work closely with the sales team to demonstrate the platform's value, run proof-of-concept tests, and design architectures on modern cloud infrastructures.

Finally, in the field of automation and digitalization, professional hardware and software solutions companies are looking for pre-sales profiles that are capable of designing customized automation solutions , supporting the sales force and ensuring that each technical proposal fits the operational requirements of the clients.

Who hires pre-sales engineers and what types of projects do they manage?

Companies that focus on pre-sales profiles typically operate in highly technical environments, where each project involves integrating different technologies and coordinating multiple teams. They usually have an international presence and offer large-scale services and solutions with a strong emphasis on innovation.

In the audiovisual world, companies specializing in broadcast and multimedia solutions offer everything from consulting and design of television production centers to turnkey integration of studios, production controls, continuity rooms, graphics, newsrooms, advanced editing systems, mobile units, DSNGs, contribution and distribution links, lighting or documentation.

These projects are complemented by training, coaching and support services with different service levels, because it is not enough to deliver the infrastructure: it is necessary to ensure that the client knows how to operate the systems, that they have technical support and that the solution evolves as needs change.

In the security sector, organizations that hire pre-sales engineers combine expertise in electronic solutions (video surveillance, access control, perimeter systems, etc.) with IT integration services and project management. In this context, pre-sales must ensure that each proposal meets the legal, technical, and financial requirements of clients who typically work with demanding tenders.

In the field of observability, technology companies focused on this area work in cloud environments (AWS, Azure, Google Cloud), using microservices architectures, containers, and CI/CD pipelines . Their projects focus on providing visibility into system performance, accelerating incident resolution, and facilitating decision-making through reliable data.

Companies focused on the automation and digitization of industrial or business processes develop hardware and software solutions to improve operational efficiency, reducing errors, downtime, and operating costs. Their pre-sales engineers participate in proposals for industrial automation, systems integration, and the digitization of plants or processes.

Main mission of a pre-sales engineer

The fundamental mission of pre-sales engineering can be summarized as ensuring that the technical and economic proposal presented to the client is viable, attractive, and perfectly aligned with their needs. To achieve this, the role revolves around several key functions.

An essential part of the job involves analyzing tender documents, RFQs, and RFIs (requests for quotation, information, or proposal). The pre-sales engineer reviews complex documentation, identifies the exact scope of the project, extracts technical and functional requirements, and detects potential risks or ambiguities that need clarification with the client.

With that information, the technical documentation of the solution is prepared : a document that describes in detail the proposed architecture, the products and systems to be used, the network topology, the signal or data flows, the platform capabilities, the associated services and any other relevant characteristics.

Simultaneously, the pre-sales engineer designs the diagrams and plans that represent the solution: block diagrams, network diagrams, equipment layout plans for technical rooms or production centers, among others. These representations help both the client and internal teams understand what is being offered.

Another essential responsibility is defining the project schedule and plan , including its main milestones, implementation phases, testing windows, and committed dates. From there, a Gantt chart is created, which serves as the basis for planning resources and timelines.

Finally, the pre-sales engineer prepares the financial proposal : calculating costs for equipment, licenses, professional services, support, maintenance, and profit margins. They must ensure that the offer is competitive, sustainable for the company, and consistent with the defined scope.

Daily functions and detailed responsibilities

Beyond the overall mission, the day-to-day work of a pre-sales engineer includes a wide variety of tasks, ranging from desk work to meetings with clients, coordination of internal teams, and direct support to the sales force.

Among the main functions is providing technical support to sales . The pre-sales engineer accompanies the sales team in meetings, helps them understand the client's requirements, assists in defining the best approach, and is responsible for preparing the technical aspects of presentations, demos, and proposals. They don't sell directly, but they are key to ensuring the sales team has solid and credible arguments.

They also participate in the technical and functional definition of comprehensive solutions . At this stage, they coordinate different internal departments (engineering, operations, product, purchasing) to develop an integrated proposal that meets quality, performance, and deadline requirements. When the project is complex, multidisciplinary teams are used, which the pre-sales representative must lead or at least coordinate.

Another important aspect is ensuring the technical and economic viability of the proposals . This means not only that the solution works, but also that it can be implemented with the available resources, that the deadlines are realistic, that the margins are adequate, and that the risks are identified and mitigated as much as possible.

In many cases, the pre-sales engineer accompanies the sales team on requirements gathering visits , both technical and functional. There, they collect firsthand information about the client's current infrastructure, constraints, objectives, and expectations, and can resolve technical questions on-site.

Furthermore, in some environments (such as observability or complex software solutions) the role includes conducting product demonstrations and proofs of concept (PoCs) . The pre-sales representative guides the client through the initial setup, shows them how the solution can address their challenges, and gathers feedback to refine the proposal.

Most valued technical skills according to sector

The technical skills required vary depending on the sector, but there are common patterns that are repeated in all offers: a solid technical background is sought , the ability to design complex solutions and sufficient understanding of infrastructures and systems to speak on equal terms with the client's engineering teams.

In the audiovisual and broadcast sector, knowledge of broadcast systems and products , as well as the industry's supplier and manufacturer landscape, is highly valued. It's important to understand how the different areas of a production center operate: directing, sound control, camera control, studios, central control, graphics, newsrooms, advanced editing systems, continuity, live feeds, lighting, documentation, mobile units, and DSNGs.

Knowledge of networks, storage, tape libraries, and IT systems in general, as well as public and private networks, is also required . For modern audiovisual solutions, mastery of different video and audio formats is key, especially when the signal is transmitted over IP.

In this field , audio and video technologies over IP infrastructure carry significant weight , including standards such as SMPTE 2110, SMPTE 2022, and AES67. Furthermore, knowledge of remote production projects, orchestration systems, system virtualization, and distributed architectures is highly valued.

In security, knowledge of electronic security and IT is sought : CCTV, access control, integrated systems, management platforms, secure communications, as well as experience in preparing technical documentation and responding to large tenders in the public or private sector.

In the area of ​​observability, experience with tools and platforms such as ELK, Prometheus, Grafana, New Relic , or similar is required , along with an understanding of end-to-end monitoring, logging, and traceability concepts. Furthermore, proficiency in cloud infrastructures (AWS, Azure, Google Cloud), microservices, containers (Kubernetes, Docker), and continuous integration and deployment pipelines is essential.

For automation and digitization projects, the ability to design effective automation architectures is valued , integrating control systems, sensors, field hardware and management applications, always with a focus on improving operational efficiency and the quality of the client's processes.

Common tools used in pre-sales work

In addition to conceptual knowledge, pre-sales engineering requires fluency with a series of tools that are practically a daily necessity when preparing offers, diagrams, and timelines for clients.

The preparation of scope documents and technical reports is usually done with advanced word processors, where the pre-sales team must be able to structure the information well, define the scope accurately, and present the solutions clearly and professionally.

For diagrams and plans , technical drawing and diagramming tools are commonly used. These are used to generate network diagrams, flowcharts, layouts of technical rooms, and all types of plans that accompany the proposals.

The economic proposal and cost and margin management aspects are almost always handled with spreadsheets. There, the pre-sales engineer calculates prices, applies discounts, simulates margin scenarios, and verifies the profitability of each opportunity.

Regarding project planning, specific project management tools are used to generate the schedule and Gantt chart . These tools define tasks, milestones, dependencies, and resources, allowing a solid and coherent work plan to be presented to the client.

In certain companies, pre-sales also relies on CRM platforms to track the life cycle of opportunities, collaboration tools (to coordinate internal teams), and ticketing or task management systems to organize the internal work associated with each offer.

Personal competencies and key soft skills

However technically skilled a pre-sales engineer may be, they need a range of interpersonal skills without which it's very difficult to perform the role effectively. The combination of deadline pressure, direct client interaction, and internal coordination demands a person with composure.

One of the most frequently mentioned skills in job descriptions is the ability to analyze and synthesize official documents, RFQs, or RFIs. You need to be able to digest lengthy documents, extract the essential information, identify inconsistencies, and translate all of this into a clear proposal in a very short time.

Customer focus and strategic vision are also highly valued . It's not just about responding to the customer's literal requests, but about understanding their underlying needs, anticipating future problems, proposing improvements, and ensuring that the solution provided makes sense in the medium and long term.

Communication and coordination skills are essential. The pre-sales engineer must be able to explain themselves clearly to both technical and non-technical colleagues, negotiate with suppliers when necessary, coordinate deliveries from different departments, and lead work teams when the proposal requires it.

The ability to work under pressure and with very tight deadlines is another constant. Proposals often have strict deadlines, clients change requirements on the fly, and scope variations occur almost until the last minute. Knowing how to manage stress and maintain quality despite everything is a crucial advantage.

A high degree of organization, planning, and independence is also required . The pre-sales professional typically manages several projects simultaneously, with different deadlines, stakeholders, and stages. Structuring the work effectively and prioritizing tasks is essential.

Finally, discretion and absolute confidentiality are strongly emphasized . Tender documents and proposals often include sensitive information from both the client and the company itself, therefore professionalism and strict adherence to confidentiality rules are essential.

most common training, languages ​​and previous experience

Regarding qualifications, many companies consider a technical or higher engineering degree desirable , especially in fields such as Telecommunications or Industrial Engineering, although it is not a strict requirement in all cases. Certifications in project management are also valued, as they provide a structured approach to planning and execution.

In terms of language skills, at least an upper-intermediate level of English , equivalent to a B2, is usually required, especially when working with international manufacturers, technical documentation in English, or projects abroad. Other languages ​​are a plus, particularly for companies with a presence in Latin America or other markets.

Regarding experience, many job postings mention several years of experience in preparing proposals and technical documentation , preferably in the relevant sector (security, audiovisual, observability, automation, etc.). Direct experience responding to large public and private tenders is also valued.

Having worked in work environments with strict deadlines , leading or supervising teams preparing proposals, organizing schedules of partial deliveries, setting milestones for each member and following up until the final delivery is considered a plus .

In observability companies, for example, a very solid technical background and practical experience in technological infrastructure, systems architecture and cloud platforms are required , in addition to having had commercial exposure, working side by side with sales teams to close deals.

In other cases, prior experience as a B2B sales representative is also valued if it is accompanied by an interest and ability to acquire technical skills, which opens up opportunities for sales profiles who want to make a shift towards technical pre-sales.

How to transition to pre-sales engineering from a sales background

A common concern is that of those coming from a B2B sales environment without formal technical training who are considering a transition to a pre-sales engineering role. While it's not an immediate path, it's far from impossible if approached with a sound learning and positioning strategy.

If you already have experience dealing with clients, managing accounts, helping to solve problems, and working on projects, you possess a valuable foundation: customer focus, negotiation, and communication skills are already in place. What's missing is strengthening your technical skills and acquiring a structured understanding of the systems that underpin the solutions.

To begin, it's very useful to complement your sales background with training in programming and systems fundamentals . Structured introductory courses in programming, networking, operating systems, databases, or software architecture can give you a solid mental framework. Combining free resources (YouTube, official documentation, technical blogs) with more formal programs or certifications can be a good approach.

In the field of observability, for example, it is advisable to become thoroughly familiar with tools such as ELK, Prometheus, Grafana or New Relic , and to understand how distributed applications are monitored, how logs, metrics and traces are managed, and how this data relates to user experience and the business.

In addition, it's worth getting to know the cloud, container, and CI/CD ecosystem : understanding what Kubernetes is, how Docker containers work, what role continuous integration and continuous deployment pipelines play, and how all of this is orchestrated in a modern infrastructure.

If your goal lies in other areas (broadcasting, security, automation), the strategy involves learning the basics of the specific domain : types of systems used, relevant protocols, typical architectures, main manufacturers, and most common use cases. From there, you can delve deeper depending on the type of projects you want to focus on.

At the same time, it's a good idea to build a coherent narrative in your CV and in interviews: explain how your B2B sales experience has given you confidence with clients, how you have gradually moved closer to the technical side, what extra training you have undertaken, and what kind of entry-level pre-sales role you want to start in, even if it's not yet a senior position.

Typical working conditions and advantages of this type of position

The conditions offered by companies for pre-sales engineering positions are usually quite competitive, especially in large technology groups and growing software companies, which seek to attract hybrid technical-commercial talent.

It's common to see permanent contracts with hybrid work models that combine office work and remote work. The aim is to maintain flexibility, facilitate work-life balance, and adapt work schedules and hours to the realities of projects that sometimes require meetings with clients in different time zones.

In some cases, it includes the possibility of activating a pension plan with shared contributions between employee and company, in addition to life and private health insurance fully covered by the company, meal cards according to the agreement and other economic benefits.

Other common benefits include discounts on products and services from the business group itself, free access to language training (English, German, Portuguese) and corporate universities or e-learning platforms, with content on digitization, data analytics, automation and artificial intelligence.

Professional development pathways are also valued , with continuous training adapted to the needs and motivations of the employee, participation in large-scale projects at a national and international level, and opportunities for leadership and growth within the organization.

In software companies such as those specializing in observability, benefits are added such as flexible working hours , hybrid models with few mandatory office days, reduced working hours on Fridays or in summer, additional pools of days off (for example, birthday day) and flexible compensation plans.

All of this contributes to making the role of pre-sales engineer attractive not only because of the type of work, but also because of the work environment and the possibilities for professional and personal growth.

Ultimately, pre-sales engineering occupies a very interesting position within the technology ecosystem: it combines the challenge of understanding and designing complex solutions with the satisfaction of directly helping clients and seeing your proposals transformed into real projects. With the right mix of technical knowledge, project experience, communication skills, and a willingness to learn, it's a very promising career path for both engineers with a commercial bent and sales professionals with technical ambitions.