2026-06-19: You Better Respect Your Sales Team
You should not bite the hand that feeds you. - Proverbial
Sales makes the world go 'round. A business without customers is really just a hobby, and potentially a very expensive one, at that. And yet in technology there has often been a certain level of derision, of scorn, for sales teams and sales people!
There are certainly many potential sources of this feeling. Every single person who reads this can immediately identify scummy, sleazy, incompetent sales people, especially of the LinkedIn or used car variety. The kind of "sales person" that emails you incessantly (it's probably just Salesforce or a similar degenerate system optimized to send you automated communications until you capitulate). In fact, some or all the sales people at your place of employ engage in these tactics. If people hate it, why do they do it? Because it works. Like the annoying reminders on YouTube videos to like and subscribe, repeated messaging often finds a person at just the right moment, and costs essentially nothing on the part of the sender. Of course, this behavior can permanently close the door on sales opportunities. I have a personal blacklist of organizations (and not just specific sales folks) engaging in the most egregious of these behaviors. But on the whole, these tactics work.
Sales people are well-known to not understand your products. At least, not beyond the surface level. Chances are, if you work in technology, you don't understand sales; at least, not beyond the surface level. In fact, if you work in technology, do you as a backend developer (or fullstack developer) understand infrastructure? Sometimes yes, sometimes no, and most often... not beyond a surface level. Does that make you a bad developer? No. Does it limit your range? Yes. Think about sales in the same way. You can be good in sales without being a product expert, especially with the right support structures around you.
Of course, it is not acceptable for your sales people to be incompetent, both in terms of their understanding of the value proposition of your product, it's basic features and capabilities, their communications skills, and so on. Those people should be fired as quickly as possible, even if they are hitting their numbers. Such individuals are toxic to the overall success and culture of the organization. Fortunately, very few sales people who are good at selling fall into this bucket, but I have seen it happen.
Sales people are well known to sell products or features that do not exist. If those responsible for implementing such things are not in the loop, and if the sales people are not accountable, this will cause incredible internal strife. If those responsible for implementing are in the loop, and the sales team is responsible for making such representations, this can actually provide incredible leverage to your business. You entire goal with a customer is to get to yes (and profitability, of course). When technology and sales work closely together, you can sell things that do not exist and successfully deliver them. This will delight your customers, your sales team, and ultimately, the technology organization. It will feel really great to be connected to your customers.
Your technology leadership (and especially your product leadership) should be closely aligned with sales, in regular communications, available to lead in-depth demos in front of customers (both virtually and in person). Sales should be able to send a message (or give you a call) to ask about a product capability, planned or in development, or about how to position a particular feature, or about what it would look like to implement something new. Sales people that don't talk to you are either missing out on a big opportunity to sell more and sell better, or they hate you (maybe you poisoned the well in the past). This requires mutual respect, of course. Sales cannot shove things into the roadmap (or down your throat). But if you don't have a relationship with at least a few members of your sales team, every interaction could easily feel that way. If your sales people are in town, take the time to meet them for drinks, especially one-on-one, especially if you are in product or a technology leader.
Sales has to bring in revenue to your company. Sales people want to get paid. You want to get paid. You want to build cool things. Support and love your sales team and they will love you back.