Why SEMRON Ditched Traditional Marketing for Engineering-Led Sales: The Technical Discussion GTM Playbook

Why SEMRON Ditched Traditional Marketing for Engineering-Led Sales: The Technical Discussion GTM Playbook

Your marketing team wants to launch a demand gen campaign. Your sales leader is asking for more leads. Your CRO wants to see pipeline metrics. And none of it matters because the only thing that will close your deal is two engineering teams sitting in a room solving a problem together.

In a recent episode of Category Visionaries, Aron Kirschen, CEO of SEMRON, an AI chip maker that’s raised $7.3 million, described a sales motion that makes traditional B2B marketers uncomfortable: “It’s very intense, very technical, very detailed, of course, but it is less standard marketing. It’s not that much based on emotions, convincing people to use it.”

Then he cut to the core of how SEMRON actually sells: “You have to sit down with their engineering team, with our engineers, and figure it out how we can make it work.”

No pitch deck. No value prop slides. No ROI calculator. Just engineers solving problems together.

Why Traditional Marketing Breaks at the Technical Layer

Most B2B marketing assumes buying decisions are made by business stakeholders who need to be convinced, educated, and nurtured through a funnel. Marketing generates awareness. Sales creates urgency. Customer success drives expansion.

But when you’re selling AI chips that will be integrated into millions of devices, the buying decision isn’t emotional or even primarily economic. It’s architectural. Can this technology solve our specific technical problem within our specific constraints?

That question can’t be answered by marketing collateral. It can only be answered by engineers looking at actual specifications, actual performance data, and actual integration requirements.

Aron is explicit about this reality: “I would say it could be different, but in our case it’s really easy.” Easy doesn’t mean simple. It means the path is clear: technical validation or nothing.

This creates a fundamental mismatch with traditional sales methodology. You can’t A/B test your way to technical credibility. You can’t nurture an engineering team through email sequences. The decision maker isn’t going to convert after downloading a whitepaper.

The decision maker is going to convert after their engineers verify that your hardware can run their models at acceptable performance within acceptable power budgets at acceptable cost.

What Engineering-Led Sales Actually Looks Like

SEMRON’s sales process reveals what happens when you strip away everything except technical validation. They receive proprietary AI models from potential customers—the actual workloads that need to run in production. These aren’t demo models or public benchmarks. They’re the specific, often confidential models that represent the customer’s core intellectual property.

“We try to make it fit into that,” Aron explains. “And so we discussing with them about, okay, what can we do about your models? And come back with a nice performance simulation.”

This isn’t a sales meeting. It’s a technical collaboration that happens before there’s even a commercial conversation. SEMRON’s engineers deploy customer models on their hardware architecture (currently emulated with test structures) and generate actual performance data.

The entire sales motion collapses into answering one question: Does this work for your specific use case?

But here’s what makes this approach viable: SEMRON isn’t trying to scale this process across thousands of prospects. “We do not or will not likely won’t have millions of customers. For us, it’s more like having five, six big entities that is generating millions of revenue.”

When your entire business depends on five customers, you can afford to do custom proof-of-concept work for each one. You can’t scale this approach. But you don’t need to.

The Demonstrator as Sales Tool

In SEMRON’s world, the product roadmap and sales roadmap converge into a single deliverable: demonstrators. “For us, it all comes down to these demonstrators going out to customers, showing them our FPGA together with our hardware,” Aron notes.

A demonstrator isn’t marketing collateral. It’s not a prototype or a minimum viable product. It’s a working proof that your technology can solve their specific problem.

But building demonstrators in 2024 means solving a challenge that semiconductor companies didn’t face a generation ago. “Even though we are hardware company, so today hardware means you have to do a lot of software.”

This software layer is critical. Customers don’t just need chips that work. They need chips that integrate with their existing AI model pipelines, their deployment infrastructure, their development workflows. The demonstrator has to prove end-to-end viability, not just hardware performance.

For hardware founders, this reframes what “sales enablement” means. You’re not enabling a sales team to pitch better. You’re enabling your engineering team to prove technical viability faster.

When to Abandon the Traditional Playbook

Not every technical product should adopt SEMRON’s approach. But certain conditions indicate when engineering-led sales makes more sense than traditional B2B marketing:

Your product requires deep technical integration. If deployment means understanding the customer’s architecture, their constraints, and their specific requirements, sales can’t be separated from engineering.

The buying decision is made by engineers, not business stakeholders. When the person who evaluates your product is the same person who will integrate it, marketing to business buyers is wasted effort.

Proof of concept requires running customer workloads. If you can’t prove value without access to their specific data, models, or use cases, you need engineering-led engagement from day one.

Your customer count is measured in single digits. Traditional funnel economics break down when you’re targeting five companies instead of five hundred. The math supports custom technical engagement.

Implementation failure is catastrophic. When your customer is betting their product roadmap on your technology working, they won’t rely on sales promises. They need engineering proof.

For SEMRON, all these conditions align. They’re building chips that major device manufacturers will deploy at scale. The integration is complex. The validation requires proprietary models. And the customer count tops out around five major entities.

The Resource Allocation Shift

What’s radical about engineering-led sales isn’t just the sales motion. It’s how it reshapes your entire company structure.

Traditional B2B companies split resources between product (building the thing), sales (selling the thing), and marketing (generating awareness of the thing). Each function operates somewhat independently with handoffs between them.

Engineering-led sales collapses these boundaries. Your engineering team isn’t just building the product. They’re proving its value to customers. They’re answering technical objections. They’re customizing demonstrations. They’re effectively closing deals.

This changes hiring priorities completely. You don’t need a VP of Sales with enterprise SaaS experience. You need senior engineers who can earn technical credibility with customer engineering teams.

You don’t need marketing operations specialists building nurture campaigns. You need technical content creators who can reach the specific engineers at the specific companies making architecture decisions.

You don’t need sales enablement building pitch decks. You need tools and infrastructure that let your engineers quickly demonstrate value on customer workloads.

The Customer Engagement Timeline

Perhaps the most striking aspect of SEMRON’s approach is what happens during those “ocean years”—the period when you’re building without real customer feedback.

“For a semiconductor startup that for three, four years worked like it feels, it felt like swimming in the ocean. And you never had the real feedback,” Aron reflects. The market feedback during those years is superficial at best: “We might be interested, blah, blah.”

But when you finally reach the engineering-led sales phase, everything changes. “It’s really like we understand what they need in an application. And of course it completely reshapes your coordinate system. You never thought about that before.”

This is the moment when engineering-led sales begins: when you can have substantive technical discussions about solving specific problems. Everything before that—the patents, the process development, the test structures—is just preparation.

For hardware founders, this reveals a critical insight: your sales motion doesn’t start when you incorporate or even when you have a prototype. It starts when your engineers can sit down with customer engineers and solve real problems together.

The Trust Layer

What ultimately makes engineering-led sales work isn’t just technical competence. It’s trust between engineering teams. When a customer shares proprietary models with you, they’re trusting that you’ll treat their IP with respect. When they discuss their technical constraints, they’re trusting you’ll be honest about what your technology can and can’t do.

This trust can’t be manufactured through marketing campaigns or sales charm. It’s earned through technical credibility, honest communication, and demonstrated expertise.

For technical founders building highly specialized B2B products, SEMRON’s approach offers a liberating framework: stop trying to build a traditional sales machine. Instead, build an engineering team capable of earning trust and solving problems alongside your customers. Sometimes the best sales strategy is no sales strategy at all.