I've sat through more vendor software demonstrations in my time then I care to count. Though all of these demos, one thing is for certain, the person demonstrating the software, the Product Consultant, can make or break that demo and leave the customer either wanting more or totally confused and looking for the door. I've seen some great software that would have been a good fit for the customer completely decimated by the product consultant. Through a combination of failing to connect with the audience and following a haphazard flow, the demo was doomed from the word go. The flip side is also true. I've seen some terrible software shine simply because the person demonstrating connected with the audience and was able to present the software in its best light. The result in this case was a win for software that probably wasn't the best fit.

Through all of this, I've concluded that the Product Consultant should be designated as a critical role within the vendor organization. Critical roles are those that create competitive advantage and help produce "moments of truth" with customers and clients. These are the roles that, when it counts, get the job done by driving the sale or build client loyalty through exceptional service. While all roles within an organization are important, critical roles are those that help you not only play, but play to win.

What more critical of a role then than the Product Consultant. As described above, this is the individual in the process that can make or break what may be the one and only chance to win the business. It is this person that is the conduit to making the connection between a client's unique needs and the capability of that software to fill those needs. Critical roles deserve, and frankly require, special handling. Critical roles should receive increased focus from HR and should see more robust development opportunities, competency models, compensation plans, etc. In today's model, this increased focus is usually reserved for the Sales Rep that usually just keeps a chair warm (sorry guys) while the Product Consultant does all the work. I think it's time for the software vendor community to change the game and put some fire power behind this critical role.