Forward Deployed Engineers Are Just Professional Services | Aimee Menne, CRO at Sourcegraph

Professional services and Forward Deployed Engineering (FDE) serve as critical growth levers for software companies, particularly when navigating complex enterprise environments. Rather than viewing these functions as mere support, organizations should treat them as strategic, value-added components that accelerate time-to-value and drive product adoption. Building a successful services organization follows a distinct maturity curve: first, establish repeatable playbooks for implementation; second, formalize packaging through fixed-fee or outcome-based models; and finally, manage the function as a dedicated P&L center. Maintaining these capabilities in-house creates a vital feedback loop that informs product development and strengthens customer relationships, a strategic advantage often sacrificed when outsourcing to third-party agencies. Aimee Menne, Chief Revenue Officer at Sourcegraph, demonstrates how a technical background in development and solutions architecture provides a unique, effective foundation for leading revenue teams in highly technical markets.