A while back, we kept hearing the same thing from sales: “If we can get them to a demo, we can show them the value.” At first I wrote it off as a non-insight, thinking “Well, duh … someone who requests a demo is naturally more likely to become an opportunity because they’re self-selecting into a later stage activity.” But they kept pressing, saying that prospects often had an “aha moment” during the demo, somehow finally understanding what we did in a way they didn’t get from the website. So I started doing some digging. First I needed to validate that demos did in fact yield more opportunities. A chance to use our own analytics product – what a novel idea.
To start, I added connections to my Salesforce and Google Analytics accounts and chose the