Issue #7: What Demo Engagement Really Tells Us About Deal Momentum

I love a good gut feeling. They’re warm. They’re fuzzy. But unless it’s backed up by data it is just that, a feeling.

So when our VP of Sales made an offhand comment – “Deals with weekly meetings always win more” – it got me thinking. What if we could prove that kind of signal actually correlates with win rates?

And what if the same applied to demo engagement?

That kicked off a deep dive into our own pipeline. We pulled 18 months of Closed-Won and Closed-Lost deals and filtered out all the early-stage noise. Then we started testing for patterns.

Obviously, we found one.

Prospects who watched 9 or more demos had a 50% win rate. Not just a little better, a massive jump from baseline. And it held up statistically. We’re talking real, statistically-significant validation.

Which led us to ask: how do we bring this insight to the frontlines?

We built the Deal Momentum Score—a 100-point scoring model that gives our sales team real-time visibility into which deals are actually moving.

Here’s how it works:

40 points: Future meeting scheduled in the next 7 days
30 points: Past meeting held in the last 7 days
30 points: At least one demo view in the last 7 days

No more reading tea leaves. No more vibes-based forecasting.

And the results?

Doubled win rate for prospects with high demo engagement
Record bookings numbers for multiple quarters
±5% forecast accuracy, three quarters in a row, 9 weeks out

But don’t just take my word for it—our new 2025 Buyer Behavior Report backs it up with cross-customer data that shows the same pattern:

Demo views = deal velocity. 9+ is the magic number.

And yes, even just 2+ demos make a measurable difference.

Buyers today are more self-directed than ever, and demos are the connective tissue of the entire deal cycle.

So if your team isn’t tracking demo engagement… well, I’d recommend fixing that. Yesterday.

And if you want a copy of the Deal Momentum Score breakdown, just reply. Always happy to talk systems.

— Matt

5-Minute MasterClass

The Truth About Deal Momentum

From the News Room

Resources to Dig Deep

2025 B2B Buyer Behavior Report

We analyzed 6 million interactions from real B2B buyers to reveal exactly how modern decision-makers engage with demos, explore products, and make purchase decisions.

Decode the buyer’s journey you’re not seeing →

3 Ways to Measure & Implement Buyer Velocity

Let’s talk about the best indicators of buyer interest, how those indicators affect win rates, and how this can be tracked in a scalable framework.

Watch how it’s done →

Turn Your Demos Into Deal Closers

Let’s get straight to the heart of the matter: automated demos, when poorly executed, are not just ineffective; they’re a liability.

The 3 pillars to uplevel your demos →