About this series

In our Customer Show + Tell series, we highlight how sales enablement leaders solve real business challenges through strategic demo implementation.

Nicole Mott, Director of Sales Enablement at Exterro, faced a daunting challenge: reducing sales rep ramp time for a multi-product platform with 26 products. Her solution? A three-tier demo framework that cuts ramp time, which is when a rep can conduct a discovery call on their own and contribute to revenue, from 18 months to 5.7 months in less than 18 months.

The Challenge: Product Knowledge in a Multi-Product Platform

"The biggest problem was actually product knowledge training and getting our reps to understand the value of our platform," Nicole explained. "We have 26 products within the platform, and it can be challenging to learn all 26 products in a short timeframe."

Serving multiple buyers like legal, forensics investigators, privacy, information security, information governance, government, law enforcement, and law firms, Exterro delivers agentic AI to reveal hidden risk, simplify compliance, and bring visibility and control to every corner of their customer’s data landscape, combining eDiscovery, Digital Forensics, and Data Governance into a single, defensible platform.

The Solution: A Strategic Three-Tier Demo Framework

Inspired by an article she saw on LinkedIn, Nicole decided to test a tiered approach that would meet prospects where they are in the buying journey.

Vision Demos (Top of Funnel)

• Short demos focused on value and ROI
• Created by product marketing for website placement and BDR outreach
• Interactive experiences requiring no initial salesperson engagement

Microdemos (Mid Funnel)

• Designed specifically for BDR outreach emails and nurture flows
• Goal: get customers engaged enough to click "I want to speak to a solution engineer"
• Bridge the gap between initial interest and sales conversations

Discovery Demos (Bottom of Funnel)

• 12-20 minute demos for account executives to use during live conversations
• "A visual is more impactful," Nicole emphasized
• Double purpose: customer engagement and internal product knowledge training
• Additional FAQ demos for customer success teams to answer questions asynchronously

The Implementation: Getting Everyone on Board

Rolling out the new framework wasn't immediate. "This is a new motion for us. It took a while to get everyone on board," Nicole shared.

Her marketing team, product team, and solution engineers weren't initially convinced. Nicole's approach was practical: "I actually had to build these demos to show them the impact that it could have. I had to start inserting them into our programs and other platforms for them to see the value."

The strategy worked. "They're all on board now," she confirmed.

Key Insights: Why the Framework Works

Nicole's success highlights several critical advantages of tiered demo strategies:

• Matches prospect readiness: "When customers come to your website, they are already far along in their buying journey. Inbound selling is a lot easier than outbound."
• Accelerates internal learning: Demos serve as training tools to certify reps and help them have higher level customer conversations.
• Leverages AI capabilities: It helps reduce the time to build demos. I tested it yesterday and it is truly amazing how much more efficient I am when building demo flows.
• Creates behavioral change: Moving beyond platform adoption to actual usage and value realization

The Results: Dramatic Ramp Time Reduction

The impact was substantial and measurable:

• Along with other tools, strategies, and programs, Navattic demo flows helped reduce ramp time from 18 months to 5.7 months in less than 18 months
• Improved product knowledge transfer across 26 products
• Better prospect engagement at every funnel stage
• Company-wide adoption across marketing, sales, and customer success
• Enhanced platform utilization through visual learning tools

The Takeaway: Transform Multi-Product Selling Through Strategic Demo Design

Nicole's experience at Exterro proves that even multi-product B2B platforms can be simplified through strategic demo frameworks. By creating content that serves both external prospects and internal teams, she transformed not just sales processes but organizational adoption.