--- name: demo-execution-playbook id: demo-execution-playbook version: 1.0 author: Epiphan Sales Engineering description: Structured demo execution framework for AEs to drive deals forward with vertical-specific flows, live coaching, and post-demo scoring roles: - Account Executive - Sales Engineer products: - Pearl-2 - Pearl Mini - Pearl Nano - Pearl Nexus - EC20 PTZ - Epiphan Connect triggers: - "demo playbook" - "demo flow for" - "how should I demo to" - "demo checklist" - "live demo prep" - "what to show" - "demo execution" dependencies: - epiphan-ai-mcp-guide - meddic-call-prep-auto - challenger-sale keywords: - demo execution - vertical-specific - MEDDIC - live demo coaching - objection handling - post-demo scorecard --- # Demo Execution Playbook Enable Phil Sandler and Lex Evans to execute high-confidence, vertical-specific product demos that: - Uncover and validate MEDDIC gaps (Economic Buyer, Decision Criteria, Decision Process, Identify Pain) - Map features to prospect-stated pain points (40/60 talk-listen ratio) - Position Epiphan competitively against Extron, Blackmagic, Crestron, vMix, Teradek - Generate next-step commitments with measurable confidence lift - Create repeatable, scoring-based demo success metrics **Invoke with:** `demo playbook [company name]` or `how should I demo to [vertical]` **Returns:** 1. Pre-demo checklist (5 min) 2. Vertical-specific demo flow (10 min prep) 3. Live demo coaching card (1-screen reference) 4. Post-demo scorecard template **Time to ready:** 15 minutes from trigger - MEDDIC Economic Buyer attends demo - Prospect verbalizes pain within first 3 minutes - AE achieves 40% talk / 60% prospect talk ratio - Demo focused on 2-3 core capabilities (not feature dump) - Next step agreed before meeting ends - Post-demo scorecard completed same day - Demo confidence score improves by +2 points (1-10 scale) ## Workflow (Staged) ### Stage 1: Pre-Demo Intel Gathering (Parallel MCP Calls) Collect deal context, attendees, prior discovery, and competitive intelligence. **Call Set:** 1. `hubspot_get_deal(dealId)` → Stage, amount, notes, close date 2. `hubspot_search_contacts(q=company_name)` → Contact list, titles, roles 3. `clari_search_calls(attendeeEmail=prospect_email)` → Discovery calls recorded 4. `ask_agent(question="What pain points and competitive context?")` → CRM memory 5. `apollo_organizations_enrich(domain=company_domain)` → Company size, tech stack, industry **Output Map:** - Deal stage → Demo urgency (Proposal = polish; Negotiation = competitive) - Contact titles → MEDDIC role assignment (CEO/CTO = EB; Manager = User Champion; ITOps = Blocker) - Call summaries → Pain recap (what Clari flagged as key objections/needs) - Tech stack → Integration readiness (CMS, streaming protocol, architecture fit) - Vertical → Demo path selection (see Stage 2) --- ### Stage 2: Vertical-Specific Demo Flow Selection Match prospect vertical to pre-built demo sequence. Each path prioritizes Epiphan's fit. | Vertical | ICP | Demo Focus | |----------|-----|------------| | Higher Ed | 90 | Pearl-2 multi-room + Epiphan Connect + CMS auto-sync (Kaltura/Panopto/YuJa) | | Courts/Legal | 85 | Dual recording (local SSD + SRT cloud), failover, secure playback, audit trail | | Corporate AV | 80 | Pearl Mini NDI/RTMP hybrid meetings, multi-site Connect dashboard | | Government | 80 | On-prem recording/streaming, RTMP/SRT, no-cloud-required option | | Healthcare | 75 | HIPAA-friendly multi-camera capture, LMS role-based access, audit logs | | Houses of Worship | 70 | One-button YouTube/Facebook streaming, volunteer-proof operation | | K-12 | 65 | One-button classroom REC, LMS auto-publish, district Connect dashboard | Full demo arcs (RECAP / AGENDA / SHOW VALUE / SUMMARIZE / NEXT STEPS), key questions to ask during each demo, and per-vertical competitive displacement lines: see [reference/vertical-demo-flows.md](reference/vertical-demo-flows.md). --- ### Stage 3: RECAP-AGENDA-SHOW VALUE-SUMMARIZE-NEXT STEPS Framework This is your demo skeleton. Follow it for every vertical. It ensures you validate pain, stay on track, and never do a feature dump. **RECAP (2 min):** - "Based on our calls with [BDR name] and [previous call with attendee], you told us you need [pain point 1], [pain point 2], and [pain point 3]. Is that still accurate?" - Wait for confirmation. This is not rhetorical—if they disagree, adjust your demo path. - **Why:** MEDDIC-heavy. You're validating Pain and Identifying Buyer (are they nodding? Do they care?). **AGENDA (1 min):** - "Today I want to show you three things: [Feature A related to pain 1], [Feature B related to pain 2], [Feature C related to pain 3]. Then we'll talk about next steps. Sound good?" - Sets boundary. No derails. Manages expectations. - **Why:** Challenger Sale. You're teaching and taking control. **SHOW VALUE (8-10 min):** - Alternate between showing and asking (40/60 rule). - Feature → "Here's how we solve [pain]: [show feature]" → "How does that compare to your current setup?" → Listen. - Don't say "features." Say outcomes: "Instead of 3 technicians managing 10 rooms, one IT person manages all of Epiphan Connect." - **Traffic Light System** (see Stage 4 below). **SUMMARIZE (2 min):** - "So we've shown you: [Feature A recap + benefit], [Feature B recap + benefit], [Feature C recap + benefit]. Does that address your top three needs?" - Confirm. Get head nods. - **Why:** Close the loop. MEDDIC Decision Criteria validation. **NEXT STEPS (1 min):** - "Based on what we showed, I think the best path forward is a [2-week pilot] in [department/location], starting [date]. You'll [specific outcome]. Agree?" - Don't ask "Do you have questions?" (vague). Ask "Should we pilot Tuesday or Wednesday?" (binary close). - MEDDIC Decision Process lock-in. **Total Demo Time: 15-20 minutes. Then discussion/Q&A.** --- ### Stage 4: Live Demo Coaching—The Traffic Light System Use this during the demo to sense engagement and adapt in real-time. **GREEN (Engaged, asking questions, leaning forward):** - Keep going. Don't pause to explain every detail—they're following. - Invite more: "Should I show you how [related feature] works, or move to [next pain point]?" - Let them drive the pace. **YELLOW (Quiet, checking phone, polite but not engaged):** - Pause demo. Don't keep talking. - Ask a question: "Does this solve the [specific pain] we mentioned, or should I show you something different?" - Get them back in the conversation. If they say "not quite," pivot to a different demo path. **RED (Objections, skepticism, "That won't work because..." or visible frustration):** - Stop demo immediately. - Use LAER (Listen-Acknowledge-Explore-Respond): - **Listen:** Let them finish. Don't interrupt. - **Acknowledge:** "I hear you. That's a fair concern." - **Explore:** "Tell me more about [concern]. What does your current setup do?" (Dig into the real issue.) - **Respond:** Address the root concern. Go back to demo if needed. - Example: - Prospect says: "Our IT won't allow any cloud stuff." - You: "I hear you. IT security is critical. Let me ask—is it cloud per se, or data residency that's the concern?" - Prospect: "We have HIPAA requirements. Data can't leave our servers." - You: "Perfect. Pearl actually has on-prem recording + optional on-prem Epiphan Connect. Let me show you that setup instead." (Pivot to on-prem flow.) **Questions to Ask DURING Demo (to maintain 40/60 ratio):** 1. "How does that compare to what you're doing today?" 2. "Would [feature] work with your [system/LMS]?" 3. "If we could solve [pain], what's your next step?" 4. "Who on your team needs to validate this?" (→ Uncover MEDDIC blockers.) 5. "Does this address [pain point from discovery]?" 6. "What's your timeline to make a decision?" **How to Handle "Can You Show Me X?" Derails:** - Prospect: "Can you show me how it integrates with [system you didn't plan]?" - You: "Great question. Let's table that for our technical deep-dive next week. For today, I want to make sure we cover the core three things we talked about. [Continue demo.] We'll demo the [system] integration with your IT team. Sound good?" - **Why:** Stay in control. Don't let them set the agenda. Challenger Sale principle. --- ### Stage 5: Objection Handling Matrix Top 5 objections by vertical + LAER response templates. Adapt to your prospect. Full objection matrix with LAER response templates for all five verticals (Higher Ed LMS integration, Courts/Legal Matrox, Corporate AV Zoom Rooms, Government no-cloud, Healthcare/K-12 pricing): see [reference/objection-handling-matrix.md](reference/objection-handling-matrix.md). --- ### Stage 6: Post-Demo Scorecard Complete this **same day** after every demo. It informs your next step and measures demo effectiveness. **Template:** ``` DEAL: [Company Name] DATE: [Demo Date] ATTENDEES: [Name/Title] (Y/N EB), [Name/Title] (Y/N User Champion) MEDDIC VALIDATION: [ ] Pain verified? (Prospect said "Yes, that's our issue" or similar) [ ] Economic Buyer attended? (Y/N) [Name if Y] [ ] Decision Criteria clear? (What are they evaluating us on?) [ ] Decision Process mapped? (Who votes? Timeline?) [ ] Identify pain—recap the 3 pains you addressed: 1. ________ 2. ________ 3. ________ DEMO EXECUTION: [ ] Talk/listen ratio: Estimate % (Target: 40% AE / 60% Prospect) [ ] Traffic light status: GREEN / YELLOW / RED (Last 5 min: How engaged were they?) [ ] Features shown: [Feature A, Feature B, Feature C] [ ] Derails handled? (Y/N) If Y, how? [ ] Next step agreed? (Y/N) What: ________ When: ________ Owner: ________ COMPETITIVE POSITION: Before demo, your confidence: __/10 After demo, your confidence: __/10 Delta: +/- __ Why? (vs. Extron, Blackmagic, Teradek, vMix, etc.) POST-DEMO ACTIONS: [ ] Send follow-up email (include ROI, integration diagram, references) [ ] Schedule technical deep-dive (if needed) [ ] Send legal/compliance brief (if Courts/Gov/Healthcare) [ ] Introduce to sales engineer / customer success [ ] Enter next step in HubSpot deal [ ] Share recording with internal team (if prospect allowed) NOTES: [Any surprises, objections, or context for your manager/BDR] ``` **Minimum Completion:** 5 minutes post-demo. Upload to HubSpot deal record. --- ### Stage 7: Competitive Displacement Scripts Use these word-for-word when prospect mentions competitors. Delivered calmly, never defensive. Word-for-word scripts for all six competitors (Extron SMP, Blackmagic ATEM, Crestron, vMix, Teradek, Matrox): see [reference/competitive-displacement-scripts.md](reference/competitive-displacement-scripts.md). --- ### Stage 8: Live Demo Coaching Card (1-Screen Reference) Print this or keep it on your second monitor during the demo. ``` ╔════════════════════════════════════════════════════════════╗ ║ LIVE DEMO COACHING CARD ║ ╠════════════════════════════════════════════════════════════╣ ║ STRUCTURE (15-20 min): ║ ║ [✓] RECAP pain (2 min) ║ ║ [✓] AGENDA what you'll show (1 min) ║ ║ [✓] SHOW feature + benefit (8-10 min) ║ ║ [✓] SUMMARIZE what you showed (2 min) ║ ║ [✓] NEXT STEPS get commitment (1 min) ║ ╠════════════════════════════════════════════════════════════╣ ║ TRAFFIC LIGHT: ║ ║ GREEN = Keep going, invite more questions ║ ║ YELLOW = Pause, ask re-engagement question ║ ║ RED = Stop demo, LAER (Listen-Acknowledge-Explore-Respond) ║ ╠════════════════════════════════════════════════════════════╣ ║ TALK/LISTEN TARGET: 40/60 (You: 40%, Them: 60%) ║ ║ QUESTIONS TO ASK: ║ ║ • How does that compare to today? ║ ║ • Would this work with your [system]? ║ ║ • If we solved [pain], what's next? ║ ║ • Who needs to validate this? ║ ║ • What's your timeline? ║ ╠════════════════════════════════════════════════════════════╣ ║ FEATURE = BENEFIT RULE: ║ ║ Never show a feature without connecting to their pain. ║ ║ "This Pearl-2 records multiple cameras simultaneously ║ ║ [FEATURE]—so instead of hiring 2 operators, you have ║ ║ 1 box doing the work [BENEFIT]." ║ ╠════════════════════════════════════════════════════════════╣ ║ DERAIL HANDLER: ║ ║ Prospect: "Can you show me [off-agenda thing]?" ║ ║ You: "Great question. Let's table that for a technical ║ ║ deep-dive next week. For today, I want to nail the ║ ║ three core things. [Continue demo.]" ║ ╠════════════════════════════════════════════════════════════╣ ║ RED LIGHT SCRIPT (LAER): ║ ║ Listen: "Tell me more." ║ ║ Acknowledge: "I hear you. That's a fair point." ║ ║ Explore: "What does your current setup do?" ║ ║ Respond: "Here's how Pearl solves that: [pivot]." ║ ╚════════════════════════════════════════════════════════════╝ ``` --- ### Stage 9: Dependencies & Integration Points **Tools you'll use:** 1. **Epiphan CRM MCP:** - `hubspot_get_deal()` — Fetch deal stage, MEDDIC notes - `hubspot_search_contacts()` — Attendee titles, roles - `clari_search_calls()` / `clari_get_call_summary()` — Prior discovery, pain/objections - `ask_agent()` — Memory of prior engagements - `apollo_organizations_enrich()` — Company tech stack, size, vertical 2. **Clari Call Intelligence:** - Auto-populated MEDDIC from recorded discovery calls - Objection transcripts (what they said in prior calls) - Action items and next steps from last call 3. **MEDDIC Call Prep (skill dependency):** - Use before your demo to validate you understand all MEDDIC elements - Use after to score MEDDIC coverage 4. **Challenger Sale (skill dependency):** - Teach (RECAP + AGENDA = teaching framework) - Tailor (vertical-specific flows) - Take Control (NEXT STEPS binary close) 5. **AE Handoff Brief (sister skill):** - Created by BDR Tim Kipper before handing to you - Contains discovery summary, MEDDIC, competitive context - Your demo builds on this foundation --- ## How to Invoke This Skill **Trigger phrases:** - "demo playbook for [company name]" - "how should I demo to [vertical]?" - "demo execution for [deal name]" - "live demo coaching" - "demo checklist" - "post-demo scorecard" **Invoke steps:** 1. Say: `demo playbook for [company]` or `how should I demo to Higher Ed?` 2. Skill returns: Pre-demo checklist → Vertical-specific flow → Live coaching card → Post-demo template 3. You prep (15 min) → Run demo (15-20 min) → Score (5 min) --- ## Additional Resources - **Epiphan Product Guide:** See `epiphan-ai-mcp-guide` skill for full product specs - **MEDDIC Framework:** See `meddic-call-prep-auto` skill for full MEDDIC scoring - **Challenger Sale:** See `challenger-sale` skill for Teach-Tailor-Take Control deep dives - **AE Handoff Brief:** See `ae-handoff-brief` skill for BDR handoff structure - **Call Recording Analyzer:** See `call-recording-analyzer` skill for post-call transcript analysis --- ## Version & Maintenance **v1.0 — Initial Release (2026-04)** - 7 vertical-specific demo flows - RECAP-AGENDA-SHOW VALUE-SUMMARIZE-NEXT STEPS framework - Traffic Light live coaching system - Objection handling matrix (5 per vertical) - Competitive displacement scripts (6 competitors) - Post-demo scorecard template - LAER objection handling framework **Author:** Epiphan Sales Engineering **Updated:** 2026-04-10 **Next Review:** 2026-07-10 ---