Twenty years as a Sales Engineer teaches you a lot about demo prep.
In the “before AI” world, it went something like this:
You’d finish discovery, scribble down notes, and then spend hours piecing together a plan. Manually hunting for company news, scanning press releases, clicking through LinkedIn profiles to get a read on the attendees. If you were lucky, you had tools like
CrystalKnows.com (which I seriously miss from my Salesforce days) to get a read on personalities before walking into the room. You’d pull talk tracks and proof points from memory, hoping you’ve hit the right themes.
And for the more advanced SEs out there (don’t worry, “advanced” doesn’t mean old… though maybe it does…), you’d take it even further — layering in Demo2Win, Great Demo!, ValueSelling, or Command of the Message. That meant refining the storyline, honing the talk tracks, and aligning every moment to a proven delivery framework.
Steve Jobs famously said it takes 40 hours of prep for every 1 hour on stage. For big, strategic demos, that’s not far off. But when I was prepping for my presentation to cover Disney at Salesforce, my ratio wasn’t 40:1 — it was closer to 200:1.
And it wasn’t just slides and talking points.
- I had jokes scripted and rehearsed so they landed naturally.
- I knew exactly what time I was supposed to hit each section of the story.
- I had it timed down to when I would take a breath between key points.
- It was arguably the most advanced presentation prep I’ve ever done — and it worked. But it also consumed weeks of my life.
Now? With AI, the game changes.
My discovery notes get distilled into the customer’s top pain points in seconds. Deep Research pulls the latest company data, news, and financials without me lifting a finger. AI summarizes each attendee’s LinkedIn profile into role-specific priorities, objections, and motivators. It layers in our organization’s best practices — what “good” looks like in a winning demo — and stitches it all into a tailored storyline, agenda, and flow. Feedback from other teammates and executives incorporates into the demo in seconds, rather than have to rework a new revision for hours.
That 40:1 ratio? Realistically, it’s closer to 4:1 now. The same level of insight. The same level of confidence. But at a fraction of the time — which means more of my energy is spent on delivery, not drowning in prep.
AI doesn’t replace the craft of a great SE.
It just clears the runway so we can take off faster.