ABOUT US
Transforming How Teams Selling Complex Software Discover, Demo, and Win
At The DemoScene, we believe every customer conversation has the power to move a deal forward or hold it back. That’s why we created the Discovery-to-Demo Methodology, bringing together the proven Great Demo!® and Doing Discovery® methodologies into one connected commercial approach that transforms the way teams selling complex software discover, demo, and win.
OUR STORY
The Way You Sell Matters as Much as What You Sell.
After working with teams selling complex software for more than two decades, one pattern became impossible to ignore.
Customer-facing teams knew their products. They invested in sales training. They invested in demo training. Yet customer conversations still felt disconnected. Discovery wasn't consistently shaping the demo. Stakeholder priorities were being missed. Buying vision wasn't being built. And great products were losing to better customer conversations.
We realised the challenge wasn't Discovery. It wasn't the demo. It was everything in between.
That insight became the foundation of The DemoScene and ultimately led to the creation of the Discovery-to-Demo Methodology. By bringing together the proven Great Demo!® and Doing Discovery® methodologies, we created one connected commercial approach that helps teams selling complex software transform the way they discover, build buying vision, demo, and win.
Today, we continue partnering with software organisations around the world to help customer-facing teams create more consistent customer conversations, stronger demos, and lasting commercial impact.
Our Mission
To transform the way teams selling complex software discover, demo, and win by equipping customer-facing teams with practical methodologies that create better customer conversations and lasting commercial impact.
Our Vision
A world where every customer conversation builds confidence, creates buying vision, and helps customers make better buying decisions.
MEET THE FOUNDER
Natasja Bax
Founder, The DemoScene | Great Demo! EMEA President
Natasja brings more than two decades of experience in presales, discovery, demo, and sales enablement, working with teams across Life Sciences & Pharma, Industrial & Manufacturing Software, FinTech, and Risk Platforms.
With extensive experience across complex software solutions and enterprise buying environments, she understands the challenges teams face when translating technical expertise into compelling customer conversations and business value.
Before founding The DemoScene, Natasja worked in presales at SAP and later helped SAP partners transition from implementation services to reseller models. Today, she combines that commercial and presales expertise with hands-on training and coaching to help individuals and teams improve performance and create stronger customer conversations.
Natasja is an exemplary Doing Discovery and Great Demo! trainer. She cares deeply about her Workshop participants' experiences both during training and afterwards, with a focus on substantive change and productive, significant outcomes. She works to make sure participants truly understand and can successfully apply the methodologies. Additionally, she continually seeks to improve the methodologies, ideating and testing new ideas, and hardening new practices into day-to-day use. Natasja is truly a master methodology trainer!
MEET THE TEAM
Marco Boon
Certified Trainer | English, Dutch & German
Marco brings more than 30 years of experience across different functional areas and industries. His broad commercial and industry experience allows him to understand the different challenges presales teams face and help them strengthen the skills that matter most in their customer conversations.
It was the perfect workshop for the team, and Marco was the perfect trainer. I heard several great and enthusiastic stories about how Great Demo! has already been applied. A great quote: “We applied the method 100%, and the prospect’s reaction
Bart van Hoeven, Presales Manager, SAI360
Max Luepertz
Certified Trainer | English & German
Max brings over 15 years of experience across presales, sales, and leadership, and has coached 500+ Solution Engineers to deliver more customer-centric, relevant, and engaging demos. He helps B2B SaaS teams connect better demos and communication skills to the broader sales and buying journey.
Álvaro Toscano Pérez
Certified Trainer | Spanish
Álvaro delivers Great Demo! workshops in Spanish across Spain, Latin America, and other Spanish-speaking markets. He brings a strong focus on helping the Spanish-speaking presales community develop practical demo skills they can apply to real customer conversations.
Peter Cohan
Founder & Principal, The Second Derivative | Creator of Great Demo!® and Doing Discovery®
Peter Cohan is the creator of the Great Demo!® and Doing Discovery® methodologies and brings extensive experience across presales, sales, marketing, and executive leadership in complex enterprise software. Having led thousands of discovery conversations and demos and worked across a wide range of software organisations and industries, Peter brings deep expertise in helping teams improve how they discover customer needs and demonstrate software value.
Paul H. Pearce
Great Demo!® Partner | Advisor, Coach & Instructor | US
Paul brings more than 22 years of executive and technical sales leadership experience across Sales, Presales, Field Enablement, and Business Development. He has led the implementation of the methodology across sales and presales organisations and brings practical, real-world experience in helping teams adopt and apply it successfully
What It’s Like to Work with The DemoScene
Every engagement is designed to create lasting impact. From the expertise of our facilitators to the way we tailor every learning experience, here’s what you can expect when you partner with The DemoScene.
Tailored to Your Business
Every workshop, coaching session, and learning journey is designed around your products, your customers, your commercial goals, and the way your teams sell.
Experts in Complex Software Sales
We work exclusively with organisations selling complex software. That singular focus gives our team a deep understanding of enterprise buying journeys, technical customer conversations, and the commercial challenges that shape complex software sales.
Speaking Your Business Language
We take the time to understand your products, customers, commercial priorities, internal terminology, and the way your teams actually sell. This allows us to tailor every learning experience to your business and make the training immediately relevant to real customer conversations.
Long-Term Support
Learning doesn't end when the workshop finishes. Every Discovery-to-Demo engagement includes 12 months of ongoing support to help teams reinforce new behaviours, overcome challenges, and confidently apply the methodology in real customer conversations.
Consistent Quality, Wherever We Deliver
Whether we're working with one team or supporting a global rollout, every engagement follows the same high standards, practical approach, and commitment to quality.