How Amplitude freed up pre-sales and scaled their demo capacity with Guideflow

About Amplitude

Amplitude Pre-Sales team, where Matthew works as a Pre-Sales Solution Engineer, plays a central role in helping prospects discover the platform’s value early in the journey. Their mission is to support the sales process by delivering personalized and hands-on product experiences that make complex use cases easy to understand.

The Pre-Sales team works closely with the Sales team to craft high-impact demos, guide technical evaluations, and ensure that each prospect walks away with a clear view of how Amplitude can solve their challenges. They’re also heavily involved in creating reusable assets and scalable content to support the broader go-to-market motion.

As Amplitude continues to double down on its product-led growth approach, the Pre-Sales team is helping reduce friction in the discovery phase, making it easier for buyers to get value from the product faster, with fewer barriers and more autonomy.

Challenge

As demand grew, Pre-Sales engineers found themselves stretched thin. Supporting live demos for every opportunity, big or small, became unsustainable. Each new sales conversation required custom walkthroughs, environment setup, and one-on-one hand-holding, even for repeatable use cases. It was a high-touch process, and while it delivered value, it was also eating up time, slowing down cycles, and creating internal bottlenecks.

The team knew they were spending too much time on repetitive demo work that could be automated or offloaded. But without a scalable alternative, Sales remained heavily dependent on Pre-Sales for every demo, even when the use case didn’t require deep technical expertise.

Meanwhile, the stakes were growing. Amplitude’s product-led growth strategy required prospects to experience product value as early and easily as possible. But ironically, the very process designed to showcase value, the demo, was becoming the friction point.

And it wasn’t just a bandwidth issue. The team also lacked

"For us, it was taking so long to actually get our own people as well as customers onboarded." - Matthew Groom, Pre‑Sales Solution Engineer

As a result, the Pre-Sales team found themselves locked in a reactive mode, firefighting low-leverage demo requests, lacking the data to improve outcomes, and unable to fully support the kind of strategic engagements that truly moved the needle.

Solution

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Amplitude addressed these challenges with a two-pronged solution featuring interactive demos and built-in analytics that empowered both sales and pre‑sales teams to scale effectively.

Interactive demos to enable sales to demo without pre-sales support

Reps could send them before or after discovery calls, personalize them to specific use cases, and reuse them across accounts, which increased the demo coverage and reduced friction in the sales process.

"Ease of use was one of our top priorities, and this solution met our expectations." - Matthew Groom, Pre‑Sales Solution Engineer

With sales now able to run demos independently, pre‑sales teams regained time to focus on more strategic opportunities that required in‑depth technical support.

Interactive demo analytics to measure engagement and qualify leads

This data allowed pre‑sales to better qualify leads and personalize follow‑ups based on actual behavior, not assumptions.

"When I send this to a customer, I know how engaged or receptive they are because I can see exactly how much of the demo content they’ve consumed." - Matthew Groom, Pre‑Sales Solution Engineer

It turned passive demo delivery into an active feedback loop, helping pre‑sales teams focus their time where it mattered most.

Benefits

Scaled demo capacity without compromising depth

This shift fundamentally changed how the team operated. Rather than being the gatekeepers of every demo interaction, Pre‑Sales could now step back and focus their expertise where it was truly needed: on complex integrations, advanced technical use cases, and enterprise deals. Meanwhile, sales reps had the freedom to deliver product experiences on their own terms, using demos that maintained the same level of quality and clarity, without sacrificing the nuance required to show value.

Reduced pre‑sales bottlenecks and less repetitive work

"Giving our sales team a tool that they can rely on, that they can use themselves... has been an absolute godsend." - Matthew Groom, Pre‑Sales Solution Engineer

The burden of handling repetitive walkthroughs, often covering the same set of features, was significantly reduced. Sales reps no longer had to wait for Pre‑Sales availability to demonstrate core flows, and Pre‑Sales no longer had to sit through calls just to re‑explain the basics. This reallocation of time allowed the team to contribute more strategically, while still ensuring that every prospect, regardless of deal size, had access to a consistent, high‑quality product demo experience.

Improved qualification and smarter follow‑up

With the interactive demos in‑depth analytics, the team no longer needed to interpret vague signals or rely solely on anecdotal feedback from reps. They could see, step by step, where a prospect was truly engaging, and where they were losing interest. This granularity gave Pre‑Sales a new level of precision in their outreach. Rather than sending a generic follow‑up, they could tailor conversations around what the user had explored, what they skipped, and what likely needed clarification or emphasis.

Company‑wide adoption and improved product alignment

Interactive demos became more than just a sales asset, they became a shared internal language. Product teams used them to roll out new features, marketing used them in announcements, and support teams leveraged them for customer education. This democratization of demo creation helped every team stay closer to the product, while reducing reliance on traditional, resource‑heavy formats like slide decks or recorded videos.

Why Guideflow?

With built‑in analytics, the pre‑sales team gained visibility into prospect engagement, allowing for smarter qualification and more targeted follow‑ups. Guideflow also proved valuable beyond sales, becoming a shared tool across product, marketing, and onboarding, making it easier to align teams and communicate product value at scale.