Free Download:

Demo Coaching Rubric

This Demo Coaching Rubric provides a clear, practical framework for evaluating and improving the effectiveness of software demos, without relying on vague feedback or personal opinion.

Rather than scoring demos on product knowledge alone, the rubric focuses on the behaviors that actually influence buyer decisions: preparation, storytelling, communication style, audience engagement, value framing, and collaboration with the Account Executive. Each dimension is defined across three performance levels, making it easy to identify what “needs improvement,” what “good” looks like, and what exceptional performance sounds and feels like in real customer conversations.

Sales Engineers can use this rubric for self-assessment and deliberate practice, while managers and leaders can use it to coach consistently, provide objective feedback, and reinforce shared standards across the team. It creates a common language for demo excellence and turns every demo - live or recorded - into an opportunity to learn and improve