The way cybersecurity and IT software is sold today is fundamentally broken.

In this episode of Audience 1st, Chase Cunningham pulls no punches as we dive into why the traditional software demo and sales model is riddled with friction, killing deals, and frustrating buyers.

We unpack the biggest flaws in go-to-market strategies, including:

• Why buyers expect seamless, self-service access to software—and how vendors are failing them.
• How manual, high-friction demos slow down sales cycles and lose deals.
• Why vendor fear of transparency is outdated—and actually hurting revenue.
• How behavioral data and automation can transform demo-to-close rates.

Chase shares eye-opening stats on demo conversion rates, real-world examples of deals lost due to friction, and practical strategies for automating and optimizing the buyer experience.

If you're in marketing, sales, or product and tired of watching your pipeline stall due to outdated sales motions, this episode is a must-listen.

Learn how to ditch the friction, close more deals, and give buyers what they actually want here: https://www.demo-force.com/