Written by Heather Cole, Lodestar Solutions CEO, 07/10/2025
Have you ever delivered a software demo you thought was brilliant—only to look up and see your audience checking their phones, or worse, whispering about lunch?
You’re not alone.
Even the most powerful BI dashboards, like IBM Cognos Analytics or IBM Planning Analytics (TM1), can fall flat if your delivery doesn’t connect. Whether you’re pitching for funding, rolling out a new financial planning solution, or onboarding users, how you present is just as important as what you present.
After delivering hundreds of demos and coaching clients for 25+ years—especially within IBM Cognos and Planning Analytics environments—I’ve learned the hard truth: most software demos fail because we focus on features, not feelings. We demo dashboards like we're showing off our code, not solving a real business problem. But there is a better way.
We must Stop Showing Dashboards—Start Selling Decisions: How to Deliver a Demo That Wins Over Executives.
Let me show you how to deliver a software demo that not only grabs attention but drives engagement, increases user adoption, and helps justify the value of your IBM Analytics investment.
The Day I Bombed in Front of the Board (and What I Learned)
Years ago, I was invited to demo a custom BI dashboard for a company’s top executives.  It was a beautiful solution—clean design, automated KPIs, real-time drill-throughs in IBM Cognos. I was confident.
I launched into the demo, excited to show every filter, every chart, every color-coded metric. I barely noticed the CFO looking at her watch, or the CEO flipping through his notes. Halfway through, the CFO stood up and said, “We get the reporting. Can someone tell me why this matters to us?”
Ouch.
That moment changed how I approached software demos forever. I realized the demo wasn’t about my dashboard or the technology. It wasn’t about how to do something. It was does the software solve their problems and help deliver better decisions. I had to stop feature functionality demos and create a STORY!
Here are some tips I learned the hard way!
Tip 1: Practice Like a Pro
Many professionals don’t rehearse their demo. They assume the tool speaks for itself. That’s a costly assumption.
Before any big presentation of IBM Cognos or IBM Planning Analytics,  I record myself. I watch it like I’m the audience: Is the story clear? Am I solving a business pain? Do I sound confident or robotic?
Practicing helps you smooth transitions, remove filler, and most importantly, connect your solution to the audience's needs. If it’s a mission-critical presentation, consider hiring a presentation coach—especially someone who understands analytics and business storytelling.
Proper practice doesn’t just make perfect. It makes impact.
Tip 2: Tell a Story, Don’t List Features
Have you ever watched someone do a “Show Up and Throw Up” demo? You know the type—clicking through every button, tab, and dropdown in Cognos or TM1 like it’s a race.
Executives don’t want to see how the sausage is made. They want to know: Will this help us hit our goals? Will it save time? Will it uncover risks faster?
Start with a pain point they know well. Here’s one I often use:
“Right now, your sales leaders are relying on spreadsheets from five sources. They're a week behind and don't trust the numbers. What if, instead, they could get real-time data with confidence—on their phone—before the Monday pipeline meeting?”
That’s not a feature. That’s a business win.
Want to Get Great at Data Storytelling?
Read Storytelling with You by Cole Nussbaumer Knaflic. It’s a masterclass in how to communicate insights with clarity and emotion. Highly recommended for anyone in analytics.
Tip 3: Use the “Three Times Method”
This simple but powerful structure keeps your audience engaged:
- Tell them what you’re about to show them.
“Today, I’ll show you how we eliminate manual reporting, cut your close cycle by 40%, and give managers data they actually use.”
2. Show them. Keep it focused. Solve one pain point at a time. Tie each step back to a result.
3. Recap what you showed them.
“So to recap, you just saw how we replaced a manual, error-prone monthly report with an automated dashboard that updates hourly and gives regional leaders their exact KPIs in real-time.”
Bonus tip: If something crashes—don’t panic. Don’t draw attention to it. Most won’t notice unless you spotlight it.
Tip 4: Control the Environment
Nothing kills a great demo faster than technical issues. Before your big moment, check EVERYTHING:
- Internet access
- Power cords, adapters, and logins
- VPN and firewall restrictions
- Projector or screen sharing tools
This is your stage. Set it, own it, and protect it.
Bonus tip: I like to record my practice session and have it as a backup plan. If everything goes south, which it has, I just ask the audience’s permission to play the video. I’ve never had them say no. And they usually comment how well prepared I am.
You Are Not Just Demoing Software. You Are Selling Vision.
If you're a finance leader, IT manager, or business analyst working with IBM Planning Analytics or Cognos, you might not consider yourself a salesperson. But in every software demo, you are.
You’re selling a vision of what’s possible. A faster close. Better decisions. A more confident team.
A great demo increases adoption, accelerates projects, and earns you influence at the executive table.
Your Next Step
Want to level up your demo skills and become a presenter executives remember?
Watch our free video training on delivering high-impact demos. https://www.youtube.com/watch?v=_dmGpBmdOMo
Are you Cognos or IBM Planning Analytics client and Need 1:1 help to demo? Email us at coaching@lodestarsolutions.com to explore coaching packages.
Final Thought
You’re not just showing dashboards. You’re showing people what’s possible.
Present with purpose. Speak with confidence. Deliver a demo they never forget.
