• LIVE WEBINAR PANEL • VETERINARY INDUSTRY
One Demo
Isn’t Enough.
How veterinary teams actually make buying decisions - and what your
go-to-market strategy needs to look like when you understand that.
• Live Panel Discussion • 60 Minutes + Q&A • 4 Expert Practitioners • Free to attend
The demo went great. Why did they go silent?
Because decisions aren't made in the demo room.
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We spoke to the vet. That should be enough, right?
There are 4 to 6 people shaping every clinic decision.
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Why does momentum stall after a strong first meeting?
Because no one planned for what happens after it ends
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What You'll Learn
Decisions happen across people, language, and time.
Most companies optimize for a single demo and a single decision-maker. In reality, clinics evaluate solutions across veterinarians, technicians, practice managers, CSRs, and owners - each with a different definition of value.
This conversation makes that reality visible and practical.
Who actually influences buying decisions inside a veterinary clinic - and why it's rarely just one person.
What gets missed when only one stakeholder is engaged during the sales process.
Why momentum stalls after a strong first meeting - and how to design against it.
How language either builds or breaks trust across different clinic roles.
What a multi-stakeholder go-to-market strategy actually looks like in practice.
THE THREE DEMO FRAMEWORK
Workflow & Fit
Prove it works inside their day-to-day reality.
Vision & Value
Establish relevance. Show the outcome, not the feature.
Implementation & ROI
Remove the last barriers. Build the internal case.
THE PANEL
Four Perspectives. One complete picture
Clinical insight. Workflow reality. Language and evaluation. Commercial strategy. Each panelist maps a different part of the decision journey.
CLINICAL & STRATEGIC LENS
Dr. Peter Brown
Veterinary Clinical Leader
What creates genuine clinical buy-in - and where vendors misread what matters most to veterinarians.
WORKFLOW & FRONTLINE INSIGHT
Dr. Mark Massaro
Practice Operations Expert
Why demos fail to reflect real-world usage - and the risk of excluding the people who actually use the system daily.
LANGUAGE & EVALUATION
Adam Wysocki
Clinic Evaluation Strategist
How language shapes understanding - and the gap between what companies say and what clinics actually hear.
GO-TO-MARKET STRATEGY
Fotine Sotiropoulos
Founder, Thavma Consulting
Why the one-demo-to-one-close model breaks down - and how to design for the way decisions actually happen.
TRUSTED BY VETERINARY INNOVATORS
“Clarity creates traction. This isn't a marketing problem - it's
a strategy problem.”
Fotine Sotiropoulos | Founder, Thavma Consulting
WHO SHOULD ATTEND
Built for people closing deals in veterinary markets.
Whether you're a founder trying to gain traction, a commercial leader rethinking your GTM, or a marketer wondering why qualified leads go cold - this session was built for you.
FOUNDERS & CEOs
Trying to move from demo to decision with veterinary clinics.
SALES LEADERS
Losing momentum mid-cycle and looking for a more durable approach.
MARKETERS
Wondering why strong content isn't creating stronger pipeline.
PRODUCT TEAMS
Building solutions for clinics but unsure how those clinics actually buy.
RESERVE YOUR SEAT
Join the Conversation.
Decisions aren't made in demos. They're made across stakeholders, through language, and over time. Learn how to support that process - starting here.
No spam. One confirmation. One reminder. That's it.