A demo is a working demonstration of a product to an analyst, distinguished from a briefing by showing the software running rather than describing it.
Several evaluation methodologies require a live or recorded product demonstration as a distinct input to scoring, separate from the written submission. Where required, the demo is usually run to a scenario the firm specifies rather than one the vendor chooses.
Demo vs. briefing
A briefing describes capability. A demo evidences it. Screenshots inside a briefing deck are not a demo, and in an evaluation context are unlikely to be accepted as one.
Why it matters
Analysts see many demos in a market and calibrate every one against the others. That comparison set is invisible to you and complete to them.
It is also why a tightly scripted demo that avoids the difficult paths is read as an answer rather than an omission. An analyst who has watched eight competitors handle the same awkward workflow notices immediately when the ninth routes around it.
Related: Briefing · Vendor questionnaire · Scoring rubric
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