The problem
Fathom’s AEs sold against a crowded category. Every pitch needed a live product demo, and every live demo needed to feel built for the specific prospect on the call. To get there, reps had stitched together two browser hacks: a screen-record tool for capture, and a Chrome extension to swap in per-prospect branding on the fly.
The result was fast but fragile. Recordings drifted out of date every time Fathom shipped. The extension broke on some browser versions. And the workflow leaked customer data into local storage, which kept compliance involved on every engagement.
Every demo used to feel bespoke in the worst way — rebuilt from scratch, prone to breaking, and blocked on someone else’s calendar.
The switch
Fathom moved the entire demo stack onto Saltfish in a single sprint. The sales enablement team ran a Chrome extension capture of the Fathom product once, then built three sandbox variants, one per buyer persona, that AEs could clone and personalize on the fly.
Per-deal branding, logo, company name, sample data, now lives on the sandbox itself, not bolted on in the browser. Nothing leaves the prospect’s session; the compliance review cleared the new workflow in a week.
The outcome
Six months in:
- AEs generate a per-prospect demo in under ten minutes, down from half a day.
- Compliance escalations on the demo workflow have dropped to zero.
- Every AE on the team now ships a personalized demo for every evaluation, not just the top deals that used to justify the manual effort.
The team’s next bet is pushing the same sandbox assets into outbound, so inbox traffic lands on a live experience instead of a screenshot.
