Consensus, the Demo Automation platform best known for letting buyers explore products on their own terms, is betting that gap can’t be closed by software alone. The company announced a strategic partnership with NewEdge Growth, a RevOps and go-to-market consulting firm that works with B2B and private equity–backed companies to design and scale modern revenue engines.

The partnership aims to make demo automation a structural part of RevOps, not just a sales enablement add-on—connecting buyer intent signals directly to GTM workflows across CRM, sales engagement, and analytics systems.

Why demos are still a bottleneck in modern B2B sales

Despite years of investment in automation, the product demo remains one of the most resource-intensive steps in the B2B funnel. Presales teams are stretched thin, sales cycles stall waiting for availability, and buyers increasingly want to self-educate before talking to a rep.

Consensus has built its business around that tension. Its platform automates product demos so buyers can explore asynchronously, while sales teams gain visibility into who engaged, what they viewed, and how intent is forming across stakeholders.

What’s been missing, however, is tight integration into RevOps strategy—how those signals are operationalized across forecasting, prioritization, and pipeline management.

That’s where NewEdge Growth comes in.

Bridging RevOps design and execution

NewEdge Growth specializes in architecting and integrating RevOps systems across complex B2B tech stacks, including CRM, sales engagement platforms, and analytics tools. Through the partnership, joint customers get a more unified approach: RevOps frameworks designed with demo automation baked in from the start.

Rather than treating demos as a one-off sales activity, the combined offering positions them as a data-generating asset inside the revenue engine.

Consensus’s Demolytics plays a central role here. The engagement data—who watched, for how long, and which features mattered—can be fed into RevOps workflows to help teams:

• Identify real buying groups earlier

• Prioritize deals based on demonstrated intent

• Reduce time spent on low-probability opportunities

• Scale presales without adding headcount

In a market where efficiency matters more than raw growth, that signal-driven approach is becoming essential.

Making demo automation operational, not optional

“We’re seeing too many teams invest in great technology without the strategy to fully leverage it,” said Adam Freeman, SVP of Global Partnerships & Strategic Alliances at Consensus. “This partnership is about making demo automation a core part of the revenue engine—not a disconnected tool.”

That distinction is subtle but important. Many B2B organizations already use demo automation in pockets, often driven by sales or marketing teams independently. The result is fragmented adoption and underutilized data.

By embedding Consensus into NewEdge Growth’s Tech Stack Services and RevOps as a Service offerings, demo automation becomes part of the system design—not an afterthought.

Why this matters for PE-backed and high-growth companies

The partnership also reflects broader pressure coming from private equity and boards. PE-backed companies are increasingly focused on revenue efficiency, predictability, and scalability, especially as hiring slows and CAC remains elevated.

Presales-heavy models don’t scale well under those constraints. Demo automation, when properly integrated, offers a way to support more pipeline without linearly increasing cost.

For Consensus, the partnership creates a strategic channel into organizations already investing in RevOps transformation. For NewEdge Growth, it adds a proven automation layer to help clients modernize sales execution faster.

Buyer control meets revenue signal

At a philosophical level, the partnership aligns with how B2B buying has changed.

“Modern buyers want control. Revenue teams need signal,” said Blake Brock, Founder & COO of NewEdge Growth.

Asynchronous demos give buyers autonomy, while Demolytics provides sellers with behavioral insight that’s often more reliable than form fills or surface-level engagement metrics.

When those insights are tied directly into RevOps workflows—routing, scoring, forecasting—the “next best action” becomes clearer, and deals move with less friction.

Competitive context: RevOps is consolidating

The RevOps ecosystem is consolidating around platforms that do more than collect data—they need to orchestrate action. CRM alone isn’t enough. Neither is a standalone enablement tool.

Consensus’s move mirrors a broader trend where point solutions are being pulled deeper into the revenue stack, either through partnerships or platform expansion. Vendors that can prove they influence cycle time, win rates, and pipeline quality—not just activity—are the ones gaining traction.

By aligning with a RevOps consultancy rather than another software vendor, Consensus is signaling that adoption and execution matter as much as features.

The takeaway

The Consensus–NewEdge Growth partnership isn’t about adding another integration. It’s about redefining where demo automation belongs in the B2B revenue model.

As buying becomes more self-directed and revenue teams are asked to do more with less, demos can no longer sit on the edge of the funnel. When automated demos are designed into RevOps from day one, they become a source of signal, scale, and speed.

For B2B organizations struggling to align strategy with execution, that shift may be exactly what the revenue engine needs.

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