Greg Dickinson builds Omedym to make software demos more convenient and engaging

As the B2B buying process becomes more digital and less reliant on face-to-face selling, companies are eager to acquire new revenue enablement tools and processes that reduce friction between buyers and sellers across channels. digital, AI and data.

According to Verified Market Research, the global Sales Enablement Platforms Market was valued at $1.7 Billion in 2020 and is expected to reach $7.3 Billion by 2028.

A company in this category that helps software publishers accelerate their sales is Omedym. Founded in 2017 by software industry veteran Greg Dickinson, South Carolina-based Omedym is “My Demo” spelled backwards because it “flips the switch” on the software demo experience in the making it digital, searchable with suggested topics, making it more convenient and engaging for potential customers.

Dickinson observed from his experience selling software that today buyers spend less time engaging in sales. They want to do more on their own and want quick, convenient answers to their questions. As a result, the product has become very important.

“It was always important, but 10 or 15 years ago the product was held hostage until the end of the sales cycle until the seller got all the information possible. And now this buyer says, “Hey, I want to know more about your product.” I want to see if it suits me. And I looked around and although the mar tech and sales tech stack had tens of thousands of solutions, nothing was focused on the product experience until the product demo. There was no way to automate this process,” says Dickinson.

When one of Dickinson’s sons came home from college and observed that there was no way to research the topic he was looking for in a 90 minute video for his online class to study for its final. That’s when the light bulb went out for Dickinson. What if he could find a way to make software sales demos searchable? “Let’s find a way to let the buyer learn more about our product and use what we’re all pretty familiar with, which is research,” says Dickinson.

Easier said than done. At the time, such a tool did not exist. So he set out to create it himself. He started the business, which he was able to do after a successful existence from the previous company he founded Hiperos, which was acquired by Coupa in December 2018. He brought together some of the people who helped in his previous companies, including Doug Udoff who worked with him at Ariba and Hiperos and joined Omedym as Chief Customer Officer.

It is still very early for the startup, but it is gaining traction in the market. “We’re seeded and we’re small, but we’ve grown 400% in the last year. We are a multi-million dollar sales organization,” says Dickinson.

Dickinson grew up in upstate New York, north of Albany. He didn’t think of himself as an entrepreneur, but he was always on the go, whether it was a paper route, mowing lawns, shoveling snow, or hosting carnivals in his backyard. He joined the Air Force out of high school and later earned his computer science degree from Southern Connecticut State University when his parents moved to Connecticut. He would later earn his master’s degree in computer science from Pace University.

“I thought I was going to get a degree in computer science. I needed to find a job other than waiter in a restaurant. So I opened the yellow pages – and it’s embarrassing, but – I just started calling the companies. The company that hired me started with an S, so that’s how far I scoured the Yellow Pages,” says Dickinson. He eventually landed a job at PCNET, working in the help desk. He then found a way to take data from those interactions to find ways to close calls faster.

“We have developed technology for e-commerce. We were a computer reseller and we were competing with very large companies. And that’s what brought me to Ariba,” says Dickinson. He landed an interview with one of Ariba’s founders and legendary sales leader, Rob DeSantis. “Rob offered me a position in pre-sales. And to be honest with you, it was one of the best decisions I’ve ever made because I had no idea what corporate sales was,” says Dickinson.

After eight years working for what was then the most successful enterprise software start-up and IPO, he decided to strike out on his own. “I was approached by a friend I met when I was at Ariba and was like, ‘Hey, I had this idea for performance management. Let’s find a way to manage performance. And it was Hiperos. Prior to founding Omedym, he also published a book on his insights into the importance of convenience in B2B sales, B2B Sales in a Digital World: The Convenience Factor.

Looking to the future, Dickinson says, “It’s a digital and human world, not a digital then human experience. You have to combine the two. And that’s what we’re trying to do with this demo. Demos are the latest area that companies have considered automating. We focus on B2B SaaS, but think FinTech, think medical devices. You could say that every business today is a software company that needs to demonstrate its product in some way.

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