Proaction's Colin Knudsen builds demos with Codex, lifts deals 50% to 60%

Proaction's problem was a common one for small software companies: selling a configurable product requires showing each prospect how it fits their operation, but building those custom demos consumed engineering time. The founders previously relied on conversations and slide decks, while personalized demos demanded engineers they could not spare.

Codex changed that division of labor. Knudsen feeds it call recordings, prospect email threads, and shared spreadsheets, and it produces an HTML demo environment that mirrors both Proaction's product and the customer's own vehicles and workflows. That same demo then serves as a visual reference for engineers once a prospect becomes a customer, which Knudsen says cuts back-and-forth about what to build. Proaction also built a customer solution center where prospects log in and explore tailored workflows.

The stakes seem to hinge on whether the conversion gain Knudsen reports holds as the company grows, since the figures are his own estimates rather than independently verified results. For roles like sales leads and founders at companies with little slack in engineering, the implication is that demo-building may shift from an engineering queue to a self-serve task, though that depends on whether the same approach works outside one company's workflow.