Dextego Customer Case Study: Alfa AI · B2B SaaS
How Alfa AI Took Use-Case Conversion from 22% → 38%
Alfa's team knew their product inside out, and their technical demos showed it. But the business case wasn't being built and the economic buyer wasn't being identified, so good deals stalled. That's why they chose Dextego.
At a glance
The Challenge
Alfa AI’s technical demos went well. The team knew their product inside out, could answer any question about how it worked, and champions left calls saying it was exactly what their team needed.
Then the deals went quiet. The demos proved the product, but two things weren’t happening on the call:
- •The business case wasn't being built. Reps showed what the product could do, but didn't tie it to what it was worth to the buyer's team in revenue, time or headcount.
- •The economic buyer wasn't identified. In the excitement of a good demo, nobody asked who else signs off, so the person who owned the budget never heard the case.
Without both, deals stalled before they ever became a use case. Only 22% of demos made it that far. That’s why Alfa chose Dextego: not to teach the product, which the team already knew, but to make sure every demo also built the business case and found the person who signs.
The Solution
Alfa added Dextego to its demos. Tego, Dextego’s real-time coach, listens alongside the rep and tracks what the deal still needs. When something important is missing, it gives the rep the exact line to say while the buyer is still on the call.
In one demo, the buyer said: “This is exactly what my team needs.” Pain was confirmed and the champion was engaged, but no economic buyer had been named. Tego caught it and suggested: “Before we go further, who else signs off on a decision like this?”
Tego also caught the objections that used to stall Alfa’s deals:
- •Pricing. Instead of discounting, reps reframed around value: “What does one more closed deal a month mean for your team?”
- •Burned by AI SDRs. Instead of getting defensive, reps drew a clear line: “We’re not one. Nothing goes out unless you approve and send it, all 30 messages.”
The Results
Asking the right question at the right moment changed the numbers. Alfa’s demo to use-case conversion rose from 22% to 38%, which means 1.7× more use cases from the same demos.
Dextego is one part of Alfa’s AI GTM stack. salesmonkey fills the calendar, lifting meeting conversion from 2% to 9%. Dextego coaches the conversation. Sybill makes the process learn in the CRM, cutting admin from 8 to 3 hours per rep each week. Together, Alfa now needs 117 leads to close a deal instead of 909, 8× fewer.
Hear It from Alfa's CEO
Jessica Pely, CEO of Alfa AI, on why she recommends Dextego:
Final Thoughts
Alfa’s product knowledge was never the problem. The missing pieces were the business case and the economic buyer, and both had to happen on the call, while the buyer was most engaged. Dextego makes sure every rep covers both on every demo.
Your demos are going well. Are they turning into deals?
