Revenue reporting for B2B teams
SERVICES / BUSINESS INTELLIGENCE
Reporting your team stops rebuilding in Sheets.
Most revenue teams have a CRM full of data and a spreadsheet where the real numbers live. Someone rebuilds it every Monday and nobody fully trusts either one. We build the layer that ends that, at whatever level of complexity you have actually reached, which is usually simpler than what you were about to be sold.
BUILT WHERE IT BELONGS FOR YOUR STAGE · NO WAREHOUSE YOU DO NOT NEED · FIXED SCOPE
Where are you starting from
Some teams are still reporting in the CRM. Others have a BI tool no one trusts. Start wherever you actually are.
You are reporting inside the CRM
Pipeline and conversion live where your team already works. We define the numbers first, then build views people actually open.
Start with the CRM
You have a BI tool and no one trusts it
The dashboards exist, but the definitions do not line up. We fix the source, ownership, and questions before rebuilding the view.
Fix the reporting layer
The reporting layer is where you decide what your numbers mean.
Not which chart to draw. What counts as a qualified opportunity, when a deal is really in stage three, whether ARR includes the contract signed on the last day of the quarter, and which of two systems is right when they disagree. Most reporting projects fail because someone builds dashboards before anyone has answered those questions. You end up with three views of pipeline and an argument in every forecast call. We answer the definitions first. The dashboards take a week after that.
Three reporting layers. Start where the data lives.
Reporting gets built in one of three places. Most teams are sold the third when they need the first.
SEED TO SERIES A
In the CRM
Pipeline and conversion where your team already works. Fits most teams through Series A.
Attio · HubSpot · Salesforce
SERIES A TO B
In a BI tool
Join CRM data with product usage or billing when the questions outgrow a CRM report.
Hex · Metabase
SERIES B AND UP
On a warehouse
For history, reconciliation, and data that has to flow back into the tools your team works in.
Warehouse · dbt · reverse ETL
Most teams get sold the third when they need the first.
What your reporting problem probably is
The symptom is usually visible before the right fix is. Diagnose the definition, the source, or the level before buying another tool.
Symptom
Usual cause
The fix
IMPLEMENTATION SCOPE
What we build
01
Definitions
Stage criteria agreed · one definition of ARR · one source of truth per number
02
Pipeline and revenue reporting
Coverage and velocity · conversion by stage and source · forecast against target
03
Dashboards your team opens
Built around the Monday questions · owned views per role · no chart nobody reads
04
Automated reporting
The right update to the right person on the right day · no manual exports · Slack and email delivery
05
Anomaly alerts
Thresholds on the numbers that matter · alert before the QBR · routed to an owner
06
Joined revenue data
Product usage, billing and CRM in one place · PLG signals next to the deal · history retained
FINTECH, AMSTERDAM
New role created off the back of the reporting · churn flagged before it happened
A merchant activity dashboard tracked engagement, retention and churn. The insight was clear enough that the company created a dedicated Customer Success Manager role. Alongside it, a churn risk bot flagged accounts at risk in Slack, and a dynamic pricing model helped the sales team on live calls.
What agents need from this layer
An agent that reads your pipeline is only as good as the definitions underneath it. If a stage means something different to each rep, the agent inherits that. If two systems disagree about ARR, the agent picks one and sounds certain. This is the layer where you decide what the numbers mean. It is what makes the layer above it trustworthy.
AI implementation →
How we work
Every engagement starts with a discovery call. Thirty minutes. You show us how you report today and which number nobody trusts. We tell you whether the fix is a CRM configuration, a BI tool, a warehouse, or nothing at all. The person on that call is the person who designs the reporting layer and stays through launch.
01 · DISCOVER
Map the questions
02 · DEFINE
Define the numbers
03 · BUILD
Build the view your team opens
04 · LAUNCH
Deliver the answer
Who we work with
Reporting decisions are being made in a spreadsheet. Leadership asks a question nobody can answer the same way twice. You are about to buy a BI tool and are not sure you need one.
When this is worth it
Reporting decisions are being made in a spreadsheet. Leadership asks a question nobody can answer the same way twice. You are about to buy a BI tool and are not sure you need one.
When it is not
Under fifteen people with one pipeline and a CRM report that works. If your records are inconsistent, that is the layer underneath first.
Fix the layer underneath →
FAQ
Do we need a BI tool, or can we report inside our CRM?
Most teams through Series A can do everything they need inside the CRM, if the data model and stage definitions are right. You need a BI tool when you have to join CRM data with product usage or billing, or when finance and revenue must reconcile to one number. We will tell you which one you are on the call.
How do we get ARR or MRR data into our CRM reports?
Usually by syncing from the billing system into the CRM on a schedule, with one match key and a defined rule for what counts. The reporting part is easy. Agreeing what ARR means when a contract is signed on the last day of a quarter is the actual work.
Do we need a data warehouse?
Not at seed, and usually not at Series A. You need one when multiple systems disagree, when you need history the source systems do not retain, or when data has to flow back out to operational tools. Before that it is cost and complexity without a question it answers.
Which data sources can you connect?
CRM, billing, product usage, support and finance. Typical sources are Attio or HubSpot, Stripe, a product database, and spreadsheets that have quietly become load bearing.
How long until we have a dashboard we trust?
The first connected view lands within weeks. Trust takes one reporting cycle after that, because trust comes from the number matching what people already believe, or from finding out why it does not.
Find the reporting level your team actually needs.
Thirty minutes. You show us how you report today. We tell you whether the fix is a CRM configuration, a BI tool, or a warehouse. Often it is the cheapest of the three.
Book a discovery call →