Strategic Reporting at Scale

CPG finance teams were exporting data from the platform 3–5 times a day. The platform couldn't support the analysis they needed to do their jobs, so they did it in spreadsheets instead. This was a churn risk across mid-market accounts and a competitive vulnerability.

The internal assumption was that users wanted mindmap-style visualizations — a direction based on what competitors were building, not on what users actually needed.

Users needed content management that matched how they already organized their business. CPG companies run on ERP hierarchies: folders within folders, matching their product and customer structure. Prototyping with real CPG data — not competitor patterns — made this legible to stakeholders who had been resistant to departing from the market.

• Daily exports dropped from 3–5 per day to as-needed
• 100% of beta users accepted manual setup of the new hierarchy structure
• Validated at scale: 500 products and 800+ customers under 2-second performance
• Reduced churn threat across mid-market accounts
• Improvements unlocked new workflows across Budget, Forecast, and demand planning