A rapidly growing B2B SaaS company partnered with Diacto to transform their fragmented executive reporting landscape into a unified, real-time intelligence platform. The client previously struggled with siloed departmental data across Marketing, Sales, and Finance, inconsistent KPI definitions, delayed executive reporting cycles, and an inability to correlate performance across business functions that hindered strategic alignment.
Key transformation metrics include dramatically reduced time-to-insight for executives, elimination of data discrepancies across departments, enhanced strategic alignment through shared metrics visibility, and improved forecasting accuracy through integrated analytics. The company now benefits from unified truth across business functions, real-time performance monitoring, automated executive briefings, and data-driven strategic planning that drives competitive advantage.
The client represents a high-growth B2B SaaS organization operating in the competitive enterprise software marketplace. As a mid-market company experiencing rapid expansion, they serve enterprise clients across multiple industries with annual recurring revenue exceeding $50 million. Their business model relies on tightly coordinated efforts across Marketing, Sales, and Finance to maintain growth trajectories and investor confidence.
Prior to Diacto’s engagement, the company’s executive reporting operated through disconnected departmental silos that severely limited strategic visibility and cross-functional coordination. Each department maintained separate reporting systems with independent data sources, creating a fragmented view of business performance that made holistic decision-making nearly impossible.
Marketing tracked campaign performance through their marketing automation platform, Sales monitored pipeline through the CRM system, and Finance maintained separate systems for budgeting and forecasting. Executive leadership received monthly presentations that required days of manual preparation, data reconciliation, and inevitable arguments about metric definitions and data accuracy.
The organization faced fundamental challenges stemming from isolated departmental data ecosystems. Marketing data resided in HubSpot and Google Analytics, sales data lived in Salesforce, and financial data remained in NetSuite and Excel-based planning models. No integrated platform existed to connect these critical data sources.
Each department developed its own definitions for metrics like “qualified lead” or “customer acquisition cost,” leading to contradictory reports and eroding executive confidence in data accuracy.
Monthly executive reporting consumed excessive time while delivering outdated information. The finance team spent weeks gathering data from departments, reconciling discrepancies, and formatting presentations for board meetings. This delayed reporting cycle meant executives were perpetually looking backward without real-time visibility into current business dynamics.
The absence of standardized KPI definitions across departments created confusion throughout the organization. Marketing calculated Customer Acquisition Cost differently than Finance. Sales measured conversion rates using different stage definitions than Marketing used for funnel analysis. These inconsistencies undermined strategic planning discussions.
Leadership lacked the ability to understand relationships between marketing investments, sales performance, and financial outcomes. Questions about marketing ROI or sales cycle impact on revenue predictability required weeks of manual analysis that often produced inconclusive results.
Diacto’s engagement focused on creating a unified executive intelligence platform that would eliminate departmental silos while providing real-time visibility into integrated business performance. The initiative aimed to enable strategic decision-making through cross-functional analytics and support executive mobility with anywhere-anytime access.
The foundation relied on implementing comprehensive data connectors that automated ingestion from all critical business systems. Domo’s native connectors for Salesforce, HubSpot, NetSuite, and Google Analytics provided reliable, scheduled data synchronization. Real-time refresh schedules ensured dashboards reflected current business conditions.
Diacto implemented a comprehensive dimensional data model establishing shared business entities across departmental data sources. Customer dimension provided unified identity resolution connecting marketing touches, sales interactions, and financial transactions. Calculated metric definitions were codified in centralized business logic layers ensuring consistency across all reports.
Integrated analytics transcended departmental boundaries. Marketing-to-Revenue waterfall visualizations tracked prospect progression from first touch through closed-won revenue. Customer Acquisition Economics combined marketing spend, sales costs, and contract values to calculate true acquisition costs and payback periods. Forecast accuracy tracking compared pipeline projections against actual outcomes.
Implementation began with discovery involving executive interviews and departmental process mapping. Design workshops brought together Marketing, Sales, and Finance representatives to collaboratively define unified metric frameworks. Development proceeded through rapid iteration cycles with frequent stakeholder reviews.
Executive dashboard availability eliminated the multi-week manual reporting cycle, providing instant access to current performance metrics. Board meeting preparation time decreased by 75%. Ad-hoc executive questions that previously required days could now be answered in minutes through self-service exploration.
Unified data modeling eliminated discrepancies that had undermined executive confidence. Cross-departmental meetings became more productive as all participants worked from identical numbers. The elimination of data reconciliation debates allowed focus on strategic implications.
Shared visibility into end-to-end performance fostered collaboration and mutual accountability across departments. Marketing demonstrated pipeline contribution and revenue impact. Sales gained insight into lead quality variations. Finance understood operational drivers behind financial performance.
Integrated analytics revealed relationships between leading indicators and lagging outcomes, enabling more sophisticated forecasting models. Revenue forecast accuracy improved by 30% as sales pipeline data was enriched with marketing velocity metrics and historical conversion patterns.
Unified executive intelligence transformed strategic planning from opinion-based debates to data-informed discussions. Investment decisions benefited from clear visibility into historical performance and predictive analytics. Competitive advantages emerged from faster strategic adaptation enabled by real-time business visibility.
Data democratization empowered broader leadership participation in strategic discussions. Executive confidence in business metrics increased substantially, leading to more decisive action on growth opportunities. Board communications became more substantive as presentations shifted from reporting data to analyzing strategic implications.
Establishing unified metric definitions before technical implementation proved essential for success. Direct executive involvement in design validation ensured dashboards addressed real decision-making needs. Investment in data quality during implementation built user trust. Structured change management including training and support proved essential for adoption. Mobile-first design ensured executive adoption rather than treating mobile as an afterthought.
The transformation from fragmented departmental reporting to unified executive intelligence represents a fundamental shift in how the organization understands and manages business performance. The solution successfully delivered consistent metrics across business functions, real-time executive visibility, cross-functional analytics, and mobile-accessible intelligence.
Diacto’s expertise in combining technical implementation with organizational change management proved essential for navigating complex challenges inherent in breaking down departmental silos. The solution architecture provides scalable foundations supporting continued business growth while maintaining performance and usability. This implementation provides a model for other high-growth companies struggling with executive visibility challenges, creating lasting value extending beyond technology deployment to fundamentally enhanced organizational capabilities.
