How Invicti’s RevOps team replaced 100s of hand-built spreadsheets with live dashboards

Everything ran on spreadsheets, assembled manually

Forecast, pipeline, deal scoring, commissions. All of it lived in Google Sheets, and all of it was put together by hand: blank pages, gridlines switched off, charts and images laid out one at a time until the thing looked like a dashboard.

Every new question started a new project

Answering an executive meant going out to a third party tool, updating a query, updating the data source, reloading it, then manipulating the figures. A question asked on Monday was not a Monday answer.

Nobody else could self-serve

Anyone who wanted a different cut of the numbers had to come to RevOps, or wait for a data engineer to update something in Snowflake and build a new view.

“

I was very comfortable in Excel and Google Sheets, building out blank layered pages of graphs and charts and reports and pictures. That’s just how I used to do it. I didn’t know there was another way, to be totally honest.

Michael Adams · Head of RevOps, Invicti

Michael started where he already worked. Rather than writing queries against the warehouse and pushing results into a visualization layer, he pulled Salesforce and Snowflake data straight into Google Sheets and built from there.

The sales dashboard he built now runs the new sales organization. It breaks pipeline down by sale type across new business, renewal and upsell, then by region, team, channel versus direct, pipeline source and forecast category, with every rep’s goal tracked against the month.

“

The time to market is much quicker. I don’t need to go write a query, then go to a data source, extract it and manipulate the data. I can do it all in one spot.

Michael Adams · Head of RevOps, Invicti

Supporting the teams rather than reporting on them

The work shifted from producing reports to handing managers instruments they operate themselves. Michael rebuilt the company’s entire commissions process on Coefficient, pulling the cross-functional inputs into one dashboard automatically instead of chasing HR, product, engineering and marketing every cycle. Requests that used to take days now land the same day, and the ones he sees coming are built before anyone asks.

“

The commissions tracker alone probably saved me 35, 36 hours of work at the end of a quarter.

Michael Adams · Head of RevOps, Invicti

The data team stopped being the bottleneck

In most companies go-to-market consumes what data engineering produces. Invicti runs it the other way around. RevOps builds the visualizations now, and the field engineers and sales engineers who historically worked in Tableau are being served by dashboards the RevOps team makes. The Snowflake and data infrastructure engineer sits downstream of that work rather than in front of it, which means nobody is waiting on a query to get a number, and engineering is not being interrupted to produce one.

The people asking the questions can answer them

Executive team, product and sales engineers now read these dashboards. When one of them wants a cut that isn’t on the page, they hit ask. No ticket, no queue, no data engineer.