How Parsec runs company reporting on Coefficient Connectors and Dashboards

Reporting ran on a manual Excel tracker with bad data

Before Conner owned it, go-to-market reporting was built by hand in Excel. It was a weekly tracker, one column per week, almost no visuals. The bigger issue was underneath it: the data was not good, because the people maintaining it did not understand how Salesforce worked.

Only two people in the company could read it

The Excel tracker made sense to Conner and the CFO, and to almost nobody else. The executives who needed the numbers most were the ones least likely to be fluent in a finance spreadsheet.

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It helped visualize for the non-finance people what was actually happening in the business. When it was an Excel sheet, I got it, our CFO got it. But sometimes it doesn’t resonate as much with people that are not as financially minded.

Conner Brase · Director of Revenue Operations, Parsec

Because there was no live connection behind the sheet, the rest of the leadership team could only see the business through a report Conner emailed once a week. By the time they read it, it was already a week old. When the tracker landed on Conner’s desk, he set one condition.

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It was passed off to me to take ownership of it. And I said, well, we’ve got to have a connector. This isn’t the right way. I’ve got to have live data, or else it’s just not going to be insightful. And that’s how I found Coefficient.

Conner Brase · Director of Revenue Operations, Parsec

Conner had been a Coefficient user for a while on the spreadsheet side, pulling live data into his reporting. The connectors did the heavy lifting: Salesforce for the majority of the data, with NetSuite and Gong alongside it. What made the numbers his was the logic he layered on top.

Then he noticed dashboards inside the product and started experimenting. He built the company’s pipeline report from the same spreadsheet data he already trusted: lead volume, conversion rates, forecast, pipeline created, on-sites, bookings by rep. He organized it into blocks, and he wired the click-ins himself so that any question had an obvious next step.

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The value of Coefficient is the calculations on top of the data, and then it’s nice to show those calculations in a spreadsheet. We do things like, hey, it’s not pipeline until it’s stage one. So I can train the dashboard to know that, and it shows all the pipeline the right way.

Conner Brase · Director of Revenue Operations, Parsec

The weekly management meeting runs on one live dashboard

The pipeline dashboard is now the anchor of Parsec’s weekly management team meeting. It is the highest-level view of the business, and the team clicks into anything they need from there: bookings, pipeline creation, coverage, conversion rates, billings. Marketing, sales, professional services, RevOps, and finance all read the same dashboard.

The view Conner points to first is the forecast waterfall, because it is the thing a spreadsheet could not do.

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One of the views has our forecast and the waterfall. What are the deals that make up the forecast? Here’s closed won, here’s our commit, and you can click into the commit deals and see which ones they are. And then all the other most likely ones that are on the edge, that have not been committed yet for the quarter. That really centers our conversation on the deals that matter.

Conner Brase · Director of Revenue Operations, Parsec

Instead of narrating a static number, the meeting now works the deals that need executive help, live, with professional services in the room.

The whole GTM org self-serves

The weekly email of stale data is gone. The dashboard lives on a bookmark in everyone’s browser, refreshed every morning, filtered by line of business, open whenever anyone wants to dig in.

They trust the numbers

For a dashboard the executive team meets around every week, trust is the whole game. When a figure looks off, it is a Salesforce hygiene question, not a dashboard question.

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I feel really good about it. If there’s ever a question, it’s usually something that was done wrong on the Salesforce side, with how a rep entered something. Then we do the correction on the Salesforce side.

Conner Brase · Director of Revenue Operations, Parsec