How Anvil uses Canvas to tie everyday decisions to revenue

The company

‍Anvil is a platform that empowers businesses to scale paperwork. With Anvil’s no-code Workflows and APIs, businesses can easily capture and share data, gather e-signatures, and produce PDFs in an automated way.

The Problem

Anvil’s data was hard to access and heavily siloed.

”We wanted to get in the practice very early of attributing revenue growth to product and marketing decisions, which is very hard to do if you literally cannot tie those things together in a dynamic way.”

Sophie Benjamin
Chief of Staff, Anvil

Sophie and the business teams relied on the engineering team to access product data in the database. “We didn’t understand how the data was organized and related, so it was really hard to define requests, making every request feel open-ended and onerous.”

For revenue data, the teams relied on Stripe. “But Stripe was only useful at a very micro or macro level – e.g. ‘I need to go investigate this specific invoice” or ‘How much have we grossed since the company began.’ ”

”All of this together means that there was not much data exploration going on, and we weren’t in a position to be making truly data-driven business decisions as we grew.”

The Solution

Data questions answered without SQL

”I have two main canvases that I check daily – if I’m being honest, those are the two browser tabs I never close.”

Product and Operations teams can tie revenue growth to their daily decisions. They’re able to combine Stripe, Hubspot, and product data instead of relying on engineering to provide SQL queries. They check team-wide and company-wide canvases daily for metric updates and use private canvases to investigate hypotheses and explore data.

The Results

A team that can tie projects clearly to revenue

“It really comes back to connecting that thread all the way through from initiative or change to revenue. At later stage startups I’ve been at, it seems like there always comes the point where the assumptions about how your performance metrics approximate revenue can no longer take your growth to the next level. The obvious solution is to give everyone on the business side a clear line of sight into how what they are doing drives revenue.”

“However, time and again, this completely breaks down when it comes down to the implementation. With Canvas, we can implement this orientation from day one and build a culture of truly data-driven decision making around it as we grow.”

Sophie Benjamin
,
Chief of Staff, Anvil

Get answers without SQL