About Birdie
Birdie makes care management software that helps UK home care providers look after older people in their own homes. Its data sits in Snowflake, and a large part of it went unused because getting at it took a data engineer.
Fixed dashboards, and four teams waiting on them
Birdie’s reporting lived in a legacy BI tool. Building it had taken RevOps about three months, most of it spent writing requirements for a data engineer and then building the dashboards. Every new question meant going round that loop again.
The rest of the company waited on the same dashboards. Sales leadership packs needed a manual pull and a slide build. Finance re-derived its numbers each cycle and investigated unexpected KPI changes by hand. Customer success knowledge was spread across the team, and reps read through contracts, product usage and Slack before every call.
Teams had tried general AI tools on Notion, Snowflake, Intercom and HubSpot, but the answer changed depending on how a question was asked.
RevOps replaced the legacy dashboards with Rig
RevOps wanted reporting that was faster, current and ready for AI. It brought Rig in to replace the legacy BI dashboards, and moved Birdie’s metric definitions and dbt models onto its own Snowflake as certified metrics. Rig’s engineers moved the core metrics and dashboards, and Birdie’s team rebuilt the rest.
For RevOps, getting the right numbers stopped being a request to a data engineer. Pipeline, forecasting and marketing reporting, from revenue by segment to churn risk and pipeline coverage, now come from a question, along with an executive dashboard the leadership team checks every day.
Because the definitions now sit under every tool, the rest of Birdie could use the same data with AI. Sales, finance and customer success took it up next.
“Two years ago, I built all of our sales and marketing reporting using [our legacy BI tool], and it took me about three months probably from start to finish, and since using Rig, I’ve probably been able to rebuild virtually all of our reports in less than a day.”
RevOps, Birdie
Two reps break into a new segment
Birdie’s Head of Sales had one SDR and one account executive for a segment the company had always found hard to win. Years of recorded sales calls held what each prospect cared about, but nobody had time to read them.
Sales built account context from that call history and the CRM on the same governed data, and prepares outreach from it. In July, the two reps hit the segment’s meetings target for the first time.
“For the first time in, like, forever, we’ve actually hit our number of meetings booked for this segment this month.”
Head of Sales, Birdie
Finance takes a day off month-end
Finance reconciles CRM deals against invoices for compliance, a check it used to work through by hand each month.
Every number in Rig shows where its data came from, so the person accountable for a figure can trust it before it goes into the close. Finance now wants to make its own data visible to the wider business in the same way.
“I think it shaved at least a day off our month-end timetable, so considering most teams try and close within six days, taking one day off that is like a material benefit to the business.”
Finance, Birdie
Customer success gets the same answer every time
Customer success runs churn reporting, escalations and commercial attainment on Rig, with dashboards its CSMs use every day to close execution gaps. The team can shape them far more freely than its CRM allowed.
What made that possible was consistency. Certified metrics return the same result whoever asks and however they phrase it, so CSMs can bring AI into their work without second-guessing the numbers. The time they used to spend assembling account context goes into talking to customers, and into spotting problems before customers raise them.
Watch the interview with Birdie’s Chief Customer Officer
“If we query the data the result is going to be consistent every single time, and that trust has taken some time to build within the org, but now… I can’t imagine operating without it.”
Chief Customer Officer, Birdie