Resources

BI & Data Tool Ratings

Opinionated ratings of the most common BI and data tools we see in GTM stacks. Based on real implementation experience — not vendor marketing.

Rated across 5 dimensions: Ease of Setup, Self-Service Analytics, Data Governance, GTM Use Cases, and Value for Money. Each scored 0–5.

Looker (Google)

Enterprise-grade BI platform with a strong semantic layer (LookML). Excellent for organizations that want governed, consistent metrics across teams.

Best for: Mid-to-large companies that need a governed semantic layer and have data engineering resources.

Ease of Setup 2/5
Self-Service Analytics 3/5
Data Governance 5/5
GTM Use Cases 4/5
Value for Money 3/5

Strengths

  • Best-in-class semantic layer
  • Strong governance and version control
  • Excellent API and embedding

Limitations

  • Steep learning curve
  • Requires dedicated LookML developers
  • Expensive for small teams

Tableau

The gold standard for visual analytics and data exploration. Powerful for analysts who need to create complex, interactive visualizations.

Best for: Teams with dedicated analysts who need powerful ad-hoc exploration and visualization.

Ease of Setup 3/5
Self-Service Analytics 4/5
Data Governance 3/5
GTM Use Cases 3/5
Value for Money 3/5

Strengths

  • Unmatched visualization capabilities
  • Strong community and ecosystem
  • Excellent for complex analysis

Limitations

  • Governance is bolt-on, not native
  • Desktop-first workflow
  • Performance can lag with large datasets

Power BI

Microsoft's BI platform with deep Office 365 and Azure integration. Offers strong value for Microsoft-heavy environments.

Best for: Organizations already invested in the Microsoft ecosystem looking for affordable, capable BI.

Ease of Setup 4/5
Self-Service Analytics 4/5
Data Governance 4/5
GTM Use Cases 3/5
Value for Money 5/5

Strengths

  • Excellent price-to-feature ratio
  • Deep Microsoft integration
  • Strong DAX modeling language

Limitations

  • Less flexible outside Microsoft stack
  • Desktop app required for authoring
  • Linux/Mac support is limited

Metabase

Open-source BI tool that's fast to set up and great for getting non-technical users asking questions of data quickly.

Best for: Startups and small teams that need quick, simple analytics without a big BI investment.

Ease of Setup 5/5
Self-Service Analytics 4/5
Data Governance 2/5
GTM Use Cases 3/5
Value for Money 5/5

Strengths

  • Fast setup, low learning curve
  • Open source / self-hostable
  • Great for embedded analytics

Limitations

  • Limited governance capabilities
  • Not built for complex modeling
  • Fewer enterprise features

Sigma Computing

Spreadsheet-like interface on top of your cloud data warehouse. Bridges the gap between analysts who think in spreadsheets and governed BI.

Best for: Teams that want spreadsheet-familiar analytics with warehouse-level governance.

Ease of Setup 4/5
Self-Service Analytics 5/5
Data Governance 4/5
GTM Use Cases 4/5
Value for Money 4/5

Strengths

  • Spreadsheet UI that business users love
  • Live warehouse queries, no extracts
  • Strong write-back and input tables

Limitations

  • Newer product, smaller ecosystem
  • Less mature visualization
  • Premium pricing

Hex

Notebook-style analytics platform that combines SQL, Python, and visualization in a collaborative environment.

Best for: Data teams that want to combine analysis, visualization, and collaboration in one tool.

Ease of Setup 4/5
Self-Service Analytics 3/5
Data Governance 3/5
GTM Use Cases 3/5
Value for Money 4/5

Strengths

  • Combines SQL + Python + viz beautifully
  • Great for data apps and internal tools
  • Strong collaboration features

Limitations

  • Steeper learning curve for non-technical users
  • Less suited for traditional dashboards
  • Governance still maturing

Lightdash

Open-source BI tool built on top of dbt. If your data team already uses dbt, Lightdash gives you a BI layer with zero metric duplication.

Best for: dbt-first teams that want BI tightly coupled to their transformation layer.

Ease of Setup 4/5
Self-Service Analytics 3/5
Data Governance 4/5
GTM Use Cases 3/5
Value for Money 5/5

Strengths

  • Native dbt integration, metrics defined once
  • Open source and self-hostable
  • Growing quickly

Limitations

  • Requires dbt adoption
  • Fewer visualization options
  • Smaller community vs. incumbents

Which tool is right for you?

The right BI tool depends on your team's technical maturity, existing stack, and what questions you need answered. The tool matters less than the data foundation underneath it.

If your CRM, billing, and analytics systems aren't connected, no BI tool will save you. Start with the Revenue Data Diagnostic to understand where you are — then we can help you pick the right tool for your stage.

Ready to build your GTM data foundation?

Book a 30-minute call. We'll map your current stack, identify the gaps, and outline what Stage 3+ looks like for your team.