The Case for Analytics Within Your Business Using Tools Like Power BI, SQL, and Excel
By Gary Anders
Analytics Help Businesses Make Faster, More Efficient, and Impactful Decisions
I once worked for an SMB telecom company, joining their product management team during a challenging period. The company was struggling with declining sales but lacked detailed insights into their customers, profitability, and process workflows. They knew something was wrong but didn't know where to start or which decisions would be the right ones.
After discussing their business issues and goals, we decided to focus initially on workflow processes and sales performance. However, to move forward, managers and stakeholders needed facts to back up their improvement ideas when presenting to executives. This is precisely where business analytics proves its value—providing sales managers with insightful views into their team's performance and giving sales representatives, directors, and product managers visibility into past performance to inform strategic conversations.
Overcoming Resistance to Change
In one of my first meetings with the team, I introduced my plan for creating a data ecosystem. It was a new concept, and I could sense the hesitation. Team members had questions: "What's wrong with the Excel reports we already receive? Why do we need analytics? What if I don't understand how to use the reporting?"
This resistance is natural. Change is uncomfortable, especially when you've just become proficient with one set of tools only to learn another is needed. I addressed their concerns by explaining that centralized reporting tools like Power BI eliminate hard-to-track emails and manual efforts. Instead, reports update automatically and are accessible through a simple web URL. With just an internet connection, your workforce becomes empowered to make smarter decisions.
The Hidden Level of Detail in Your Business Data
Despite having some reports circulating via email, the team lacked a true data ecosystem. Multiple Excel documents lived alongside data stored in their database, CRM, financial platforms, and other systems—creating a fragmented view of the business.
I often wonder why companies operate without proper analytics in today's competitive environment. Business owners generally understand their products and customers, but there's a hidden level of detail where computers excel—aggregating data to reveal insights about financials and processes. In an increasingly competitive business world, where technology has lowered barriers to entry, you need every advantage to stand out.
Where SMBs Typically Stand with Data
Companies typically fall into one of three categories in their data journey:
1. Data Chaos
Reports exist in multiple places with inconsistent formats
Data is messy and poorly maintained
No automation exists, creating manual workloads
Solution: Build automated Power BI dashboards that connect all sources
2. Basic Reporting
Some Power BI implementation exists but data isn't properly cleaned or automated
Reports may be unreliable or difficult to access
Solution: Optimize data pipelines, automate refreshes, and improve dashboard UX
3. Scalable BI System
SQL data warehouse feeding BI tools
KPIs are well-tracked and visible
Solution: Offer ongoing optimizations, advanced analytics, and predictive modeling
Most SMBs don't need perfect BI systems—they need fast, clear insights that drive action.
The Real-World Problems Analytics Solves
What's Happening? (Real-time data visibility)
SMBs often struggle with poor data visibility due to:
Data scattered across multiple platforms
Inconsistent or messy data formatting
Manual reporting processes that consume valuable time
Limited accessibility to critical information
Lack of technical skills to build solutions internally
When monitoring a business with multiple regions, products, and customers, it's nearly impossible to spot inefficiencies with the naked eye. Visualization tools transform raw numbers into actionable insights.
Why Is It Happening? (Trends & breakdowns)
Analytics doesn't just show what's happening—it reveals why. By connecting data across departments, you uncover causal relationships. Did marketing spend impact sales results? Are production delays affecting customer satisfaction? These questions become answerable when your data works together.
For our telecom client, we discovered that sales weren't declining uniformly across all products—one specific service line accounted for 80% of the losses, allowing them to focus their turnaround efforts precisely where needed.
What Should We Do Next? (Insights & recommendations)
The true power of analytics emerges when it moves beyond reporting what happened to recommending what actions to take next. Modern analytics tools can:
Predict customer churn before it happens
Identify opportunities for cross-selling based on purchase patterns
Optimize inventory levels to reduce costs without sacrificing fulfillment
Highlight process bottlenecks slowing down operations
Essential Analytics Dashboards Every SMB Needs
Financial Dashboards (For CFOs & Controllers)
Profit & Loss Analysis – Track revenue, expenses, and net profit trends
Cash Flow Forecasting – Predict incoming & outgoing cash
Budget vs. Actuals – Monitor planned vs. actual spending across departments
Sales & Revenue Dashboards (For Sales Directors & VPs)
Sales Performance – Identify top products, best sales reps, and conversion rates
Customer Retention & Churn Analysis – Understand who is leaving and why
Revenue Forecasting – Predict future sales based on historical data and trends
Operational Dashboards (For COOs & Operations Managers)
Process Bottleneck Analysis – Spot inefficiencies in production, fulfillment, or services
Inventory & Supply Chain Optimization – Prevent stockouts and track supplier costs
Employee Productivity Metrics – Measure workforce efficiency across teams
From Data to Decisions: Our Telecom Success Story
Returning to our telecom example, implementing a comprehensive analytics solution transformed their business. Sales managers gained visibility into team performance, identifying coaching opportunities and best practices from top performers. Product managers discovered which features drove customer satisfaction versus which caused support tickets. Executives received a unified view of the business, allowing them to allocate resources more effectively.
Within six months, the company reversed its sales decline, achieving 12% growth year-over-year. More importantly, the data-driven culture spread throughout the organization, with employees at all levels requesting access to dashboards to inform their daily decisions.
Getting Started with Your Analytics Journey
The good news is you don't need to transform everything at once. Start with a single high-value dashboard that addresses your most pressing business challenge:
Identify your biggest decision-making pain point What information do you wish you had at your fingertips daily?
Take inventory of your current data sources Where does critical business information live today? (QuickBooks, Salesforce, spreadsheets, etc.)
Start small but think big Begin with a focused dashboard, but design it as part of a larger analytics ecosystem.
Remember, the goal isn't perfect data—it's better decisions. Even simple analytics can provide tremendous value when they answer your most critical business questions.
Conclusion
In today's business environment, analytics isn't a luxury—it's a competitive necessity. Whether you're tracking financial performance, optimizing sales efforts, or streamlining operations, the right analytics tools empower your team to make smarter, faster decisions based on facts rather than hunches.
The companies that thrive in the coming years won't necessarily be those with the most data, but those who extract the most actionable insights from the data they have. Power BI, SQL, and even Excel can transform your business data from overwhelming to enlightening—revealing opportunities hidden in plain sight.
Are you ready to unlock the hidden insights in your business data? The competitive edge you're seeking might be just a dashboard away.