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When your customers are institutional investors making multi-million dollar software bets, every detail in the data experience matters. That’s the mindset G2’s Data Solutions team brought to their work as they set out to reimagine how investors explore and act on G2’s insights.
Led by Solutions Consultant Josh Baxter, the team combined technical innovation, customer feedback, and thoughtful storytelling to build a new analytics experience—work that earned them the 2025 Sigma Data Impact Award for Embedded Analytics Champion.
“This approach combined technical innovation, customer feedback, and thoughtful storytelling to bring G2’s data to life in a way that fuels faster software investments for investors,” Josh said of the transformation.
In just one month, the team shifted from static reporting to dynamic exploration, and within four months, their work was already impacting 35% of G2’s customer base. The new approach has “enabled the go-to-market team to think like product strategists while executing like agile builders,” Josh said.
Before Sigma, G2's data platform was built by their team of engineers with a programming language not used by the rest of the organization. While the underlying data was valuable, customers and new business prospects wanted enhanced visualizations better aligned with their use cases.
For G2's customers—private equity firms and VCs conducting due diligence and management consultants building market analyses—the limitations were costly. They were extracting data and building their own analyses, essentially paying for G2's insights only to spend more resources transforming them into something usable.
"The old dashboards were really frustrating for me to use because I know G2 has a lot of good data, but I wasn't able to access it easily," one customer explained to Josh’s team during feedback sessions.
Another customer put it more bluntly: "Before, we were extracting all the data and then building these tables ourselves."
Some firms were essentially hiring consultants to parse through G2's data—a middleman layer that shouldn't have been necessary. Investment teams that should have been evaluating opportunities, leading conversations with value-generating visualizations were instead wrestling with Excel exports and manual report building.
The Data Solutions team, operating within G2's sales organization, found itself caught between customer demands and engineering constraints. They could see what customers needed, and they understood the use cases intimately. But with updates taking weeks or months through traditional development cycles, they couldn't build fast enough to deliver. Customers were growing frustrated with a static, one-size-fits-all reporting structure that forced them to work around the platform rather than with it.
The breakthrough came when G2's Data Solutions team decided to stop waiting for engineering capacity and build it themselves using Sigma.
In just one month, they recreated their entire platform. The team built modular dashboards with interactive visualizations that brought data storytelling to life—the kind of dynamic, visual narratives that investment teams had only dreamed of having at their fingertips.
"Leveraging all of the same data, we created a more dynamic embedded analytics solution powered by Sigma Computing," Josh said. "Enhanced collaboration across engineering and sales enabled our team to iterate rapidly, enabling us to gather direct feedback from customers early on in the development process. This unlocked impact—every customer interaction made the platform better for the next one.”
The speed was unprecedented. Customer feedback that once took months to implement now got incorporated within hours. The team rolled out the update to both internal and external trial participants over a two-month period, reaching 35% of their customer base in under four months total.
Using Sigma's embedded analytics features, they built experiences that felt like having a data consultant built into the platform. Investment teams could finally see patterns, trends, and opportunities emerge visually, transforming how they engaged with G2's intelligence entirely.
The impact of the Data Solutions team’s work was felt right away. Customers immediately noticed the difference in how they could engage with G2’s data—remarking on how intuitive the experience felt and how quickly they could dive into the insights that mattered most. For investment teams, that meant getting to their critical first step faster: forming hypotheses about customer problems and competitive dynamics within the first week of evaluation. “That’s our number one use case,” shared one private equity customer.
What began as a platform rebuild quickly grew into something larger. The team found they could create and refine visualizations in minutes, not weeks—putting new insights into customer hands while deals were still active.
“Our demonstrations have been more engaging, and we’re not losing deals to a lack of functionality or ease of use,” said Josh. “We’re having better conversations about our data itself and the value it provides to customers.”
"We're having better conversations about our data itself and the value it provides to customers."
- Josh Baxter, Solutions Consultant
Perhaps the most profound change has been organizational. Internally, Sigma’s embedded analytics helped G2 set new standards for what’s possible. Product updates happen in hours, not quarters, creating unprecedented alignment between sales and engineering—both teams now moving at market speed.
The Data Solutions team, technically part of sales, now operates like an agile product team. They gather feedback, prioritize features, and ship updates—all while maintaining their sales and customer success responsibilities.
Sales conversations transformed from feature demos to value discovery sessions. Instead of explaining what the data could show, they explored what it meant for each specific investment thesis.
The traditional walls between sales and engineering have become permeable. Customer feedback flows directly into product improvements. Sales teams become product advocates. This hybrid model set a new standard internally for how G2 approaches product development and sales enablement.
As G2 continues to expand the platform, they're discovering new possibilities. Time series analysis that customers previously built manually now happens automatically. Comparative analytics that required Excel exports now happen in-browser. Complex investment theses that took weeks to validate now happen in real time.
Their success sends a clear message to the market: embedded analytics fundamentally changes how businesses deliver value to customers. G2 proved that a sales team armed with the right tools can move faster than traditional product development, iterate based on real customer feedback, and transform an entire category of software.
That's what happens when you eliminate the barriers between customer needs and product capabilities. The Data Solutions team at G2 showed everyone what's possible.
G2 is the world's largest and most trusted software marketplace, helping 90 million people every year make smarter software decisions based on authentic peer reviews. Used by institutional investors, private equity firms, venture capitalists, and management consultants, G2's data platform provides real-time insights into software markets, vendor comparisons, and customer sentiment that drive investment decisions worth billions of dollars annually.
