How Scribe's Finance Team Sparked a Company-Wide Data Revolution

Key Results:

• Self-service analytics expanded across every department
• Power users embedded within teams to drive adoption
• Manual reporting decreased by 80%
• Shared dashboards created a single source of truth
• Decision velocity increased across every department

Scaling the data culture at Scribe was always a partnership between the data team and business leaders. The data team built the trusted infrastructure and Finance Lead, Sam Skinner, became the first business champion to show how Sigma could unlock it for everyone.

Sam’s early work proved that powerful analysis doesn’t have to stay with analysts or engineers—it can be owned by every team when the right tools are in place. His example set the stage for a growing network of power users across Scribe, each helping their teams move faster with consistent, self-service insights. Because of his work, Sam is the winner of Sigma’s 2025 Data Culture Award.

Scaling a Data-Driven Company

At Scribe, being data-driven has always been central to how the tech company operates. The data team built a strong foundation—centralizing sources and creating the infrastructure needed to support fast, accurate reporting. But as the company grew, so did the demand for access. Teams wanted to self-serve their own questions. Executives needed consistent answers in real time.

To meet that demand, Scribe needed a platform that made the data team’s work broadly usable across the company. That’s where Sigma came in.

Sigma: The platform that clicked

Sigma’s spreadsheet-like interface unlocked the warehouse for everyone. The data team could continue building and managing core models in a streamlined way, while business users could confidently explore and adapt those models without writing SQL or waiting on tickets.

Sigma is no longer a tool just for analysts. It's a company-wide platform for making the best business decisions.
_{Nick Churcher, VP of Marketing and Growth at Scribe}

Sam Skinner quickly became one of Sigma’s most active users, leveraging the infrastructure built by the data team to create dashboards that touched every corner of the business:

• Sales: Funnel conversion dashboards by rep, channel, and stage
• Marketing: Multi-touch attribution that revealed ROI across campaigns
• Finance: Automated NRR, expansion, and cohort analysis - days of work replaced by real-time views
• Executives: A unified dashboard with revenue, usage, pipeline, and churn metrics for leadership and board reviews

These models became the single source of truth for decision-making across the company. 

“Sigma is no longer a tool just for analysts,” said Nick Churcher, VP of Marketing and Growth at Scribe. “It's a company-wide platform for making the best business decisions.” 

From Tool to Culture

The shift Sigma enabled at Scribe wasn’t just technical; it was cultural. The data team laid the foundation by centralizing and governing core data, then focused on ensuring that knowledge could spread across the company. Their goal was to train a power user within each team: someone who could champion best practices, answer questions, and help colleagues adopt self-service analytics.

Sam Skinner was the first of these champions. By building impactful dashboards in Sigma, he showed how business users could leverage the platform without technical bottlenecks. That success became a model for others, and today Scribe has power users embedded across functions, each helping their teams move faster with consistent, trusted insights.

"Our data analysis was already quite sophisticated, but Sam raised the bar, surpassing all of our expectations," says Churcher, describing the transformation that followed.

Sigma turned data into a company-wide language: scalable because of the data team’s infrastructure, and approachable because of business champions like Sam who spread adoption.

Built to Scale

Today, Sigma is woven into how Scribe operates. New employees onboard with the dashboards they need from day one, and new data sources connect seamlessly. But the biggest driver of scale has been people: the power user network the data team built across functions.

What started with Sam Skinner has grown into a group of champions in every department. These users train teammates, share templates, and model what’s possible with self-service analytics. That structure ensures adoption spreads organically, and that data confidence grows with the company.

The result is a business that moves faster, stays aligned, and makes decisions with greater confidence. Scribe’s data culture isn’t just a feature of the data platform—it’s embedded in how every team works.

Read the winners of Sigma’s annual Data Impact Awards here.

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