--- title: "Rig for B2B SaaS: let every team answer their own data questions" description: "A headless context layer over the Snowflake, BigQuery or Databricks you already run, so sales, finance, CS and marketing self-serve in the AI tools they use. Birdie went from 7 to 19 active MCP users with 15+ agents in weekly use." canonical: "https://rig.so/solutions/saas" format: markdown --- [Home](https://rig.so/) For B2B SaaS # Let every team answer their own data questions Rig sits on the Snowflake, BigQuery or Databricks you already run and gives sales, finance, CS and marketing plain-English access to it. The numbers are defined once, so everyone gets the same answer. No rip and replace, no new modelling project. [Book a demo](https://rig.so/book-demo)[Try Rig](https://app.rig.so/signup) Birdie, homecare software 7 to 19 active Rig MCP users, month on month 4,000+ MCP tool calls in the last 30 days 15+ dashboards and agents in weekly use In plain terms Rig is AI-native data infrastructure. Think Stripe or Vercel, but for data. We connect all your sources, build a brain that sits on top of them, and let your team and your AI tools reach that data safely. For a B2B SaaS company that means the warehouse you already pay for stops being a thing only the data team can use, and net revenue retention, churn and CAC payback mean the same thing in every deck. What you'd build ## What a B2B SaaS company builds first These are projects, not features. A company at Series A or later usually has the data already: the warehouse runs, the models exist, the CRM is clean enough. What is missing is a way for the people who need an answer to get one without booking analyst time. ### Net revenue retention, defined once NRR, gross churn and logo churn agreed as one definition and certified, so the number in the board pack, the number in the sales deck and the number finance reports are the same number. This is the one that usually has three answers. Snowflake · BigQuery · Stripe · Salesforce · HubSpot ### Churn early warning Accounts with usage falling three weeks running and a renewal inside ninety days, surfaced before the renewal call rather than found in the post-mortem. Birdie runs churn reporting and escalations through Rig. Mixpanel · PostHog · Zendesk · HubSpot ### Win/loss from the whole record Why a deal actually died, read across the tickets, the calls, the product usage and the invoices rather than from the two words a rep had time to type into the closed-lost field. Salesforce · HubSpot · Zendesk · Stripe · Jiminny ### Seat utilisation and expansion signals Seats provisioned against seats actually active, by account and by plan, so expansion conversations start from what the customer is already using rather than from a renewal date. Mixpanel · PostHog · Stripe · Salesforce ### CAC payback by cohort What each cohort cost to acquire and when it paid back, blended and paid-only, against the pipeline that actually closed rather than against attributed leads. Google Ads · Meta Ads · HubSpot · Stripe ### Call coaching from transcripts Rep calls compared against the top performers, with objection-handling patterns and coaching opportunities surfaced from outcomes. Novakid coaches country leads this way instead of relying on a manager's memory. Jiminny · Fireflies · Granola · Fathom ### The board and investor pack Assembled from the source systems against the certified definitions each cycle, rather than rebuilt by hand from last quarter's deck with the dates changed. Stripe · Xero · NetSuite · Salesforce ### Governed access for every team and agent Rig MCP switched on org-wide so Claude, ChatGPT, Cursor and Codex read the same governed layer a person would, each scoped to its own role and logged. Birdie went from 7 to 19 active users this way in a month. Rig MCP · Claude · ChatGPT · Cursor · Codex [How the context layer works](https://rig.so/context-layer) In production > "The result is going to be consistent every single time, and now I can't imagine operating without it." Judy, Chief Customer Officer at Birdie [Read the Birdie story](https://rig.so/case-studies/birdie) Partner BirdieHomecare software · Series B · UK · on Snowflake Challenge Sales packs needed a manual pull and a slide build before every review. Finance re-derived the same numbers from scratch each cycle because nothing had certified them. Account knowledge lived in one person's head, and marketing reports were out of date by the time they landed. Querying Notion, Snowflake, Intercom and HubSpot through general agent tools gave answers that changed with the phrasing. Solution A governed context layer over the Snowflake they already ran, with certified metrics across sales, revenue and retention, Rig MCP switched on org-wide, and a workflow builder per function so each team automated its own reporting. The buyers were commercial leads rather than the data team. - 7 to 19 active Rig MCP users month on month, across sales, finance, marketing, CS and the exec team - 4,000+ MCP tool calls in the last 30 days - 15+ dashboards and agents in active weekly use, including 6 live for sales pipeline and forecasting - Churn reporting, escalations and commercial attainment now run through Rig rather than through HubSpot's limits In production ## Novakid [Read the Novakid story](https://rig.so/case-studies/novakid) Partner NovakidOnline education · Series B · 50+ countries · on BigQuery Challenge A 5,000-table BigQuery warehouse that only the data team could use, with country leads queueing for conversion answers and sales coaching depending on whichever calls a manager happened to remember. Solution A governed context layer over the whole warehouse, with Rig MCP given to commercial users directly. Country leads ask their own conversion questions, and call transcripts are compared against the top managers worldwide so coaching comes out of what actually happened on the calls. - 5,000+ tables in the governed context layer - 10 commercial users building on Rig MCP, up from one - 2,500+ MCP tool calls in the last 30 days - Conversion diagnostics, call coaching, campaign performance by country and send-time, and forecasting against plan, all self-served ## Where it fits in the stack you already bought Rig is headless by design here. Ingestion is optional, because you already have pipelines. If you run a dbt Semantic Layer or Cube project, Rig syncs those models in rather than asking you to define everything twice. We extend, we don't replace. What Rig owns is the layer nobody else is maintaining: the context that tells an agent what a table means, which metric is the certified one, and who is allowed to see it. [Scale-up architecture](https://rig.so/solutions/scale-ups)/[The context layer](https://rig.so/context-layer)/[Security and access](https://rig.so/security) Connects to Warehouses Snowflake, BigQuery, Databricks, Redshift, Postgres CRM Salesforce, HubSpot, Attio, Pipedrive, Gainsight Calls Jiminny, Fireflies, Granola, Fathom Product Mixpanel, PostHog, GA4 Delivery Linear, Jira, GitHub, Sentry AI surfaces Claude, ChatGPT, Cursor, Codex, Gemini Proof ## B2B SaaS companies on Rig, and the companies alongside them Birdie, Novakid, deskbird, Vita Mojo and Frontline are the SaaS deployments, each sitting on a warehouse the company already had. Every tile says what that company actually does. [![Birdie](https://rig.so/logos/customers/birdie.png)Homecare software](https://rig.so/case-studies/birdie)[![Novakid](https://rig.so/logos/customers/novakid.png)Online education](https://rig.so/case-studies/novakid) ![deskbird](https://img.logo.dev/deskbird.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=120&format=png)Workplace management ![Vita Mojo](https://img.logo.dev/vitamojo.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=120&format=png)Hospitality tech ![Frontline Education](https://img.logo.dev/frontlineed.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=120&format=png)K-12 school software [![Suri](https://rig.so/logos/customers/suri.png)Sustainable oral care](https://rig.so/case-studies/suri-metrics) ![Hunter & Gather](https://img.logo.dev/hunterandgatherfoods.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=120&format=png)Food and supplements [![Cleo](https://rig.so/logos/customers/cleo.png)Consumer fintech](https://rig.so/case-studies/cleo) Built on Rig ## What B2B SaaS teams build on Rig Real examples assembled from Rig's building blocks, starting from the CRM, product and billing data you already have in the warehouse. [Lost deals · re-analysedAcme · £40kRep: Price→No championGlobex · £22kRep: Timing→Status-quoHooli · £31kRep: Feature→Budget cutPattern: 6 of 10 "price" losses were really champion gapsAppClosed-lost & win-loss analysisSee why deals really die, not just what the rep typedPull the full context around every deal from CRM, support, product and finance, so you can see what actually slowed deals down and what moved win rate.![Salesforce logo](https://img.logo.dev/salesforce.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![HubSpot logo](https://img.logo.dev/hubspot.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Zendesk logo](https://img.logo.dev/zendesk.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Stripe logo](https://img.logo.dev/stripe.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)BirdieHow to build](https://rig.so/apps/closed-lost-analysis)[Forecast roll-upCommit£840kBest case£1.3mCoverage3.1xJanFebMarAprMayJun“Commit at £840k, 3 deals flagged: champion quiet, close date pushed twice.”DashboardPipeline forecastsA forecast built from deal evidence, not stage percentagesRoll your pipeline up into a forecast that weighs each deal's real signals (activity, engagement, history), so the number you take to the board is one you can defend.![Salesforce logo](https://img.logo.dev/salesforce.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![HubSpot logo](https://img.logo.dev/hubspot.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Gong logo](https://img.logo.dev/gong.io?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)How to build](https://rig.so/apps/pipeline-forecasts)[Renewal risk · next 30 daysAcme CorpUsage −42% · 3 tickets92Globex71Initech38QBR pack generated ↗DashboardChurn-risk & renewals prepSpot at-risk accounts before the renewal callScore renewal risk across product usage, support tickets, CRM and finance, then auto-assemble the renewals or QBR pack so CSMs walk in prepared.![Zendesk logo](https://img.logo.dev/zendesk.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Stripe logo](https://img.logo.dev/stripe.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Salesforce logo](https://img.logo.dev/salesforce.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)BirdieHow to build](https://rig.so/apps/churn-renewals)[Account health · Globex Inc78HealthUsage+18%Support−2 ticketsSpend+£4kExpansion readyPropose Tier 3DashboardAccount health & expansionOne health score across product, support and financeA live account health view that blends usage, support load and revenue signals to flag churn risk early and surface the accounts ready to expand.![Segment logo](https://img.logo.dev/segment.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Zendesk logo](https://img.logo.dev/zendesk.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Stripe logo](https://img.logo.dev/stripe.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)How to build](https://rig.so/apps/account-health)[Quote-to-cashClosed-wonInvoiceReconcilePaidAcme£42kPaid ✓£42k collectedWorkflowQuote-to-cash & invoicingAutomate the path from closed-won to cash collectedA workflow that picks up every closed-won deal, raises and reconciles the invoice across CRM, billing and your ledger, and chases what is overdue.![Salesforce logo](https://img.logo.dev/salesforce.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Stripe logo](https://img.logo.dev/stripe.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Xero logo](https://img.logo.dev/xero.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)How to build](https://rig.so/apps/quote-to-cash)[Board pack · JuneARR£4.1mNet burn£180kRunway16mJanFebMarAprMayJun“ARR up 12% MoM, net burn down 8%, runway extended to 16 months.”ReportInvestor & board reportingAuto-assemble the board pack from source dataGenerate the monthly board and investor update straight from finance, product and CRM data, with the numbers and commentary built in minutes, not days.![Stripe logo](https://img.logo.dev/stripe.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![Xero logo](https://img.logo.dev/xero.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![HubSpot logo](https://img.logo.dev/hubspot.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)minutes, not daysHow to build](https://rig.so/apps/board-reporting)[Ask for a dashboardMRR by plan, last 12 monthsBuildMRR£342kChurn2.1%EnterpriseGrowthStarterJulSepNovJanMarMayDashboardSelf-serve dashboardsLet anyone build a custom dashboard in plain EnglishBusiness teams ask for the report they need and Rig builds a governed, custom dashboard on your modelled data, so the data team stops being a ticket queue.![Snowflake logo](https://img.logo.dev/snowflake.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)![BigQuery logo](https://img.logo.dev/cloud.google.com?token=pk_AdkTbLWDS1iunmvTK2qm1g&size=36&format=png&retina=true)CleoHow to build](https://rig.so/apps/self-serve-dashboards) [See all apps](https://rig.so/apps) ## Common questions We already have a warehouse and dbt, does Rig replace them No. Birdie runs Snowflake and Novakid runs BigQuery, and Rig sits on top of both. Rig reads your existing models and syncs a dbt Semantic Layer or Cube project in rather than asking you to rebuild it. What Rig adds is the context layer that keeps definitions current as the schema drifts, governed access for people and agents, and the hosting layer for what they build. Who actually ends up using it Commercial teams, not the data team. Birdie went from 7 to 19 active Rig MCP users month on month, across sales, finance, marketing, customer success and the exec team, and runs 15+ dashboards and agents weekly. Novakid has 10 commercial users building on Rig MCP, with country leads asking their own questions rather than queueing for an analyst. How is this different from giving everyone a text-to-SQL tool A text-to-SQL tool guesses at your schema every time it is asked, so the same question phrased two ways returns two answers. Birdie hit exactly that before Rig, querying Notion, Snowflake, Intercom and HubSpot through general agent tools. Rig grounds every query in a governed context layer with certified metrics, and runs it in a sandbox with role-based access and an audit trail. Does it work with the CRM and call tools we already run Yes. Salesforce, HubSpot, Attio, Pipedrive and Gainsight on the CRM side, Jiminny, Fireflies, Granola and Fathom for calls, Mixpanel and PostHog for product analytics, and Linear, Jira, GitHub and Sentry for delivery. Novakid uses call transcripts to compare a rep's calls against top managers worldwide and surface coaching opportunities. What does rollout look like Rig builds the context layer over the warehouse you already have, you certify the metrics that matter to your commercial teams, then MCP goes on for the org and each function builds its own workflows. Birdie's buyers were commercial leads rather than the data team, which is the usual shape here. Can we control what each team sees Access is role based, per person and per agent, so a rep sees their accounts and finance sees the ledger. Queries run in a sandbox and every one is logged. See the security page for what is in place today, including our current SOC 2 status. ## Put a governed door on the warehouse you already run Bring your schema. We'll show you what the context layer builds over it on a call. [Book a demo](https://rig.so/book-demo)[Try Rig](https://app.rig.so/signup) --- - [This page as HTML](https://rig.so/solutions/saas) - [Site map for language models](https://rig.so/llms.txt) - [API and agent documentation](https://rig.so/developers)