The Pivot: Dashboards → Infrastructure
As we kick off 2025, I’m excited to share the transformative journey SourceMedium experienced in 2024.
Last year, we made a bold pivot from offering dashboards to providing a full data management infrastructure platform for ambitious brands.
Here’s why: As brands scaled, prebuilt dashboards alone weren’t cutting it. More sophisticated brands needed direct access to their data without the complexity and cost of building in-house.
They didn’t want another dashboard. They wanted a data foundation they could build on—managed BigQuery, clean schemas, and the flexibility to create their own views and analyses.
What Changed in 2024
1. Launched Our Infrastructure Product
Managed BigQuery instance, developer-friendly schemas, and open-source dashboard templates.
Our customers have been able to consolidate tools like Fivetran, Snowflake, Tableau, and dbt Labs into a single solution. Instead of stitching together multiple vendors, they get a unified data infrastructure deployed in weeks, not months.
2. Focused on Larger, More Technical Customers
We shifted focus to brands with $20M+ in annual sales—companies with enough data complexity to benefit from proper infrastructure, and enough scale to justify the investment.
These customers know what they want from their data. They just need someone to build and maintain the plumbing.
3. Achieved Profitability
In November 2024, SourceMedium became profitable.
This wasn’t a fluke—it was the result of focusing on a product customers genuinely need, pricing it appropriately, and keeping our team lean and efficient.
The Results
Our infrastructure product now represents 84% of our recurring revenue after just three quarters.
- Average deal size increased by over 70% for new customers
- Existing customers expanded 3.6x on average
- Launched our MTA beta that replaced standalone solutions for customers
All while maintaining:
- 80%+ reduction in total cost of ownership vs. building BI in-house
- 2-week implementations versus the industry standard of 6-12 months
This is what focus looks like. We stopped trying to be everything to everyone and doubled down on what sophisticated brands actually need.
Looking Ahead to 2025
1. AI Integration
The natural next step after building rock-solid data infrastructure: make it accessible through AI.
Think AI analyst with access to all your first-party data. Ask questions in plain English. Get answers with full transparency into how they were calculated. No dashboards required.
2. Scaling Go-to-Market
We’ve proven the product works. Now we’re scaling our go-to-market strategy to reach more high-growth brands who are tired of stitching together data infrastructure themselves.
3. Setting a New Standard
We believe retail data should be standardized, accessible, and trustworthy. SourceMedium is building the foundation that makes that possible.
Let’s Connect
Interested in how SourceMedium can streamline your data stack, lower costs, and increase data quality and access?
Request a demo and let’s talk.
