Evidence GTM brain

Evidence sells code-based business intelligence and an AI analytics agent to data teams building internal and embedded analytics.

category

BI as code

market profile

  • text: Technical analytics teams can treat reports, governance and deployment as version-controlled software.
  • text: Evidence Core reaches organizations through a code-first framework while Studio adds enterprise governance and an agent.

personas

  • title: Head of Data or Analytics Engineering
    pains:
    • Drag-and-drop reporting makes changes hard to review and roll back.
    • Governed access and consistent reporting become harder as business users multiply.
  • title: Analytics Engineer
    pains:
    • Maintaining duplicated dashboard logic outside Git slows collaboration.
    • Needs to deliver polished SQL-based reports without building a custom frontend.
  • title: Product Engineering Lead
    pains:
    • Customer-facing analytics must match the product brand and enforce access rules.
    • A homegrown embedded reporting stack consumes engineering capacity.

icp

  • text: Organizations with SQL-capable data teams and a warehouse seeking repeatable internal reporting.
  • text: Software companies embedding branded analytics for external customers, especially those needing enterprise identity and row-level rules.

message pillars

  • text: Define and maintain BI alongside application code.
  • text: Use familiar SQL and Markdown to create reports.
  • text: Give teammates an analytics agent grounded in project context.

objections

  • objection: Our stakeholders cannot code.
    response: Technical teams can author governed reports while business users ask the analytics agent questions; validate usability with a trial.
  • objection: Will access controls work for external customers?
    response: Enterprise lists row-level access, embedding and SSO; verify the required deployment and security controls with sales.

competitors

  • name: Metabase
    why: Open-source BI and dashboard alternative with a graphical interface.
  • name: Lightdash
    why: Code-oriented analytics and governed metrics alternative.
  • name: Rill
    why: Another BI-as-code analytics platform.

influencers

  • name: Sean Hughes
    url: https://www.linkedin.com/posts/activity-7496599824427913216-TNor
    why: Co-founder publicly discussing the motivation for code-based BI.

keywords

  • BI as code
  • SQL dashboard tool
  • Markdown business intelligence
  • embedded analytics
  • open source BI
  • Git version controlled dashboards

voice

  • Technical and direct
  • Builder-oriented
  • Confident and practical

signals

  • text: Analytics engineering team adopts Git review and wants the same workflow for dashboards.
  • text: A SaaS product is adding white-labeled customer analytics or row-level permissions.

stack

  • SQL
  • Markdown
  • Git

pricing

model: flat
starting price: $2,500/month

motion

hybrid

channels

  • GitHub
  • community
  • SEO
  • LinkedIn

confidence

high

Founders

  • name: Adam McAskill
    title: Founder
    role: Founder
    bio: Previously led the data science team at one of Canada's leading private equity funds.
  • name: Sean Hughes
    title: Founder
    role: Founder
    bio: Previously led the data science team at one of Canada's leading private equity funds.

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