760: Transitioning from Platform-Led to Product-Driven | David Brolsma, CFO, WP Engine

When it comes to FP&A data, WP Engine CFO David Brolsma is an open book. “We make a data visualization tool called ‘Looker’ available to all of our employees,” reports the veteran tech executive. “We’re an open book company, so all employees can see almost all of the same performance data points that I see.”

At the Austin-based start-up that provides developer-centric WordPress products for companies and agencies of all sizes, Brolsma and his extended team keep their eyes on the crucial metric of market share growth, as well as on customer retention, churn, daily active users, and other software-as-a service (SaaS) measures.

Brolsma helped used a Dutch auction to take Rackspace public in 2008, just before the global economic crisis hit. The fanatical customer support he learned at that cloud computing pioneer proved valuable in helping WP Engine’s customers to navigate the extreme uncertainty brought about by the global pandemic throughout 2020. “COVID was impacting a lot of our customers, especially in industries like travel and hospitality,” Brolsma confides, “so we decided to talk to them to figure out how we could best be of help.”

Despite WP Engine’s own COVID-related budget cuts and spending constraints, the company eventually offered credits to distressed customers. “It’s difficult to make this kind of decision,” Brolsma adds, “but now our customer retention is off the charts—like nothing we’ve ever seen before.” –Eric Krell