Deubler, who joined Phocas in June 2019, was mostly recently VP of sales for Avalara from June 2012 through October 2018, Deubler brought on Matthew Kantelis, another Avalara veteran, as VP of sales and partnerships in August and is hiring additional alliance managers to support the growth. Deubler says privately held Phocas is a profitable company with about $40 million in revenue, 2,000 customers and 30,000 users. He said the company differentiates itself from another BI packages by trying to make its data “consumable at every level of the business.”  BI products typically have 18 percent penetration at companies using them. By contrast, Phocas’ penetration is about 28 percent, Deubler said. Phocas’ software integrates with several ERP packages including those from Acumatica, Epicor, Infor, Microsoft, NetSuite, QAD and Syspro. Its target markets are distribution manufacturing, retail, construction and retail estate. Phocas provides prebuilt dashboards and alerts but Deubler noted “A lot (of resellers) will have the ability to build reports and dashboards themselves,”