Financial people live and breathe spreadsheets, Mayfield’s Rajeev Batra told me. We talked about our upcoming australiabusinessblog.com Live event with him and Christina Ross from Cube, and Rajeev explained how he sees Cube’s position in the market. Christina Ross co-founded the company in 2018 in an effort to provide a solution for CFOs who rely on spreadsheets but could benefit from modern data analytics, reporting and collaboration. Now, some five years later, Cube is prospering and has raised more than $45 million in venture capital.

i hope you can join this australiabusinessblog.com Live event on February 8 at 11:30am PST/2:30pm EST. Christina Ross learned early in Cube’s history that the solution should meet the customer where they are. Cube’s solution is unique in the FP&A world in that it doesn’t try to replace spreadsheets, but works alongside spreadsheets. This gives her a unique perspective on finding a product that fits the market — Cube doesn’t try to force customers to give up on their current solution.

We’re going to talk about Cube’s approach to customer acquisition and finding a suitable product for the market, and why Christina’s favorite childhood toy was a cash register.

Register here

Questions I want to ask

• How did Cube get customers so quickly, even though the company had yet to build a product?
• Cube has countless competitors, so how does the company stay ahead?
• What are some best practices for selling in an underserved market?
• What personal qualities did Mayfield see in Christina Ross that made them invest, and what makes a good founder fit for Mayfield?