Future Fuzz - The Digital Marketing Podcast Ep. 107 - Automate, Don’t Replace, Your Spreadsheets - Hannah Recker
In this episode of Future Fuzz, Justin sits down with Hannah Recker, Head of Growth Marketing at Coefficient, to explore how one of the most common workplace tools - spreadsheets - can be transformed into live, automated dashboards without writing code or relying on data teams. Hannah shares how Coefficient grew from 40 to 600,000 users in just two and a half years, why they're betting big on spreadsheet-native workflows, and what it takes to build a product-led, community-driven brand in today’s noisy AI era. From embedding real-time analytics into HubSpot to creating long-tail SEO from Slack communities, Hannah offers a hands-on masterclass in growth, automation, and user obsession.
Guest Bio
Hannah Recker is the Head of Growth Marketing at Coefficient, a SaaS platform that transforms ordinary spreadsheets into live data command centers. With over a decade of experience across high-growth startups and B2B tech firms, Hannah has led marketing at the intersection of operations, automation, and community building. She's a former growth leader at Agorapulse and has worked with iconic brands like Fender, Spotify, Klaviyo, and Miro. A passionate builder, Hannah is known for her no-fluff approach to GTM strategy, her early-mover instincts in automation, and her deep understanding of the operational marketer.
Takeaways
- Coefficient connects spreadsheets to any data source - no data team required.
- Spreadsheets remain the most flexible reporting tools - don’t try to replace them, empower them.
- Fractional CFOs became a surprise power-user group for Coefficient.
- 60%+ of users are self-serve, and Coefficient sees high virality from product-led growth.
- AI adoption must be user-first, not investor-driven - start by solving real user pain.
- Their Slack community isn't just about Coefficient - it’s a peer-learning space for ops teams.
- Using Slack’s API to extract community insights can power long-tail SEO content.
- Leaders need to get their hands dirty with AI to truly understand its value and hire well.
- The automation boom was about tools—this AI wave is about intentional use and value.
Chapters
00:00 Welcome and Intro to Hannah Recker
01:39 The Real Problem Coefficient Solves
02:33 From 40 to 600K Users—How They Did It
04:25 Blending Data Sources Inside Spreadsheets
06:00 Embedding Google Sheets in HubSpot—A Hidden Gem
07:05 Supporting Big Brands Like Spotify and Fender
08:21 Freemium to Enterprise: Their GTM Flywheel
11:14 Comparing the Automation Boom to the AI Wave
13:39 AI, Hype, and the Need for Hands-On Leadership
16:55 The Consumer Pushback Against Pointless AI
18:17 Suno and Summer Playlists—Using AI for Fun
20:06 Why Coefficient Waited to Build AI Features
22:23 When to Build a Product Community
24:06 Community as a Catalyst for Feature Discovery
26:19 Slack vs. Circle: Meeting Users Where They Are
28:35 Pulling SEO Value From Slack API
29:59 Why Long-Tail Content Is Winning Right Now
30:40 Closing Thoughts and Where to Find Hannah