Domo

To be the OS for business by creating a digitally connected business where everyone can multiply their impact.

Domo SWOT Analysis

Updated: October 4, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Domo was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Domo SWOT analysis reveals a pivotal moment for the company. Its core strength—a unified, highly-connected platform—is the perfect foundation to seize the generative AI opportunity, creating a powerful moat against competitors. However, this strength is tested by significant weaknesses, namely historical unprofitability and the immense scale of rivals like Microsoft and Salesforce, whose bundling strategies pose an existential threat. The path forward is clear but challenging. Domo must laser-focus its resources on winning the enterprise segment where its platform value is most distinct, accelerate its unique AI roadmap, and maintain rigorous financial discipline. Executing on these priorities will determine if Domo can transition from a niche innovator to a durable, profitable market leader. The strategy must be one of focused aggression, leveraging its integrated architecture as the primary weapon in the data platform wars.

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No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To be the OS for business by creating a digitally connected business where everyone can multiply their impact.

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Strengths

PLATFORM: All-in-one data stack is a key differentiator vs. point solutions
INTEGRATION: 1,000+ connectors provide fast time-to-value for customers
RETENTION: High net dollar retention (>100%) shows existing customer value
ENTERPRISE: Growing base of high-ACV customers provides revenue stability
LEADERSHIP: Founder-led with deep, recognized industry expertise

Weaknesses

PROFITABILITY: History of net losses raises concerns about long-term viability
COMPETITION: Intense pressure from larger, better-funded competitors
SCALE: Lacks the massive sales and marketing reach of Microsoft/Salesforce
PERCEPTION: Often perceived as higher cost vs. bundled alternatives like Power BI
DEBT: Convertible notes represent significant future financial obligation

Opportunities

AI/ML: Integrate generative AI to create truly conversational analytics
ENTERPRISE: Land-and-expand within large accounts is a massive growth vector
CLOUD: Cloud Amplifier allows leveraging warehouse spend into Domo value
PARTNERSHIPS: Deeper integrations with Snowflake, Databricks, and AWS
EFFICIENCY: Path to profitability can significantly improve investor sentiment

Threats

BUNDLING: Microsoft Power BI and Salesforce Tableau bundled in enterprise deals
MACRO: Economic uncertainty slows IT spending and new analytics projects
CHURN: Risk of churn in SMB segment due to budget cuts and consolidation
PRICING: Competitors using aggressive pricing to gain market share
TALENT: Competition for top engineering and AI talent is extremely high

Key Priorities

DIFFERENTIATE: Accelerate AI/ML roadmap to deepen platform differentiation
FOCUS: Double down on the enterprise GTM motion to win large, sticky deals
EXECUTE: Continue disciplined execution on the path to sustained profitability
LEVERAGE: Expand cloud partnerships to draft off of data warehouse growth

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Domo OKR

Updated: October 4, 2025 • 2025-Q4 Analysis

The Domo OKR plan exhibits the relentless focus required for its next chapter. It wisely translates the strategic imperatives from the SWOT analysis into a clear, actionable framework. The objectives to 'WIN ENTERPRISE' and 'DRIVE PROFITABILITY' directly address the company's core challenges of scale and financial sustainability. Crucially, the 'DIFFERENTIATE PLATFORM' objective, centered on AI, is not just innovation for its own sake; it's the strategic lever to make the enterprise wins possible. This plan is not a laundry list; it's a cohesive strategy. If executed with discipline, these OKRs will align the entire organization on what matters most: building a differentiated, profitable, and enduring business in a highly competitive market.

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No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To be the OS for business by creating a digitally connected business where everyone can multiply their impact.

DIFFERENTIATE PLATFORM

Lead the market with a deeply integrated AI-data experience.

PRODUCT: Launch a 'Domo Copilot' that automates 3 major analytics tasks based on natural language prompts.
USAGE: Achieve a 25% increase in weekly active users of our new AI-powered insight generation features.
GTM: Secure 15 flagship customer logos for our new premium AI offering by the end of the fiscal year.
ENGINEERING: Reduce median query time for our top 100 customers by 30% through performance optimizations.

WIN ENTERPRISE

Become the indispensable data OS for large organizations.

SALES: Increase average new enterprise deal size (ACV) by 20% through value-based selling methodologies.
ACCOUNTS: Land 10 new Global 2000 logos with a minimum ACV of $250k, displacing a key competitor.
SUCCESS: Drive adoption in our top 50 accounts to achieve a 95% gross revenue retention rate for the cohort.
PRODUCT: Deliver 3 top-requested enterprise-grade security and governance features on the product roadmap.

DRIVE PROFITABILITY

Build a durable, efficient, and cash-flow positive business.

FINANCE: Achieve four consecutive quarters of positive non-GAAP operating margin to build investor confidence.
CASHFLOW: Generate positive free cash flow for the full fiscal year, exceeding our publicly stated targets.
EFFICIENCY: Reduce Customer Acquisition Cost (CAC) payback period to under 24 months for the enterprise segment.
OPERATIONS: Decrease cloud hosting costs as a percentage of revenue by 2 points through optimization.

EXPAND ECOSYSTEM

Amplify our market reach through strategic cloud partnerships.

ALLIANCES: Source $10M in new ARR pipeline through co-sell activities with Snowflake, Databricks, and AWS.
MARKETPLACE: Double the number of partner-built, monetizable applications available in the Domo Appstore.
INTEGRATION: Launch native, bi-directional integrations with the top 2 emerging data catalog platforms.
ENABLEMENT: Certify 200 partner consultants on the Domo platform to expand our implementation capacity.

METRICS

ARR Growth: 10% Y/Y
Net Revenue Retention: >105%
Free Cash Flow Margin: >5%

VALUES

Win Together
Invent
Customer Obsessed
Thrive

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Domo Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Domo Q4 FY2024 Earnings Report and Conference Call Transcript
Domo Investor Relations Website (SEC Filings, Presentations)
Gartner Magic Quadrant for Analytics and Business Intelligence Platforms
G2 and Gartner Peer Insights for customer reviews
Yahoo Finance for market cap and financial data

Microsoft Salesforce Qlik ThoughtSpot Looker (Google)

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To be the OS for business by creating a digitally connected business where everyone can multiply their impact.

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What Went Well

MARGINS: Continued improvement in subscription gross and operating margins
ENTERPRISE: Key wins and expansions in the enterprise and federal space
CASHFLOW: Progress toward achieving sustained positive free cash flow
PRODUCT: Successful launch of new AI and Cloud Amplifier capabilities
DISCIPLINE: Executing on cost control and operational efficiency initiatives

Not So Well

BILLINGS: TTM billings growth has been modest, indicating slower new bookings
GUIDANCE: Forward-looking revenue guidance has been conservative, impacting stock
NETDOLLAR: Net dollar retention has slightly softened from historical highs
MACRO: Continued macroeconomic pressure impacting sales cycles
COMPETITION: Mention of intense competitive environment in large deals

Learnings

PROFITABILITY: The market rewards consistent progress on profitability
ENTERPRISE: The enterprise segment is more resilient in a tough macro economy
PLATFORM: The full platform sale is more defensible than point solutions
PARTNERS: Cloud data warehouse partnerships are a key channel for growth
EFFICIENCY: Go-to-market efficiency is paramount for sustainable growth

Action Items

SALES: Double down on enterprise sales methodology and value engineering
MARKETING: Sharpen messaging around AI differentiation and platform TCO
FINANCE: Maintain rigorous cost discipline to hit free cash flow targets
PRODUCT: Accelerate roadmap for enterprise governance and AI features
ALLIANCES: Deepen co-sell motions with Snowflake, AWS, and Databricks

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Domo Market

AI-Powered Insights

Claude

Gemini

GPT

Domo Q4 FY2024 Earnings Report and Conference Call Transcript
Domo Investor Relations Website (SEC Filings, Presentations)
Gartner Magic Quadrant for Analytics and Business Intelligence Platforms
G2 and Gartner Peer Insights for customer reviews
Yahoo Finance for market cap and financial data

Founded: 2010
Market Share: Low single-digit % in a fragmented market.
Customer Base: Over 2,000 customers, targeting mid-market to large enterprise.
Category:
Business Intelligence
SIC Code: 7372 Prepackaged Software
NAICS Code: 511210 InformationT
Location: American Fork, Utah
Zip Code: 84003
Congressional District: UT-3 SANDY
Employees: 850

Competitors

Microsoft View Analysis

Salesforce View Analysis

Qlik Request Analysis

ThoughtSpot View Analysis

Looker (Google) Request Analysis

Products & Services

No products or services data available

Distribution Channels

Domo Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Domo Q4 FY2024 Earnings Report and Conference Call Transcript
Domo Investor Relations Website (SEC Filings, Presentations)
Gartner Magic Quadrant for Analytics and Business Intelligence Platforms
G2 and Gartner Peer Insights for customer reviews
Yahoo Finance for market cap and financial data

Problem

Data is siloed, inaccessible to most
IT is a bottleneck for business insights
Decisions are made on stale, old data

Solution

Unified platform for data, BI, and apps
Self-service analytics for every user
Real-time data for automated actions

Key Metrics

Annual Recurring Revenue (ARR)
Net Revenue Retention Rate (NRR)
Free Cash Flow (FCF) Margin

Unique

All-in-one: ETL, viz, apps, AI in one place
Real-time integration with 1000+ sources
Low-code app creation on top of live data

Advantage

Integrated architecture reduces complexity
Proprietary data federation technology
Strong enterprise customer references

Channels

Direct enterprise sales force
Inside sales for corporate accounts
Strategic alliance & cloud partners

Customer Segments

Large enterprise (Global 2000)
Mid-market / Corporate companies
Departmental leaders (Marketing, Sales)

Costs

Sales & Marketing expenses (GTM)
Research & Development (platform)
Cloud infrastructure hosting costs

Domo Product Market Fit Analysis

Updated: October 4, 2025

Domo provides the operating system for business, transforming how companies manage their data. By unifying data, analytics, and AI-powered apps into one platform, it empowers everyone—from the C-suite to the frontline—to make faster, smarter decisions. This creates radical agility, drives intelligent action, and builds a true data-driven culture, unlocking significant business impact.

RADICAL AGILITY: Go from data to apps and insights in days, not months.

UNIVERSAL ACCESS: Empower everyone with secure, real-time data access.

INTELLIGENT ACTION: Automate decisions with AI-driven workflows.

Before State

Siloed data in multiple complex systems
IT is a bottleneck for data requests
Slow, static reports drive decisions

After State

One unified platform for all company data
Self-service analytics for every user
Real-time, automated, actionable insights

Negative Impacts

Missed opportunities from stale data
Low data literacy across the business
High total cost of ownership for BI

Positive Outcomes

Faster, smarter business decisions made
Increased operational efficiency & ROI
A data-driven culture is now possible

Key Metrics

Customer Retention Rates

~90% gross retention

Net Promoter Score (NPS)

40-50 range (industry average)

User Growth Rate

Focus on enterprise user expansion

Customer Feedback/Reviews

4.4 stars on G2 (700+ reviews)

Repeat Purchase Rates

Net retention rate >100% historically

Requirements

Executive sponsorship for data culture
Connecting disparate data sources live
User training and platform adoption

Why Domo

AI-powered tools to simplify complexity
Low-code app building for custom needs
Embed analytics anywhere they are needed

Domo Competitive Advantage

Single platform vs. fragmented toolchains
Speed to value with 1000+ connectors
BI leverage at true enterprise cloud scale

Proof Points

Customers report millions in ROI (Forrester)
Gartner Peer Insights Customer Choice
Dresner Advisory Services #1 vendor

Domo Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Domo Q4 FY2024 Earnings Report and Conference Call Transcript
Domo Investor Relations Website (SEC Filings, Presentations)
Gartner Magic Quadrant for Analytics and Business Intelligence Platforms
G2 and Gartner Peer Insights for customer reviews
Yahoo Finance for market cap and financial data

Strategic pillars derived from our vision-focused SWOT analysis

Deliver an AI-powered, all-in-one data experience

Win large enterprise accounts with targeted GTM

Drive profitable growth & positive free cash flow

Expand app marketplace and strategic partnerships

What You Do

Unified, AI-powered data experience platform.

Target Market

Business leaders and data pros in data-intensive enterprises.

Differentiation

All-in-one platform (ETL, viz, apps)
Real-time data integration at scale

Revenue Streams

SaaS subscriptions (usage-based)
Professional services

Domo Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Domo Q4 FY2024 Earnings Report and Conference Call Transcript
Domo Investor Relations Website (SEC Filings, Presentations)
Gartner Magic Quadrant for Analytics and Business Intelligence Platforms
G2 and Gartner Peer Insights for customer reviews
Yahoo Finance for market cap and financial data

Company Operations

Organizational Structure: Functional, with sales segmented by customer size and geography.
Supply Chain: Primarily digital; relies on public cloud infrastructure (e.g., AWS).
Tech Patents: Holds patents related to data visualization and platform architecture.
Website: https://www.domo.com

Top Clients

Board Members

Domo Competitive Forces

Threat of New Entry

MODERATE: While building a basic visualization tool is easy, creating a scalable, secure, all-in-one enterprise platform like Domo requires immense capital and time.

Supplier Power

LOW: Primary suppliers are cloud providers (AWS, etc.) and data sources, which are largely commoditized or where Domo is a partner, not a hostage.

Buyer Power

HIGH: Buyers have many choices, from free/cheap bundled tools to sophisticated platforms. They can demand significant discounts and POCs.

Threat of Substitution

HIGH: The 'good enough' BI included with enterprise software (e.g., Microsoft 365) is a constant threat to a best-of-breed platform purchase.

Competitive Rivalry

VERY HIGH: Dominated by giants Microsoft (Power BI) and Salesforce (Tableau) with massive scale and bundled offerings. Many niche players too.

Analysis of AI Strategy

Updated: October 4, 2025 • 2025-Q4 Analysis

The Domo AI SWOT Analysis underscores a critical imperative: Domo cannot win by out-spending hyperscalers on foundational models. Instead, its victory lies in intelligent application. Domo's core strength is its unified platform and rich metadata graph; this is the strategic ground it must defend and build upon. The greatest opportunity is to leverage AI to solve the 'last mile' of analytics—automating insights, generating complex workflows from simple text, and providing a guided user experience that competitors' siloed tools cannot replicate. The primary threat is not just a rival's AI feature, but their ability to bundle it for free. Therefore, Domo's AI strategy must be one of differentiation through deep, workflow-centric integration, creating value so unique that it transcends simple price comparisons. This is about making the entire Domo platform exponentially smarter, not just adding a chatbot.

Microsoft Salesforce Qlik ThoughtSpot Looker (Google)

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To be the OS for business by creating a digitally connected business where everyone can multiply their impact.

Strengths

DATA: Access to broad, integrated customer datasets to train AI models
PLATFORM: Unified architecture is ideal for deploying system-wide AI features
METADATA: Rich metadata catalog provides context for AI-driven insights
WORKFLOWS: Existing low-code tools can be enhanced with AI automation
AGILITY: Can potentially innovate faster than larger, more siloed competitors

Weaknesses

SCALE: Lacks the massive R&D budget of Google, Microsoft for foundational models
TALENT: Competing for a very small pool of world-class AI/ML engineers
COMPUTE: High cost of GPU resources required for training and inference
BRANDING: Not yet widely recognized as a primary AI-native company
DEPENDENCY: Relies on third-party models (e.g., OpenAI) for some capabilities

Opportunities

NLP: Dominate natural language query and insight generation (text-to-SQL)
AUTOMATION: AI-driven data prep and automated dashboard/app creation
PREDICTIVE: Embed predictive analytics and forecasting into all workflows
GOVERNANCE: Use AI to automate data governance, security, and anomaly detection
COPILOT: Create a 'Domo Copilot' to guide users to faster insights

Threats

COMPETITION: Microsoft (Fabric/Copilot) and Salesforce (Einstein) embedding AI
COMMODITY: Foundational AI models becoming a low-margin commodity layer
ETHICS: Navigating risks of bias, privacy, and hallucinations in AI outputs
COST: Runaway inference costs could destroy margins if not managed well
ADOPTION: Customer resistance or slow adoption of new AI-powered features

Key Priorities

DIFFERENTIATE: Focus AI on Domo's unique metadata and workflow engine
INTEGRATE: Seamlessly embed AI assistance throughout the entire platform
MONETIZE: Develop a clear strategy for monetizing premium AI capabilities
GOVERN: Build trust with enterprise-grade AI governance and security

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Domo Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Domo Q4 FY2024 Earnings Report and Conference Call Transcript
Domo Investor Relations Website (SEC Filings, Presentations)
Gartner Magic Quadrant for Analytics and Business Intelligence Platforms
G2 and Gartner Peer Insights for customer reviews
Yahoo Finance for market cap and financial data

Profit: FY2024 Net Loss: ($48.3M)

Market Cap: $350M (approx. as of late 2024)

Stock Performance

Annual Report: Available on Domo's investor relations website.

Debt: $175.7M in convertible senior notes (FY24)

ROI Impact: Metrics like TTM billings growth and subscription gross margin are key.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Challenger

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Domo's Iconic Index reflects its status as a strong technology challenger facing immense competitive headwinds. The platform's potential is high (category-shaping ambition), but its achievability is tempered by severe threats from hyperscalers. The OKRs are well-aligned to solve key weaknesses (profitability), but the overall SWOT balance is slightly negative. The growth multiplier is modest, acknowledging that survival and market share capture in this crowded space require flawless execution against a well-defined niche.

SWOT Factors

Upside: 76.7 Risk: 83.3

OKR Impact

AI Leverage

Top 3 Strategic Levers

DIFFERENTIATE: Accelerate AI-native features to escape commodity trap

FOCUS: Win the enterprise land-grab; it's the only defensible ground

EXECUTE: Achieve durable profitability to control your own destiny

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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