The ability to create custom reports without having to write code! This product was very easy to set up with our business needs; it has been able to provide us data we need when needed but have not had time or resources available previously. We were also able to implement this software within 2 weeks after purchasing which helped alleviate some risk that may be associated with implementing an offsite solution vs creating your own system. I would recommend looking into other features such as email alerts or integration options if you are interested in more than just basic reporting from one database source. Having access to realtime information about sales activity allows me to make better decisions quickly.