The ability to create custom dashboards that are easy enough so even non technical users can use them, but also have sufficient detail options available in order make it useful if you're more technically inclined as well! I wish there were some better integration with other tools like Salesforce or HubSpot (for example). We've been able solve several issues related directly from our CRM using this tool - which has saved us time previously spent manually creating reports ourselves instead of waiting days/weeks until they could be created by someone else's system via API calls etc..