The Rise of FPandA: Meet Bob Sheetner

Datarails, in collaboration with Shortcut Playground, has introduced a novel brand character named Bob Sheetner, also known as “fpanda.” This acronym stands for Financial Planning and Analysis, a critical function within the CFO’s office responsible for planning, forecasting, budgeting, and analytics.

Bob Sheetner isn’t just any mascot; he’s a 45-year-old FP&A legend from the fictional Packa Corporation. His journey began at the Big Four firm, Bamboo Waterhole Coopers (BwC), solidifying his status as an FP&A enthusiast.

“know Your Sheet”: Bob’s Podcast and Mission

The campaign’s centerpiece is a 60-second spot featuring Bob at his desk, complete with a “Same Sheet, Different Day” mug. As Director of FP&A at Packa Corporation, Bob also hosts Know Your Sheet, a podcast sponsored by Datarails. In a meta touch, the podcast highlights the challenges and opportunities within the FP&A world.

In one episode, Bob interviews Yohan, another FP&A Director, posing the question: Do you enjoy spending hours fixing numbers in Excel? Yohan’s negative response elicits Bob’s signature catchphrase: No Sheet. The ad is filled with references to Excel, analytics, and spreadsheets, targeting the FP&A and CFO audience.

Campaign Strategy: From Soft Toys to Social media Skits

The Bob Sheetner campaign extends beyond traditional advertising, airing on CTV, audio platforms, YouTube, and LinkedIn. Bob even has his own LinkedIn profile, where he shares insights on the CFO’s office. datarails has also shipped over 1,000 Bob soft toys to FP&A leaders and influencers, encouraging them to share unboxing videos on social media.

Later this month, a suited mascot version of bob will debut on Datarails’ Instagram and TikTok channels. The mascot will be featured in skits and will engage with trending topics, using corporate humor to address the daily challenges faced by FP&A and finance professionals.

Why a Mascot? Datarails’ Bold Move in B2B Marketing

Creating a brand mascot is a rare move in B2B marketing, especially for products targeting the CFO’s office. Datarails’ pre-research indicated that 95% of FP&A professionals are ready for a mascot in the world of FP&A. This bold step aims to break through traditional stereotypes and connect with the audience on a more personal level.

A Datarails spokesperson explained:

Datarails has always tried to use humor to connect with our audience. Despite hard-coded stereotypes that were probably never true, we find that those in the CFO’s Office are frequently enough the funniest people in any company. Those within the CFO’s Office notably appreciate any humor that draws attention to out-dated manual and Excel-based financial processes and which plays against outdated stereotypes. The creation of a mascot allows us to celebrate the experiences of FP&A professionals and provides unlimited creative opportunities. We are excited to see this panda’s career-advancement.
Datarails Spokesperson

Bob Sheetner: More Than Just Numbers

Bob Sheetner sees FP&A as the art of making numbers human. He believes FP&A isn’t just about spreadsheets; it’s about storytelling, strategy, and saving businesses from themselves. His latest LinkedIn post, 5 Ways to End Black and White thinking in Finance, has been reshared multiple times, demonstrating his influence in the field.

While Datarails doesn’t directly employ Bob, they consider him an unofficial brand ambassador and sponsor his podcast.Bob, in turn, uses Datarails at Packa to simplify his spreadsheet work, noting that FPandAs make an average of 40 sheets a day. Datarails is positioned as the number 1 fpanda™ platform.

About Datarails

Datarails offers an AI-powered Financial Planning and Analysis (FP&A) platform for Excel users. It allows users to maintain their existing Excel financial models and spreadsheets while leveraging AI for data consolidation, reporting, and planning.