By: Sofia Cirverius (VP of Engineering) and Jon Gyllenswärd (VP of Engineering)
So, you’re wondering how we build things?
At Funnel, we believe great products come from taking ownership, working together, and keeping things pragmatic. Our Product Development department consists of approximately 110 people, split into 15 teams, each with 3–6 developers, a product manager, and a designer. Whether you’re working on backend, frontend, or infrastructure, the team is responsible for the whole stack, including testing and DevOps. Our philosophy is simple: you build it, you run it, you maintain it. It’s not just a principle; it’s how we work.
Who does what and how we work together
Our leadership team consists of our CTO, two VPs of Engineering, a VP of Product, and three Directors of Product. The leadership team is responsible for the overall success of the Product development organization and strategy. We support the teams with clarity of priorities and strategy, removing blockers and enabling the teams to do their best work. Engineering managers oversee 1-2 teams each, helping the teams day to day with team health, ways of working and giving the developers the support and guidance they need to grow.
The Teams Behind Our Data Hub
At a team level, we are structured into different focus areas. At the heart of our product is the Data Hub, where our dedicated connector teams manage over 600+ integrations, such as Google Analytics, Google Ads, Meta Ads, and Amazon Ads, ensuring our customers retrieve their marketing data effortlessly.
We have teams focusing on how users connect, manage, and extract insights from diverse data sources and making that easier. Our data platform teams ensure data is efficiently downloaded, processed, structured, and ready for transformation, querying, and use. Every day, our platform powers approximately 7 million download jobs, transfers 20TB of data, and processes 1.7 million queries.
The Teams Behind the Marketing Apps
Some teams focus on what happens after the data is collected and transformed. Our Reporting team helps users build Funnel dashboards and reports, while another team ensures that transformed data can be exported to data warehouses or Looker dashboards. Our new Plan team works on what our customers need for planning their campaigns, for example setting up naming conventions. Our Growth teams work on onboarding new users and driving engagement, especially for our recently launched freemium offering. We also have a team responsible for our billing and letting our customers get the most of their subscription.
The Teams Behind the Platform & User Experience
We have a team focused on the foundational aspects of the product, ensuring that user accounts, subscriptions, and templates are easy to manage, as well as a team responsible for our internal data that many teams need. We also have a team focused on internal AI features.
Our Tech Stack
We believe in using the right tools for the job:
- Python is our go-to language for platform integrations and connectors.
- Rust powers our data platform, handling large-scale data processing.
- TypeScript and React is the foundation of our app, ensuring a great user experience.
- Node powers our backend services and their public facing APIs.
- Everything runs on AWS, keeping things scalable and reliable.
Why we’re office-first (and why it works for us)
At Funnel, we are in the office at least four days a week, with no set remote days. Why? Because building great products is a team effort. We believe that being in the same space leads to faster decisions, better collaboration, and those spontaneous “aha” moments that do not happen as often on a video call. When all of your colleagues are just a few desks away, problem-solving is smoother, ideas flow more naturally, and we get to ship better things faster. Our location is a huge plus, right beside T-Centralen in Stockholm, making it easy to get to and from work.
As one of our developers, Petter put it: “We have a fantastic office in Stockholm with a great location and an amazing office team that creates a wonderful environment. One standout feature is the development team’s floor plan, which is the best I’ve ever seen from a collaboration perspective. The product development areas are designed to be both enclosed and open, allowing us to focus while still being able to see and collaborate with our colleagues.”
Flexibility is important, no doubt about it. There is of course flexibility when life happens and someone needs to work remotely for a day or two, and there's always flexibility for leaving early for daycare or other appointments, but our focus is on being in the office together. Being in the office also makes it easier to do fun things together. Many of us enjoy playing Mario Kart during lunch, playing pool or ping pong, or take part in our weekly lunch jam where people play music together (we have a room with lots of instruments ready to play on), or board game evenings.
From roadmap to release: How we prioritize and build
Strategy is not just a word we throw around; it’s the foundation of how we work. Our company strategy outlines our vision and direction over a 3-5 year horizon. Tied to this, we have 3-4 product strategy themes that guide our product development efforts looking about a year ahead.
We also stay adaptable since customer needs, market shifts, and new opportunities influence our direction, ensuring we make informed decisions. Priorities are not set in a vacuum. They are shaped by customer feedback, data analysis, stakeholder input, and insights from leadership. With all of this information, the team (developers, designer and product manager) then collaborate and figure out what to build and how.
Once we have identified what is worth building, teams come together every six weeks to share their plans with each other, iron out dependencies and make sure everything stays in sync. We also celebrate the things we have delivered and the actual outcomes. It is a balance of flexibility and structure, giving teams the possibility to innovate and experiment while keeping us all moving in the right direction.
Building for (and with) our customers
Some companies build in isolation. We do not. Our teams regularly engage with customers, whether it is through user interviews, support tickets, or analysing user behaviour. We often give specific customers early access to new features in close collaboration with the development team, this gives us valuable feedback and is usually very appreciated by our customers. We believe the best way to improve our product is by listening to the people who use Funnel daily. From refining our data connectors to optimising the user experience, customer insights shape everything we do.
Let’s build something great together.
We are not here to do the bare minimum. We solve real challenges, work with technologies like Rust, Python and TypeScript, and process data at a scale that keeps things interesting. Our platform is trusted by companies like Adidas, Samsung, and Skyscanner to handle their marketing data with precision and reliability. Learning, ownership and achieving together are at the heart of how we work. We take our craft seriously, but we also have fun doing it.