How Reform Got Conviction to Hire With Clear Runway Visibility

Results at a glance

• Reform moved off spreadsheets that were becoming harder to trust

• The team got clear on how hiring and spend affected runway

• Hiring decisions were made with an understanding of their impact on cash. 

The Situation

Reform had deal sizes that were increasing, customer demand was growing, and revenue momentum was real. As that happened, decisions started to matter more. Hiring and spend were no longer abstract plans for the future. They were becoming near-term choices.

Like many companies at this stage, Reform didn’t have a finance hire. They needed to see the impact of hires, and didn't want to keep living in static spreadsheets that were hard to update, and stale the next day.

The Trigger

Sales momentum accelerated, including multiple high six-figure contracts. Supporting that growth meant hiring. At the same time, cash was still limited. Every new role changed how long the company could operate.

Questions that used to be easy became harder to answer.

• What does runway actually look like if hiring starts now?

• How much flexibility is there if costs increase?

• What if revenue growth accelerates?

Spreadsheets made those questions harder to reason about. Each model reflected a moment in time. As soon as spend changed or hiring was discussed, the numbers were already outdated.

Where Things Broke Down

The issue wasn’t effort. Time had already been spent cleaning up spreadsheets.

The issue was that everything was static. Scenario planning meant duplicating tabs, rewriting formulas, and hoping nothing broke. It was possible to look backward and explain what had already happened. It was much harder to understand what should happen next.

What Parallel Changed

Parallel gave Reform one place to see runway, burn, and future scenarios together.

Financial data updated automatically, which made it easier to trust the numbers. Instead of maintaining models, the focus shifted to understanding tradeoffs. Hiring plans and spend changes could be tested without rebuilding anything from scratch.

“I think accurate data being pulled from all the sources plus the ability to build different scenarios on top of that data… that directly ultimately led to more conviction hiring four more [employees].”

What Became Possible

The impact of adding headcount was visible before offers were made. Planning around timing and spend could be assessed based on how the business was actually performing, not just instinct. Conversations shifted from guessing to comparing options.

Hiring no longer felt like a huge risk because of how clear runway was.

The Outcome

Reform hired four new employees to support growth. Planning conversations moved forward with a clear understanding of how decisions affected runway and what tradeoffs existed.

“We’re not just doing it because it feels like the right time. We’re doing it because this is actually the right time.”

The team moved forward with fewer unknowns and a clearer sense of how decisions would shape the business.

When This Matters

This moment is familiar for B2B SaaS founders.

Tools that work for simple planning often start to show limits once hiring comes into play. Being prepared is less about perfect forecasts and more about understanding tradeoffs. The hardest part of planning isn’t forecasting itself, but understanding how one decision affects the next.

Reform reached that point. Having clearer numbers made the difference between reacting and deciding.

​​Key takeaways for founders

• Clarity matters most when decisions are irreversible, like adding headcount

• Being prepared is less about perfect forecasts and more about understanding tradeoffs.

• Tools that work for simple planning often start to show limits once hiring becomes more complicated

• The hardest part of planning isn’t forecasting itself, but understanding how one decision affects the next

About Reform

Reform builds software that automates freight operations from quote to cash. Their platform helps logistics teams manage exceptions and view data across all connected systems in one place. Reform works with modern, fast-growing organizations that operate complex workflows and need better visibility as they scale.

Omar Abuhashish, Co-Founder and CEO of Reform