A friend of mine is director of business for
https://www.franschocolates.com/ , which is a great local Seattle family business that has grown up to be big thanks to a great product (Seriously good chocolate!).
They moved to Stripe for payments years ago, and it's helped them out a lot with simpler integration and more data. Sigma looks great for them.
They're not a big outfit, they don't have a dedicated engineering3 dept or developers on staff. Their main business is making chocolate after all.
With Sigma they can more easily query their transaction data and get all sorts of insight. My friend has degrees in Chemical Engineering and Nutrition, she's a smart woman and can do a lot more with excel that I can muster. Although she learned some coding in engineering school, using the APIs directly is a lot to ask. SQL is much more accessible, and was originally developed for business professionals just like her. So I expect something like this will help her go from periodic data imports and excel-based analysis to much more frequent, maybe daily, reports and analysis.