Semrush consolidates finance and procurement on Dynamics 365 Business Central

Semrush, a Nasdaq‑listed company specializing in keyword research, faced fragmented finance and procurement processes across multiple locations in the USA. Separate ledgers and local reporting created delayed month‑end closes, limited consolidated visibility for the CFO and finance leadership, and made budgeting and headcount planning manual and error prone. Awara IT implemented Microsoft Dynamics 365 Business Central to standardize accounting, procurement and budgeting across Semrush’s entities and integrate reporting into a single finance platform.

The implementation delivered consolidated ledgers, automated intercompany postings and real‑time reporting through Power BI feeds. As a result Semrush shortened its month‑end close, reduced transactional rework in procurement and improved budget accuracy—enabling finance and IT leaders to support aggressive growth (300 to 1,600 employees over five years) and public‑company reporting requirements while preserving operational agility.

Müşteri / Sektör / Ülke

Semrush is a US‑based IT company focused on keyword research and digital marketing analytics. As a Nasdaq‑listed organization with capitalisation around $3 billion and rapid headcount growth, Semrush required enterprise finance and procurement controls that scale across multiple US locations.

İş zorluğu

Semrush operated with separate ledgers and localized reporting tools in different offices, which meant consolidation was largely manual. Finance teams spent multiple days aggregating spreadsheets, reconciling intercompany transactions and producing consolidated P&L and balance sheet reports. Month‑end close and variance analysis were time consuming, exposing the company to delayed decision cycles during a period of rapid headcount and business growth.

Procurement and purchasing were decentralized: purchase orders, approvals and vendor master data lived in local systems or spreadsheets, causing duplicate vendors, inconsistent terms and slow PO-to-order cycles. Budgeting and headcount planning were managed outside the ERP, making scenario planning slow and increasing the risk of budget overruns. The IT landscape included Dynamics 365 Business Central alongside Power BI and Tableau, requiring a consolidation strategy that retained reporting investments while centralizing transactional finance.

Neden Dynamics 365 seçildi

Dynamics 365 Business Central was selected for its native multi‑company and intercompany capabilities, its cloud SaaS model and its ability to integrate directly with Microsoft Power Platform and Power BI. That alignment reduced integration overhead and accelerated delivery for finance and procurement standardization, while preserving the company’s existing reporting investments in Power BI and Tableau.

Awara IT was chosen as the implementation partner for its Dynamics NAV/Business Central expertise and experience with multi‑entity consolidations in high‑growth technology companies. The selection criteria prioritized rapid time to value, secure Azure AD integration for single sign‑on, and out‑of‑the‑box financial controls that support US GAAP and public‑company reporting needs.

Uygulanan modüller

• General Ledger & Financial Management
• Accounts Payable and Accounts Receivable
• Procurement & Purchase Order Management
• Budgeting and Budget Control
• Multi‑company Consolidation & Intercompany Postings
• Fixed Assets
• Cash & Bank Management
• Dimensions and Cost Accounting
• Approval Workflows and Purchase Requisitions
• Headcount & OrgStructure extension (HR planning data)
• Reporting & BI integration (Power BI dataflows)

Entegrasyonlar

• Power BI (direct datafeeds for consolidated dashboards)
• Tableau (data export layer for existing analytics teams)
• Azure AD for SSO and role-based access
• Bank connectivity / treasury feeds
• HR/payroll system (HR data sync for headcount planning)
• Custom API layer for product billing and subscription metadata

Yerelleştirme ve uyumluluk

The implementation focused on US requirements: US GAAP‑aligned chart of accounts, multi‑state sales and use tax configuration, support for 1099 vendor reporting and payroll interfaces, and controls to satisfy public‑company audit trails. Currency was primarily USD with multi‑currency capabilities enabled for international intercompany postings. All language defaults and financial templates were configured for US English and mapped to Semrush’s SEC reporting cadence.

İş değeri

Consolidating Semrush’s transactional finance and procurement on Dynamics 365 Business Central delivered measurable operational improvements and reduced cycle times that matter to finance and IT leaders. Faster month‑end close and centralized vendor management improved forecast accuracy and reduced time spent on manual reconciliations, allowing the finance team to focus on analysis rather than aggregation. Automated procurement workflows and a centralized vendor master reduced operational risk and improved working capital control.

The solution also provided a consistent data foundation for the analytics team: Power BI dashboards now reflect the same ledgers and dimensions used for statutory reporting, enabling quicker executive decisions during growth phases. These outcomes supported Semrush’s scaling from hundreds to over a thousand employees and strengthened controls appropriate for a Nasdaq‑listed company.