Technographics in v2/company/enrich tell you what a company uses. The Functional Area Intelligence (FAI) tells you who uses it, where, and who decides.
For a given company and product, FAI returns each department × role × location where that product is in use — along with the actual job titles of decision makers and influencers at each location.
Before sending an FAI request, you can call POST /data-api/v2/companies/functional-areas/estimate with the same request body to preview the credit cost. No credits are consumed and no data is returned.
curl -X POST https://api.hginsights.com/data-api/v2/companies/functional-areas/estimate \
-H "Authorization: Bearer $HG_API_KEY" \
-H "Content-Type: application/json" \
-d '{
"company": { "domain": "walmart.com" },
"filters": { "products": { "ids": [814] } }
}'The returned credits_estimate is a ceiling — actual /companies/functional-areas charges may be lower if you've already pulled this data within your 12-month contract period. The estimate covers the full result set across all pages; if you stop paginating early, you only pay for the pages you fetched.
See Credits and Usage for the full credit model.
Which departments use Salesforce CRM at Walmart?
curl -X POST https://api.hginsights.com/data-api/v2/companies/functional-areas \
-H "Authorization: Bearer $HG_API_KEY" \
-H "Content-Type: application/json" \
-d '{
"company": { "domain": "walmart.com" },
"filters": { "products": { "ids": [814] } }
}'What tools does the Sales department use at Walmart?
curl -X POST https://api.hginsights.com/data-api/v2/companies/functional-areas \
-H "Authorization: Bearer $HG_API_KEY" \
-H "Content-Type: application/json" \
-d '{
"company": { "domain": "walmart.com" },
"filters": { "departments": { "ids": ["sales"] } }
}'Which Sales sub-teams at Walmart use Salesforce CRM — and where?
curl -X POST https://api.hginsights.com/data-api/v2/companies/functional-areas \
-H "Authorization: Bearer $HG_API_KEY" \
-H "Content-Type: application/json" \
-d '{
"company": { "domain": "walmart.com" },
"filters": {
"products": { "ids": [814] },
"departments": { "ids": ["sales"] }
}
}'Full picture — everything Walmart uses, every department, every location:
curl -X POST https://api.hginsights.com/data-api/v2/companies/functional-areas \
-H "Authorization: Bearer $HG_API_KEY" \
-H "Content-Type: application/json" \
-d '{ "company": { "domain": "walmart.com" } }'Filter combinations:
| Filters used | What comes back |
|---|---|
products only | All departments/roles/locations using that product |
departments only | All products used by that department |
products + departments | That product in that department specifically |
| Neither | Everything — full picture of product usage across the company |
Each result is one product × department × role × location. The most useful fields:
**department_name** — which function uses the product (Sales, Engineering, Finance, etc.)**department_usage_share** — what share of overall product usage this department accounts for**role_name**— job function within the department (e.g., Sales Operations)**city_name/state_name/country_name**— where this usage is concentrated**decision_maker_titles**— actual job posting titles for decision makers at this product × dept × location (e.g.,["VP of Sales Operations", "Director, Sales Technology"])**influencer_titles**— same for influencers**last_verified_at**— when this signal was last confirmed
Results are sorted by department_usage_share descending — the most dominant department comes first.
Pagination: default 100 results, up to 1,000 per request using pagination.limit and pagination.offset.
{
"company": {
"id": "1698C53EBC888758570396E0334965C1",
"name": "Walmart Inc.",
"domain": "walmart.com"
},
"count": 3,
"data": [
{
"product_name": "Salesforce CRM",
"vendor_name": "Salesforce",
"department_name": "Sales",
"department_usage_share": 0.62,
"role_name": "Sales Operations", // sub-function within Sales
"country_name": "United States",
"state_name": "Arkansas",
"city_name": "Bentonville",
"last_verified_at": "2025-11-01",
"is_decision_maker": true,
"decision_maker_titles": ["VP of Sales Operations", "Director, Sales Technology"],
"influencer_titles": ["Senior Sales Operations Manager"]
},
{
"product_name": "Salesforce CRM",
"vendor_name": "Salesforce",
"department_name": "Sales",
"department_usage_share": 0.62,
"role_name": "Field Sales", // different sub-function, same dept
"country_name": "United States",
"state_name": "New York",
"city_name": "New York",
"last_verified_at": "2025-10-15",
"is_decision_maker": true,
"decision_maker_titles": ["Regional VP of Sales", "Area Sales Director"],
"influencer_titles": ["Enterprise Account Executive"]
},
{
"product_name": "Salesforce CRM",
"vendor_name": "Salesforce",
"department_name": "Marketing", // different dept — lower share
"department_usage_share": 0.21,
"role_name": "Marketing Operations",
"country_name": "United States",
"state_name": "Arkansas",
"city_name": "Bentonville",
"last_verified_at": "2025-09-20",
"is_decision_maker": false,
"decision_maker_titles": [],
"influencer_titles": ["Marketing Operations Manager", "CRM Analyst"]
}
]
}Instead of searching for "VP Sales at Walmart", use decision_maker_titles as direct input to your contact search. You're looking for the exact titles HG observed at that company's location — higher match rate, more relevant outreach.
Got 500 companies using a competitor's product? For each, call FAI filtered by that product ID. Segment by who has decision makers in Sales or Marketing (Tier 1) versus only in IT (Tier 2). Feed titles + cities into contact search to build targeted lists at scale.
Before a sales call, run FAI with no filters to get the full map: which products are used by which teams, in which offices, and at what intensity. department_usage_share tells you where usage is concentrated — useful for multi-threaded deals.