I am Sumit, a software engineer and entrepreneur with tons of failures. I have worked with many startups and founder, many of them non-technical. From my own personal experience, I always saw how non-tech folks struggle querying their own product database.
By product database, I mean the backend database which has your users, and whatever services they take from your product. Basically the app's data on your servers, most probably a relational DB like MySQL, PostgreSQL. This is crucial for founders, marketing and sales folks to take important decisions about user flow and funnels.
So my question is: if you are not well versed with SQL, how do you drill your product database?
I would suggest you use an third part analytics tool like GA, Amplitude, Mixpanel etc. Most of these allow user level event tracking. So you can record what your users are doing in their system rather than your database. Analyzing user behavior will be more complicated then knowing which features your users use, you might need on boarding funnels analysis, usage flows, cohort analytics, OS/Browers used, time of data analysis, Geo location etc which you will not get from your database. Most of these third party tools provide all of the above analysis as long as you can provide basic event data of your users.
I have the opposite experience Sumit. Unless a company has built a completely custom software product they deliver themselves, the majority of products and services are delivered and tracked with off-the-shelf solutions that offer a very wide range of data tools.
What I find more common is that owners don't understand what metrics to look at and what the information means to the business. But as far as getting to and processing the data, not a very common problem.
Perhaps you are focused on a specific type of company, such as one that writes software apps. Reporting should be built as part of the development process. But for the 88% of other business types out there (not tech), this isn't a large problem.
The last large category are companies that don't do any work to track customer information, in which case they don't have anything to analyze in the first place.