Equals

A wise man Bobby Pinero once told me “in the early days of startups, finance and analytics are better together”. He was right. Post-Series B, my team went deep on revenue meetings. Our goal: drive clearer funnel insights and sharper forecasts. We quickly realized we were missing a system of record – one that glued finance, sales, and marketing data together to tell us how the business actually works, in real time. In the age of “automate everything”, we believe orchestration is just as (if not more) important as the data itself. That’s why we moved to Equals. Screenshots became live dashboards. Manual exports turned into live queries. We rolled out dashboards that allow us to context switch with one finance-owned workspace: 📊 Daily Pulse: new pipeline, wins, and slips this week 📈 KPI view: ASP, sales cycle, win rate, stage aging 💸 Real-time spend & insights from Ramp Our most valuable currency is speed. Real-time insights don’t sit in P&L, they live in the messy, day-to-day data sources across the company. Big shout out to Sam Rasmussen, Chris Burgner & team for being unreal partners.

Did a dinner for operators and finance leaders in NYC with our friends at Equals and totally forgot to take pictures. Good food. Great wine. And most importantly great people. Turns out Ben McRedmond knows a lot about wine and gave us all a great wine 101. A lot of strong opinions on food + the neighborhoods people live in too. Thanks to Abbey Lauren Minondo for making the logistics so easy that Ben and I just had to show up and take credit. Thanks to Ziqi Deng at Clay, Evelyn Xue at Fermat, Soham Kamat at Harmonic, Eliott Lee at Profound, Horacio Lopez at Replit, Chris Hanlon at Direct Books, Ben Ribovich at Intelligems, Kate Reasons, MSA, CPA at Revv, and Katie Tighe at Curbwaste, Hazal Mine Kansu from PostHog, and anyone else I'm missing for coming out. 🫡 More of these to come.

New in Equals: Google Analytics. Get granular about website traffic: spot spikes and dive deep into conversion. Measure paid campaign efficiency end-to-end: unite data from spend, to leads, to revenue. Slice and dice everything by channel, inbound/outbound, sales representatives, and more. All in your favorite, BI spreadsheet.

Introducing Google Analytics in Equals.   Ever since we started Equals, we kept hearing: “I just want to see my funnel end-to-end without jumping between exports, dashboards, and five different tools.”   I felt that pain myself. As a founder, I’ve spent too many late nights trying to answer the simplest questions:   - Where’s our traffic coming from? - Which campaigns are actually working? - How do we tie it all the way to revenue?   From day one, our mission has been clear: bring all that analysis directly into the spreadsheet.   Today is a big step toward that vision. We’re announcing Google Analytics in Equals.   Now, your entire funnel lives in one place—real-time GA data, instantly queryable with the formulas you already know.   Just a few examples of things you can do:   - Understand website traffic: spot spikes, diagnose conversion issues, prioritize efforts.  - Optimize paid campaigns: connect ad spend to pipeline to revenue.   This is the growth command center I wish I had years ago—finally, really simple.   DM me if you want this setup yourself.

There are two truths I’ve learned working at start-ups:  1️⃣ Data is only as good as the actions that your team is able to make off of it.  2️⃣ The fastest way to do something the way it should be done is to build it yourself. So, this summer, Stephanie Scheid, MBA, CPA built a better system for our Solutions team. The problem: we had the right data — usage in Redshift, contracts in HubSpot, support tickets in Pylon — but it lived in silos. Each customer conversation required hopping between no fewer than 6 different tabs. With Equals, we fixed that. • We built a unified dashboard with what our team needs for check-ins, and renewals • Rebuilt our ARR reporting directly on top of HubSpot • Created customer-level daily records joined across usage, contracts, and engagement • Added drill-downs so reps can explore the texture of what’s happening • Automated the full refresh cycle — syncing Redshift, HubSpot, and Stripe every 6 hours with dependencies managed across queries. This was not a show-and-tell project. It was about building something our Solutions team would actually use — to make decisions faster, and better. Appreciate the Equals team for helping us get there. If data consolidation across sources has been an issue, they could be worth a look.

🙅♀️ Sequence Collect is now officially oversubscribed (and we've still got 3 weeks to go!) The invite-only AI summit for the sharpest Finance and RevOps leaders in B2B SaaS, Fintech and AI. We'll be diving deep into the modern CFO tech stack, agentic workflows in financial operations, and how modern finance teams are scaling from $1-$10-$100m ARR with fractional support + AI. We have an incredible speaker lineup including Ivan Makarov and Seema Amble from Andreessen Horowitz, Ben McRedmond from Equals, Alok Goel from Drivetrain, Michelle Valentine from Anrok, Nicolas Kopp from Rillet, Ibrahim Cisse from Descript, Calvin Cupino from Pylon, Joe Morrissey (ex-Segment), Connor Nowinski from 11x, Harrison Tracy from Attention, Joshua Borin from Sardine, Kai Mak from Together AI, Patrick Souris, CPA from Pave, Steve Sidhu from Clay, Mohit Bijlani from incident.io and many more. Link in the comments below ⬇️

When you connect to a datastore like Salesforce or HubSpot, you’re often met with a highly normalized schema: hundreds of columns, scattered across dozens of tables. It’s overwhelming, and just figuring out where to start can be a real barrier. Our team has spent countless hours helping customers cut through that complexity, guiding them to the right columns, showing how to join across tables, and building useful reports. This release turns all of that learning into product. Now, when you pull in something like the Salesforce Opportunities object, you won’t be blasted with every possible column. Instead, you’ll see a curated set of what really matters. We’ll also automatically bring in key fields from related tables, alias them clearly, and make adding additional relationships a one-click experience. You can build sophisticated joins without ever needing to know what a join is. It’s an iceberg feature: most people will never notice the complexity beneath the surface, because it just works - it just gives you the most useful information you’d expect. But behind the scenes, it represents deep thinking from across the team at Equals and a foundation we’re excited to extend to other datastores soon. If you’re using Salesforce or HubSpot with Equals, give it a try and let us know what you think. https://lnkd.in/eY-fmFsX

At Lock 8 Partners, we invest in and operate stable, high-potential SaaS and tech enabled services businesses. Having consistent and reliable metrics across our Portfolio Companies is key for our success.   We chose Equals to establish a single pane of glass for Lock 8 and our PortCos, allowing both us and the leadership teams to make data-driven decisions while speaking the same language.   Equals stood out by making everyone's life easier, allowing lean teams to setup connections, transform and visualize data quickly and with minimal training required - so teams can focus less on building dashboards and more on creating lasting success. 

Getting clear visibility into how your product is being used — across customers and your own team — can be surprisingly hard. At Quanta, we’re building the future of accounting, and part of that is deeply understanding how our own product is delivering value. We partnered with the team at Equals to stand up fast, flexible reporting on top of our internal product data. In just a few weeks, they helped us: 1️⃣ Build reporting that shows how different customers are using our product 2️⃣ Track activity across our internal teams to better understand adoption and workflows 3️⃣ Set up daily dashboards so we can stay on top of trends as they happen And implemented everything for us, end to end!! If you’re trying to make product data more actionable (without turning it into a data engineering project), I’d highly recommend checking out Equals.