How LaunchDarkly got 50k of value in two weeks

Discovering the opportunity

LaunchDarkly is a leader in feature management and experimentation. At its core, LaunchDarkly serves as a “control panel for production code,” enabling development teams to manage, monitor, and optimize releases—all in real time.

To drive new growth, LaunchDarkly created LaunchX, an incubation team responsible for testing and scaling new product offerings in market. LaunchX faces the unique challenge of managing the entire lifecycle of new products, from validating MVPs to achieving commercial viability and scaling those that succeed—some bigger than others. For example, when measuring and managing the performance of their new product sales pipeline, they encountered significant roadblocks, including:

• Resource limitations: Without a dedicated operations specialist, analytics and reporting were slow and overly manual, relying on patched-together Salesforce reports and Looker dashboards.
• Lack of visibility: Salesforce's built-in reporting didn't provide the team with the ability to track historical trends in pipeline performance or to differentiate between existing customers expanding and net new customers acquired through new products.
• Data trust issues: Existing ARR dashboards were unreliable, leading to inaccurate metrics being reported to leadership and slowing down decision-making velocity.

Without a clear view of pipeline performance, the LaunchX team was flying blind with a limited understanding of the GTM traction of their new product offerings. As Joe Ryan, VP of Product & Revenue Strategy, shared, "I needed insight fast, with as little work as possible. Otherwise, I’d have to call up our data team, and that could take three months. I didn’t have three months."

Recognizing the need for a flexible, quick-to-deploy solution that would deliver fast, reliable insights on pipeline performance, Joe turned to Equals.

Implementing changes

The LaunchX team found Equals’ dashboards for sales funnel reporting to be the perfect starting point. After connecting Equals to their Snowflake and Salesforce data, they partnered with Equals Experts to create a sales pipeline dashboard with historical and current views of deal volume by pipeline stage, deals won, and ARR generated—all tailored to the unique dynamics of LaunchX's business.

“Within a week, we had a pipeline performance dashboard up and running. Two weeks in, it was providing value,” shared Joe. “Equals was plug-and-play—it was fast, efficient, and delivered exactly what we needed.”

For the first time, the team had full visibility into historical pipeline trends, enabling them to answer fundamental questions like:

• How has the pipeline changed week over week?
• Are we on track to meet monthly pipeline goals?
• How are pipeline conversion rates shifting over time?
• How quickly are deals moving through the pipeline?

By automating dashboard reporting and distribution with Equals, LaunchDarkly also avoided the need to purchase additional BI tools. “I didn’t have to beg, borrow, or steal resources to build dashboards,” says Joe. “Equals saved us about three months of Ops implementation time—easily $50K in value.”

Unlocking growth

Their new pipeline dashboards in Equals have become a trusted source of truth for the entire LaunchX team. Automatically refreshed daily and sent to the team in Slack every week, they provide timely updates on key pipeline metrics where the team is working. They've also become a focal point at leadership meetings, offering a clear view of trends, risks, and wins.

With Equals, the team can make decisions faster and more confidently with complete trust in their data. Joe notes, “Before Equals, I couldn’t trust the numbers I shared with my leadership team. Now, I know the metrics are accurate, and I can stand behind them."

Along the way, Equals has become an indispensable tool for LaunchDarkly’s GTM efforts. “Building Looker or Tableau reports too early can slow you down—they’re expensive and require data scientists and engineers to maintain,” explains Joe. "With a tool like Equals, revenue leaders are empowered to get into the metrics that matter faster."

LaunchDarkly also leverages Equals dashboards to identify where to prioritize resources for GTM experimentation. For example, after sending their team on a roadshow in EMEA, the company tracked $6M in pipeline generated directly from the event—pipeline that wouldn’t have been attributable without Equals.

Looking ahead

The LaunchDarkly team plans to build pipeline performance dashboards to create scalable reporting for future LaunchX product launches, providing real-time visibility into the pipeline and returns on GTM investments as the team works towards incubating and scaling 2-3 new offerings annually.

With Equals, LaunchDarkly has turned their reporting challenges into a competitive advantage. With sales funnel reporting everyone can trust, Equals is enabling LaunchDarkly to act decisively and bring innovative new products to market with confidence and speed.