Equitybee scaled its sales operations by modernizing Salesforce with Sweep to support a shift to institutional investors.
TL;DR:
- Increased rep capacity by 46% through automated and scalable Salesforce workflows
- Accelerated Salesforce changes by 10×, enabling real-time adaptation as the business evolved
- Drove more deals per rep with faster execution and a trusted, low-friction CRM
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When Equitybee changed their focus from retail to institutional investors, their growth trajectory accelerated. Sweep ensured Salesforce adapted instantly — powering scale without slowing the business down.
When strategy evolves, Salesforce must too
Equitybee enables startup employees to access the funding they may need to exercise their stock options and participate in potential future growth at the company they helped to build. The platform connects employees with investors who help fund their option exercises, creating an opportunity for both sides to benefit if the company succeeds in the future.
The company began by opening this opportunity to retail accredited investors, then scaled further by introducing institutional investors with capital ready to deploy. This evolution made the process faster and more efficient for employees, while strengthening Equitybee’s position as one of the leading stock options funding platforms for startup employees.
With growth accelerating, Salesforce needed to keep pace with rising deal volume and more dynamic workflows. And that’s where Sweep came in.
Guiding the pivot
At the center of this change was the Revenue Operations team, led by Matt Garlock. One of his responsibilities was to ensure Salesforce could evolve in step with the company’s shift in customer base (on the investor side) and business model.
As the volume of new opportunities per rep grew, and the business was moving faster, the capabilities of Salesforce had to evolve. A lengthy rebuild would have slowed progress. What Equitybee needed was a way to align Salesforce with a change in strategy in real time.
"The opportunity cost of inefficiency is huge now that we’ve moved to institutional. We couldn’t afford delays or manual work in the supply funnel. That’s why becoming a Sweep customer at the same time made such a big difference — we saw exponential improvements in efficiency right away."
At the same time, Matt knew the pivot could have meant heavier reliance on external consultants. Equitybee still works with a Salesforce consulting agency, but Sweep has changed how those hours are used.
"We still use Salesforce consultants, but Sweep lets us use them much more surgically. Something that might take a consultant an hour, I can now do myself in five minutes in Sweep, which makes us far more precise in how we allocate resources."
How Sweep made it possible
Rather than embarking on months of technical rework, the team relied on Sweep to adapt their Salesforce instantly, ensuring the pivot could deliver results without delay.
With Sweep, Equitybee could:
- Automate opportunity progression: As soon as data changed in Equitybee’s production systems, Sweep advanced opportunities through Salesforce stages automatically.
- Trigger tasks and follow-ups: Sweep created the right tasks at the right time. For example, when a funding agreement was sent and was not signed by the startup employee within the given timeframe, a follow up task was generated immediately.
- Adapt rules in minutes: As GTM motions evolved, stemming from a change in strategy, Sweep’s visual workspace allowed RevOps to adjust Salesforce logic instantly, without rebuilding everything from scratch.
- Maintain data integrity: By tying Salesforce progression directly to Equitybee’s production database, Sweep ensured reports always reflected the true state of deals.
“We were able to completely automate the stage progression. It not only allowed our sales reps to talk to more startup employees, but it also gave us a lot more accuracy in the funnel and confidence in the metrics we’re seeing.”
The change freed the sales team from repetitive admin work, while instilling confidence that reporting was always accurate. Instead of spending hours on CRM updates, the team could focus on closing opportunities and serving customers.
Results
The institutional pivot unlocked new growth. Sweep enabled Salesforce to scale with it, creating an operation that was both nimble and efficient.
With Sweep keeping Salesforce in step with strategy, Equitybee saw measurable results:
- 46% increase in rep capacity
- Hundreds of new opportunities managed monthly with confidence
- 12+ hours freed monthly across the sales team by eliminating manual Salesforce updates
- 10X faster Salesforce changes–routine tasks that took a consultant an hour now take five minutes in Sweep
"With all the automation we’ve built, especially stage progression, we’ve seen a 46% increase in rep capacity. That’s extremely substantial, and we see the bottom-line difference."
Most importantly, Salesforce became easier for everyone to trust: automated progression created consistency in reporting, while tasks and follow-ups ensured nothing was missed.
Agility built in
For Equitybee, Sweep has become more than a tactical solution. It ensures Salesforce grows alongside the business, so strategic pivots can translate into results immediately.
"With more IPOs and acquisitions in the market, interest from startup employees keeps growing. That means the cost of inefficiency keeps rising too. Sweep lets us automate the right things so our reps can focus on the human-to-human conversations that really matter."
Today, Salesforce is no longer a bottleneck. It’s a foundational tool that keeps the sales team focused on opportunities rather than on maintaining the CRM.
The Sweep difference
Equitybee’s evolution from retail to institutional investors was a milestone in scaling the business. Sweep made sure Salesforce adapted just as quickly, proving that when strategy shifts, systems don’t have to slow you down.
The result: a sales operation that is fast, resilient, and ready for whatever comes next.
"Sweep feels like a superpower. It lets us implement things much faster without needing to hire as much. As a lean team, it allows us to punch above our weight and keep scaling without Salesforce slowing us down."