Martin Roth

I'm the founder of Filmore. We help construction equipment dealers and rental companies find the contractors who are looking to buy, rent, and service equipment right now.

Dealers have always known that timing wins deals. The problem is knowing when the buying window opens. We use signals like UCC filings, telematics, permits, and service records to show sales teams exactly who's in-market, before the competition knows. And our agents handle the workflows that surround selling and servicing equipment customers.

Here's how I got here.

In January 2013, I joined a small New Orleans startup called Levelset as the first sales hire. Employee #7.

I didn't know anything about construction, or liens, or SaaS. I couldn't spell ARR. It was like drinking from a firehose.

For the next 10 years I was consumed by the business: learning how to sell, how to manage, how to lead. We grew from $0 to $30MM ARR and 400 employees, raised $47MM in venture capital, and in September 2021 Levelset was acquired by Procore for $500MM. At the time, the second largest exit in construction tech.

Everything about my life is different, and better, because of those 10 years.

I left in March 2023 to build again. Filmore is that company.

I also write about scaling revenue from $1M to $30M ARR, everything I learned at Levelset, at martinroth.com. And I work with a small number of post-PMF B2B SaaS founders who are ready to stop being their company's only salesperson.