From US$1.5M to US$4.2M in annual revenue

"The information stays in one head"

Leadsales's growth created the classic scaling problem: from five people in a garage to almost 80 on a hybrid team. What used to get solved by listening from the next desk over was now invisible. Recording with generic tools was possible, but manual: extra licenses, hitting the button in time, sharing the file, and no record in the CRM.

The real cost wasn't the licenses. It was that every customer conversation lived in the memory of whoever had it. "With Samu we've managed to be omnipresent," Roby says. "I can be present in practically everything, future and past: how my team is operating, what they're saying, how they're handling objections. And that lets me give sharper feedback, based on an analysis of the conversation."

That's the underlying shift: feedback stopped being an opinion about what the rep reported, and became a read on what was actually said.

The CRM as the front door

The feature Roby uses most isn't a Samu screen — it's his own CRM. "I go into HubSpot, enter our customer's ID, open the contact record and the video call is right there." If he needs to watch it, he watches at 2x: a 10-minute video reviewed in 5. But most of the time he doesn't even need that: "From HubSpot I can see the conversation summary and the score, and get a sense of what happened. Sometimes I don't even have to go into Samu."

The summary tells him which rep handled it, how the customer perceived it and how objections were handled — even in group demos, where it also logs how many people joined and who spoke up. "In the end it saves me time: I don't have to watch every single video call to have a clear picture of how customers are being handled."

The gap junior reps have

Leadsales hires junior, mid and senior profiles, and Roby is direct about what that means: "Not everyone has the follow-up skill." That's where the score on each conversation and the next steps Samu flags do the work that used to depend on each person's experience: what's still open, what action comes next, what was promised to the customer.

And the best conversations serve a second purpose: they're the school. "You can take the best video calls, the ones that closed important deals, and put them into your onboarding to make ramp-up more effective." The knowledge of your best rep gets passed on asynchronously — without adding five reps as silent listeners on a live call, something that, as Roby points out, also makes the customer uncomfortable.

From sales to churn: the conversation as a business sensor

What started in sales is spreading into support and customer service. When a customer cancels, the team goes back to that account's video calls from HubSpot to understand what really happened. And in support calls, Roby says, "the gold nuggets come out: the customer gives you specific insights on what errors they hit, what areas of opportunity they see, what ideas they have to improve your service." Today Leadsales uses that material to work on its churn metric.

It's the same logic at both ends of the business: the conversation with the customer isn't a file — it's the most honest data source the company has.

The business numbers — and the honest caveat

Over these two years, Leadsales went from US$1.5M to US$4.2M in annual revenue, and from 1,200 to almost 2,800 customers. Roby is the first to add the caveat: "It isn't only Samu, but it's a great tool" inside a continuous-improvement operating model — review the video calls, find areas to improve per person, iterate. The numbers belong to Leadsales; what's replicable is the method: measure every conversation and improve on evidence, not on memory.

"The first step to getting better is measuring"

His advice to another founder who loves sales doesn't start with the tool, it starts with the principle behind it.

"The first step to getting better is measuring. If you're not measuring, if you're not recording your customer calls, there's no way you or your reps can improve. If you're thinking about it, I'll tell you: this is a no-brainer. But keep in mind it's a continuous-improvement process — don't expect your sales to go up automatically if you're not putting in the work to see what you're missing." — Roby Peñacastro, CEO and co-founder, Leadsales

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