~/portfolio / active / samu
Samu
Records and analyzes sales conversations across LatAm Spanish. Auto-fills CRM, scores calls, and surfaces what's actually working.
Sales teams generate hours of conversation data every day and use almost none of it. Samu records, transcribes, and analyzes — Spanish-native across the region’s accents — then auto-updates the CRM and scores the meeting against the team’s framework.
Why I backed it
Whole-job replacement, not feature add-on. Samu isn’t a copilot for sales reps. They’re automating the work end-to-end — record, transcribe, score, update CRM, surface coaching. Tier 2 minimum, often tier 1.
Both founders worked with me at Sirena. Andrés Bruzzoni built the entire Inside Sales / SDR team there from zero — outstanding operator, and the heaviest user of every call-coaching tool we ever rolled out. He lived the pain in his own seat for years before deciding to build the answer. Jonathan Sosin was on the engineering side at Sirena — very, very strong technically. Pattern I trust beyond pattern: founders who used the thing they’re now building, in the same region, before starting.
LatAm sales doesn’t only happen on Zoom. US-built tools (Gong, Chorus) optimize for video calls because that’s the US sales motion. LatAm sales is messy across surfaces — WhatsApp threads, voice notes, calls on personal phones, plus a lot more presencial in physical stores. The team that ingests all of those and turns them into one coherent CRM signal wins. The team that only ingests Zoom/Meet is porting a US product into a market that doesn’t sell that way. Samu chose to sit across the surfaces — that’s the part the US-first players will struggle to copy.
The bet
Sales coaching cuts ramp time for new reps from 6 months to 6 weeks when it works. Across LatAm SMB sales teams, that’s a number every revops leader will pay for. There will be one or two dominant sales-intelligence platforms per region. In Spanish-speaking LatAm + Southern Europe, Samu is positioned to be it. 500 Global already saw the pattern.
$ founders
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