Martin Roth

Expert in go-to-market strategy, sales operations, and pipeline management.

Martin Roth is the Chief Revenue Officer at Levelset, a company specializing in helping contractors and suppliers manage lien rights and ensure timely payments on construction projects. He has a significant background in B2B SaaS, having been with Levelset (formerly zlien) since its early days. Roth joined the startup in 2013 as the first sales hire and played a crucial role in its growth, helping scale the company from $0 to $30 million in annual recurring revenue (ARR) over a decade. This culminated in the company's acquisition by Procore for $500 million in September 2021, marking one of the largest exits in the construction technology sector.2 5

Roth's expertise lies in go-to-market strategy, sales operations, and pipeline management. After leaving Levelset in March 2023, he has focused on coaching early-stage founders and sales leaders to enhance their revenue strategies. He also shares insights through his personal website and newsletter, where he discusses effective sales strategies and leadership lessons learned during his tenure at Levelset.1 3 4

In addition to his professional accomplishments, Roth holds a degree in Business with a focus on International Trade and Finance from Louisiana State University.3

Highlights

Sep 13 · twitter

This is possibly the best explanation of founder-led sales that I have ever seen.

I wish people like @ChrisJBakke were sharing this stuff when I was starting out.

If you need 10 more customers, read this. Every word of it.

Sep 12 · twitter

We took Levelset from $0 ARR to $1.5MM ARR in my first 18-months.

I was 23 years old with no enterprise sales experience when I joined.

Didn't know what SaaS was.

Couldn't even spell ARR.

But here's what I did have:

a great product that was differentiated from the other solutions in the market.
a huge addressable market (construction) with real customers who have real pain that need to be solved
a world-class founder and founding team who was in the trenches with me
an amazing product team that could build and ship new features quickly
1,000 pounds of naive optimism and enough ignorance to do things that were unlikely to work

If you have been following me for a while, you've heard me talk about the tactical things that we did to get our first $1m ARR.

Pick your target customer list (your Dream 100), build a multi-channel outbound cadence, and stick with it for 6+ months.

But the biggest influence on our growth was the team. This is the real advantage that helped us scale so quickly.

It's easy for a salesperson to feel like they are on an island.

If you look around you will recognize that you have a team that supports you.

Use this to your advantage.

Work together and win together.