The Hidden Data Problem Costing Equipment Dealers Millions
Episode Highlights
How can the heavy equipment industry close the gap between what sales reps learn in the field and what actually makes it into dealership systems?
In this episode of Heavy Hitters, host Jay Lucas sits down with Martin Roth, co-founder of Filmore, to explore how AI agents are helping solve that “air gap” in equipment sales.
Martin shares his journey from building and scaling B2B software companies to helping grow Level Set into a half-billion-dollar acquisition, then returning to his roots in the construction equipment industry. He explains why sales reps are still underserved by technology and why driving more revenue isn’t necessarily about adding another dashboard. It’s about taking the administrative work off their plates so they can spend more time selling and building relationships in the field.
The conversation also digs into what the “air gap” really looks like. Martin explains how Filmore combines public data, including permits and UCC filings, with a dealer’s internal data to help identify who is likely to need equipment, rentals, or service. Jay and Martin also talk about the reality of messy data, why relationships will always matter in this industry, and why dealers should judge new technology by the return it delivers, not the hype surrounding it.
Listen to the full episode to hear Martin’s take on where AI, data, and field sales are taking the heavy equipment industry, and how dealers can turn better intelligence into real revenue.
Our Guest
Martin Roth is the co-founder of Filmore, a company building AI agents to close the gap between field intelligence and dealer systems in the heavy equipment industry. A seasoned go-to-market leader, Martin was the Chief Revenue Officer at Level Set, where he built the sales and marketing organization from the early days through its acquisition by Procore. Prior to Filmore, he spent over 15 years building and scaling sales teams in B2B software. He is a New Orleans native with deep family ties to the construction equipment business.
