"Everybody thinks it gets easier when you’re at $100M+ ARR, cash-flow positive, and growing. But I just had the worst two months of my entire life.” That’s what Marcelo Lombardo, founder of Omie, told me on Friday. Omie is the Brazilian SaaS giant founded in 2013. They just announced a $160M Series D. With 180K SMB clients and 30-40% annual growth, they’re the #1 cloud ERP and fintech for small businesses in Brazil. They are real OGs in the BR ecosystem. I picked Marcelo's brain on his learnings going from $0 to $100M ARR. "It doesn't get easier as you grow, it just gets different". I burst into nervous laugh but also in relief. The conversation was so fun and full of golden nuggets that deserve to be shared.. so here are some of the lessons and stories he shared: 1. Borrow credibility to open doors In the early days, he picked up the phone relentlessly to speak with his first customers and ask a simple question: “Do you remember where you found us?” Many said “Google", until he pressed. The real answer: “My accountant told me to use Omie.” That’s when they realized accountants, not ads, were the real channel. They flipped strategy into partnerships with them. Today they drive 80% of Omie’s sales. 2. Commissions can erode trust “If my client finds out I’m making money from this, it hurts my credibility. Give them the discount instead.” the accountants would tell him. The best accountants valued trust over margin. Incentives that work in SaaS backfire when partners are fiduciaries. 3. Trust lowers walls faster than incentives When Marcelo asked accountants if he could sell to their clients directly, they handed him their entire client list. Why? “Because they trusted me.” he said. Alignment matters more than commissions. 4. Trust scales through presence “The job to be done is not to scale software sales, but to scale trust.” Omie’s AEs visit 3-4 accountants a day, every 15 days. Not to pitch, but to listen: “What’s your problem today? What’s your client’s pain?” That cadence compounds relationships and yields warm intros. 5. Trust is long-term leverage Instead of outspending competitors on ads, Omie built a distribution moat by being the most trusted partner to accountants. Other nuggets from our call: - Trust > commissions - Give partners the product for free so they become power users - Keep partnerships alive with cadence: 3–4 visits/day - Great partners protect client trust; weak ones chase margin - At every stage, the problems change, but trust is always the multiplier If you're building a compay, or operating, I encourage you to share what you learn, you never know who you help. Shoot me a comment or a dm. Now, back to building 💪. #startups
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Never disappointed with your content Felps, these lessons are incredibly powerful. Thanks for sharing, a real inspiration to those building in this ecosystem 🚀
Ivan E.
2mo
CRUSHINGGG! Congrats on the traction feli, and of course, stay whelmed. 🧘♂️
Great insight Felipe Salinas Rangel ! Hope everything is going great with Taxflow! 🙌🏻
I can imagine how much fun you had, Feli!!! Awesome.