It turned 30,000 interactions a month into a number it can actually read

The machine that measured everything except what mattered

On the revenue side, Felipe works with a demanding, well-designed model: standard operating procedures, a clear sales motion, a different pitch depending on the type of call and the type of business. On top of that model, almost everything can be tracked — performance, leading indicators, activity. The problem lived in the one place the numbers didn't reach.

"What we couldn't track, and where we were falling down, was the quality of the interaction," he says. A pitch could only be verified by listening to calls, one at a time. At Nubox's scale, that was a fantasy: tens of thousands of conversations a month that no human team can review. "We didn't have the capacity. We were blind."

It wasn't a problem of will or of method. It was a problem with no known solution. "There had never in my life been an opportunity to solve that," Felipe says. "The technology just wasn't there yet."

The detour: a tool that sounded good on paper

The first time Nubox talked to Samu, a year ago, the exact solution they needed didn't exist yet — not at Samu, not anywhere. So they took what looked like the shorter path: another tool, a competitor that at the time seemed closer.

On paper it all added up. In practice, it didn't. "We ended up paying for something that got used, but that didn't deliver enough on top to give us a good return," Felipe admits. The system's limits left the underlying problem untouched. Call quality was still a blind spot.

The return, and a surprise

This year, certain that the other tool wasn't going to solve it, Nubox came back to Samu. And found something they weren't expecting: one of the requests they'd left on the table a year earlier was already built.

"They already had it shipped: recognition by call type," Felipe recalls. "Something basic, fundamental, that as far as I've seen nobody else has. And that alone makes all the difference." They asked for a few more things, and what finally sold him wasn't only the product but the way of working: the level of focus on solving for the customer, the speed, the openness to build and grow. Product and commercial relationship together were "the perfect match." They officially kicked off in February.

From qualitative to quantitative

Today, at Nubox, quality has stopped being a feeling and become a data point. What used to be pure "qual" is now "quant": what percentage of the day's calls have a good discovery, measured against criteria they defined themselves.

That last part is what excites Felipe most. "One of the wonderful things about Samu is that it lets us customize our own prompts," he explains. The team picks what to measure and changes it whenever they want: if something new shows up tomorrow that's worth watching, they build the extractor and it's done. "It gives us a flexibility, an agility I haven't seen in any other competitor."

The effect spreads across the whole org. Reps work sharper. Sales managers run analytical coaching, backed by evidence, on what actually happened in the call rather than on a sample. And the enablement team can finally verify something that used to be an act of faith: whether what gets trained is actually being executed. "We have a level of visibility for enabling reps to be more successful that wasn't even thinkable before."

A CRO's decision

Switching tools wasn't an impulse. Felipe put it through the same filter a revenue leader applies to any investment, and he boils it down to three questions.

First, price against value. With a team of about 50 people behind it, the question is whether the investment pays for itself. For Felipe the answer far exceeds the cost: "This is a before and after. It isn't a tool that makes a process more efficient; it's a before and after in how we work, how we design, how we track and correct" — a growth loop.

Second, whether that value can be captured. And here Felipe flags something others would sell as a flaw and he counts as a virtue: "Samu leaves it in your hands. How far and how fast we implement it is on us. If it isn't delivering, that's us." Good support on one side; on the other, the control — and the responsibility — sitting with the team.

Third, that all of it be actionable. Because none of this matters if it doesn't end in a decision. "The HubSpot integration is wonderful," he says: every data point Samu captures drops into a CRM field, ready to analyze and act on. Price, value, implementation and integration: in his words, "the three big checks."

"This is the future, and it's inevitable"

Asked what he'd tell another CRO evaluating a tool like this, Felipe joked first: "If I had to give the competition advice, it'd be: don't use Samu. It works."

And then, seriously:

"To anyone who wants to sell more efficiently, enable their teams, have happier teams and better results: this is the future, and it's inevitable." — Felipe Gómez, Chief Revenue Officer, Nubox.

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