Filmore
The data harness and agent studio for equipment dealers
Filmore wires a dealer's systems to the market signals they cannot see, then runs the agents that act on both.
How to read this profile
Filmore is early, and this profile is written to be checked. Where a number is large, it describes what a dealer gets. Where it is small, it describes Filmore, and it is stated plainly. That includes a self-assessment that scores Filmore a 2 on two axes, the real status of every dealer engagement, and a list of the dealers Filmore is wrong for.
What Filmore is
OverviewFilmore is the harness for an equipment dealership. It connects the data a dealer already owns to the market signals the dealer cannot see, decides what matters, and delivers the action to the person who can take it. On top of that layer, an agent studio does the work sales and marketing teams do not have the hours to do.
Most dealers do not have a data problem. They have a wiring problem. The CRM holds the relationship, the ERP holds the transaction, telematics holds the machine, and the open market holds everything about to happen. None of it is connected, so none of it reaches a rep while it still matters.
The number Filmore moves is participation rate, the share of the machines, parts, and service in a territory that the dealer actually participates in. Sales intelligence is the first application built on the harness. It is not the category.
The harness
Three layers, one systemConnect
Public records and dealer systems into one graph.
UCC financing filings across all 50 states, building permits and project starts, contractor licenses, and new business formations, joined to the dealer's CRM, ERP, telematics, and service history. Entities are resolved so one contractor is one record everywhere, not four.
Decide
Records become ranked accounts and moments.
Territory alignment to the right rep, scoring against the profile of the dealer's best customers, whitespace against the existing base, share by county and equipment class, and timing logic for replacement and rebuild windows.
Act
Delivered where the work already happens.
SMS, email, and CRM write-back. No dashboard to adopt, no login to enforce, nothing for a rep to learn. The test Filmore applies to its own roadmap: if it does not change what a rep does this week, it does not ship.
The agent studio
Agents Filmore builds, configures, and operatesProspecting agent
Pulls the signal, enriches it to a named contact and a working phone number, runs the outbound sequence, handles replies, qualifies, and books the meeting. The rep joins at the conversation, not before it.
Marketing agent
Puts the dealer's promotions, financing offers, and product messaging in front of contractors during the weeks they are actually choosing, so the dealer is the visible brand at the decision.
Rep assistant
Voice and text assistant for the admin work that keeps reps out of the field: CRM updates, follow-up, quote prep. Being built with design partners now, not yet running in production.
On the word "studio"
A studio usually implies somebody has to build. Nobody at the dealership does. Agents ship pre-built, get configured to the dealer's territory, ICP, and rules by Filmore, and Filmore operates them. Dealers who want to shape agent behavior can, and most start doing it after the first month. None of them have to hire for it.
What runs on the harness
Applications, with honest status on each| Application | Who it serves | What it does | Status |
|---|---|---|---|
| Prime equipment sales | Machine sales | Net-new contractors, territory whitespace, fleet age and replacement timing, new business formations the week they are filed | LIVE |
| Rental demand | Rental sales | Project phase mapped to equipment class, so the call happens before the contractor starts shopping | LIVE |
| Marketing | Marketing | Brand presence and offers to in-market contractors, timed to the buying window rather than the campaign calendar | LIVE, IN PILOT |
| Product support and rebuild | Aftermarket | Rebuild windows from actual machine hours and real service history, plus parts spend drop-off that signals a customer moving work to a competitor | NEEDS DEALER DATA |
| Used equipment and trade-in | Used equipment | Sourcing machines from owners at the point of disposal, ahead of the auction | IN DESIGN |
Where a skeptic should push
This table is what earns the platform claim, so it is the right place to be hard on Filmore. Two of the five are live at more than one dealer. Product support is the highest-value application and the least proven, because it needs dealer systems connected and the first integrations are underway now. Used equipment is design work. Any vendor claiming a platform should be made to produce this table. Most will not.
Who it is for
The buying committee, including the objectionsECONOMIC BUYER
VP and above who owns a revenue line
Machine sales, rental, product support, or used equipment. Measured on participation rate, revenue per territory, and account penetration. Does not want data. Wants the deals the data implies.
CHAMPION
Sales leader or director
Sometimes a data analyst or marketing lead who already feels the pain of data sitting unused. Carries Filmore internally because it makes their reps look good in front of customers.
USER
The field rep
Will not log into another system, and Filmore does not ask. Gets the accounts worth calling today by text, with the reason to call and the contact already attached.
TECHNICAL GATEKEEPER
CTO and CIO
The honest answer: Filmore connects to the existing stack and adds nothing new to secure or govern. The agents complete defined workflows. They do not make autonomous decisions.
Where Filmore is strong, where it is early
Self-assessed, 0 to 10Capability scores are Filmore's own assessment, not an independent DIG evaluation.
Strong today
Early, and worth pushing on
What Filmore does not do
Boundaries, stated up frontNot a CRM or an ERP. Filmore connects to them and writes into them. It has no system-of-record ambitions.
Not a BI dashboard. If the deliverable is a report leadership reads, the project failed. The deliverable is a call a rep makes this week.
Not a data resale business. Records are the raw input, not the product. Filmore does not sell a feed or a list to work through.
Not an agent toolkit you have to staff. Filmore builds and runs the agents. A dealer who wants to hire a team to configure AI should buy a platform, not this.
Not right for owner-run dealers. If one person does most of the selling on relationships, there is no team to deliver to and no coverage problem to solve.
Not AI for its own sake. The agents complete defined workflows. Anywhere that language would overstate what is running, this profile says so.
How Filmore compares
Against what a dealer already has| Filmore | Equipment data vendors | CRM and DMS | OEM lifecycle tools | |
|---|---|---|---|---|
| What it is | A harness across dealer systems and market signals, with an agent studio on top | Ownership and registration record databases | The dealership system of record | Manufacturer-generated service leads |
| What you get | Connected data, ranked accounts, and agents that do the work, delivered to the rep | A searchable database and exportable lists | A record of what already happened | Leads timed off theoretical service intervals |
| Who touches it | Field reps and marketing, without logging into anything | Analysts and marketing | Back office and management | Product support reps, when they log in |
| The gap | Early stage. Small customer base. Every deployment is hands-on today. | Records, not actions. The rep still does all the work. | Blind to everything happening outside the dealership. | Timelines are not local, and the clock does not reset after the work is done. |
Deployment status
Where Filmore actually is with dealers today| Engagement | Type | Application | Region | Status |
|---|---|---|---|---|
Multi-state CAT dealer Southeast | Paid pilot | Prime sales. New business formation outreach and territory whitespace | NC | IN DELIVERY |
Large CAT dealer Mid-Atlantic | Design partnership | Prime sales. Rep-level scoring and prospecting automation, two-rep sprint | VA | ACTIVE |
Top-5 CAT dealer by revenue | Pilot scoping | Product support and rebuild timing, plus the compact line | TX | SCOPING |
Regional CAT dealer Southwest | Pilot scoping | Rental demand from project and permit timing | AZ | SCOPING |
The honest version
Filmore has no customer awards, no multi-year references, and no user conference. It has been selling for under a year. What it has is dealers running the product now, a first engagement that expanded in scope rather than quietly lapsing, and pilots scoped so a dealer can judge the result in six weeks instead of committing to a year. The real risk in buying Filmore is company stage, and the mitigation is the short, cheap, clearly scoped pilot every engagement starts with. Named references will be added as customers approve them.
Timeline
Company milestonesFilmore founded by Martin Roth and Josh Nguyen, who previously built and sold a construction data business together.
Harness operational. UCC bulk data parsed, permit and project integration live, enrichment waterfall running.
First paying customer signed and first employee hired.
Second dealer engagement to contract. Coverage expands beyond the first two states.
First engagement expands in scope. Design partnership signed with a second CAT dealer, nationwide coverage live, content partnership with Digital Iron Group begins.
Recent work
Product, not press releasesNationwide coverage. Public signal layer live in all 50 states.
Whitespace Radar. Known-customer suppression and county-level share by equipment class.
Lead scoring model. Contractor records banded so reps work the top of the list first.
SMS delivery to reps. Prioritized accounts by text, magic-link access, no login.
Enrichment waterfall in production. Company records resolved to named contacts and phone numbers.
Project timeline integration. Permit phases mapped to equipment classes.
Team
Two founders who have done this beforeMartin Roth
Co-Founder & CEO
First sales hire at Levelset as employee number seven, joining before the company had meaningful revenue, and scaled it past $25M ARR as CRO through the $500M acquisition by Procore in 2021. At Procore, led go-to-market for payments and lien rights. Owns all commercial activity, and opened every dealer relationship above through direct outbound.
Josh Nguyen
Co-Founder & CTO
Head of AI Data Products at Procore, running the Data Grid integration, and previously VP of Data Strategy and Products at Levelset, where he built the data graph that was a significant factor in the acquisition. Fifteen years building B2B data products across graph platforms, machine learning, and data partnerships. Owns product and engineering.
On the bench
That is the leadership team. Two founders, plus the first engineering and data hires. Filmore is not going to list a twelve-person executive roster it does not have. The relevant credential is that these two already built a data harness for construction once and sold it for $500M.
How to evaluate Filmore
The test a dealer should actually runRun this
Ask for your own territory before signing anything. Filmore will show real contractors in your market, not a demo dataset. A vendor who can only show a sample environment is telling you something.
Hand twenty records to a rep who knows the ground. If the rep does not recognize the quality, nothing else on this page matters.
Score the pilot on meetings, not leads. Count conversations created with accounts the dealer was not already working.
Watch whether reps act without being told to. That is the adoption test, and it is the one that kills most tools in this category. It shows in the first two weeks.
Walk away if
Your dealership runs on one person's relationships. There is no team to deliver intelligence to.
You want a dashboard for leadership. Filmore's design premise runs the other way.
You want a raw data feed to work yourself. Buy from a data vendor. It will be cheaper.
You need a vendor with a hundred live customers today. Filmore does not have that and will not pretend otherwise.
Prospecting coverage is not your constraint. If reps are not the bottleneck, this is not the fix.
Commercial model
How dealers buy| Stage | Structure | What it covers |
|---|---|---|
| Pilot | Managed service, fixed term and scope | Filmore runs the harness, builds the territory layer, deploys the agents, and delivers the work. The dealer pays for outcomes rather than seats, which removes the adoption barrier while value is still being proven. |
| Subscription | Annual, per territory or per dealer | Same harness and same agents, converted to software once delivery is repeatable. Priced by states, rep count, and whether dealer systems are connected. |
| Data contribution tier | Enhanced tier | Dealers who connect telematics, service, and CRM history get cross-market intelligence back. Raw data is never visible to another dealer. Contributed data is aggregated and anonymized. |
Ask for your territory.
Filmore will show real contractors in your market within one business day. No demo dataset, no integration required to start.
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