About this episode

Felipe Carvalho discusses critical sales lessons learned from his experience at Pipefy and how they shaped Camu's approach to market.

Felipe Carvalho is Co-Founder and Chief Revenue Officer of Camu — an AI workflow automation platform. Previously, Felipe spent 10 years building the global go-to-market organization at Pipefy alongside founder Alessio Alionço, scaling a horizontal workflow platform that serves Volvo, Capgemini, IBM, Accenture, Visa, Santander, Itaú, and thousands of other SMBs and enterprises across Brazil, the US, and beyond. Before Pipefy, he built and scaled the fundraising function at Hospital Pequeno Príncipe — Brazil's largest children's hospital — raising over $20M and growing a team of 50. In this TJC Operators episode, Felipe shares the brutal sales lesson from Pipefy — why selling everything to everyone is a GTM trap that hides inefficiency through inbound demand, and why outbound exposed it overnight. He walks through the "who would be crazy not to buy this" framework from Seth Shaw (former CRO of Airtable) that reshaped Pipefy's outbound motion, how Camu got from 1–2% to 17% to 33% conversion by progressively narrowing focus to a single ERP (SAP Business One) and one specific workflow (invoice intake), why charging monthly with no strings attached was the cleanest way to validate true…

People in this episode

Host: Olga Maslikhova

Guest: Felipe Carvalho

Topics covered

• sales strategy
• product-market fit
• workflow automation
• go-to-market
• AI in sales
• conversion optimization

Keywords

• sales lessons
• go-to-market strategy
• conversion rates
• AI automation
• product-market fit
• outbound sales
• workflow platforms

Mentioned in this episode

Organizations: Camu, Pipefy, Volvo, Capgemini, IBM, Accenture, Visa, Santander, Itaú, Hospital Pequeno Príncipe

Products: SAP Business One

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