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Pedro Lacerda
Experience

Nine years carrying a B2B quota

SDR to Account Executive to Head of Sales, across Brazil and Barcelona — each role read as a resumed case, not a résumé line.

ClassPass

Jan 2026 – Present
Field Account Executive I·Rio de Janeiro, Brazil

ClassPass runs a global fitness and wellness marketplace. The role is full-cycle partner acquisition and marketplace expansion across Brazil — a WhatsApp-first market — running the funnel end to end in Salesforce.

148%
Peak monthly quota
25.1%
Reply rate (1,758 leads)
84
Partner contracts
Systems & processes built
  • AI-assisted WhatsApp outbound — research, qualification and first-touch at scale.
  • Full-cycle partner acquisition motion tuned to Brazilian buyer behavior.
  • The live playbook that became the SDR agent's RAG knowledge base.
Full-cycle salesPartner acquisitionSalesforceAI-assisted outboundMarketplace expansion
Why it matters for GTM engineering

This is the exact operating context the SDR agent was built for — and where I learned, hands on, which steps are repeatable and which need commercial judgment.

Amenitiz

Jul 2023 – Sep 2025
SDR → Account Executive·Promoted in 7 months·Barcelona, Spain · Portuguese market

Amenitiz builds B2B SaaS for independent hospitality. Starting as an SDR and promoted to Account Executive, the focus was full-cycle acquisition in the Portuguese market — the company's smallest territory, entered from zero.

#1
AE company-wide by MRR
~108%
Average quota
115%+
Quota as SDR
Systems & processes built
  • A disciplined qualification process that held conversion high at volume.
  • The objection-handling logic later encoded into the SDR agent.
  • A repeatable discovery-to-demo motion for a brand-new market.
Full-cycle salesDiscovery & demoQualificationObjection handlingNew-market entry
Why it matters for GTM engineering

The qualification and objection logic that keeps conversion high at volume is exactly what a GTM system should encode — instead of leaving it in one rep's head.

Vento Fresco

May 2017 – Jul 2023
SDR → Account Manager → Head of Sales·Six years, three roles·Rio de Janeiro, Brazil

Six years and three roles at a B2B services company — from high-volume outbound, through strategic account management, to leading the whole commercial organization as Head of Sales.

30
Rep organization led
30%
YoY revenue growth
80+
Cold calls / day (SDR)
Systems & processes built
  • Outbound cadences and forecasting rituals across a 30-rep team.
  • Funnel instrumentation — defining what got measured, at which stage.
  • A structured onboarding path that shortened new-hire ramp.
Sales leadershipForecastingFunnel instrumentationCoachingAccount management
Why it matters for GTM engineering

Instrumenting a 30-rep funnel — deciding what gets measured and where — is the same measurement instinct behind the agent's analytics today.