The Sales Mastery Behind Levelset's $500M Exit - GTM Tactics & Growth From CRO Martin Roth
"We got to a million dollars in ARR by taking meetings any way we could - sending chunky mail, handwritten cards, even just picking up the phone. It's simple."In today's episode of Bricks, Bucks and Bytes, we had Martin Roth sharing his journey as Levelset's go-to-market leader and the real-world tactics that helped scale the business to a successful exit.Tune in to find out about: ✅ Why the first million in revenue requires founders to do the selling themselves ✅ The five key traits Martin looks for when hiring salespeople (grit, resourcefulness, enthusiasm, curiosity, ambition) ✅ How selling to construction differs from typical B2B SaaS ✅ Why you should never hire a sales director before hitting $1M in ARRMartin reveals how Levelset went from $1.5M to $10M ARR in six years, then doubled to $20M in just 18 months once they figured out their go-to-market strategy. A must-listen for construction tech founders looking to scale sales operations.---------Timestamps00:00 Intro05:06 Introduction to the Journey09:10 Early Days at Levelset17:14 Go-to-Market Strategy Evolution23:59 Sales Techniques and Lessons Learned26:04 Differences in Construction Tech vs. B2B SaaS29:42 Understanding the Construction Industry's Landscape35:23 Navigating Messaging Challenges in a Diverse Market42:58 Sales Strategies for SMB vs. Enterprise Markets53:27 Handling Long Sales Cycles in Construction56:06 Navigating Enterprise Sales Challenges58:57 The Role of Champions in Sales1:01:54 Understanding the Cost of Adoption1:05:12 Effective Communication in Sales1:06:54 Key Traits of Successful Salespeople1:14:11 Building a Sales Team and Leadership Dynamics
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Bricks & Bytes
The $100/sqft Home: How Mobile Factories Could Solve America's Housing Crisis
Could mobile factories revolutionize homebuilding and solve the housing crisis? One company thinks they've cracked the code.In this episode of Bricks & Bytes, we sit down with Alex Gample, co-founder of Cuby, who's tackling America's housing shortage with a radical approach: containerized micro-factories that can be deployed anywhere to manufacture homes at $100-110 per square foot—significantly cheaper than traditional construction.Key topics discussed:
How Cuby's mobile micro-factories work and why they chose a distributed model over gigafactoriesThe company's ambitious plan to deploy 275 factories over the next decadeWhy construction productivity hasn't improved in decades while other industries have transformedHow they're using unskilled labor with advanced software guidance to replace skilled construction workersThe regulatory challenges that have killed previous housing innovation attemptsTheir partnership model with local developers and the economics behind itWhy Eastern European engineering talent is giving them a 7-10x cost advantageThe three-phase master plan from factory deployment to vertical integration
"For every seven folks that now retire from the construction industry, only one replaces them... nine out of 10 times no one even has in their immediate circle someone that swings a hammer."Discover how Cuby is reimagining homebuilding from the ground up, why their "antithesis" approach might succeed where others have failed, and what it could mean for making homeownership accessible again.
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Bricks & Bytes
Pen & Paper STILL BEATS Tech In Construction - Overcoming Adoption Barriers & Driving Change In Construction
"Pen and paper is still one of the largest competitors that construction tech has."That's what Kalyn Lengieza, owner of Grindstone Consultants, told us during our latest conversation. And honestly, it hit different.In today's episode of Bricks & Bytes, we had Kalyn and we got to learn about why authenticity beats fancy tech features, how relationships still drive deals in our industry, and the real secrets behind successful construction tech marketing... and many more!Tune in to find out about: ✅ Why deals still get done on golf courses and job site trailers ✅ The time, talent, treasure framework for resource allocation ✅ How to use AI and tools like Gong to understand your customers better ✅ Why most construction tech companies are positioning themselves wrongThis episode is packed with actionable insights for founders, marketers, and anyone trying to crack the construction tech code.Listen now on Spotify and let us know what resonates with you in the comments.---------------# Podcast Timestamps00:00 Intro01:56 Introduction and Unique Connections05:10 The Importance of Authenticity in Construction Tech Marketing07:46 Kalyn's Role and Daily Involvement in Grindstone10:55 Building Relationships and Customer Acquisition Costs14:00 Leveraging AI and Tools for Marketing Efficiency16:41 Time, Talent, and Treasure Framework for Startups19:53 Prioritizing Marketing and Sales Initiatives22:47 Testing and Iterating Marketing Strategies26:03 Maintaining Customer Touchpoints and Nurturing Relationships28:54 Final Thoughts on Marketing in Construction Tech32:50 Creating a Cohesive Marketing Strategy34:58 Winning at Product Marketing36:07 Understanding Your Customers37:48 Common Positioning Mistakes41:08 Effective Messaging Frameworks42:57 Tailoring Messaging for Different Personas47:59 Key Metrics for Success52:33 Generating Qualified Leads55:53 The Best Channels for Customer Engagement59:17 Radical Changes in Go-to-Market Strategies
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Bricks & Bytes
Most Construction Sales Reps Are Fake Consultants - Real Sales Strategy from Ediphi's Director
You may price a job for two years just to get the chance to build it."That's the brutal reality Trey Darnell shared about construction sales today.In today's episode of Bricks & Bytes, we had Trey Darnell, Director of Sales at Ediphi, and we got to learn about why construction tech sales is completely broken, how most salespeople get it wrong, and why the industry desperately needs a new approach... and many more!Trey went from writing user guides on construction sites to becoming a sales leader at one of the hottest pre-construction tech companies. His journey reveals hard truths about our industry.Tune in to find out about:✅ Why 90% of construction salespeople fail at their job ✅ The hidden cost of pricing jobs for years without winning them ✅ Why platforms are becoming "jack of all trades, master of none" ✅ How to sell construction tech without being another annoying vendorThis episode will change how you think about buying and selling construction technology.Listen now on Spotify and let us know what you think in the comments.---------------Chapters
# Chapters00:00 Intro00:03:00 Introduction and Background of Trey Darnell00:06:02 Challenges in Construction and BIM Advocacy00:08:50 Transition to Construction Tech and PlanGrid Experience00:12:10 Sales as a Consulting Approach00:15:14 Joining Edify and the Evolution of Pre-Construction Solutions00:20:58 Go-to-Market Strategy for Edify00:27:01 Building Relationships and Understanding Client Needs00:33:07 Understanding Time to Value in Construction Tech00:37:01 Successful Go-to-Market Strategies00:41:10 Sales Cycle Dynamics and Compression Strategies00:46:38 Navigating Small vs. Large Accounts00:52:02 Pricing Strategies and Negotiation00:54:29 Traits of Successful Salespeople in Construction Tech00:57:36 Gaining Experience in the Construction Industry00:59:13 Advice for Newcomers in Construction Tech Sales01:00:41 When to Hire a Sales Leader
OpenAI Turner Mega Deal, OpenSpace Buys Disperse, Government Shutdown Impact on Construction & Startup Valuation Truth Bombs
In this episode of Bricks, Bucks & Bytes, Owen, Martin, Patrick, and Dustin break down what happens when a fully remote startup brings everyone together IRL—plus two major construction tech deals that have everyone talking.Dustin opens up about Ediphi's first all-hands offsite (spoiler: his team didn't win the escape room), before the crew dives into the chaos of government shutdowns and what they actually mean for construction.Then things get spicy with the OpenAI x Turner deal that's got LinkedIn in a frenzy, and Jeevan from OpenSpace and Oli from Disperse join to talk about their recently announced acquisition.Topics covered:Why company offsites are worth every penny for remote teamsThe real cost of government shutdowns on construction projectsTurner's $30M OpenAI deal and what it means for GCsInside the OpenSpace + Disperse acquisitionThe uncomfortable truth about startup valuations and M&A"You're not worth that much money when you raise at 30 million or 50 million. You're not truly worth that. It's buying a future." - Dustin DeVanPlus: Owen debuts the new Bricks & Bytes merch, Dustin reveals his founder health transformation (no Ozempic involved), and the team debates whether construction tech is ripe for consolidation.Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioAphex is the multiplayer planning platform where construction teams plan together, stay aligned, and deliver projects faster – check out aphex.coChapters00:00 Intro01:43 Introduction to Company Offsites 07:46 The Importance of Company Offsites 11:42 Government Shutdown in the U.S. 21:00 Turner Construction's Deal with OpenAI 24:20 Exploring OpenAI's Impact on Construction 27:18 The Challenges of Implementing AI in Estimation 29:53 Creative Commercial Deals and Revenue Sharing 31:19 The Role of AI in Streamlining Workflows 34:38 Standardizing Processes for Effective AI Integration 38:58 The Future of Legal Services in the Age of AI 42:21 The Human Element in Legal and Engineering Services 49:34 The Acquisition Journey: From Partnership to Integration 53:03 Leadership Changes and Strategic Growth 57:09 Product Roadmap and Customer Experience 1:00:05 Navigating Competition in Construction Tech 1:01:55 Future of Acquisitions in Construction Tech
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Bricks, Buck$ And Bytes
nPlan Raises £11.9M Series B, AI Agents Lack Evals Crisis, WhatsApp Dominates 90% Site Communication
"Most AI Agents Will Die" - Why This CTO Is Terrified About What's Coming
In this episode of Bricks, Bucks & Bytes, hosts Owen Drury, Martin, and Patric Hellermann sit down with some of construction tech's boldest builders who aren't holding back. Fresh off massive funding rounds and hard-won lessons, they reveal what's really happening behind the hype.
What we cover: - nPlan's £11.9M Series B - Alan Mosca (CTO) explains why they accidentally solved molecule generation while building scheduling AI- Factors' $56M raise - How they're financing $250-300M of construction work annually (and the "trick" banks don't want you to know)- The AI agent apocalypse - Why lack of evaluation frameworks will "kill off most agents"- WhatsApp is eating construction tech - 90% of site communication happens here, and smart founders are finally paying attention- Smart glasses revolution - Why this could be as transformative as mobile phones on construction sites- AI consultancies without humans - The controversial future of PM firms charging on outcomes, not hours- Why one founder stopped fundraising - "Customer money is the best capital" and why raising is a "massive distraction"- 5 accelerators, 5 lessons - Prakash Senghani (Navatech) on contradictory advice and what actually works in the Middle East- Regional pricing secrets - Why per-user pricing fails in the UAE and what to do instead
Key Quote:"I think we're getting to a stage where AI is going to become like the internet, right? You don't tell people that my app runs on the internet. That's obvious. You're going to get to a stage where your app has AI. Yeah, that's obvious, right? What are you doing with it? What's the outcome?" - Prakash Senghani
Featuring: Alan Mosca (nPlan CTO), Nitin Bhandari (Planera), and Prakash Senghani (Navatech)
🎧 Listen to the Podcast: https://open.spotify.com/show/3P7JkiN9X3N4Kh6jlDsOgi?si=91JP5nxvQbKStkp8AQdAOg 📩 Subscribe to the Bricks & Bytes Newsletter: https://bricks-bytes.beehiiv.com/🌐 Visit our website: http://bricks-bytes.com/
📲 Follow us: LinkedIn: https://www.linkedin.com/company/bricks-bytes/ Twitter: https://x.com/bricksbytespod Instagram: https://www.instagram.com/bricksbytes/
Sponsors:BuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioArchdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.com
Enjoying the insights? Hit that Subscribe button to stay ahead in construction tech, AI, and the future of how we build.
Chapters00:00 Intro02:12 Introduction and Guest Introduction04:61 Funding News and Company Growth08:03 Technological Innovations in Scheduling10:40 Generative Models and Unexpected Discoveries13:31 Developing Custom Models for Specific Tasks16:24 The Importance of Data and Research19:08 Convergence of Machine Learning Techniques22:13 AI Skepticism and Misuse24:52 The Future of AI in Construction Tech28:08 Collaborative Scheduling and User Experience30:57 Evaluating AI Performance33:36 Insights from Nitin on Data Center Construction36:32 Planera's Unique Approach to Scheduling39:28 The Role of AI in Scheduling42:20 Lessons from Past Collaborative Tools45:18 The Future of Scheduling Technology46:33 Introduction and Context Setting47:25 Navigating Growing Pains in Business48:17 The Role of AI in Business Operations49:44 Understanding the Product and Its Impact51:14 Practical Applications of AI in Safety54:45 Target Customers and Market Strategy55:48 Shifting Gears: The Future of Construction Tech1:00:17 The Evolution of Software and Company Structures1:04:09 Current Business Climate in the Region1:06:13 The Rise of Construction Tech Startups1:10:05 Experiences with Accelerators1:15:39 Pricing Strategies for Startups1:18:41 Conclusion and Future Outlook
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Bricks, Buck$ And Bytes
Procore’s AI Bomb, Should VCs Pick Ideas, Revolutionary Site Layout Tool
Last week at Groundbreak, Procore launched Helix AI Agents claiming to make startups like Trunk Tools and Datagrid "obsolete overnight."In this episode of Bricks, Bucks & Bytes, we invited Datagrid's CEO Tiago to respond (spoiler: he ghosted us... draw your own conclusions 👀)Owen, Martin, Dustin, and Patric also dives into one of the most controversial questions in startup investing: Should founders ask VCs for business ideas?In this episode:Why asking investors for startup ideas means you're already losingThe real reason big corporations can never innovate from withinWhere the truth about building outlier businesses actually liesWhy construction tech is heating up right now (and nobody knows what's coming)The Procore AI agent announcement that's shaking up the industryHow to find insights that actually matter (hint: it's not from VCs)The Brutal Reality: "If a VC had such a unique insight on that business, it would almost be a compelling enough reason to leave their job to pursue it because those things are so special and so rare"The construction tech arena is heating up. Big announcements. Bold claims. But who's actually solving real problems?If you're building in construction tech, this episode reveals the playbook no one's talking about.Watch the full breakdown before everyone else figures it out.
Chapters00:00 Intro01:32 Introduction to Business Ideas and AI Agents04:21 The Role of Investors in Business Ideation07:26 The Nature of Outlier Businesses10:05 The Limitations of VC Insights13:01 The Impact of New Browsers on Market Dynamics15:54 Procore's AI Agent Announcement and Industry Reactions18:51 Comparing Procore with Competitors28:01 Procore's Evolving Submittal Process29:04 Market Dominance and Industry Assumptions29:45 AI's Role in Construction Tech30:59 Data Activation Challenges32:10 The Importance of Data Connectivity33:54 Market Power and Vendor Lock-in34:23 Assumptions in the Construction Tech Landscape35:34 Tracy's Insights on Startup Strategies36:44 Defensibility in Construction Tech38:28 Collaboration and Network Effects39:20 Introduction to Mechasys40:07 Innovative Layout Solutions42:29 As-Built Documentation and Modifications44:29 Comparing Layout Solutions46:15 Hardware Development and Manufacturing49:20 Accuracy and Cost Competitiveness51:39 Understanding BOM Costs in Manufacturing54:32 Product Versatility and Customer Needs55:23 Innovations in Construction Management Software01:00:06 Challenges Faced by Residential Contractors01:04:21 The Importance of Estimating in Construction01:08:04 Navigating the Competitive Landscape of Construction Tech
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Bricks, Buck$ And Bytes
Buildots Acquisition, Procore Groundbreak’s Awkward Week, Pre-Con Is On Fire
Buildots acquired workforce tracking company Genda – combining progress monitoring with real-time worker data in a way their competitors can't match.In this episode of Bricks, Bucks & Bytes, Owen, Martin, Patric, and Dustin dig into the week's biggest stories in construction tech, from strategic acquisitions to what actually happened at Groundbreak.Key topics discussed:Why Buildots bought Genda and how tracking workforce alongside progress creates a competitive edge (especially for catching inflated change orders)Dustin's firsthand account of Procore's Groundbreak keynote – an hour about AI agents, but almost nothing about solving real construction problemsThe awkward moment when Tooey handed over CEO duties, and why the transition felt rushed and unpreparedLuigi La Corte from Provision explains how skimping on branding early hurt their credibility with customers (even while being capital efficient)A proper argument about 2D takeoffs: Dustin thinks they'll be commoditized, Luigi defends why 99% accuracy mattersCandid Intelligence's claim they can compress years of pre-construction work into hours (and what that actually means)The reality that contractors will never blindly trust AI quantities – and for good reason"If you don't do your own branding early, someone else will do your branding for you." – Luigi La Corte, ProvisionDustin also teases some Groundbreak gossip he can't share yet. You'll have to wait until next week.Sponsors:Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioChapters:00:00 Intro01:30 Introduction to BuildDots and Recent Acquisition04:32 The Importance of Workforce Tracking in Construction07:23 Challenges in Merging Progress and Workforce Tracking10:21 Insights on Acquisition Strategies and Market Dynamics13:30 Evaluating the Impact of Acquisitions on Competitive Landscape16:25 Procore and Autodesk: A Shift Towards AI19:12 Leadership Transition and Strategic Vision at Procore29:01 Introduction and Recent Developments30:49 Debate on Commoditization of Construction Tech33:58 The Importance of Data Sets in Estimation37:03 Challenges in Achieving Accuracy in Construction Estimates40:56 The Role of AI in Construction Management43:49 The Future of AI and Human Collaboration48:01 Capital Efficiency and Branding in Construction Tech51:53 Marketing Strategies and Customer Engagement53:19 Trust in Quantification Tools55:34 Transitioning Leadership in Tech Companies57:15 Innovations in Pre-Construction Processes01:01:34 Challenges in Construction Technology Adoption01:08:39 Building a Startup in Construction Tech01:11:29 Investor Relations and Business Growth Strategies
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