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
Unicorns, Coast's $40M Raise, and $34 Billion in Construction Tech Funding - Why Headcount Growth Might Be Misleading
Construction tech funding is booming, but is it all hype?
In this episode of Bricks, Bucks and Bytes, we learned about Coast's impressive $40 million Series B raise for their financial services platform in transportation.
We also got insights on the surprising growth in construction tech funding, reaching 0.53% of total venture capital.
Plus, we heard a critical take on using headcount growth as a measure of startup success.
Tune in to find out about:
✅ Why Coast is attracting big investment
✅ The unexpected trends in construction tech funding
✅ Why unicorns in the sector are both rising and falling
✅ What really matters when evaluating startups (it's not just numbers)
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Company Mentioned
Coast
Brex
Veev
Nexii
Autodesk
Trimble
FlashTrack
Procore
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Timestamps
00:00 Intro
00:32 Introduction to Coast: Financial Services Platform for Transportation
06:12 Coast's Funding and Investors
10:23 Assessing the Viability of Coast's Target Market
13:42 Analysis of Coast's Funding Rounds and Revenue Growth
18:07 Discussion on Investor Perceptions and Series B Funding
19:09 Market News: ConstruTech Funding Landscape
23:21 Analysis of Funding Trends in ConstruTech
27:45 Hype and Funding Rounds in Construction Technology
32:18 The Growth of Highly Substantiated Companies
36:26 The Asian Market and Funding Rounds
37:25 The Changing Landscape of Exits
41:41 Headcount Growth as a Metric for Startup Evaluation
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Bricks, Buck$ And Bytes
Fencing - The Hidden Gold Mine in Construction Tech & Nexii's Surprising Comeback
Is the fencing industry secretly one of the most profitable sectors in construction?
In this episode of Bricks, Bucks and Bytes, we learned about EverFence's $7.7 million Series A funding, showing strong interest in the fencing market.
We also discussed Nexii's attempt to relaunch after going into liquidation, highlighting the challenges in offsite modular construction.\
Plus, we got candid insights from Patric on why advice from generalist VCs might be hurting construction tech startups.
Tune in to find out:
✅ Why fencing companies can see up to 200% profit margins
✅ The pros and cons of asset-heavy vs. asset-light models in construction
✅ How bad VC advice is affecting construction tech startups
✅ Why founders should be wary of VCs who can't admit what they don't know
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Company Mentioned:
EverFence
Ergion
Nexii
--------------------------
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Bricks, Buck$ And Bytes
GUEST: Holobuilder’s Path To $34m Exit, Mo Akbari’s Journey Building The Pioneering Reality Capture Tool
Ever wonder how a startup goes from $8M to a big exit in construction tech?
In this episode of Bricks, Bucks and Bytes, we learned about HoloBuilder's journey from raising $8M to being acquired by Faro.
We also found out that despite big investments, the reality capture market still has room to grow. Companies like Cupix and Faro are leading, but there's space for new ideas in robotics and AI.
Plus, we got insights on how some VCs are betting on AI startups, hoping to find the next big winner.
Tune in to discover:
✅ Why job site pizza beats expensive marketing in construction tech
✅ The potential of scan-to-BIM technology
✅ How some AI startups raise millions with just a pitch deck
✅ Why product adoption matters more than fancy tech in construction
Listen to the full episode on Spotify to learn more about construction tech and startup funding strategies.
----------------------------
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Youtube: https://www.youtube.com/channel/UCmNbunUTIIQDzbJgGJt9_Zg
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Company Mentioned:
Faro
Frankfurt Airport
Siemens
Autodesk
Contilio
Disperse
OpenSpace
Cupix
Doxel
HoloBuilder
Matterport
Hansel Phelps
Buildots
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Timestamps
00:00 Introduction and Overview
01:09 The Journey of HoloBuilder: From Manufacturing to Construction
08:41 The Go-to-Market Strategy of HoloBuilder
14:20 The Decision to Exit HoloBuilder
23:15 The Three Components of Reality Capture in Construction Tech
28:03 Competition in the Reality Capture Space
35:18 Success Factors in Reality Capture Solutions
39:56 The Evolving Reality Capture Market and Market Leaders
41:33 Funding Challenges and Valuation Drops in Construction Tech
45:26 The Importance of Adoption and User Engagement in Construction Tech
57:34 Niche Markets and Disrupting Workflows in Construction Tech
01:09:43 Building Strong Customer Relationships in the Construction Tech Industry
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Bricks, Buck$ And Bytes
€5.7M VC Bet To Retrofit Europe’s Housing Stock, "Pay What You Want" models and Nemetschek to India - Bricks, Bucks & Bytes
Could a "Cloud Installer" approach help insulate 30 million European homes faster?
In this episode of Bricks, Bucks and Bytes, we learned about Varm's €5.7M seed round for their innovative insulation business. They're using a "Cloud Installer" approach to scale across Europe.
We also discussed Nemetschek Group entering India's construction software market, starting with university partnerships.
Plus, Patric Hellermann shared why he's excited about Varm and his thoughts on "pay what you want" pricing for software.
Tune in to find out about:
✅ How insulation can cut energy costs by up to 40%
✅ Challenges of selling €2,500 software licenses in India
✅ Varm's plan to train and equip local insulation businesses
✅ Why "pay what you want" pricing might not work for high R&D software
---------------------
Sign up to the #1 Newsletter In Construction Tech. Join over 1,000 like-minded Founders, Investors and Techies disrupting the way we build. Forever : https://bricks-bytes.beehiiv.com/subscribe
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Youtube: https://www.youtube.com/channel/UCmNbunUTIIQDzbJgGJt9_Zg
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Companies Mentioned :
Foundamental
VARM
Koala Insulation
Enpal
Thermondo
1.5 degrees
Service Titan
Autodesk
Bentley
Hexagon
Nemechek Group
Trimble
Rayon
AOPropTech
Emerge
Pale Blue Dot
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Timestamps:
00:00 Introduction and Funding Round
02:32 Varm's Focus on Insulating Existing Buildings
05:41 Cloud Installer: Varm's Business Model
10:09 Blow-In Insulation: A High ROI Measure
28:06 Introduction to Nemechek Group's Expansion into India
31:59 The Potential of the Indian AEC Software Market
36:26 Challenges of Pricing Models in the Indian Market
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