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
$500k Salaries for Mechanics, VC’s Getting Defrauded, DOT Causes Chaos
"You give me money, and I tell you, 'I'm going to circle back in 18 months and let you know what I did with your money.' That's what a safe note is."In this episode of Bricks, Bucks & Bytes, Martin, Mike Powers, Dustin DeVan, and Patric Hellermann dive into the messy reality of construction tech funding, government policy shakeups, and the AI hype that's burning through millions.Key topics discussed:The brutal truth about EU vs US startup ecosystems and where the smart money is goingWhy safe notes are "stupid money" and how founders are getting away with zero accountabilityCharlie Javis sentenced to 7 years for defrauding JPMorgan with fake user numbersConstruction AI is boring: why every startup is chasing the same chatbot dreamDepartment of Transportation's new ruling that just invalidated 40,000+ DBE certifications overnightHeavy equipment mechanics earning $500K through on-demand platforms while dealers pay them $80KPlus, guest interviews with:Alex Kraft, founder of Heave, on disrupting the $180/hour equipment repair racketWissam Akra, CEO of Toughleaf, breaking down the DOT policy bomb that's reshaping billions in infrastructure contracts"Think about how absolutely stupid that method is. You come to me, you offer me money, and I tell you, 'I'm going to circle back in 18 months and let you know what I did with your money.' That's what a safe note is." From government shutdowns to mechanics making half a million on an app, this episode exposes what's really happening behind the scenes in construction tech.--------------Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.com
Chapters00:00 Intro01:35 Introduction and Government Shutdown Discussion04:07 Comparing EU and US Startups05:29 The Future of Startups in the EU08:29 Investment Trends in the US and EU11:00 Challenges in Construction Tech Across Borders14:06 Transactional Models and Regional Specificity15:41 Startup Ecosystems in Construction17:17 The Future of Construction Tech Startups18:23 AI in Pre-Construction and Its Limitations22:24 Fraud in Startups: A Cautionary Tale30:52 Introducing HEAVE: A Marketplace for Heavy Equipment Repairs38:19 Transforming an Antiquated Industry40:39 Service Agreements and Customer Trust42:16 Innovative Pricing Models in Equipment Maintenance47:46 Changes in DBE Certification and Its Impact55:31 The Future of Construction Tech and Compliance
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Bricks, Buck$ And Bytes
NEOM Cancelled, 21K Dead, SoftBank's $5.4B Bet, Track3D Raises $10M
Is Saudi Arabia's $500B Dream Dead? Plus: The $5.4B Robotics Deal That Changes EverythingIn this episode of Bricks, Bucks & Bytes, Owen, Martin, and Patric dive into the biggest construction and tech stories shaking up the industry right now.What we cover:NEOM's collapse - Why Saudi Arabia is pulling the plug on "The Line" and what it means for construction startups in the region (spoiler: 21,000 workers died building this dream)SoftBank's massive $5.4B bet - Breaking down the ABB Robotics acquisition and what "physical AI" really means for constructionThe humanoid vs. specialized robots debate - Which will actually take over construction sites first?Calvin from CrewScope on using gamification to boost worker productivity (yes, leaderboards for drywallers are real)NK from Track3D reveals how they raised $10M to turn reality capture data into instant project insights - no BIM model requiredThe AI circus continues - From OpenAI "killing 1000 startups" to Nvidia's brilliant financing scheme with xAIKey quote: "People have been trying solutions for so long. I don't think it's on the industry - they've been trying. It's on us as technology providers. Our technology is not simple enough." - NK Chaitanya, Track3DPlus: Owen somehow gets invited to speak at an RICS conference after failing their exam three times. Sometimes persistence beats credentials.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.io
Chapters00:00 Intro01:15 Introduction and Personal Insights on Health Tracking04:01 The Impact of Technology on Health and Well-being07:22 Exploring the Neom Project and Its Challenges09:55 The Future of Neom and Its Implications for Startups12:43 Investor Perspectives on Government-Funded Projects16:02 The Robotics Acquisition and Market Dynamics24:27 Understanding the Robotics Value Chain29:17 The Impact of Chinese Robotics on Western Markets30:49 SoftBank's Strategic Acquisition of ABB Robotics32:45 The Future of Robotics in Construction34:19 AI's Influence on the Robotics Industry39:49 Exploring CrewScope's Innovative Approach to Construction52:43 Building Partnerships in the Construction Industry53:11 Transformative Labor Savings in Construction55:01 Building Partnerships for Innovation55:13 Behavioral Change in Technology Adoption56:27 Automating Construction Monitoring with Track3D58:11 Expanding Go-To-Market Strategies59:59 Simplicity in Reality Capture Solutions01:01:41 Customer Preparedness and Market Dynamics01:04:34 The Role of Technology in Construction Verification01:06:43 Pricing Strategies for Construction Technology01:08:47 Global Team Dynamics in Tech Development01:09:49 The Future of Construction Technology
This female founder just broke a construction tech record that no one saw comingIn this episode of Bricks, Bucks & Bytes, Owen, Dustin, Maria, Kevin, and Stjepan dive deep into the biggest moves shaking up construction tech right now.Key topics discussed:- Maria Davidson's historic $94M fundraise - the most ever raised by a female founder in construction tech- Why mixing venture capital with strategic partnerships is the secret sauce for growth - Procore's surprising new CEO choice and what it means for the industry- Oracle's aggressive push into construction tech and the M&A war heating up- Why Zoom is killing your career and you need to get back to face-to-face meetings- The hidden AI revolution happening in construction companies (that management doesn't know about)- Data center boom creating massive opportunities and risks for contractors- How to build authentic relationships that actually close enterprise deals
Key quote:"I'm very surprised by this selection because this person was already on the board of Procore where Procore has been stagnant since they went IPO. You've been sitting at the table the entire time and the stock's done nothing." - Dustin on Procore's new CEO pickFrom record-breaking fundraises to controversial leadership decisions, this episode reveals the power moves and industry secrets that are reshaping construction tech forever.-----------------Chapters00:00 Intro01:25 Introduction and Technical Difficulties04:08 Celebrating Investment Success07:13 The Value of Strategic vs. Venture Capital10:04 Hiring and Building a Strong Team13:08 The Importance of Candidate Experience16:16 Future Plans and Market Expansion19:11 Navigating Industry Challenges and Opportunities25:51 Navigating the Solar Industry and Employment Challenges28:09 Strategic Partnerships and Investment in Construction Tech30:55 Innovations in Project Management and Supply Chain Solutions34:26 Procore's New Leadership and Industry Implications43:24 Oracle's Strategic Positioning in Construction Tech45:30 M&A Activity in Construction Tech46:30 Oracle's Strategic Moves48:18 The Importance of Community in Construction Tech49:22 The Future of Major Players in Construction Tech50:26 Building Relationships Beyond Zoom56:17 Cultural Considerations in Business01:00:25 AI in AEC: Perspectives and Opportunities01:04:22 Building a Business Around AI01:08:28 The Power of Authentic Communication----------🎧 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.comEnjoying the insights? Hit that Subscribe button to stay ahead in construction tech, AI, and the future of how we build.
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Oracle $100B Hour, AI Government Fail, OpenSpace CEO, Barefoot Office Debate
Oracle's CEO Just Made $100 Billion in One Hour While Your Government Wastes Millions on AI That Doesn't WorkIn this episode of Bricks, Bucks & Bytes, Owen, Dustin, and Martin dive deep into the wild world of tech promises, government failures, and what's really happening behind the scenes in construction technology.Key Topics:Oracle's shocking $300 billion OpenAI deal and Larry Ellison's instant $100 billion windfallWhy the UK government's Microsoft Copilot trial was a complete disasterThe brutal truth about why companies keep buying expensive software that doesn't workOpenSpace CEO Jeevan Kalanithi reveals how reality capture is evolving beyond just taking picturesWhether going barefoot in the office makes you a genius or just weirdWhy pre-construction technology is decades behind field management toolsThe real reason AI won't save construction anytime soonSpecial guest Jeevan Kalanithi from OpenSpace joins to discuss their major Waypoint conference announcements and shares his thoughts on the AI race in construction.Key Quote: "No one's ever going to get fired because they bought Microsoft or Oracle. That's why Microsoft Teams is everywhere, even though it's trash." - DustinFrom billion-dollar stock moves to taxpayer waste to the future of building, this episode exposes the gap between tech hype and construction reality.
Chapters00:00 Intro01:45 Introduction and Travel Updates04:37 Oracle's Rise and AI Partnerships07:32 Oracle's Financial Forecast and Market Impact10:26 Productivity Trials and Microsoft 365 Co-Pilot13:05 Government Trials and AI in Planning15:52 Debate on Office Attire and Footwear27:44 The Importance of Company Culture30:13 Fashion and Professionalism in the Workplace34:46 Funding Announcements and Market Dynamics41:20 Reality Capture and Its Future in Construction55:20 Trends in RealityCapture59:11 The Importance of Data Consolidation01:02:11 Safety and Progress Tracking in Construction01:07:02 Navigating Competition in the Market01:09:58 The Role of AI in RealityCapture01:13:50 Future Directions and Company Vision
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