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
Live from AU, Hosts World Travels, University Entrepreneurship Culture, NFL Insider
In this episode of Bricks, Bucks & Bytes, Owen reports live from Autodesk University in Nashville while Martin shares insights from ETH Zurich's startup conference and Patrick breaks down why popular AI bubble theories are dead wrong.Key Topics Discussed:Why European universities systematically crush entrepreneurial thinkingThe truth behind construction tech's massive funding rounds (80-120M per quarter)How to spot real market bubbles vs. media hype around AI stocksWhy hardware startups face an uphill battle against venture capital preferencesThe innovation crisis at large tech companies like AutodeskPatrick's exclusive behind-the-scenes tour of the LA Rams stadiumMartin's analysis of timber-earth construction panels and venture backabilityKey Quote: "You're basically being taught all the time to stay within reason. And if you want to build a really awesome company, you have to be going against the grain and doing things that other people will call you crazy for." - Patric on why universities fail at creating entrepreneursFrom concrete innovation to NFL stadium construction secrets, this episode exposes the uncomfortable truths about where construction technology is really headed.
Microsoft just bet $10M on construction AI - but industry insiders think it's a massive mistake.In this episode of Bricks, Bucks & Bytes, Owen, Patrick, and Dustin dive into the biggest tech moves shaking up construction while welcoming guests from two hot startups that just raised millions.Key topics discussed:Microsoft's massive $10M AI bet with Balfour Beatty - and why some think it's overpricedBluebeam acquires Firmus AI in a surprising exit storyAutodesk's crushing $1.7B earnings that made investors very happyWhy Figma's stock crashed despite good earningsOneCrew raises $7.5M to modernize paving contractorsBuildFactory's $3.3M raise for prefab marketplace (plus an epic stealth mode fail)OpenAI's ironic $400K job posting for a content strategist"Those are amazing companies, but both those pieces of software need to be shot behind the tool shed. Like they are so old." - Dustin DeVan on legacy construction softwareFrom billion-dollar acquisitions to startup war stories, this episode reveals what's really happening behind the scenes in construction tech - including how one founder got exposed by a LinkedIn web scraper and why some think Microsoft is charging contractors way too much for basic AI tools.
Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io4M Analytics - Instant, reliable utility data you can trust and verify - https://www.4manalytics.com/
Chapters00:00 Intro01:26 Introduction and Martin's Travels03:11 Microsoft's Investment in AI for Construction15:48 Acquisition of Firmus AI by Bluebeam23:50 Autodesk's Latest Earnings Report29:22 Earnings Insights and Market Reactions32:20 Autodesk's Strategic Shifts and Growth Potential34:24 Figma's Earnings and Market Positioning37:11 Figma's AI Initiatives and Future Directions51:05 OneCrew's Innovative Approach to Paving Software01:01:00 AI in Construction: The Future of Scheduling and Management01:04:37 Navigating the Challenges of Selling to Government Agencies01:05:42 Britton Langdon's Journey: From Stealth to Startup01:07:40 The Prefabrication Marketplace: Bridging Supply and Demand01:14:22 Quality Control in Prefabrication: Ensuring Standards01:20:12 Defining Prefab: Strategies for Cost and Efficiency
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Bricks, Buck$ And Bytes
Robotics Mega Show with Dusty Robotics and ex-Waymo exec & CTO of Bedrock Robotics
Why these ex-Waymo engineers decided to conquer construction with their new startup, Bedrock Robotics.In this episode of Bricks, Bucks & Bytes, Owen and Patrick dive deep into the robotics revolution hitting construction with two industry-changing guests. Mo joins as co-host, bringing his Silicon Valley robotics expertise to unpack the biggest funding rounds and breakthroughs happening right now.Key topics discussed:- Why Dusty Robotics chose layout printing over flashier robot applications- How ex-Waymo engineers are retrofitting excavators with self-driving tech- The brutal truth about why most construction robotics startups failWhy accuracy is becoming the ultimate moat in construction robotics- How labor shortages are forcing the industry to embrace automation- The surprising lesson from building 60 robots in-house before outsourcing- Why Field AI's $405 million funding signals a tipping point for the industry- How construction sites are actually the perfect training ground for real-world roboticsKey quote: "Obviously everything's going to be built by robots in the future." - Tessa Lau, Dusty RoboticsFeaturing Tessa Lau, founder of Dusty Robotics (the most respected robotics company in construction tech), and Kevin Peterson, CTO of Bedrock Robotics (fresh out of stealth with $80 million to automate heavy machinery). This episode reveals why construction might be the key to unlocking robotics everywhere else.
🎧 Listen to the Podcast: https://open.spotify.com/show/3P7JkiN9X3N4Kh6jlDsOgi?si=91JP5nxvQbKStkp8AQdAOg 📩 Subscribe to the Bricks & Bytes Newsletter: https://bricks-bytes.beehiiv.com/🌐 Visit our website: http://bricks-bytes.com/
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Chapters00:00 Intro01:06 Introduction to Robotics in Construction03:53 Current Trends and Sentiments in Robotics06:45 Barriers to Adoption in Robotics09:40 Autonomy vs. Collaboration in Robotics12:40 Field AI and Its Impact on Construction15:29 Dusty Robotics: Revolutionizing Job Sites18:18 The Future of Construction with Robotics21:04 Challenges in Construction Tech23:53 The Importance of User Experience in Robotics26:55 Lessons Learned from Robotics Development29:36 The Role of Accuracy in Robotics32:50 Proprietary Hardware vs. Off-the-Shelf Solutions39:43 Prototyping and Time to Market42:40 Manufacturing Challenges in Robotics44:46 Adoption of Robotics in Construction46:23 Pricing Strategies for Hardware47:41 Building a Thriving SaaS Business49:20 Transitioning from Self-Driving Cars to Construction53:30 Unique Product Offerings in Construction Robotics56:29 Collaboration Between Humans and Machines59:24 Adapting to Change in Construction01:11:09 The Future of Robotics in Construction
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Bricks, Buck$ And Bytes
Construction Productivity Myths, UAE Real Estate, TIMES VC Rankings, with Barton Malow
In this episode of Bricks, Bucks & Bytes, Owen, Martin, Dustin, and Patric dive deep into the biggest misconceptions shaking up construction and venture capital. Plus, we're joined by Victor Muchiri from Barton Malow (a $5 billion general contractor) who reveals what tech actually works in the field.What we cover:Why Dubai developers are bringing $19 billion worth of construction in-house (and whether this trend will hit the West)The shocking truth about that McKinsey productivity chart everyone uses in pitch decksWhy 8 out of 10 construction companies can't even define what a "project" isTime Magazine's controversial VC rankings that reward management fees over actual returnsVictor's insider perspective on which construction technologies actually deliver resultsThe Pablo Escobar business model lesson that might change how you think about valuationsKey quote: "Construction companies can't even define what a project is. Eight different customers cannot define internally what a project is. One customer had eight different definitions. This is your business - the project is the equivalent of the order in manufacturing." - PatricFrom Sequoia being mysteriously absent from "top VC" lists to why rats eating cash might be better than some investment strategies, this episode challenges everything you think you know about construction productivity, venture capital, and business models.------------Chapters00:00 Introduction and Awkward Beginnings03:08 Dubai's In-House Construction Trend11:01 The Best Owner Logic in M&A18:40 Market Dynamics and Developer Strategies21:19 Construction Productivity and Industry Comparisons30:45 Luxury and Value in Construction32:09 The Economics of Markup and Intangible Assets34:32 Current Trends in the UK Construction Market36:02 Introduction to Barton Mello and Its Operations38:36 Innovations in Construction Technology41:31 Data Strategies in Construction45:10 Defining Projects in Construction49:59 Standardization Challenges in Construction53:15 Engaging with Startups in Construction Technology54:35 Navigating AEC Tech Startups56:01 The Importance of Industry Expertise57:09 Defining Success in Venture Capital58:36 Exploring America's Top Venture Capital Firms59:53 Evaluating Venture Capital Performance01:01:42 Critiquing the Scoring Criteria of VC Firms01:04:49 The Role of Sequoia in Venture Capital01:08:25 Understanding the Power Law in VC Investments01:10:19 The Impact of Management Fees on VC Performance01:13:13 The Purpose Behind Controversial Lists01:15:33 Top Podcasts and Their Influence
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