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
Vibe Coding Will Die, nPlan CTO Warning, Woodchuck $3.75M Raise, Parsepec $20M Series A,
Construction companies are claiming they're "software companies" now - but this dangerous trend could destroy the industry.In this episode of Bricks, Bucks & Bytes, Owen and Patric dive deep with Alan Mosca (CTO of nPlan) about the AI revolution that's both exciting and terrifying the construction world. Plus, we hear from Todd Thomas of Woodchuck AI about turning construction waste into profit, and Forest from Parspec Inc on their 20 million Series A raise.Key topics discussed:Why contractors thinking they can "vibe code" critical software is setting them up for disasterThe DocuSign problem: why you can't just prompt your way to enterprise securityThe AI paradox that could kill coding platforms when they get too goodHow Woodchuck AI is reducing waste costs by 30% while creating new revenue streamsWhy GCs are "pressurizing a chamber that's already at incredible high pressure"Travis Kalanick's physics breakthrough claims and what they reveal about AI hypeThe real applications of AI that are actually working in constructionKey quote: "That is basically pressurizing a chamber that is already at incredible high pressure with very thin walls. Because GCs run on insanely thin margins with very little time to spare and everything feels like you got it done by a miracle most of the time." - Alan MoscaThis episode doesn't hold back on the hard truths about AI in construction. Listen now to understand what's really happening behind the hype.
Chapters00:00 Intro01:05 Introduction to AI in Construction03:05 Challenges with AI in Construction09:53 The Future of Vibe Coding16:15 The Role of AI in Business and Investment21:16 AI Generated Content and Marketing Strategies27:35 The Influence of Extremes on Public Opinion28:10 Marketing Strategies in the Age of AI29:13 The Dangers of Intellectual Laziness in Content Creation30:03 The Rise of Vibe Coding in Construction30:57 The Challenges of Software Solutions in Construction34:05 Point Solution Fatigue in General Contracting36:56 The Slippery Slope of DIY Software Solutions40:05 Woodchuck's Innovative Approach to Waste Management41:56 AI's Role in Sustainable Construction Practices45:09 The Importance of Pre-Sorting in Waste Management47:54 The Future of Waste Management and Compliance53:07 Funding and Expansion Plans for Woodchuck57:19 The Rise of Tesla Robot Taxis01:02:10 AI in Construction Material Sourcing01:09:24 Challenges in E-commerce for Construction01:15:48 Lessons from Startup Growth
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Bricks, Buck$ And Bytes
Big Tech Rethinks Construction, Palantir $100M Nuclear Deal, Data Center Capacity Crisis & Nvidia AI Profits
Big Tech is Quietly Taking Over Construction (And Making Billions Doing It)In this episode of Bricks, Bucks & Bytes, Owen, Martin, and Patric dive deep into how tech giants are reshaping the construction industry - and who's really profiting from the AI boom.What we cover:How big tech companies are forcing construction firms to completely rethink project deliveryWhy Palantir just signed a $100 million deal with a nuclear company (and what it means for the industry)The shocking truth about where all the AI money actually goesWhy 22-28% of the world's GDP comes from projects - and what that means for capacity vs. softwareThe wild world of fundraising scams targeting desperate startupsWhether usage-based pricing models are about to collapseWhy most construction startups are solving the wrong problemsKey quote: "Why would I invest in software rather than the factory? I would invest in the factory, right? If I want to have access to space and monopolize the access to space, dude, I'm not building software. I'm building a fucking launch ramp and a reusable rocket." - PatricPlus, the hosts try (and fail spectacularly) to guess the World Economic Forum's top 10 emerging technologies of 2025. Spoiler: nobody saw "green nitrogen fixation" coming.------------------Sponsors:BuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io4M Analytics - Instant, reliable utility data you can trust and verify - https://www.4manalytics.com/-----------------------Chapters00:00 Intro01:21 Heat Waves and Air Conditioning Trends05:23 Big Tech's Influence on Construction11:20 Capacity Challenges in Construction17:14 Palantir's Nuclear Operating System Partnership30:27 Navigating the Complexities of General Contracting33:45 The Role of Private Equity in General Contracting37:56 Emerging Technologies and Their Impact40:40 The Future of Fundraising and Scams in Startups52:35 Understanding the Venture Investment Ecosystem55:25 Navigating Fundraising Challenges58:20 The Role of Fundraising Advisors01:02:30 Effective Messaging in Marketing01:07:18 Competition vs. No Competition in Market01:11:22 Debating Usage-Based Pricing Models
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Bricks, Buck$ And Bytes
ChatGPT Makes Us Dumber, LIVE from House Factory, Vibe Designing Is Here
Does AI Actually Make Us Dumber? MIT Study Reveals Shocking Truth + $15B DocuSign vs. Tiny AI Startup In this episode of Bricks, Bucks & Bytes, hosts Owen, Martin, and Patric dive deep into the controversial world of AI and its impact on our brains, plus exclusive behind-the-scenes access to Cuby's revolutionary construction process.Key topics discussed:MIT study proves ChatGPT users show "lowest brain engagement" and get lazier over timeDocuSign's $15 billion empire threatened by AI-built copycat app - is this the future?Exclusive live tour of Cuby's construction site where entire house interiors are built in just 16 hoursWhy 95% of billion-dollar companies were NOT venture-backed (and what this means for startups)SnapTrude's game-changing V3 launch that's making architects question their pricingThe brutal truth about why top VCs avoid construction tech despite massive profit marginsLive demo of "vibe designing" - the future of architectural workflowsPlus special guests:Alex from Cuby giving exclusive construction site accessAltaf from SnapTrude revealing their revolutionary new product launchShub with insights from APAC and MENA construction marketsKey quote: "We as a venture community obsess about pumping more money into the next AI, the next software, trying to be number 101. We should stop trying to be number 101 and just try to rebuild the other 1,050 companies which have not been touched." - PatricWarning: Contains heated debates about intellectual property theft, the "muscle atrophy" effect of AI dependency, and why one VC called construction founders "cockroaches" (it's actually a compliment).Sponsors:BuildVision - 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 Intro01:36 Introduction and Setting the Scene04:23 The Impact of AI on Critical Thinking08:18 Thought Experiment: The Drug of Supernatural Abilities12:09 The Ethics of AI and Intellectual Property24:48 Guest Introduction and Transition to Cuby Discussion26:59 Documentary Insights and Community Impact29:51 Building in Real Time: A Hands-On Approach38:18 The Future of Construction and Venture Capital48:37 Navigating the Project Economy: Opportunities and Challenges50:18 The Essence of Venture Capital51:31 Consultants vs. In-House Expertise52:33 Real Estate and Venture Capital Dynamics53:21 Innovations in Construction Technology54:26 Navigating Economic Trends in APAC56:34 Understanding Recession Dynamics59:41 Emerging Markets and AI Innovations01:02:38 Mega Projects in MENA01:08:16 The Future of Design and Workflow Solutions01:10:01 The Essence of Design: Vibes and Feelings01:10:45 The Evolution of SnapTree: From Concept to Completion01:14:28 Transforming Early Stage Design: Speed and Efficiency01:16:57 Revolutionizing Design Tools: The Power of SnapTree V301:19:44 Streamlining Communication in Design Projects01:21:47 Influencer Marketing: Expanding Reach and Engagement01:26:14 AI in Design: Myths and Realities01:27:52 The Impact of Technology on Workforce Dynamics
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Bricks, Buck$ And Bytes
Apple Kills Cold Calling, In Office Scares CEO’s, Insurance Proves Climate Change Fears
20 cold calls a day, $150 million in legal fees, and why the smartest CEOs are terrified of in-person competitors.In this episode of Bricks, Bucks & Bytes, hosts Owen, Martin, Dustin, and Patric are joined by Justin Levine, CEO of Shepherd, for a no-holds-barred discussion about the future of business, technology, and construction.What we dive into:Apple's new AI call screening feature and why it spells doom for sales teamsThe shocking reality of 20 cold calls per day (and why most are terrible)Remote vs. office work: which startup would you fear more as a competitor?Why VCs are hilariously bad at cold outreach emailsConstruction insurance secrets that could save companies millionsThe $270 million Millennium Tower disaster (where legal fees cost more than the actual fix)Why hiring remotely means you need more experienced peopleThe race to build the first $100 billion construction tech companyKey Quote: "If there's a competitor that's going to do exactly what we do - one fully remote, one five days in office - I am 100% more scared of the five day in office per week." - Justin LevineFrom San Francisco's absurd delivery fees to the future of AI gatekeepers, this episode reveals uncomfortable truths about modern business that every entrepreneur needs to hear.--------------------------------------------------------Chapters00:00 Intro01:20 Introduction and Coffee Talk04:20 Construction Assurance and Safety07:31 iOS Updates and Cold Outreach Challenges10:20 Innovations in Construction Insurance13:23 Wrap-Up Policies and Cost Efficiency16:22 Cold Outreach Strategies in 202519:11 The Future of AI in Sales and Marketing28:01 The Importance of Mindset in Growth28:39 Transparency in VC Interactions29:27 Challenges of Cold Outreach in VC30:24 The Role of Experience in Fundraising33:54 Finding the Right Investor Fit40:41 Understanding Investor Strike Zones43:41 Defining Alpha in Venture Capital44:59 The Long-Term Journey of Startups47:42 The Bathtub Analogy in AI and Data Ownership49:58 The Debate on Hustle Culture in Startups50:22 The Value of In-Person Work Culture58:59 The Challenges of Remote Work01:08:15 Remote Work Considerations in Different Industries01:09:11 Remote Work vs. Co-location in Tech and Hardware01:11:42 The Impact of Time on Productivity01:12:28 Rising Costs in Construction Insurance01:16:32 The Challenges of Construction Defects01:21:16 Reducing Insurance Premiums through Technology01:26:59 Business Models in Construction Insurance01:32:01 Future Trends in Construction Technology
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