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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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
New Steel Tariffs Hit, Is A 12hr Work-day Unreasonable, Decision Making Frameworks, ChaGPT NoteTaker Kills Startups
50% Tarrifs are about to break construction - And That's Only The BeginningIn this episode of Bricks, Bucks & Bytes, our hosts dive deep into the chaos reshaping the construction industry and startup world. What we cover:The shocking 50% steel and aluminum tariffs that just doubled construction costs overnightWhy rebar prices have exploded 26% and added $14,000 to every homeHow 68% of builders are now facing project delays due to supplier chaosThe brutal truth about why VCs pushing "996" work culture are dead wrongChatGPT's bombshell announcement that just killed $250M worth of AI startupsWhy construction tech companies are becoming consultancies (and if that's good or bad)The real reason behind tariffs that nobody talks aboutForward deployed engineers - the new trend taking over AEC techWhy some founders are burning out while others thrive"VCs pushing 9 to 6 are idiots. Most founders have no liquid capital and are actually struggling to make ends meet. You need to do whatever makes you most effective because it's not about hours you work, it's about output." - DustinFrom supply chain disasters to startup strategies, this episode unpacks the macro forces reshaping how we build - and who survives the chaos.------------------Sponsors:BuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io4M Analytics - Instant, reliable utility data you can trust and verify - https://www.4manalytics.com/----------------------Chpaters00:00 Introduction and Current Events04:45 Impact of New Tariffs on Construction07:48 Economic Implications of Tariffs10:55 Labor Market Dynamics in Construction13:52 Challenges in Project Management16:57 Future of Construction Projects19:52 Immigration and Labor Supply22:51 Market Reactions and Predictions25:47 Conclusion and Future Outlook31:58 Infrastructure Investment and Economic Resilience33:43 Restoration Business Dynamics34:53 Market Optimism and Economic Trends39:48 Technology in AEC: Forward Deployed Engineering52:11 Software Stack Consolidation and Customization58:09 Partnerships in Technology Solutions01:05:24 The 996 Work Culture Debate01:08:10 Personal Work Routines and Mental Health01:11:01 Decision-Making in Business01:16:24 The Role of Bias in Decision-Making01:21:02 Expertise and Learning in Business01:26:01 Hiring and Team Dynamics01:31:27 The Future of AI Note-Taking
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Bricks, Buck$ And Bytes
Builder AI $450M Bankruptcy - The Beginning Of The End for AI Startups? Johnny Ive's $6.5B Hire by OpenAI, Hiring Missionaries vs Mercenaries, TAM Reality Check
A $450 million AI startup just went bankrupt after lying about their revenue - and this might be just the beginning of the AI apocalypse.In this episode of Bricks, Bucks & Bytes, Owen, Martin, Dustin, and Patrick dive deep into the shocking collapse of Builder AI and what it reveals about the entire AI industry. From fraudulent revenue claims to human workers disguised as AI, this cautionary tale exposes the dark side of Silicon Valley's latest obsession.Key topics discussed:Builder AI's spectacular $450M bankruptcy and 25% revenue overstatementWhy 90-95% of AI companies are headed for failure according to VCsOpenAI's questionable $6.5 billion acquisition of Johnny Ive's design firmHow construction companies are getting fed up with AI promisesThe deadly mistakes founders make with venture debtWhy hiring "missionaries" beats "mercenaries" every timeThe real cost of delayed hiring decisions on cash burnWhy Ivy League credentials might actually hurt you in construction techThe truth about TAM calculations and industry sizing myths"I talked to a VC yesterday, and we were guesstimating... 90% to 95% of AI companies are just going to go to zero." - Dustin DeVanTune in for unfiltered insights on AI hype, hiring secrets, and what really matters in construction tech.----------------------Chapters00:00 Intro01:13 Welcome Back and Conference Insights04:12 AI in the AEC Industry: Challenges and Opportunities07:11 Builder AI: A Case Study in Failure10:15 The Impact of AI on Communication and Critical Thinking13:21 Navigating Debt and Financial Stability in Startups16:21 The Future of Software in Construction19:08 The Role of Communication in a Tech-Driven World33:39 Navigating Venture Debt and Equity Financing39:18 Understanding Annual Recurring Revenue (ARR) and Its Implications47:16 The AI Hype: Reality vs. Expectations53:18 Evaluating the Impact of Emerging Technologies01:05:30 The Role of Data in AI Development01:12:23 The Future of AI and Its Limitations01:18:19 Hiring Strategies in the AEC Tech World01:21:59 Understanding Talent Acquisition and Onboarding01:31:33 The Impact of Backgrounds on Hiring Success01:38:54 Assessing the True TAM of the Construction Industry----------------------------Sponsors:BuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io4M Analytics - Instant, reliable utility data you can trust and verify - https://www.4manalytics.com/
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Bricks, Buck$ And Bytes
Why Data Centers Might Crash, Autodesk Alienates Christians, Y Combinator Predatory Practices, Paper Beats Digital, with Softbank's $100B Pledge
"Data centers might be overbuilding. When industries overshoot, they always crash back to reality." - Dustin DeVan on our latest episodeIn today's episode of Bricks, Bucks and Bytes, we got to learn about the $500B "Stargate" project between OpenAI, SoftBank, and Oracle that's having trouble finding backers as data center costs rise.We got to hear why Autodesk's God-themed ad campaign shows they don't understand their construction customers, despite having amazing 91% profit margins. Also, we heard TestFit CEO Clifton Harness explain how their tools cut dirt costs from 30% to 20% on industrial projects through better site grading.Tune in to find out about: ✅ Why smart capital is hesitant to invest in data center construction right now ✅ How Y Combinator takes 7% equity while giving little value to founders ✅ Why Safe Notes are becoming unpopular with serious investors ✅ The real reason construction permits are harder to get in the US vs Europe------------Timestamps00:00:00 Intro00:01:07 Introduction and Event Season Insights00:04:09 Data Center Construction: Boom or Bust?00:07:11 Stargate Project and AI Infrastructure Challenges00:10:03 Market Dynamics and Overcapacity Concerns00:12:59 Energy Consumption and Utility Challenges00:16:07 Investment Hesitations in Data Center Technologies00:19:04 Marketing Strategies and Autodesk's Controversial Campaign00:40:42 Distraction Tactics in Business00:42:05 Stock Valuations and Market Strategies00:43:06 Analyzing Autodesk's Financial Performance00:50:10 The Role of Boards in Corporate Governance00:52:07 Civil Engineering Innovations and Controversies00:59:11 Sales Strategies and Company Growth01:08:47 Introduction to Bricks and Bytes01:09:07 Understanding Market Segmentation01:10:01 Debating Y Combinator's Impact01:11:05 The Value of Mentorship in Startups01:13:16 Critique of SAFE Notes01:14:57 The Complexity of Infrastructure Costs01:22:08 Comparing Planning Systems: Anglosphere vs Europe
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Bricks, Buck$ And Bytes
How China Builds Nuclear Plants Cheaper, Construction's $860bn Problem, Robotics in Solar & Trump 2.0 Germany Effects
EXPOSED: How China is Building Nuclear Power for 90% Less While the West Falls Behind"Every level that you move up the construction chain, you're saving 50 bips of interest. From capital provider to owner to GC to sub to supplier to manufacturer rep - seven, eight steps, 4%. That's why a million-dollar generator costs owners $1.7 million." - Mike Powers, BuildVisionIn this episode of Bricks, Bucks & Bytes, our hosts dive into why China can build nuclear reactors at a fraction of Western costs while the US and Europe struggle with massive delays and budget overruns.Key topics include:Why China can build nuclear reactors for $2.7B while Western projects balloon to $40B+The efficiency secrets behind China's massive infrastructure projectsSmall Modular Reactors (SMRs) as a potential solution to nuclear's problemsGermany's trillion-dollar infrastructure investment planHow robotics is revolutionizing solar panel installationWhy industry events might be useful for startups but painful for everyone else"Nuclear is a cash machine when you operate it, but it ruins you when you build it, when you have to maintain it, when you have to repair it, and it completely ruins you once you have to decommission it." - Patric------------Chapters:00:00 Introduction to Nuclear Energy and Global Context06:06 Cost Disparities in Nuclear Energy Projects12:02 China's Nuclear Ambitions and Infrastructure Efficiency19:54 Understanding the Economics of Nuclear Energy31:46 The Future of Small Modular Reactors (SMRs)36:31 Energy Independence and Nuclear Power39:44 Germany's Political Landscape and Infrastructure Spending48:55 AI in Construction: Ownership of Workflows54:23 Streamlining Construction Financing and Working Capital01:08:52 Market Dynamics and Demand Aggregation01:10:46 Introduction of James Emerick and Cosmic Robotics01:11:52 Innovations in Construction Robotics01:14:42 Expanding Robotics Applications Beyond Solar01:18:05 Global Competition in Robotics and Solar Installation01:19:50 Future Projections for Solar Demand01:21:24 Business Models in Robotics01:23:10 Path to Becoming a Robotics Engineer01:24:20 The Role of Events in Networking and Business01:31:52 Event Experiences and Startup Strategies
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