AI Will Transform Your Construction GTM Strategy - The Go-To-Market Playbook That Built a Billion-Dollar ConTech
"I remember bringing Tracy Young to my job site when PlanGrid was just an MVP. She offered us the software for free - we just needed to provide the iPads. My PM and PX didn't get it. They told me, 'Don't waste my time like that again.'"In today's episode of Bricks & Bytes, we had Tom Feliz share his journey from construction sites to tech leadership at Data Grid. Tom unpacks the secrets behind effective Go-To-Market strategies in construction tech, drawing from his experiences at OpenSpace, Autodesk, and more.Tune in to find out about:✅ Why solving real industry pain points is the foundation of any successful ConTech product✅ How to identify your Ideal Customer Profile across the construction value chain✅ Why the construction volume pricing model needs to change✅ The emergence of the "Go-To-Market Engineer" and how AI is transforming salesListen to the full episode on Spotify to learn how Tom closed 5 enterprise deals in one week and why he believes agentic AI is the future of construction.------------Chapters00:00 Intro02:30 Introduction to the Conversation07:30 Tom Feliz's Journey in Construction Tech12:37 Key Components of a Successful Go-To-Market Strategy17:42 Understanding the Construction Industry's Unique Challenges22:21 Identifying Ideal Customer Profiles (ICPs) in Construction Tech27:36 Navigating the Buying Process Across Different Company Sizes31:26 The Importance of Social Proof in Construction Tech32:23 Targeting the Mid-Market: A Strategic Approach35:18 Navigating Enterprise Sales in Construction37:19 Freemium Models and Proof of Value38:47 Rethinking Pricing Models in Construction Tech41:50 The Role of FOMO in Sales Conversations45:37 Key Metrics for Construction Tech Success49:47 The Personal Connection to Construction51:38 The Impact of Our Actions52:32 Tools for Go-To-Market Success54:24 The Rise of Agentic AI in Sales58:33 The Importance of Discovery in Sales01:04:35 Resource Allocation in Sales Strategy01:06:37 Traits of a Great Salesperson01:09:36 When to Hire a Head of Sales
read more
Bricks & Bytes
Procore's 4 Steps to Save the Industry - Kris Lengieza - VP of Procore
"53% of the construction workforce is expected to retire by 2036. And that number is going up, not down."In today's episode of Bricks & Bytes, we had Kris from Procore and we got to learn about their just-released Future State of Construction 2025 report, which reveals how technology will transform productivity, design, decision-making, and the workforce crisis.Tune in to find out about:✅ Why contractors, not architects, will own more of the design process in the future✅ How construction teams lose 18% of project time just searching for information✅ The shift from "gut feeling" decisions to data-driven insights using AI✅ Why Procore is building "Agent Studio" to create company-specific AI you can actually trustListen now on Spotify and discover how construction's digital transformation is finally solving its biggest challenges.-----------------Chapters00:00 Intro02:50 Introduction and Industry Growth03:49 Leadership Changes at Procore04:51 The Future State of Construction Report06:47 Future of Productivity in Construction13:59 Addressing Data Search Challenges17:49 Rework and Its Causes19:46 Future of Design and Automation22:54 Case Studies in Construction Technology26:59 Future of Workforce and Talent Retention 38:25 The Intersection of Opportunity and Wealth in Construction39:00 Cultural Drivers in the Construction Industry42:21 Data-Driven Decision Making in Construction46:48 Building Trust in AI and Automation54:55 The Future of Design in Construction01:06:09 Inspiring Transformation in the Construction Industry
read more
Bricks & Bytes
Young Marketers Cost More Money - Marketing Mistakes & Fixes from a Silicon Valley CMO
"Hiring young, cheap marketers is actually more expensive than hiring experienced ones."That's just one of the eye-opening insights from Phil Carpenter, a fractional CMO who specializes in AEC tech startups.In today's episode of Bricks, Bucks & Bytes, we had Phil Carpenter and we got to learn about why most AEC startups fail at marketing, the hidden costs of inexperienced hires, and how to actually reach construction professionals... and many more!Tune in to find out about:✅ Why AEC customers are more skeptical than other industries and what they really want to see✅ The "crossing the chasm" strategy that determines startup success or failure✅ Why LinkedIn marketing doesn't work for most construction professionals✅ How to build a cost-effective marketing team without breaking the bankPhil's 30 years of experience in tech marketing reveals some uncomfortable truths about how startups waste money on the wrong strategies.Ready to learn from his wins and failures? Listen to the full episode on Spotify now.--------------Chapters00:00 Intro02:00 Introduction to Phil Carpenter03:59 The AEC Industry and Marketing Needs06:01 Crossing the Chasm in Technology Marketing08:01 Identifying Target Segments10:53 Customer Research and Validation13:05 Content Marketing Strategies15:10 The Role of Content Creators in Marketing16:56 SEO and AI in Marketing18:56 Testing Marketing Channels21:52 Public Relations in AEC Marketing24:58 Budgeting for Startups36:13 Measuring Marketing Performance39:59 Finding the Right Marketing Strategy41:53 The Experimenter's Mindset in Marketing42:56 Creative Marketing Stunts44:14 The Importance of Customer Case Studies47:08 Building the Right Marketing Tech Stack49:59 Scaling Marketing Strategies as Startups Grow53:18 Aligning Marketing and Sales for Success55:24 Consultative Approach to Startup Marketing59:58 Learning from Marketing Campaigns01:03:13 The Fast Follower Strategy01:05:07 Emerging Trends in AEC Technology Marketing
read more
Bricks & Bytes
Most Construction Tech Misses The Market - Modern Go-To-Market Strategies For Construction Tech
"The best salespeople don't need to talk about their successes - they focus on what went wrong and how to improve. At Joist AI, we don't want to hear about past wins, only lessons learned."In today's episode of Bricks and Bytes, We had Anton Marinovich from Joist AI and he shared his construction tech go-to-market journey from my father's masonry business to leading sales at Contentful, HoloBuilder, and now Joist AI.Tune in to find out about:✅ Why matching your product to workflows is crucial in construction tech✅ How simplicity in sales compensation drives the right behaviors✅ Why grit and consistency separate average salespeople from top performers✅ The importance of transparency in building trust with construction clientsListen now on Spotify to hear insights on building effective go-to-market strategies in construction tech!--------Chapters00:00 Intro00:04 Introduction and Background07:01 Journey into Construction Tech10:00 Sales Strategies and Lessons Learned13:10 Revenue Operations and CRM Importance15:59 Building a Successful Go-To-Market Strategy18:53 Understanding Customer Segmentation22:02 Sales Process and Buyer Behavior24:58 Defining Sales and Building Processes27:59 Ideal Customer Profile and Messaging38:14 Leveraging LinkedIn for Networking39:06 The Power of Video in Sales41:27 Professional Persistence in Sales43:55 Common Mistakes in Go-to-Market Strategies45:09 The Impact of AI on Sales48:12 Customer Acquisition vs. Expansion53:31 Sales Compensation Strategies01:00:20 Effective Pricing Strategies01:03:07 Future Trends in Construction Tech Sales
Construction Crash Coming - Our NEW Host, US Economy Contracts 0.3%, Trump Tariffs Hit Construction, Autodesk vs Procore Battle, AI, Biggest Construction Tech Failures
Is Construction Headed for a Slowdown, or a Full-Blown Crash?
This week on Bricks, Bucks & Bytes, things get spicy.We dig into the 0.3% drop in US GDP—and why it might just be the beginning for the construction sector. But tariffs and rate hikes are only half the story. The real drama? AI hype cycles, Autodesk vs. Procore, and why most “AI for construction” startups are just faucets with no bathtub.
Inside this episode:Why the US economy is wobbling—and how it's already hitting constructionThe real reason projects are stalling (hint: it’s not just input costs)The “bathtub vs. faucet” theory of AI—and how it exposes weak GTM strategiesAutodesk: overpriced legacy? Or sleeping giant ready to crush Procore?The top 20 construction tech failures—modular startups dominate the list
Plus:What BuildingConnected could have become (and why Autodesk isn’t using it)Why not having pricing certainty is killing dealsThe Katerra excuse that made everyone on the show wince
Key Quote:
"You're not solving the problem. You're just identifying the problem for someone else to win." - Dustin DeVan
If you’re in AEC and want to see the next wave coming before it hits... this one’s required listening.
------Chapters00:00 Intro01:35 Introduction and Welcome02:43 US Economy Contraction and Recession Concerns08:38 Impact of Tariffs on Construction Costs13:37 Short-term vs Long-term Economic Perspectives19:40 Global Supply Chain and Trade Dynamics25:34 AI's Role in Construction and Economic Resilience31:35 Business Strategies in a Volatile Market38:25 Innovative Content Formats in AI and Supply Chains40:06 The Role of AI in Construction Economics42:57 AI as a Commodity: The Bathtub Metaphor49:26 Disrupting the Authoring Space: Challenges and Opportunities56:44 Investing in Autodesk: A Critical Analysis01:11:11 Procore's Challenges and Market Dynamics01:13:44 Marketing Strategies in Construction Tech01:15:55 Potential Disruptors: Google and Microsoft01:20:15 Mergers and Acquisitions in Construction Tech01:21:47 Top Construction Tech Failures: A Game01:27:00 Lessons from Construction Tech Failures
read more
Bricks, Buck$ And Bytes
VCs Are NOT Always The Answer - Bootstrapping Benefits & Sustainable Growth from Funding Experts
"Venture capital in PropTech increased 82X from $200M to $15B in just 15 years - but is VC money right for construction tech founders right now?"In today's episode of Bricks, Bucks and Bytes, we got to learn about J.P. Bowgen's journey from AlphaSites to Macy's corporate innovation team to becoming a partner at Camber Creek.We got to learn about how Camber Creek de-risks investments by testing startups with their 300+ real estate and construction LP network before investing.Also, we learned about J.P.'s hot take that PropTech and ConTech might not actually be mature enough for venture capital money right now - with only 1 in 4 companies spending more than 1% of revenue on digitization.Tune in to find out about: ✅ How Camber Creek operates as an "outsourced R&D department" for real estate companies ✅ Why construction tech is 5-7 years behind PropTech but might soon leapfrog it ✅ The shift in ConTech companies selling upstream to owners instead of just GCs ✅ The importance of personal brand building for VCsListen now on Spotify to hear the full conversation with J.P. Bowgen.-----------Chapters00:00 Introduction and Personal Updates01:10 Journey into Venture Capital05:30 Transition from Macy's to Camber Creek14:51 Establishing a Presence in Europe16:23 Camber Creek's Investment Thesis and Origins18:29 The Digital Transformation of Real Estate19:55 De-risking Investments through Strategic Engagement21:21 The Role of Strategic Investors in Venture Capital23:41 Navigating the Landscape of Venture Capital26:26 The Importance of Media in Deal Flow30:29 Building a Personal Brand in Venture Capital33:41 Opportunistic Investing in PropTech and Construction Tech37:30 The Shift in Technology Adoption in Construction39:36 Debunking Misconceptions about Venture Capital
read more
Bricks, Buck$ And Bytes
US VC Returns Underperform Globally - Market Saturation & Hidden Opportunities from Construction Unicorns
"The US VC market is the worst performing of all VC markets across the world in terms of financial performance." In today's episode of Bricks, Bucks and Bytes, we got to learn about BuildOps securing $127 million in Series C funding and achieving unicorn status with a $1B valuation.We also explored the structural differences between US and European contractor software markets, where European contractors are typically smaller and 5-10 years behind in software adoption compared to their US counterparts.Additionally, we gained insight into how fund size impacts investment strategy, with smaller VC funds avoiding obvious competitive spaces that larger funds eagerly pursue.Tune in to find out about:✅ Why BuildOps and Service Titan succeed with modular software for contractors✅ How SaaS business models justify higher valuations than traditional services✅ Why European construction software is following a roll-up strategy✅ The difference between investing in "the business" versus "the share price"------Chapters00:00 Introduction and Recent Developments04:50 BuildOps: A New Unicorn in Construction Tech19:06 Comparing BuildOps and ServiceTitan27:49 Valuation Insights and Market Dynamics
"Windows and doors constitute about 8% of a home's value, but the ratio actually skews upward as the value of the home goes up." - A fascinating insight into why this category commands such high margins globally.In today's episode of Bricks, Bucks and Bytes, we got to learn about Green Fortune's $4.5M funding from Fundamental, bringing cloud manufacturing to the windows and doors industry in India.We got to learn about India's evolving investment landscape, with Western funds increasingly launching India-specific strategies rather than treating it as just another "emerging market."Also, we learnt about the "Dolphin Founder" philosophy that investors value - founders who "come up for air" by proving EBITDA profitability before a funding round.Tune in to find out about:✅ Why windows are one of the most touched points in your home and critical to energy efficiency✅ How Green Fortune is filling the "missing middle" between luxury and substandard options✅ Why building materials companies perform exceptionally well in Indian public markets✅ The upcoming IPOs of construction tech companies in India for 2025Listen to the full episode on Spotify to hear more insights on construction tech investments across global markets.-----------Chapters00:00 Introduction and Guest Welcome01:39 Investment in Green Fortune: Overview and Rationale06:30 Cloud Manufacturing in the Building Materials Sector10:04 Market Dynamics: Customization and Standardization in India13:21 The Importance of Windows in Construction15:06 Green Fortune's Unique Selling Proposition18:58 Utilization of Investment Funds26:38 Business Model and Revenue Generation26:44 Exploring Green Fortune's Sales Channels29:01 Profitability and Business Model Insights31:19 Innovations in Manufacturing and Supply Chain34:01 Investment Landscape in India39:45 Challenges and Opportunities for Startups46:55 The IPO Market in India
.avif)
