The situation
Lead generation for a patented panel wall system maker through my builder and developer relationships; it grew into a twelve-month seat across sales, marketing, pricing and brand.
A product buyers liked, real factory capacity, a bid desk that priced by feel and could not give the same number twice, and leadership convinced the problem was too few leads.
A system of record for bids, a price derived from their own bids and checked outside the building, a parity pitch instead of a premium pitch, and a channel plan built on where the work came from.
Run the bid data before adding a rep. Tell leadership the diagnosis was wrong. Hand the pricing check to the instrument the skeptic trusted, then sell at parity with wood.
$48 million of actual projects bid and a $220 million pipeline; the manufacturer's own labor calculator landed within 6.3 points of the derived rate across three test plans.
Read on
The decision and the reasoning
Why we did it this way, told first.
ReadWhat we did and what it produced
The work, decision by decision, and the result.
ReadA slice of the project list
A few related projects.
ReadPrivate side
The full report, the source files on record, the timeline and every figure with its source. Password.
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