Sales, AI and mobile innovation

By Jesse Sanchez. 

Dataforma’s PSU 2025 showcases new sales tools, AI features and mobile upgrades while guiding the 2026 roadmap. 

Dataforma is turning PSU 2025 into a launchpad for its next generation of tools, with a packed agenda that puts new sales, AI and mobile capabilities in front of contractors to gauge their reactions and expectations for what comes next. Brian Cook, COO at Dataforma, said this year’s event looked noticeably different from past conferences, starting with how time was spent in the general sessions on this episode of Roofing Road Trips®, alongside Tracey Donels, founder and CEO of Service First Solutions. 

That shift in focus sets the stage for one of the most anticipated upgrades contractors will see this year. At the center of that future is a ground-up sales module that reflects how commercial contractors work today. When Dataforma launched 25 years ago, formal sales tracking was rarely part of a roofing contractor’s operating rhythm. Brian acknowledged that the current approach, while functional, is not ideal. That desire for optimization is driving their mission to provide a comprehensive redesign. Brian noted that CEO Mark Zeleznock has been leading the development of a true sales module built directly from user requests. 

The new module is designed to stand on its own as a sales customer relationship management software (CRM) while tying cleanly into service and project workflows. Brian described a scenario many contractors will recognize. He explained, “If I go to Tracey's house, if I go to his commercial property and I say, ‘hey, here's the repairs you need or here's even the price for you to reroof the entire building.’ I can then create the proposal in the app, send him the proposal via the app. Like DocuSign, it'll show me if he's viewed that or not,” while adding, “When he signs it, it'll show me he signed it and it'll upload a copy of that into Dataforma. You'll be able to track your sales teams with goals and quotas and all that. And you'll be able to send proposals directly from the field.” 

Tracey Donels sees these advancements as a major step toward simplifying the daily reality of service teams. “I think a big thing to Brian's point is that it's going to significantly simplify things,” he said, noting how clearer workflows can reshape the way contractors operate. He added that while service pipelines have long been trackable in Dataforma, the new tools will make it far easier for companies to understand their sales pipeline better. “It may be easier for me to convince them to track their sales pipeline and know what's coming and know their number,” he shared, noting how streamlined features can elevate both decision making and long-term planning. 

As PSU 2025 brings these innovations to the forefront, Dataforma is putting contractors in the driver’s seat of what comes next. With the event doubling as a testing ground, feedback forum and technology preview, the company is signaling that future development will be shaped by the people who rely on the platform most.  

Listen to the podcast to learn more about PSU 2025 and how these upgrades are shaping the industry’s next chapter!