Tackling roofing’s sales gap with integrated tools

By Jesse Sanchez. 

This sales module aims to streamline the full customer journey for commercial roofing contractors. 

In this Roofing Road Trips® podcast episode, Brian Cook of Dataforma revealed a bold step forward for the roofing tech company that could reshape how commercial contractors manage sales. While Dataforma has long been known for field service management, the brand is now zeroing in on a different, often neglected challenge: tracking and converting leads into profitable roofing jobs. 

“Twenty-one years ago, commercial contractors didn’t really track sales,” Brian said. “We just bid. We threw out bids. But now it’s a huge [need].” Today, there is a major surge in demand for tools that guide contractors through the full sales cycle.  

Brian, who has been with Dataforma for nearly two decades, said the brand’s new integrated sales module will allow roofing companies to start tracking interactions the moment a lead is generated, from meeting a potential client at a trade show, all the way through to job completion. “If I meet Karen at a BOMA Conference, I can enter [the lead] into Dataforma,” Brian explained. “If it becomes an opportunity, if that turns into a job, we’d be tracking through the whole process, tracking quotas, everything they want from that side of it.” 

This isn’t just about customer relationship management, but it’s also about surfacing actionable insights. He explained, “Our clients will be able to say, ‘Karen is really, really good at bidding jobs that are TPO reroofs with multi-building owners because she closes at a 32% rate.’” 

The tool goes even further, letting companies pair sales data with performance data from completed jobs. Brian explained seeing the data in real time, noting its potential to help roofing contractors grappling with disconnected systems or missing insights into what’s working and what’s not. As Brian put it, “You always got to be checking with the customers and saying, ‘Hey, what do you want?’ Not what we think you want, what do you want?” 

Read the transcript or Listen to the podcast to learn more about the development process, upcoming integrations and how AI is shaping Dataforma’s roadmap!