By Jesse Sanchez. 

New platform updates bring sales, service and project management into a single system for contractors. 

At the International Roofing Expo (IRE) 2026 in Las Vegas, software provider Dataforma is demonstrating how contractors can simplify operations by consolidating core business functions into a single platform. As roofing companies face increasing pressure to improve efficiency, reduce administrative complexity and scale operations, integrated systems are becoming less of a luxury and more of a necessity. 

Brian Cook, COO of Dataforma, framed the company’s trajectory as a deliberate expansion beyond its original scope, moving from a specialized service tool to a more comprehensive operational platform. “We are a service and project management software for contractors, traditionally commercial contractors,” Brian said. “As we’ll talk about today, maybe no longer just for commercial contractors.” 

That evolution is most clearly reflected in the company’s latest release, a newly developed sales module that brings customer acquisition and relationship management directly into the same system contractors already use to run their operations. The addition removes a common point of friction, allowing users to manage opportunities, build proposals from the field and track client engagement without switching between multiple platforms. Brian explained, “You can track all of your opportunities with new clients or old clients in Dataforma from the field.” 

The introduction of sales functionality signals a broader response to contractor demand for consolidation. Managing disconnected tools has long created inefficiencies across workflows, particularly as projects move from lead generation to execution and ongoing service. By integrating these functions, Dataforma is aligning its platform with how contractors actually operate day to day. Brian shared, “It starts with sales and it goes all the way through maintenance contracts.” 

At the same time, the company is reshaping how those capabilities are developed. Through the design summit, Dataforma is bringing contractors directly into the development process, allowing them to evaluate features before they are finalized and contribute feedback in real time. “This is where we are going to solicit your feedback,” Brian said. That approach shifts product development from a top-down model to a collaborative one, where user input actively informs what gets built and how it functions in the field. 

As these changes take hold, Dataforma is positioning itself to serve a wider cross-section of the market, including residential contractors. With more frequent updates and a stronger emphasis on usability, the platform’s continued evolution reflects a clear industry shift, contractors are no longer looking for software that simply supports their work, but for systems that meaningfully improve how their businesses operate. 

Learn more about how integrated sales, service and project management tools are helping contractors streamline operations and improve business performance!

By Jenny Yu.  

Dataforma leaders will discuss a new model for collaboration between contractors and software providers. 

On May 13, 2026, a new episode of CoatingsTalk™ will spotlight a bold approach to software development in the roofing industry. Titled “Software, Collaboration and the Alchemy of Getting It Done,” this webinar brings together leaders from Dataforma to examine how direct contractor collaboration is elevating customer experience and product innovation.  

Dataforma is a cloud-based, all-in-one field service and project management platform built specifically for commercial contractors. The software helps companies manage everything from service operations and scheduling to CRM, job tracking and financial workflows in one centralized system, accessible from any connected device. 

This episode’s host, Megan Ellsworth, will sit down with Brain Cook, recently promoted chief operating officer of Dataforma, as well as Mark Zeleznock, the company’s CEO and co-founder. Together, they will unpack an unprecedented 2025 summit that broke from tradition by inviting users of its platform directly into the process of developing software. The session will explore how this approach differs from conventional methods, how it created a unique chemistry between developers and contractors and why it represents a significant shift in how roofing software can evolve. 

Another central theme of this discussion will be Dataforma’s decision to return to its roots of centering contractors as the primary source of research and development. Attendees will also get a closer look at the outcomes of this experiment, including enhancements to Dataforma’s sales and service modules and maintenance contract capabilities. 

Beyond product improvements, the conversation will address the broader implications for expanding customer satisfaction, trust and long-term engagement. Brian and Mark will share anecdotes, lessons learned and plans for further cultivating this collaborative model to shape future events, including a potential follow-up summit in 2026. 

Register now to attend this online event and learn about the future of roofing technology.

By Jesse Sanchez. 

How cloud software helps contractors modernize workflows, improve accuracy and deliver faster service without disruption. 

Dataforma is guiding contractors toward paperless operations as cloud-based field service software becomes a competitive necessity. Moving away from paper reports and adopting digital platforms for data collection have shown positive results in helping contractors improve their project efficiency, coordination and customer experience while simultaneously supporting long term growth. Through these digital workflows, users can centralize vital information, reduce project delays and build consistency across field and office teams. 

Field service digital transformation replaces paper-based workflows with connected systems that support real-time decision-making in the field. Instead of waiting for reports to be turned in, processed and reviewed, contractors gain immediate visibility into job status, labor activity and service history. Digital service operations streamline scheduling, reporting and documentation, reducing manual errors while giving managers faster insight into where time and resources are being spent. That access improves customer interactions by allowing teams to respond with accurate information rather than estimates when conditions change. 

Cloud software extends those benefits by removing location-based limitations. Technicians can document work on-site, managers can review updates remotely and administrators can maintain consistent records without relying on physical files. As companies grow, scalable platforms accommodate increased service volume without requiring new infrastructure, while predictable subscription costs make budgeting more manageable. Centralized access also strengthens collaboration and data security, which becomes increasingly important as projects, crews and customer expectations become more complex. 

Successful software implementation depends as much on people and preparation as on technology. Contractors benefit most when they first assess operational needs, select systems that align with existing workflows and invest in structured training. Ongoing evaluation ensures the software continues to support business goals as processes evolve and service demands increase. 

Migration challenges can arise when transferring legacy data or addressing user hesitation. Clear communication, structured planning and phased rollouts help teams adapt without disrupting daily operations. Framing the transition around long-term efficiency, accuracy and service reliability helps reframe short-term costs as strategic investments. 

Paperless field service management follows a deliberate path, beginning with identifying paper-heavy processes. Choosing the right tools, providing ongoing training and monitoring performance supports continuous improvement. Cloud-based operations deliver the visibility and control contractors need to operate confidently in an increasingly data-driven marketplace. 

Learn more about Dataforma cloud solutions supporting paperless field service operations and long term success!

By Jesse Sanchez. 

Technology is helping contractors streamline operations, strengthen sales performance and make faster, more informed decisions. 

Technology is steadily redefining how roofing contractors operate, shifting the industry toward more connected, data-driven business models. For many companies, that transition is no longer a forward-thinking strategy but an immediate necessity, driven by persistent labor shortages, tighter margins and growing economic uncertainty. In response, contractors are adopting integrated software platforms that bring greater efficiency, reduce administrative burden and provide clearer insight into day-to-day operations. During this Roofing Road Trips® podcast, Brian Cook discussed how industry leaders are examining how platforms such as Dataforma are adapting to meet changing demands.  

What began as a service-focused solution has expanded into a comprehensive business management system, allowing contractors to oversee sales activity, service history and financial performance within a single, unified environment. Platforms such as Dataforma are designed specifically for contractors, bringing together service management, project tracking and now sales functionality into a centralized system. This evolution reflects a broader shift in the industry toward consolidation, where contractors can replace multiple disconnected tools with a single platform that supports the full lifecycle of their operations. 

One of the most significant shifts is the integration of sales tools directly into operational workflows. Contractors who once relied on separate customer relationship management systems can now manage leads, track opportunities and evaluate performance without leaving their core platform. As Brian explained, “For contractors, they had a Salesforce or a CRM for managing their roofing businesses; they don't need that anymore. You don't need a third-party software just to track your sales.” By consolidating these functions, companies reduce friction across departments while improving visibility into the sales pipeline, enabling faster and more confident decision-making. 

At the same time, emerging technologies are beginning to reshape field operations. Artificial intelligence is being introduced in practical ways, including tools that generate roof condition summaries from jobsite photos. Future developments are expected to extend those capabilities further, allowing contractors to produce complete proposals based on documented site conditions. Routing optimization is also gaining traction, helping crews minimize travel time and maximize productivity; a measurable advantage in an industry where efficiency directly impacts profitability. 

As these tools evolve, access to real-time data is becoming a defining competitive edge. Contractors can quickly evaluate account performance, track service activity across multiple properties and identify gaps in customer engagement. Brian noted how game changing this ability is, saying, “The ability to say in five seconds, ‘show me, for all of the buildings that I've done, how much money have I spent on service work this year.’” This level of visibility supports more strategic planning, particularly when assessing long-term client value or allocating resources across projects. 

Even so, the effectiveness of these systems ultimately depends on adoption. Companies that embed technology into their culture and daily processes are seeing the greatest returns, while those that hesitate risk falling behind as the industry accelerates. Increasingly, technology is not an add-on, but a core component of how successful roofing businesses operate. 

For contractors looking ahead, effectively leveraging data, automation and integrated systems will be better equipped to navigate uncertainty, improve performance and scale their operations with confidence. Brian shared, “One of the biggest benefits of Dataforma is the level of detail that our system tracks.” 

Listen to the podcast to learn more about how contractors are using data-driven technology to streamline operations, strengthen sales performance and scale their businesses with greater efficiency and insight!

By Jesse Sanchez. 

Learn how user feedback is driving practical AI tools that turn stored data into immediate action. 

Roofing contractors are not asking for more dashboards. They are asking for faster answers. At Dataforma’s PSU event, it became clear that the value of software is no longer measured by how much information it stores, but by how quickly it helps contractors act on that information. Artificial intelligence (AI) is now central to that shift. On this episode of Roofing Road Trips®, Megan Ellsworth spoke with Brian Cook, chief operating officer at Dataforma, about how contractor feedback is shaping the company’s development priorities. PSU is the company’s annual conference where leadership and top users review upcoming features and provide direct input. 

“It’s our annual conference to solicit feedback from contractors and show them what we’re working on and then get their blessing for changes and all the stuff coming the next year,” Brian said. This year’s event brought together over 120 attendees from across 30 different states. According to Brian, the sessions were highly collaborative, reflecting the company’s reliance on real-world contractor insight to guide product decisions. AI emerged as a primary focus. “The obvious [interest] is in AI,” Brian said. “But the trick is how we use it.” 

The emphasis is not on trend adoption, but on practical application. Dataforma captures detailed job, client and production information. However, large data sets can slow decision-making if they are difficult to navigate. Brian offered a direct example. A contractor may manage a client with more than 10 buildings but have no recent contact information logged. “Now, with an AI agent, you can find that data in 30 seconds,” he said. “So, then I tell my salesperson to go call them right now.” 

AI must do more than analyze data; it must identify overlooked opportunities and prompt timely, decisive action. At the same time, contractors expect to stay directly involved in shaping how these tools evolve, so that new technology reflects real-world workflows instead of abstract innovation. 

Listen to the podcast to learn more about how contractors are putting AI to work!

By Jesse Sanchez. 

How long-term industry experience and user feedback are shaping the next phase of roofing technology. 

Technology adoption in roofing has shifted from optional to essential, driven by labor shortages, tighter margins and the need for clearer operational visibility. In this episode of Roofing Road Trips®, recorded during a Western States Roofing Contractors Association (WSRCA) board meeting in Monterey, California, host Heidi J. Ellsworth sat down with Brian Cook, chief operating officer of Dataforma, to talk about how contractor-driven software continues to evolve with the industry. 

The conversation reflected a familiar industry arc. Dataforma began more than two decades ago as a commercial service platform and has grown into a web-based system designed to help contractors manage their entire business. Brian, who has been with the company for eighteen years and now serves as COO, described the foundation of the platform as the “building file,” a single address-based record that tracks every interaction, visit and decision tied to a property over time. 

That long view matters, especially as contractors navigate uncertainty and increasing complexity. Brian explained that software leadership is rarely static. Tools must continuously adapt as user expectations change and competitors catch up. “So, there's times when you're the leader and then people catch up and you have to leapfrog again, become the leader again,” Brian said. 

As contractors confront shifting economic conditions and rising expectations around service, speed and transparency, the ability to see and act on accurate data becomes a competitive advantage. The conversation in Monterey demonstrated that effective roofing technology is not built in isolation; it is shaped by ongoing dialogue with the contractors who rely on it every day. When software evolves alongside the realities of the field, it does more than streamline tasks; it strengthens decision-making, protects margins and positions companies to grow with confidence in the year ahead. 

Listen to the entire podcast to learn more about how contractor-driven technology is evolving to meet the demands of today’s roofing businesses!

By Jenny Yu.  

Dataforma and O’Hara’s Son Roofing show how partnership leads to practical, powerful tools. 

In this episode of CoatingsCast™, Karen Edwards spoke with Kim Baxter of O’Hara’s Son Roofing (OSR) and Brian Cook of Dataforma about how contractor feedback is shaping smarter software decisions across the roofing industry. 

For contractors, choosing the right management platform is a high-stakes decision. To make the most informed decision, the OSR team considered their options wisely. “There was a lot of software brought to the table, and a lot of software out there that does a lot of stuff,” Kim stated. “We listened to every single one, sent everybody through the ringer and tested them. It's not a very easy decision, because once you're in and you get everything in there, you'd better have made the right decision.” That diligence ultimately led OSR to Dataforma, where functionality and flexibility aligned with real operational needs. 

Brian highlighted that one of the most common reactions contractors have is surprise at the platform’s scope and affordability. “When they see our pricing, they're almost shocked. They're like, ‘There's no way you can do all these things that we need for this price.’ I'm like, ‘Well, we do,’” he said. “You have a timecard, daily job reports, a service module and a production module. We're about to release a full sales module for people that have separate sales CRM — you don't need those now, and the price point doesn't have to be crazy.” 

A key theme of the discussion was Dataforma’s commitment to user-driven development. Brian recalled how OSR’s feedback directly influenced platform improvements. “I remember doing all the demos with OSR, and you would hear them ask questions and you're like, ‘not only is that a great question, but that's also a great idea for a functionality upgrade,’” he said. 

One feature that stood out was Dataforma’s lock functionality, which Kim described as transformative for managing access and accountability. “When you've got the lock feature in Dataforma, you can lock it to however many people you want,” she explained. “It's just streamlined things for us. It's working. Everybody's on board, and we all work together really, really well.” 

As Dataforma continues to evolve, Brian said the focus is on modernization and integration. “We're making some big changes at Dataforma,” he shared. “We know we have this great foundation and great functionality. Let's get rid of clicks. Let's make it more updated for the 21st century. More integrations.” 

Read the first article in this series, Listen to the podcast or Watch the recording to learn more about how collaboration between software providers and contractors can drive meaningful progress across the industry. 

By Jesse Sanchez. 

The annual gathering from Dataforma connects contractors nationwide for the opportunity to influence product direction through hands-on collaboration and feedback. 

In this episode of Roofing Road Trips®, Dataforma brought contractors together during its PSU conference for the opportunity to shape product development through direct collaboration. The gathering drew more than one hundred attendees from roughly thirty states, reflecting broad engagement across company sizes and specialties. The annual forum positions Dataforma users as active partners in guiding the brand’s software priorities rather than simply passive recipients of updates. 

Brian Cook, COO at Dataforma, described the event as a working session designed to gather unfiltered contractor insight. “It’s our annual conference to solicit feedback from contractors and show them what we’re working on,” Brian said, adding that participants review upcoming features and request changes before release. Extended feedback sessions highlighted ideas contractors felt should have existed sooner. 

The PSU format pairs company presidents with top platform users to evaluate how tools perform in real operations. That collaboration reflects the relationship-driven nature of the roofing industry, where trust and shared experience influence adoption. In-person interaction on this scale allows contractors to see how systems are built while simultaneously strengthening peer networks that continue beyond the event. 

Discussions also addressed scalability across company sizes. Brian explained that larger firms value standardized processes while smaller companies see strong returns without adding headcount. “They don’t want to spend $75,000 a year on a new employee,” Brian said. “They can just spend $5,500 on Dataforma and allow them to do more.” 

The company detailed technology advancements to attendees, including a new sales module intended to simplify tracking while reducing fragmented data. Brian noted contractors use limited portions of large platforms, creating demand for focused tools. Data mining through AI emerged as another priority as teams seek faster insight into customer activity and missed opportunities. 

Learn more about Dataforma solutions shaping contractor workflows through collaboration innovation and industry partnership!

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!

By North Texas Roofing Contractors Association (NTRCA). 

NTRCA’s bowling event offered networking opportunities, friendly competition and seasonal festivities for attendees. 

The North Texas Roofing Contractors Association (NTRCA) brought the local industry together for a festive year-end celebration on December 11, 2025, hosting members and guests for a bowling social at Bowlounge Dallas. The event welcomed professionals from across the roofing community, including partners from the Midwest Roofing Contractors Association (MRCA) and Roofing Contractors Association of Texas (RCAT), for an evening focused on connection, camaraderie and celebrating shared success in the North Texas market. 

Designed to blend networking with holiday fun, the gathering featured friendly competition on the lanes, seasonal food and drinks and plenty of opportunities to reconnect with colleagues. From spirited bowling matchups to lively conversations, the night captured the energy and unity that define NTRCA and its commitment to strengthening relationships throughout the regional roofing industry. 

Giving back with Toys for Tots 

Thank you to everyone participating in our Toys for Tots drive! Together, we collected over 100 toys and donated $1,700. We’re proud to make a difference in our community alongside our members and partners. 

Most Festive Contest winners  

• 1st place - Kiki Fuller 
• 2nd place - Will Greer 
• 3rd place - Sidney Curtis 

Bowling winners - 5:45 p.m. session  

• 1st place - Reese Arrington  
• 2nd place - Chris Arrington 
• 3rd place - Reagan Cross 

Bowling winners - 7:00 p.m. session  

• 1st place - Sidney Curtis 
• 2nd place - Chad Davis 
• 3rd place - Toni Kuncl  

Thank you to our sponsors 

This event wouldn’t have been possible without the generous support of our sponsors. Thank you for helping us create such a fun and meaningful night for our members: 

• 838 Coatings 
• Calhoun Law Firm 
• Dataforma
• Fisher Roofing Company 
• GAF
• Inland Coatings 
• In The Dry 
• KAW Roofing 
• Malarkey Roofing Products
• MFM Building Products Corp.
• MRB Mechanical 
• OMG Roofing Products 
• Service First Solutions
• Sika Corporation
• Topps Products

Be sure to check out the photos from the event and relive the highlights! 

Original article and photo source: NTRCA