Contruent

About Contruent

With a history rooted deep in engineering and project management, Contruent has evolved from its origins as ARES PRISM software in to an industry leader in capital project management software. Known for its precision and innovation in managing complex, mega-construction projects, Contruent represents a culmination of 25 years of excellence and award-winning project control software.

The Challenge

Contruent had two immediate needs:

1. Their marketing team needed a new way to measure the performance of their efforts. That meant re-defining how the marketing team tracked and measured their campaigns, how they tracked it between HubSpot and Salesforce, and how they reported on it to the broader team - including the board.
2. They were standing up a new BDR department and needed someone to build the foundation for how it would operate.

The Solution

During a two-month engagement, I took a hands-on approach to redefine how they measured and reported on their marketing activities, as well as set the foundation for their BDR program. Collaborating closely with their team, we successfully rolled out an entirely new Hubspot and Salesforce data structure that fed into a real-time salesforce dashboards. This gave their new CMO the ability to measure her team’s performance in a single glance.  We also successfully launched a BDR playbook for the team that helped everyone align around:

• The core function of the SDRs
• How the SDRs will operate as a team
• Starting industries
• SDR Goals
• Metrics
• Objections and Objection Handling
• Competitors
• Marketing and Sales Service Level Agreement
• ICP Cheat Sheet
• Persona Pain Gain
• Cadence Ideas
• Call & Voicemail Scripts
• Email Copy
• Different Plays to Try 

Tailored Approach

I adapted to Contruent's central standard time zone for real-time collaboration, immediate feedback, and a personalized touch to the project.

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Results

The CEO's comment speaks volumes: The SDR engine, with my foundational work, has achieved remarkable results, beating their meeting goal for the quarter, including significant wins. They're on track to exceed the annual goal and the CEO credits the SDR setup as a crucial part to their success.

Broader Implications for Other B2B SaaS Organizations

The strategies and solutions implemented for Contruent are not only repeatable but are designed to be adapted by other B2B SaaS companies.The case of Contruent serves as a playbook for establishing an effective reporting strategy and SDR team—focusing on hyper-targeted ICPs, continuous monitoring, coaching, and empowering with accurate data and quality content.

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