Futureman LabsConstruction / Building Materials
Reconciling a $60M Construction Sales Pipeline Into One View
A construction materials manufacturer ran a $60M pipeline through a single sales rep and a CRM no one had time to read. We built a pipeline layer that connects to the CRM API, reconciles every deal into one queryable view, and made it obvious where deals win and where they stall. This engagement is active.
- Open pipeline made visible
- $60M+
- Deals reconciled into one view
- 224
- Best-converting deal band
- $50–100k
- Self-serve routing threshold
- $10k
Client
An Australian manufacturer of an engineered brick-cladding system, selling to commercial builders and architects. This study covers the sales side only: a single business development manager carrying every open project through a CRM nobody had time to read. The wider embedded build for the same business is covered in the ops stack study. Anonymized, active engagement.
Stack
The problem
A single business development manager carried the entire pipeline: more than $60M in open opportunities across 224 projects, all living in a CRM that no one really had time to read. The rep was drowning in small jobs, where six rounds of revisions on a $10,000 quote was not unusual, while the high-value commercial work that actually fit the business waited. Leadership could not answer basic questions: which deals convert, where they stall, what a good lead even looks like. The data existed. The visibility did not.
What we built
A pipeline layer that connects to the CRM API. It reconciles every open project into one queryable view, and tracks the handful of metrics that actually matter: win rate by deal size, sales-cycle length, and how many deals sit in each stage. Instead of guessing, the team can ask the pipeline a question and get an answer grounded in their own data. That same foundation feeds a two-tier lead funnel and a cleaner website, but the core is visibility: one trustworthy source of truth for what is really happening in the pipeline.
What it surfaced
Once the data was in one place, the patterns were obvious. The largest deals, above $250k, were not converting at all since the CRM switch, while mid-size deals in the $50k to $100k range closed at roughly 40% with far shorter cycles. A single stage, refined proposal, was holding dozens of deals. And a clear $10,000 threshold emerged for routing: anything smaller should go to a self-serve path so the rep can spend time where the business actually wins. None of this was visible before. All of it came straight out of the reconciled pipeline.
The takeaway
You cannot fix a pipeline you cannot see. The hard part was never the selling; it was that the information needed to make good calls was scattered and stale. Reconcile it into one place anyone can question, and the next moves stop being guesses. That is the whole job of a pipeline layer that connects to the CRM API, and this engagement is ongoing as the funnel and automation build out on top of that foundation.
“You cannot fix a pipeline you cannot see.”
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