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BEFORE WE START…
The GTM Tactics Behind A $500m Exit

Before we dive into this week’s deep dive insight!!

We’ve just finished a lengthy mini-series on Go To Market within AEC tech, interviewing the top GTM leaders who have built and scaled sales teams to the hundreds of millions.

The episodes will be released from 22nd April 2025 and will be accompanied by a GTM guide to help you:

• Master the "land and expand" strategy that scaled PlanGrid from $5M to $100M in 4 years

• Implement the GTM approach specifically designed for construction's unique buying cycle

• Access battle-tested frameworks for identifying champions and building winning business cases

• Avoid costly hiring mistakes that drain capital and waste critical market timing

• Learn directly from executives who've built billion-dollar construction tech companies

Over the next few weeks on this newsletter, we will be releasing some eye opening stories, frameworks and lessons taken from the insights contained within the guide.

To confirm your interest in receiving a copy of this guide once released, please click here.

In the meantime, enjoy the content below:

INDUSTRY INSIGHTS
TLDR - The $10M Revenue Wall

How did Levelset go from $20K/month to a $500M+ acquisition by Procore?
By doing the opposite of what most startups are told.

Here’s what worked:

• 🧠 Built demand before the product — with 100s of articles on lien law

• 📬 Landed $100K+ deals using handwritten notes + bubble mailers

• 💸 Closed deals by pricing pragmatically, not perfectly

• 🎯 Picked one GTM focus (SMB) and scaled like hell

• 🔥 Hired for grit, not resumes — then trained a sales army in-house

• 📈 Grew slow, then fast — with zero funding

The playbook is old-school, unpolished, and ridiculously effective.
And it still works today.

From $0 to $500m Acquisition: Levelset's Battle-Tested Sales Playbook

When we interviewed Martin Roth and Scott Wolfe, the key leaders behind Levelset's growth from $20K in monthly revenue to a $500M+ acquisition by Procore, we were struck by how refreshingly honest they were about the messy reality of building a construction tech sales machine.

Meanwhile, founder Scott Wolfe described the company's origin: "At its core, what Levelset was is we looked at this problem, which is that it took too damn long to get paid in construction. Wherever you looked across the construction chain, suppliers, subcontractors, general contractors, owners, they all had stress around cash and cashflow."

It's this kind of transparency that makes Levelset's journey so valuable for founders and go-to-market leaders in construction tech today. Here's how they built their sales playbook from scratch.

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