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The Multi-Threading Sales Technique That Cut Planera's Enterprise Sales Cycle in Half - Scotland Foss - EARLY RELEASE

Author

Owen Drury
May 13, 2025

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EARLY RELEASE
The Multi-Threading Sales Technique That Cut Planera's Enterprise Sales Cycle in Half

In this episode of Bricks & Bytes, we sit down with Scotland Foss, a construction tech sales veteran who shares his invaluable experience from PlanGrid's landmark $875 million acquisition journey to his current role leading sales at Planera.

Scotland reveals the strategic frameworks and tactical approaches that drive success in the unique construction technology landscape.

In this episode, you’ll:

  • Learn how successful construction tech companies align their solutions with industry-specific pain points and articulate value beyond technical features

  • Discover how pricing models in construction tech have evolved from user-based to volume-based, and why unlimited user models can drive wider adoption

  • Understand why engaging stakeholders across multiple organizational levels is critical for enterprise construction tech sales

  • Gain insights on how defining and communicating company values attracts the right talent and creates a winning sales organization

Chapters

  • 00:00 - Scotland's journey from healthcare tech to construction tech leadership

  • 05:53 - The Planera pitch: Replacing legacy construction scheduling tools

  • 10:17 - Defining success metrics in construction tech go-to-market

  • 14:45 - Strategic pricing models: User-based vs. volume-based approach

  • 20:26 - Compressing sales cycles with a strategic multi-threading technique

  • 27:46 - Tech stack essentials for construction tech sales teams

  • 35:32 - When to hire your first head of sales (and why product-market fit matters)

  • 45:02 - The partnership ecosystem: Integration strategy with Procore and Autodesk

  • 50:41 - Common go-to-market mistakes and the importance of company culture

  • 55:30 - Why understanding construction is non-negotiable for customer-facing roles

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