All transformationsBuilding Materials / Retail
The Lumber Company
Building permits as sales intelligence
activeRegional multi-location
The SaaS Trap
“If we could see permits before the contractor calls us, we'd be first to the job.”
What was happening.
The situation
- They sell building materials to contractors across a multi-state region.
- Permits are public record. When someone pulls a permit, they're going to need materials.
- But permit data lived in one system. Customer data in ERP. CRM was new.
- Sales reps had no visibility into who was building what, where.
- Customer history required looking up accounts in BisTrack manually.
The symptoms
- Reactive sales — waiting for contractors to call
- No visibility into permit activity in territory
- Customer history locked in ERP, not visible in CRM
- Reps context-switching between systems
- Missed opportunities from lack of proactive outreach
Where it stands now.
What's different
- Custom Permit object syncing from Construction Monitor
- Permits associated to companies automatically
- Sales reps see permit activity on company records
- BisTrack UI Extension in development
- Proactive outreach now possible
What's still messy
- BisTrack API access still being assessed
- Middleware may be required for ERP connection
- New processes need training
The universal pattern.
The best sales intelligence is often public. The challenge isn't finding the data — it's getting it into the workflow where your team actually works.
See the full picture — all six engagements, all six patterns.
All transformationsSee your situation in one of these?
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