Case Study | Stellar Roofing
A Complete Lead-to-Cash System for a Growing Roofing Contractor
An engineered soil manufacturer needed a quoting system that matched the complexity of their distribution model. We built it, then made the rest of their sales process smarter too.
The Challenge
For a roofing contractor doing volume across both residential and commercial, the gap between a good lead and a closed job has a lot of places to fall apart. The estimate takes too long. The crew doesn't have the right information on-site. The quote doesn't match what was promised. The back office is reconciling things manually that should have flowed automatically.
Stellar Roofing had the team and the pipeline to grow. What they didn't have was a system that connected all of it. Leads were being managed in one place, jobs scheduled in another, and quoting done separately from both. When something slipped through, it was hard to know where it went wrong. When the business grew, the friction grew with it.
They needed a single platform built around how roofing actually works, from the initial call to the final invoice, with their back-office systems connected rather than running parallel.
The Solution
We built across four interconnected workstreams, Sales Cloud for the pipeline, a custom quoting solution, Field Service for scheduling and execution, and integrations to close the loop with their back-office systems.
Sales Cloud: One Place for Every Lead
Stellar's leads come from multiple sources: inbound calls, referrals, storm-response canvassing, and digital channels. We consolidated all of it into a single, structured pipeline in Sales Cloud with routing logic that gets the right rep on the right lead quickly.
Reps now have a complete view of every prospect: where the lead came from, what contact has been made, what the property looks like, and where the opportunity stands. Follow-up tasks are automated so nothing ages out while someone's on a roof.
Custom Quoting Solution: Quotes That Reflect the Job
Roofing quotes are not simple. Material type, square footage, pitch, tear-off, underlayment, gutters, the variables add up quickly, and getting one wrong means reworking the estimate or eating the difference on the job. We configured CPQ to handle that complexity without requiring a specialist to produce every quote.
Reps can now produce accurate, professional quotes in the field — pulling from configured product and pricing rules rather than building each one from scratch. The right numbers show up because the system knows the rules, not because someone double-checked a spreadsheet.
Approval workflows keep margin-sensitive quotes in check, and branded output means the estimate a homeowner receives looks as professional as the crew that shows up.
Custom Quoting Solution: Quotes That Reflect the Job
For a roofing company, the job doesn't start at the office, it starts when the right crew shows up at the right address with the right materials on the right day. We configured Field Service to manage that complexity: crew scheduling, work order management, and mobile access so what's happening on-site is reflected in the system in real time.
Dispatchers have a live view of crew availability and job status. Crews in the field have everything they need before they arrive, job details, customer notes, scope of work, without a phone call to the office to get it. When a job wraps, the work order closes out and the data flows forward rather than sitting in someone's notes.
Account Engagement: Marketing That Connects to the Pipeline
The company uses Salesforce Account Engagement (formerly Pardot) to run their marketing programs. With CPQ and Sales Cloud now properly configured, Account Engagement has a cleaner data foundation to work from, prospect activity, lead status, and pipeline stage are all aligned between systems, so marketing can target based on where leads actually are in the process rather than working from a disconnected view.
Twilio: Marketing That Connects to the Pipeline
The company uses Salesforce Account Engagement (formerly Pardot) to run their marketing programs. With CPQ and Sales Cloud now properly configured, Account Engagement has a cleaner data foundation to work from, prospect activity, lead status, and pipeline stage are all aligned between systems, so marketing can target based on where leads actually are in the process rather than working from a disconnected view.
The Results
The system Krahnborn built replaced a fragmented, manual sales process with one that works the way the business actually runs, distribution-aware, geographically informed, and connected end to end.
Accurate Quotes, First Time
Reps no longer quote products that can't be fulfilled from their facility. Availability and quantity are surfaced at the moment of quoting.
Faster Response to Inbound Texts
A custom Twilio-to-Chatter flow ensures no inbound SMS goes unnoticed. Owners are notified immediately, with the message content in-line.
Smarter Territory Visits
Field reps know which distribution facility serves each account before the conversation starts and can turn nearby visits into proactive outreach.
Geographic Sales Intelligence
Marketing now has a live view of lead density versus closed business, identifying where to push harder and where the pipeline isn't converting.
Client Profile
Name:
Stellar Roofing
Industry:
Roofing & Construction
Size:
100-250 Employees
Solutions Implemented:
Sales Cloud
Field Service
Salesforce Maps
Celigo
Engagement Type:
SOW Implementation
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