Summary

Hosts Megan Kacvinsky, Steve Coffey, and Deneen Harper explore why building materials manufacturers invest heavily in ERP and CRM systems—only to find their teams still relying on spreadsheets. They unpack the root causes, the role of clean data, and how AI is reshaping what's possible when the technology foundation is right.

Key Insights

A significant gap exists between what companies spend on software and how that software actually gets used day-to-day.
Sales teams often manage deals in spreadsheets or, worse, entirely in their heads—circumventing CRM systems entirely.
Poor data setup at implementation is a compounding problem: bad inputs mean bad outputs, regardless of how advanced the platform is.
AI projects are stalling because companies are trying to build on top of dirty, fragmented, or improperly structured data.
The companies winning are the ones aligning software, data, and workflows around how work actually happens—not the other way around.
Mid-market manufacturers are just beginning to develop AI policies and identify repeatable use cases for automation.
Architecture firms are further ahead in applied AI than most building product manufacturers—using it for takeoffs and permitting risk analysis.
Supply chain and plant flow optimization are among the most immediate AI opportunities for manufacturers.

Practical Takeaways for Manufacturers

Don't throw out your existing stack—focus on optimizing what you have before adding or replacing tools.
Audit your CRM data setup: if contact segmentation (e.g., architect type, dealer vs. end user) isn't correct, your marketing automation is flying blind.
Establish an enterprise AI policy and tool before individual teams start improvising with consumer-grade AI on sensitive customer data.
Identify two or three high-frequency, repetitive tasks that AI could automate to start building confidence and ROI.
Define how work should flow through your organization first—then align your technology and data architecture to support it.
Assign clear ownership of data fields and workflows within your CRM and ERP. Ambiguity breeds workarounds.

Quotable Moments

"I think there's a lot of data out there that a lot of companies are trying to build things using AI, but the projects are getting stalled because actually what they're trying to build it on top of doesn't have the right data. As much as AI can help one both solve some of the data challenges, it still needs that clean data at the core to be able to make the right recommendations and have the right knowledge base for the business overall.– Megan Kacvinsky

"[Your] company needs to define how work should happen align its data around that workflow and then use the technology to support it not the other way around” – Steve Coffey

"Clean data is a lot more difficult than you think. A lot of people think they have clean data, but then the way that they formulate data, they take [data] and add them together to come up with a different metric, a lot of times that's flawed. And they don't realize that their formulas and the way that they're pulling the data actually adds a variant that they're not looking at." – Deneen Harper

Next Steps for Manufacturers

If this episode resonated, start with an honest internal audit. Pull together your sales, marketing, and operations leads for a single conversation about where your data lives, who owns it, and whether your team is actually using your core systems. You don't need a new platform—you need alignment. Map your real workflow, identify the two or three biggest friction points, and make fixing those the priority before layering on AI or new tools. The opportunity is significant, but only for organizations willing to do the foundational work first.

About the Hosts

Megan Kacvinsky — CEO | Point To Point

Megan Kacvinsky helps Building Product Manufacturers drive specification through targeted AEC marketing. As a partner at Point To Point, she specializes in demand generation, customer engagement, and strategic content marketing that fuels sales success.

With 15+ years of experience, Megan combines digital marketing expertise with sharp business acumen to bridge the gap between marketing strategy and real-world impact. She has transformed marketing programs for Fortune 500 companies, mid-market firms, and startups—adapting strategies to fit each organization's unique needs. Known for her tailored, results-driven approach, Megan crafts high-impact solutions that help brands thrive in the competitive building and manufacturing industries.

Denine Harper — Founder | DHx Consulting

Denine Harper is the founder of DHx Consulting and a Fractional CMO who helps building materials manufacturers turn strategy into measurable growth. She works at the intersection of brand, demand generation, and go-to-market execution—aligning sales, marketing, and operations to drive revenue without friction.

With experience leading large-scale brand and performance initiatives, Denine brings a practical, operator’s perspective to growth. She is known for building systems that improve visibility, strengthen positioning, and help companies scale with confidence.

Steve Coffey — Senior Managing Partner | Coffey & Co

Steve Coffey is the co-founder of C&C and has spent nearly a decade working closely with building materials manufacturers across the residential and commercial construction industry. His experience spans executive strategy, plant operations, and job site realities, giving him a practical understanding of how products actually make it into buildings. Today, he helps companies bridge the gap between innovation and execution by aligning teams, improving visibility, and building systems that enable scalable growth.