Market Strategy for Lightweight Insulating Concrete Roof Deck Systems


A major commercial roofing products company required a revitalized market strategy for its insulated concrete systems used in commercial roofing. The Client’s wanted to develop a fresh perspective on key customer requirements and how best to align its sales organization to serve the market.


Principia identified the tactics required to gain consideration, specification, and use by new and existing customers. The necessary sales and marketing resources were determined by understanding the needs of architects, roof consultants, and roofing contractors to gain greater share in each major market territory.


The Client implemented a new coverage model with an improved spec-bid-sell strategy which led to a 20% sales increase in the first year of implementation.

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