Roofing / Career case study
From $5M to $15M, then rebuilding the sales model
Solar partnerships drove 3x growth. A direct-to-consumer rebuild helped sustain it.
Keith Landals joined a roofing company at $5M in revenue. Over his time with the business, he served at different points as COO, CFO, and president.
Growing through strategic partnerships
The company built exclusive roofing partnerships with solar providers. The arrangement gave those providers a roofing partner as they entered new markets, and gave the roofing company a channel for expansion.
The solar partners also provided funding to open new markets where they planned to operate. The company expanded alongside them, growing revenue from $5M to $15M.
Recognizing when the model needed to change
As financing conditions tightened and the company's solar channel weakened, leadership saw the risk in continuing to depend on that business. The company decided to move from its business-to-business model to selling directly to homeowners.
That meant rebuilding how the business won customers. Work that had come through solar partnerships would now need to come through the company's own sales operation.
Building a direct-to-consumer sales operation
The team developed a new digital sales process and built a call center to support it. HubSpot became the CRM for the new model, with the sales process and supporting systems built around selling directly to homeowners.
Keith combined executive leadership with hands-on work on that rebuild. The company was changing its route to market while continuing to operate the roofing business.
Sustaining the gains and preparing for exit
The business sustained its revenue growth through the B2B-to-B2C transition and later sold to private equity.
Keith's exit-preparation work spanned financial reporting, margins, management structure, and process documentation. He also supported buyer due diligence. The focus was positioning the business for a stronger EBITDA multiple.