How a Commercial Window Manufacturer Grew 30% with Tech & Alignment

In this episode of the Smarter Building Materials Marketing Podcast, Beth PopNikolov interviews Kurtis Perdelwitz, the Sales and Marketing Director at INTUS Windows, about aligning sales, marketing, and customer service to create a unified customer journey. Kurtis discusses INTUS Windows' tech-forward approach, including developing internal AI-enabled applications to better serve clients and improve efficiency. He shares insights on balancing sales and marketing priorities, the benefits of shared meetings and viewpoints, and how technology has enabled the company to expand its reach and achieve significant year-over-year growth. The conversation also explores marketing strategies, the importance of communication and leadership in marketing roles, and the value of considering customer feedback in decision-making. Kurtis also shares his insights on leveraging AI tools like Claude, Grok, and Gemini for marketing and research purposes.

Outlines

Part 1: Introduction, Company Context

Part 2: Technology, Innovation, Remote Culture

Part 3: Marketing Leadership, Strategy

Part 4: Metrics, Sales Cycles, Distribution

Part 5: Sales-Marketing Synergy, Alignment Advice

Part 6: AI Tools, Future Outlook

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Smarter Building Materials Marketing

Part 1: Introduction, Company Context

Introduction to INTUS Windows and Kurtis Perdelwitz's Role

INTUS Windows: Commercial Focus and Tech-Forward Approach

Part 2: Technology, Innovation, Remote Culture

Benefits of Alignment and Technology Integration at INTUS

The Genesis of INTUS's Technology-Driven Approach

Measuring Success and Maintaining Relationships Through Technology

Remote Work Culture and Personal Touches

Part 3: Marketing Leadership, Strategy

The Value of a Marketing Background in Leadership

Key Traits for a Marketing Leader

Prioritizing the Customer's Voice in Strategic Decisions

Navigating Tensions Between Marketing's High-Level Vision and Sales' Individual Focus

Part 4: Metrics, Sales Cycles, Distribution

Measuring Marketing's Impact in Long Sales Cycles

Leading and Lagging Indicators in Marketing and Sales

Minimizing the "Dark Side of the Moon" Through Direct Distribution

Part 5: Sales-Marketing Synergy, Alignment Advice

Sales Perspective: How Marketing Can Better Utilize Sales Strengths

Customizing Marketing at the Sales Individual Level

Advice for Better Alignment and Contact Information

Part 6: AI Tools, Future Outlook

AI Tools for Marketing and Sales

AI for Research and Final Thoughts

How a Commercial Window Manufacturer Grew 30% with Tech & Alignment

Smarter Building Materials Marketing

Part 1: Introduction, Company Context

00:02Introduction to INTUS Windows and Kurtis Perdelwitz's Role

Introduction to INTUS Windows and Kurtis Perdelwitz's Role

01:29INTUS Windows: Commercial Focus and Tech-Forward Approach

INTUS Windows: Commercial Focus and Tech-Forward Approach

Part 2: Technology, Innovation, Remote Culture

03:33Benefits of Alignment and Technology Integration at INTUS

Benefits of Alignment and Technology Integration at INTUS

05:06The Genesis of INTUS's Technology-Driven Approach

The Genesis of INTUS's Technology-Driven Approach

06:47Measuring Success and Maintaining Relationships Through Technology

Measuring Success and Maintaining Relationships Through Technology

08:10Remote Work Culture and Personal Touches

Remote Work Culture and Personal Touches

Part 3: Marketing Leadership, Strategy

09:52The Value of a Marketing Background in Leadership

The Value of a Marketing Background in Leadership

11:04Key Traits for a Marketing Leader

Key Traits for a Marketing Leader

12:26Prioritizing the Customer's Voice in Strategic Decisions

Prioritizing the Customer's Voice in Strategic Decisions

13:41Navigating Tensions Between Marketing's High-Level Vision and Sales' Individual Focus

Navigating Tensions Between Marketing's High-Level Vision and Sales' Individual Focus

Part 4: Metrics, Sales Cycles, Distribution

14:40Measuring Marketing's Impact in Long Sales Cycles

Measuring Marketing's Impact in Long Sales Cycles

16:30Leading and Lagging Indicators in Marketing and Sales

Leading and Lagging Indicators in Marketing and Sales

18:02Minimizing the "Dark Side of the Moon" Through Direct Distribution

Minimizing the "Dark Side of the Moon" Through Direct Distribution

Part 5: Sales-Marketing Synergy, Alignment Advice

19:04Sales Perspective: How Marketing Can Better Utilize Sales Strengths

Sales Perspective: How Marketing Can Better Utilize Sales Strengths

20:21Customizing Marketing at the Sales Individual Level

Customizing Marketing at the Sales Individual Level

21:27Advice for Better Alignment and Contact Information

Advice for Better Alignment and Contact Information

Part 6: AI Tools, Future Outlook

22:26AI Tools for Marketing and Sales

AI Tools for Marketing and Sales

23:24AI for Research and Final Thoughts

AI for Research and Final Thoughts