Case Study: How Empiracom Scaled a Multi-State Roofing Contractor from $25M to $75M in 12 Months
- Aug 24
- 3 min read
Updated: 2 days ago
Executive Summary
When a leading multi-state roofing contractor hit a plateau at $25 million in annual revenue, their bottleneck wasn’t build quality-it was an unproven marketing foundation and lack of operational accountability down the sales funnel.
By embedding as an end-to-end growth partner, Empiracom transformed the company’s go-to-market engine: building a profit-first marketing mix from scratch, integrating AI-driven CRM workflows, and instituting strict inside sales accountability.
Within 12 months, the contractor scaled to $75 million in annual revenue, achieving a 10x ROAS, doubling sales conversion rates, and building an automated demand-generation infrastructure capable of supporting sustained market expansion.
Snapshot of Key Metrics
Metric | Baseline ($25M Run Rate) | After 12 Months with Empiracom ($75M Run Rate) |
Annual Revenue | $25,000,000 | $75,000,000 (3x Growth) |
Return on Ad Spend (ROAS) | Ineffective / Unprofitable | 10x ROAS |
Customer Acquisition Cost (CAC) | Unknown / Inefficient | ~$2,000 per deal (on $20k-$25k avg. tickets) |
Weekly Qualified Inbound Leads | Negligible | 250 - 400 qualified leads / week |
Appointment Set & Close Rates | Inconsistent | 2x Improvement across the funnel |
Profit Margins on Marketing | Non-existent | 5x Aggregate Profit Margin |
The Challenge: Growth Bottlenecks at $25M
Despite strong operational capabilities and regional reach, the contractor faced structural barriers that prevented them from scaling to the next level:
Zero In-House Marketing Infrastructure: The company had never built a dedicated internal marketing department, leaving them vulnerable to unreliable lead flow.
Underperforming Agency Spend: A legacy marketing agency consumed budget without delivering clear ROI or attributable revenue.
Funnel Leakage & Lack of Accountability: Inside sales teams lacked standard operating procedures, speed-to-lead benchmarks, and real-time conversion tracking.
Field Sales Friction: Canvassing and door-to-door sales teams lacked air cover from regional brand awareness campaigns, resulting in higher friction and lower door-to-contract conversion rates.
The Strategy: The Empiracom Growth Engine
Empiracom bypassed generic lead-generation tactics to build a bespoke, data-driven revenue operations model focused on capital efficiency, sales velocity, and workforce enablement.
1. Zero-to-One Marketing Department Buildout
Hyper-Localized Channel Mix: Identified and deployed only the most profitable paid and organic acquisition channels customized by specific geographic market and service line.
Omnichannel Retargeting & Direct Response: Built integrated SMS, email nurture flows, and automated direct mail to recapture unconverted prospects.
Canvassing Air Cover: Ran geo-targeted brand awareness campaigns to prime target neighborhoods, boosting trust and close rates for door-to-door field reps.
2. AI-Integrated Tech Stack & CRM Operations
Interactive Real-Time Analytics: Unified lead tracking, unit economics, and pipeline stages into single-pane-of-glass dashboards.
Automated Lead Routing: Built automated routing mechanisms to eliminate human delay between inbound inquiry and sales engagement.
3. Inside Sales Enablement & Down-Funnel Accountability
Speed-to-Lead Scoring: Implemented automated rep scoring to enforce sub-5-minute contact windows on fresh inbound inquiries.
Script Optimization & Coaching: Partnered directly with sales leadership to rewrite objection-handling frameworks and intake scripts, doubling both set rates and closing rates.
Global Call Center Operations: Scaled lead handling by sourcing, onboarding, and training a dedicated offshore call center to support peak volume.
4. Reciprocal Growth Pacing & Talent Acquisition
Capacity-Balanced Lead Flow: Dynamically adjusted ad spend and lead velocity in sync with the client's production and crew capacities, ensuring quality remained high without overtaxing field operations.
Recruitment Marketing: Designed targeted recruitment campaigns to attract top-tier sales reps and field staff, increasing applicant quality, onboarding speed, and employee retention.
The Transformation & Impact
By systematically aligning customer acquisition with operational capacity, Empiracom delivered rapid, profitable expansion:
Predictable Pipeline at Scale: Inbound lead volume surged to 250-400 qualified leads per week, generating a steady, predictable flow of high-margin contracts.
Exceptional Unit Economics: Maintained a lean $2,000 CAC on average project values of $20,000-$25,000, delivering a sustainable 10x ROAS.
Enterprise Valuation Growth: Tripling top-line revenue to $75M in 12 months shifted the business from an unorganized regional operator into a scalable, high-valuation enterprise.
Client Testimonial
"You learn incredibly fast, and run circles around other agencies. Any organization is lucky to work with you." - Chief Technology Officer, Multi-State Roofing Enterprise
