Go-to-market for construction tech

    The best product doesn't win. The one contractors know about does.

    DriftWrx is a rented go-to-market function for companies selling into the trades. Strategy, implementation, and industry attention — owned end to end, until your team can own it instead.

    The Problem

    Construction tech doesn't have a product problem.
    It has a distribution problem.

    Contractors don't buy software the way software companies sell it.

    The category is full of good software contractors will never hear about. Not because it's bad — because the people building it are running a playbook that doesn't work on this buyer.

    Founders from outside the industry learn this the expensive way: eighteen months and most of a Series A later.

    The gap between a good product and a contractor knowing it exists is the entire business.

    • They don't read tech press, don't attend SaaS conferences, don't open cold email, don't answer on LinkedIn.
    • They buy from people they already trust: another contractor, their distributor rep, their trade association, the person whose content they watch.
    • The sale is gated by channel — distributors, manufacturers, franchise systems, buying groups — far more than by product.
    • Trials die in the field, not in the demo. Adoption depends on whether a 22-year-old installer will use it in the rain.

    What We Sell

    Three legs. Strip any one and this is just an agency.

    01

    Strategy from someone who knows the buyer

    ICP definition by trade and revenue band. Channel map. Pricing and packaging against how contractors actually budget. Competitive position against what they're already running, and why they'd switch.

    Not a framework applied to a new vertical. A read from twenty years inside it.

    02

    Implementation. We own the number.

    Positioning and messaging rewritten. Channel and partner deals sourced and closed. Content engine stood up. Sales process built, scripted, and staffed. First GTM hires recruited and trained.

    We do the work, not a deck about the work.

    03

    Spotlight from day one

    American Contractor Show. DIALED Contractor. The podcast, the Index, the relationships across vendors, distributors, and manufacturers.

    A DriftWrx client is visible to this industry in week one, not month nine.

    How the Engagement Works

    DriftWrx is built to leave.

    An agency wants you forever. A go-to-market function should work itself out of a job.

    Phase 0

    GTM Diagnostic

    4–6 weeks · fixed fee

    Buyer research, channel map, competitive read, pricing analysis, and a 90-day plan — ending in an honest go / no-go. Sometimes the recommendation is: don't do this yet.

    Phase 1

    Build

    6-month minimum

    Execute the plan and own the number. Weekly operating cadence, not a monthly report. Positioning, channel deals, content, sales process, first hires.

    Phase 2

    Handoff

    In the contract from day one

    Recruit the in-house team, train them, transition out. Advisory or a board seat afterward at a reduced rate, if it makes sense.

    Who It's For

    You've raised, you've built, and the pipeline isn't there.

    We work with

    • —Seed through Series B construction tech with real product and no GTM motion
    • —PE firms and roll-ups that need to reach contractor owners — to buy them or sell to them
    • —Manufacturers and distributors pushing technology or programs through a contractor channel

    We turn down

    • ×Pre-product companies looking for validation
    • ×Anyone who wants leads without changing the product or the process
    • ×Anyone who wants a marketing agency
    • ×Anyone whose product doesn't work in the field

    Why This Is Hard To Copy

    The audience

    Roughly 1.6M followers across the residential trades through the American Contractor Show. It can't be bought and it can't be rebuilt quickly. It took years.

    The relationships

    Every vendor, distributor, and manufacturer already takes the call. JobNimbus, EagleView, CompanyCam, Rilla, Alivo, and the channel behind them.

    Operator credibility

    Twenty years in insurance restoration, supplementing, and roofing field operations. He was the contractor. A growth consultant can't make that claim.

    Market knowledge

    Knowing why a roofer churns in month four is worth more than knowing any GTM framework. A generalist firm burns eighteen months learning it.

    Proof

    John Dye, founder of DriftWrx

    Founder & Principal

    John Dye

    Contractor first, operator second, go-to-market last. DriftWrx exists because the fastest way into this market is someone the market already knows.

    • Founding GTM executive at XBuild, an a16z-backed Series A. Built sales, marketing, customer success, and partnerships from zero.
    • Twenty years in insurance restoration, supplementing, and roofing field operations. Was the buyer before selling to the buyer.
    • American Contractor Show — roughly 1.6M followers across the residential trades.
    • DIALED Contractor — the industry's tool index, 200+ products, plus the podcast and Field Test format.
    • Standing relationships across the vendor landscape and the distributor and manufacturer side.

    You built it.
    Now get it bought.

    Tell us what you're selling and who you think buys it. If the fit is there, the next step is a GTM Diagnostic. If it isn't, we'll say so on the first call.

    Or reach out directly: hello@driftwrx.com