Carolina
Baffigo
Sales execution and product-led growth for building products companies.
Designer · Certifier · Trainer · Rep · Executive
I've spent 28 years building things.
18 of them in building products.
I started as a mechanical engineer designing physical products and systems. Then I moved into the field, testing and certifying products, training installers, and learning what happens between the spec sheet and the job site.
From there I went into sales, became the top commercial rep at a national manufacturer, and built a $6.4M pipeline in 18 months. Then I took over a struggling business unit as VP, and grew it from $166K to $3.4M in revenue, negative margin to 78%, a $1.2M pipeline to $40M.
That arc is what I draw on now. My consulting work helps building products companies close the gap from spec to scale. My training work helps their sales teams learn to win in the field. I can map it because I have stood at every link in the chain: designer, certifier, trainer, rep, executive.
Most building products don't fail because they're bad. They fail in the handoff between the architect and the GC, the GC and the installer, the installer and the inspector. That gap is where I work.
Profit Arc™
Profit Arc™ is for the building product company or business unit leader tired of innovation theatre, looking for results they can apply immediately with minimal expense and direct labor output.
Explore consulting at Spec to Scale →Project Fluent™
A simple, disciplined, teachable field-first sales system. For the rep starting out, starting over, or stuck.
Explore Project Fluent →Build Perspectives
I co-host Build Perspectives with Tim Seims. Real stories, real numbers, and real consequences from across building products, sales, and construction.
Listen to Build Perspectives →Recent Articles
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Have you ever been named in a lawsuit, or sat through a deposition? Corey Zussman…
Read →70% of Subcontractor Defaults Are Decided Before a Shovel Hits the Ground
70% of subcontractor defaults are decided before a shovel hits the ground. That number comes…
Read →The Quality Manager Preps Harder Than You
The quality manager on your job site preps harder than your average rep. I asked…
Read →Let's have a real conversation.
If something in my story resonates, or you've watched a good product struggle in the market for reasons that had nothing to do with the performance, let's have a real conversation. Sometimes that's all it takes to start building what's next.