Case Study

Construction company

Supporting the growth of a construction company through structural realignment and sales optimization

A Quebec-based construction company specializing in residential and commercial projects. Led by two highly committed founders, the company was recognized for the quality of its work, but operated without a clear structure, which hindered its ability to grow.

Like many small, growing businesses, it faced typical challenges:


  • The two founders often worked on the same projects, which created duplication of work and a loss of efficiency.
  • There was no team in place yet, which increased the daily workload and made it difficult to clearly divide responsibilities.
  • Lead follow-ups were done manually, with no centralized system to manage opportunities.
  • Although the mission and values existed, they were too general and did not truly reflect the company's identity or its connection to customers.

Despite a solid reputation in the field, the closure rate remained at only 15% and the two founders found themselves constantly overwhelmed.

Our answer: Structure before selling

Over a period of six months, DETA supported the founders in a structured approach aimed at laying solid foundations before implementing a commercial strategy.

1. Clarification of roles and internal structure

The company operated without a defined structure, leading to duplication of effort and a lack of clarity in responsibilities.


Here's what we've put in place:

  • Defined the roles and responsibilities of each founder
  • Established a clear hierarchy, even without employees, to avoid redundancy
  • Created a structure to delegate effectively once the first hirings have begun

2. Strategic realignment

The company had a mission, values, and tone, but these elements were too generic to differentiate its positioning.


Here's what we've put in place:


  • Refine these foundations so that they are aligned with their reality and their customers
  • Aligning internal culture with the expected customer experience
  • Define a customer persona consistent with their vision and values
  • Aligning the video content strategy with their business positioning, which led to a successful marketing campaign thereafter

3. Sales tools and operations

After clarifying the internal structure and strategic foundations, we structured sales using suitable tools and processes.


Here's what we've put in place:


  • Developed a personalized sales plan, tailored to the construction sector
  • Integrated a CRM to manage leads, automate follow-ups and free up time
  • Simplified internal processes to focus on quality opportunities
  • Offered concrete tools and coaching to improve business performance

The results: A structured company in control of its growth

The transformation wasn't instantaneous, but it was profound and lasting. By clarifying roles, refocusing strategic foundations, and implementing a clear sales system, the company moved from a reactive mode to a structured organization ready for growth.


Results observed:


  • Closure rate increased from 15% to 45%
  • Complete project book from April to October
  • More than 50 qualified leads generated
  • Over $1 million in bids submitted


In the construction sector, SMEs operating without a formal structure typically have a closure rate of between 20% and 30%. Achieving 45% through a clear structure and a targeted approach represents performance above market standards.

Impact Review: A Strategy That Transforms Performance

In the space of six months, the company has moved from a reactive operation to a structured organization, in full control of its commercial development.


The increase in the closing rate to 45%, combined with more than 50 qualified leads and a submission volume exceeding $1 million, is a testament to the scope of the work accomplished.


Based on the performance achieved, the company is estimated to have achieved a return on investment exceeding 2,900%. This progress demonstrates that a well-thought-out structure and a coherent sales strategy can generate concrete and sustainable growth, even in a very short time.