Overview
Family-owned since 1969, doing industrial and custom sheet metal roofing across Michigan, Ohio and Indiana.
Program: Outbound BDR. Scope: Regional. Timeframe: 2018 to 2024, from Abstrakt program records. Closed business and proposals delivered are separate figures.
The challenge
The problem was not reputation, it was seasonality. Big roof-replacement demand swings with the calendar, which made expanding the customer base hard, and the tight labor market meant qualified salespeople were nearly impossible to find.
The strategy
Instead of adding headcount, Schena brought in a dedicated outbound program built around how a roofing year actually works: large roof replacements in peak season, preventative maintenance agreements and smaller project work in slower months.
Execution
Outreach shifted with the season so the pipeline never went quiet. As the partnership matured, a nurture agreement was added to keep long-cycle prospects warm.
Verified results
- Qualified appointments475appointments2018 to 2024. Appointments Abstrakt set for the client, from program records.
- Closed business$1.69M2018 to 2024. 41 deals marked closed-won in program records. Deal value as recorded, not revenue received.
- Proposals$1.39Min proposals delivered2018 to 2024. Proposal value, not closed business. Never added to the closed figure.
What the classes mean: Meetings Abstrakt set with a decision-maker who met the client's criteria. Deals the client reports closing, at deal value. Not revenue received. Value of proposals the client sent. Not closed business. Source: Abstrakt program records for this client, first published September 2025 on abstraktmg.com. Results vary by market, offer and program, and are not typical of every engagement.
Why it worked
The program treated seasonality as a targeting problem, not a fact of life. Matching the offer to the season, replacements when buyers are buying and maintenance when they are planning, kept meetings flowing all twelve months. Schena's owner has since referred other companies to Abstrakt.
