Commercial lead generation and B2B appointment setting in Madison

Madison has 1,920 business sites with 20 or more people on site in the categories commercial trades sell to, #70 of the 100 markets we cover, and 1.71 times the national concentration of senior living and nursing. Private business establishments grew 3.0% from 2025 Q1 to 2026 Q1. Abstrakt's U.S.-based reps prospect those buyers by phone, email and LinkedIn and book meetings with the people who sign.

Ask Ava anything about the information on this page.

Local B2B snapshot

How many businesses are in Madison, and which ones buy

Madison has 8,032 establishments in the categories commercial trades sell to, 1,920 of them with 20 or more people on site. Compared with the national mix it over-indexes on senior living and nursing (1.71x), apartment and residential property managers (1.58x) and golf courses and country clubs (1.43x). Added over the past year: medical, dental and outpatient offices (+60), restaurants (+24) and wholesale distributors (+18). Down: manufacturing plants (-12) and apartment and residential property managers (-2).

  • 8,032 establishments in the 21 categories commercial trades sell to

    Source: U.S. Census Bureau, County Business Patterns 2023

  • 1,920 of them with 20 or more people on site, where a prospecting list starts

    Source: U.S. Census Bureau, County Business Patterns 2023

  • +3.0% private business establishments, 2025 Q1 to 2026 Q1 (21,849 now; U.S. +3.6%)

    Source: U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1

  • 1.71x the national concentration of senior living and nursing

    Source: U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1

  • 2,439 decision-maker records Abstrakt can prospect for a construction and roofing program (territory: Madison-Janesville-Beloit)

    Source: Abstrakt territory record counts, October 2026

An establishment is one physical location, so a company with three sites counts three times; decision-maker records are contacts, not companies; open programs are not reservations.

Largest buyer groups in Madison

  1. Restaurants 1.20x the U.S. mix476
  2. Retail stores461
  3. Manufacturing plants284
  4. Wholesale distributors167
  5. Medical, dental and outpatient offices160
  6. Senior living and nursing 1.71x the U.S. mix104
  7. Grocery stores72
  8. Hotels 1.25x the U.S. mix56

Sites with 20 or more people on site, U.S. Census Bureau, County Business Patterns 2023; concentration, U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1.

All 21 categories, with establishments, concentration and one-year change
Business categories in Madison: larger sites, all establishments, concentration and one-year change
CategorySites with 20+All establishmentsvs. U.S. mix1-yr change
Restaurants 4761,626 1.20x +24
Retail stores 4612,026 1.00x +1
Manufacturing plants 284709 1.03x -12
Wholesale distributors 167760 0.92x +18
Medical, dental and outpatient offices 1601,063 0.84x +60
Senior living and nursing 104257 1.71x +12
Grocery stores (also counted in retail) 72232 0.80x 0
Hotels 56140 1.25x +1
Auto dealerships (also counted in retail) 50116 1.15x +1
Bank and credit union offices 45343 1.10x -1
Trucking companies 43325 0.95x +2
Churches and religious organizations 39376 0.19x 0
Private K-12 schools 2141 0.58x +1
Apartment and residential property managers 15144 1.58x -2
Warehousing and distribution 1333 1.15x +4
Hosting and data processing companies 1139 0.65x +3
Golf courses and country clubs 1131 1.43x +1
Hospitals 815 0.67x 0
Commercial property managers 341 0.61x +2
Nonresidential building owners 358 1.19x -2
Colleges and universities 05 0.41x 0
Total, each site once1,9208,032

Sites and establishments: U.S. Census Bureau, County Business Patterns 2023; concentration (location quotient) and one-year change in establishments: U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1, summed across the metro's counties.

Your industry in Madison

What Industry Are You Growing In?

Pick your trade to see the Madison buyers, competition, decision-makers and projects for it. The estimator and the assessment form below follow your choice.

Choose an industry

Every trade in Madison at a glance

Largest buyer groups (sites with 20+ people)

  1. Restaurants476
  2. Retail stores461
  3. Manufacturing plants284
  4. Wholesale distributors167
  5. Medical, dental and outpatient offices160

Source: U.S. Census Bureau, County Business Patterns 2023.

Most room per contractor

  1. Commercial HVAC & Mechanical#5 of 100
  2. Commercial Construction#9 of 100
  3. Fire Protection#9 of 96

Larger buyer sites per contractor, ranked across up to 100 markets. Sources: U.S. Census Bureau, County Business Patterns 2023; U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1.

Trade panels: buyer sites, U.S. Census Bureau, County Business Patterns 2023; contractors, their one-year change and employment, U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1; decision-maker records, Abstrakt territory record counts, October 2026; open programs, Abstrakt territory availability.

Compare all 11 trades in Madison

Ranked by larger buyer sites per contractor against up to 100 markets (only markets with 10 or more contractors in a trade are ranked; n/r means not ranked). A higher rank means more buildings worth calling for every competitor working them.

Commercial trades in Madison: contractors, buyer sites and rank
TradeContractors1-yr changeLarger buyer sitesPer contractorRankDecision-maker records
Commercial HVAC & Mechanical
Largest buyer group: manufacturing plants
42 -3 698 16.6 #5 1,057
Commercial Construction
Largest buyer group: manufacturing companies
81 +1 661 8.2 #9 2,439
Fire Protection
Largest buyer group: restaurants
16 0 1,147 71.7 #9 not counted
Commercial Roofing
Largest buyer group: retail stores
11 0 1,117 101.5 #10 2,439
Paving & Asphalt
Largest buyer group: retail stores
19 0 1,015 53.4 #16 not counted
Commercial Painting & Coatings
Largest buyer group: retail stores
14 0 1,182 84.4 #17 not counted
Commercial Electrical
Largest buyer group: retail stores
82 +4 980 12.0 #31 not counted
Commercial Cleaning & Janitorial
Largest buyer group: manufacturing plants
200 +8 771 3.9 #47 770
Managed Service Providers
Largest buyer group: manufacturers
418 +14 1,080 2.6 #56 not counted
Commercial Landscaping
Largest buyer group: retail stores
310 +8 1,074 3.5 #57 not counted
Commercial Flooring
Largest buyer group: ambulatory health care: physician, dental, outpatient and urgent care
10 +1 599 59.9 #44 not counted

Sources: contractors and change, U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1; buyer sites, U.S. Census Bureau, County Business Patterns 2023 (each trade's own buyer categories, each site counted once); decision-maker records, Abstrakt territory record counts, October 2026.

Growth and trends

Is Madison adding businesses? Five years of counts

Private business establishments in the metro's counties went from 19,210 in 2021 to 21,487 in 2025 (+11.9%), while private employment moved +6.1% to 320,821. In the Census Bureau's latest count, 1,453 establishments opened and 1,303 closed in a year. New sites start without an incumbent vendor.

Private establishments and employment, 2021 to 2025

Private establishments, employment and average weekly wage by year, Madison
YearEstablishmentsEmploymentAvg weekly wage
202119,210302,480$1,228
202219,914310,062$1,302
202320,058316,332$1,321
202420,982319,419$1,369
202521,487320,821$1,426

Source: U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages (opens in a new tab), private ownership, 2021 to 2025 annual averages, 4 counties summed. n/a: BLS withholds the figure for at least one county.

Establishments opened and closed each year

Establishment openings and closings by year, Madison, WI
Year to MarchOpenedRateClosedRate
20191,2137.7%1,2017.6%
20201,2467.9%1,2618.0%
20211,3658.7%1,3318.4%
20221,4869.4%1,2848.1%
20231,4539.1%1,3038.1%

Source: U.S. Census Bureau, Business Dynamics Statistics (opens in a new tab), 2023 release, Madison, WI. Each year runs March to March; rates are per 100 establishments.

New business applications

8,823 applications for an employer ID number were filed in the metro's counties in 2025, +46.3% on 2019 (6,030): Dane County 7,374, Columbia County 840, Green County 357 and Iowa County 252. Applications include sole proprietors and filings that never hire, so they measure new business activity, not new buyers.

Source: U.S. Census Bureau, Business Formation Statistics (county annual) (opens in a new tab), calendar 2025, retrieved 2026-10-15.

Contractors by trade, 2021 to 2025
Contractor establishments by trade, 2021 and 2025, Madison
Trade20212025Change
Managed Service Providers338417+79 (+23.4%)
Fire Protection1316+3 (+23.1%)
Commercial Landscaping275305+30 (+10.9%)
Commercial Cleaning & Janitorial184198+14 (+7.6%)
Commercial Construction7781+4 (+5.2%)
Commercial Flooring990 (0.0%)
Commercial Roofing11110 (0.0%)
Paving & Asphalt19190 (0.0%)
Commercial Electrical8077-3 (-3.7%)
Commercial HVAC & Mechanical5244-8 (-15.4%)
Commercial Painting & Coatings1714-3 (-17.6%)

Source: U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, annual averages, the same NAICS codes as the trade comparison above. More contractors means more competition for the same buyers; fewer means more room for outbound.

When to prospect: the Madison calendar

Cooling demand peaks in July (219 cooling degree days in a normal year), and 68% of the 421 severe hail and wind reports from 2015 to 2024 fell in July, June and May. Start roofing and HVAC prospecting ahead of those months.

Average high temperature, cooling degree days and severe storm reports by month, Madison
MonthAvg high (F)Cooling degree daysHail and wind reports
January2700
February3202
March4418
April57032
May703976
June79135101
July82219108
August8017328
September734443
October60313
November45010
December3200

Sources: NOAA NCEI nClimDiv county monthly series, 1991-2020 averages (opens in a new tab); NOAA NCEI Storm Events Database (opens in a new tab), 2015 to 2024. Reports of hail 1 inch or larger and thunderstorm wind of 58 mph or more, by month, across the market counties.

Buying signals

Where the money is moving in Madison

Federal contracts and building permits are early signs that a building is changing: new construction, a renovation, a re-roof.

Federal contracts performed in the metro

Federal agencies obligated $308.0 million in contracts with a place of performance in Madison's counties in federal fiscal year 2026 (October 2025 to September 2026), against $397.0 million in fiscal 2025 (-22.4%). Construction (NAICS 23) took $19.5 million.

Contract obligations by county
CountyFY2026FY2025
Columbia County$48.3 million$8.8 million
Dane County$259.3 million$387.9 million
Green County$322,326$290,157
Iowa County$55,845$26,873
Metro counties$308.0 million$397.0 million
FY2026 obligations in each trade's own NAICS code
TradeNAICSFY2026
Commercial Construction236220$18.6 million
Commercial Roofing238160$425,500
Commercial Landscaping561730$161,654
Commercial Flooring238330$137,109
Fire Protection561621$88,497
Commercial Cleaning & Janitorial561720$25,723
Commercial HVAC & Mechanical238220$12,189

Source: USAspending.gov (U.S. Department of the Treasury) (opens in a new tab), contract award types A to D, obligations dated October 1, 2025 to September 30, 2026, by place of performance; data as of 2026-10-15. Defense contract actions are published 90 days late, so fiscal 2026 will still rise. Place of performance is coded by the contracting officer.

Territory intelligence

Where the Madison buyers are

Dane County, Columbia County and Green County hold 94% of the metro's 1,920 larger business sites, so most programs start there and add the rest of the metro for larger accounts, depending on how far your crews travel.

Larger business sites (20+ people) by county, Madison, WI
CountySitesShare
Dane County 1,61784%
Columbia County 1357.0%
Green County 613.2%
Iowa County 361.9%
Not assigned to a county by Census713.7%
Metro total1,920100%

Source: U.S. Census Bureau, County Business Patterns 2023, metro and county files, summed across the buyer categories on this page (each site counted once). County files withhold some size-class counts that the metro file reports, so 71 sites cannot be placed in a county.

Abstrakt territories in this market

Madison-Janesville-Beloit, WI. A strategist confirms which one your program would hold.

The owners that anchor Madison

Each fact links to its source, checked 2026-10.

Health system

UW Health

Madison, Dane County

UW Health reports more than 4 million appointments a year through its outpatient clinics, and all three of its Madison hospitals were undergoing renovations as of November 2025.

Runs University Hospital, East Madison Hospital, American Family Children's Hospital and a clinic network, all with HVAC, life-safety, cleaning and parking needs.

HVACfire protectioncleaningelectrical

WMTV 15 News (opens in a new tab)
Major employer

Epic Systems Corporation

Verona, Dane County

Epic Systems had 14,000 employees in 2025 and is headquartered at 1979 Milky Way in Verona.

Runs a large corporate campus of office buildings, landscaped grounds and parking that needs ongoing cleaning, grounds care and building systems work.

cleaninglandscapingHVACpaving

Wikipedia (opens in a new tab)
3 more anchor owners in Madison
Major employer

American Family Insurance

Madison, Dane County

American Family Mutual Insurance Company is headquartered in Madison and reported 13,500 employees company-wide in 2022.

Headquarters office campus with occupied-building cleaning, HVAC, electrical and grounds needs.

cleaningHVACelectricallandscaping

Wikipedia (opens in a new tab)
Industrial park

Center for Industry & Commerce

Madison, Dane County

The city-run park on U.S. Highway 51 next to the airport's air and ground shipping terminal lists 2.5 and 3.43 acre parcels as available.

Industrial-zoned lots where new buildings bring site work, paving, power and fire protection, then recurring lot and grounds maintenance.

constructionpavingelectricalfire protection

City of Madison (opens in a new tab)
Airport

Dane County Regional Airport

Madison, Dane County

The airport served nearly 2.5 million passengers in 2025, its most ever and a 6% increase from 2024.

County-owned terminal, parking garage, hangars and airfield pavement that need mechanical, roofing, paving and cleaning work.

pavingHVACroofingcleaning

WMTV 15 News (opens in a new tab)
Projects and economic activity

What is being built in Madison, and who it puts to work

Named projects from primary and local news sources, researched October 2026. Market intelligence, not open bids: confirm timing with the owner.

Phillip A. Levy Engineering Hall

$419.8 million

Under wayUnder construction; substantial completion December 2028

An eight-story, 395,000-square-foot engineering building on the UW-Madison campus in Madison, replacing a building demolished in 2025.

The state bid an $89.5 million mechanical, electrical, plumbing and fire protection package with mobilization from December 2025, so MEP and fire protection crews are busy through 2028, followed by flooring, painting and building service work.

HVACelectricalfire protectionflooringpainting

The Daily Reporter, 2025-10-22 (opens in a new tab)

UW Health University Row Medical Center

Under wayUnder construction; completion end of 2027

A four-story outpatient clinic at 750 University Row on Madison's west side with primary care, urgent care, imaging, lab, rehabilitation and pharmacy space.

Clinic interiors bring HVAC, electrical and fire protection work through 2027, then flooring and finish trades before patients arrive in early 2028; UW Health additions at University Hospital and East Madison Hospital are running at the same time.

HVACelectricalfire protectionflooringcleaning

WisBusiness, 2025-11-10 (opens in a new tab)

Madison Metropolitan School District 2024 Facilities Referendum

$507 million

Under wayPhase 1 under construction since March 2026; new buildings due 2027

Rebuilds or renovations of 10 of the district's oldest schools across seven Madison sites, starting with new buildings for Black Hawk/Gompers on the far North Side and Sherman/Shabazz on the North Side.

The new North Side buildings are under construction through 2027, then the old schools come down and the lawns are rebuilt on their footprint, with a second phase of referendum projects to follow. Building envelope, roofing, flooring, painting and site and grounds work all run through the program.

constructionroofingflooringpaintinglandscaping

Madison365, 2026-09-24 (opens in a new tab)

Imagination Center at Reindahl Park

Opening or openOpened September 2026

Madison Public Library's 10th branch and a four-season park pavilion at 1814 Parkside Drive in Reindahl Park on Madison's northeast side.

With the library and pavilion now open, the city buys ongoing custodial, HVAC maintenance and park grounds care for a building used year-round.

cleaningHVAClandscaping

Madison365, 2026-09-21 (opens in a new tab)

John Nolen Drive Reconstruction

$33.9 million

Under wayUnder construction; contract completion July 2027

Reconstruction of the John Nolen Drive causeway along Lake Monona between the Madison Beltline and downtown, starting with the stretch from East Lakeside Street to South Broom Street.

The contract covers milling, grading and new asphalt and concrete paving, six reconstructed causeway bridges and three new bike and pedestrian bridges, new traffic signals and lighting, and a rebuilt shoreline, with the Madison LakeWay waterfront project expected to follow in 2027.

pavingconstructionelectricallandscaping

Finance & Commerce, 2025-09-18 (opens in a new tab)

The Greenline

Under wayUnder construction; first phase expected to finish in 2028

Galway Companies' mixed-use village on about 12.5 acres along West Broadway in Monona, with close to 700 apartments, about 25,000 square feet of ground-floor commercial space and a 1.5-acre city park; the first phase replaces the Broadway Building at 1709 W. Broadway.

Phase one is two six-story buildings with about 357 apartments, covered parking and surface lots for retail, so shell, roofing, interior finish and lot paving work runs into 2028, with a second two-building phase planned next door.

constructionroofingpaintingflooringpaving

Wisconsin State Journal, 2026-09-30 (opens in a new tab)

Sub-Zero Verona Distribution Warehouse

nearly 800,000 sq ft

Announced or plannedProposed; Verona plan commission review October 2026

A proposed Sub-Zero distribution warehouse on about 80 acres of farmland south of Whalen Road, expanding the business park on Verona's southeast side.

If approved, a building this size means steel and tilt-up shell work, a very large low-slope roof, warehouse sprinklers, electrical service for a 24-hour operation and truck courts and lots sized for about 70 truck trips a day.

constructionroofingfire protectionelectricalpaving

Wisconsin State Journal, 2026-09-29 (opens in a new tab)

YMCA of Dane County Fitchburg Facility

$58 million

Opening or openConstruction starting September 2026; opening early 2028

A 97,200-square-foot YMCA on McKee Road in Fitchburg with two pools, two gymnasiums, a childcare center for up to 100 children and a 10,000-square-foot Access Community Health Centers clinic, replacing Madison's West YMCA.

The build runs through 2027 with a new roof, interior painting across gyms, pools and childcare rooms, pool HVAC and a large parking lot behind the building; once open in 2028 a facility with pools, childcare and a clinic needs daily custodial service.

roofingpaintingpavingHVACcleaning

Wisconsin State Journal, 2026-06-24 (opens in a new tab)

UW Health, UnityPoint Health-Meriter and Lifepoint Rehabilitation hospital, Fitchburg

58,000 square feet

Under wayUnder construction; completion early 2027

A free-standing 40-private-room inpatient rehabilitation hospital at 5094 Greenmarket Place, at Lacy Road and Highway 14 in Fitchburg, built by Findorff.

Interior trades are on site into early 2027: sprinkler and fire alarm systems for an inpatient hospital, patient-room and therapy-gym flooring, and mechanical and electrical fit-out for a 40-room hospital that Lifepoint will operate day to day.

constructionfire protectionflooringHVACelectrical

WKOW 27 News, 2025-10-30 (opens in a new tab)

Science Hall renovation, UW-Madison

$163.2 million

See sourceRenovation set to begin in 2027

Renovation of the five-story, 98,000-square-foot Science Hall at Park and Langdon streets on the UW-Madison campus, a building on the National Register of Historic Places, into a hub for geography, environmental studies and geospatial science.

Work starting in 2027 covers a roof replacement, masonry and terracotta repair, window upgrades, HVAC and mechanical system upgrades, and interior rebuilds that remove non-historic partitions for new labs and gathering space.

constructionroofingHVAC

UW-Madison News, 2026-05-21 (opens in a new tab)
Market view

What we see in Madison

Madison has room in the trades most firms sell. HVAC ranks #5 of 100 markets on larger buyer sites per contractor, general construction #9, fire protection #9 of 96 and roofing #10 of 89, and the HVAC contractor count fell 15.4% from 2021 to 2025. A steady outbound program gets meetings here.

UW-Madison and UW Health supply the big jobs. The state's mechanical, electrical, plumbing and fire protection package on Levy Engineering Hall keeps those crews busy through 2028, Science Hall's renovation starts in 2027 with a roof replacement and HVAC upgrades, and UW Health's University Row Medical Center finishes at the end of 2027, with flooring and finish trades before patients arrive in early 2028.

Schools and Fitchburg fill in the rest. The Madison Metropolitan School District's referendum has new North Side buildings under construction through 2027, then demolition and grounds work on the old sites, with a second phase to follow. In Fitchburg, the YMCA started construction in September 2026 for early 2028 with a new roof, pool HVAC and a large parking lot, and the inpatient rehabilitation hospital built by Findorff has interior trades on site into early 2027.

Senior care sits at 1.71x the U.S. concentration and rose by 12 in one year, and medical offices rose by 60, so health care is the standing list behind the projects. Dane County holds 84% of the larger buyer sites.

Abstrakt's reading of the sourced figures and projects above, written .

Decision-makers

Who signs, and how many of them work in Madison

5,130 general and operations managers, 2,540 computer and information systems managers and 1,220 medical and health services managers work in the Madison, WI metro. Jobs across every industry, not a contact list.

Jobs and median annual pay by title, Madison, WI
TitleJobsMedian payTrades that call this title first
General and operations managers
SOC 11-1021
5,130$126,620MSP
Computer and information systems managers
SOC 11-3021
2,540$168,900
Medical and health services managers
SOC 11-9111
1,220$131,640
Buyers and purchasing agents
SOC 13-1020
1,120$74,770
Construction managers
SOC 11-9021
860$119,840
Property, real estate, and community association managers
SOC 11-9141
260$77,460landscaping, painting, paving
Facilities managers
SOC 11-3013
250$118,990cleaning, construction, electrical, flooring, roofing, fire protection, HVAC
Purchasing managers
SOC 11-3061
190$126,170

Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS) (opens in a new tab), May 2025, Madison, WI, all industries. Each title is the closest BLS occupation to a role in the trade's playbook; titles BLS does not publish for this metro are left out. Each trade link opens the Madison guide's decision-maker questions.

Opportunity estimator

What Could Your Next 12 Months in Madison Look Like?

A planning model, not a forecast: put in your own numbers and it applies Abstrakt's national sales center rates for your trade.

Default 16.1%: Abstrakt national rate for this trade. Use your own if you know it.

Baseline, 12 months

12,000prospecting dials
86meetings set
22proposals
3.6customers won
$89,355first-year value of those customers
Scenarios
ScenarioDials per meetingMeetingsCustomers wonFirst-year value
Conservative190632.6$65,841
Baseline140863.6$89,355
Optimistic1081114.6$115,831
Get My Madison Opportunity Assessment

How it works. Meetings are dials divided by dials per appointment; proposals, customers won and value follow from the proposal rate, the win rate and your customer value. The rates are Abstrakt sales center, Performance Intelligence, national, October 2026, across all programs, not Madison results; the scenarios use the slower and faster quarter of buyer industries. Outbound results typically build over 6 to 12 months, so a first year rarely runs at a full year's pace. Benchmarks by trade and method.

Hiring locally

What an in-house SDR costs in Madison

  • 4,060people in the role locally, all competing for the same hires

Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025. Sales representatives of services, except advertising, insurance, financial services and travel (SOC 41-3091).

In-house SDR, first year (illustrative)$124,700

An illustrative model, not a quote: in-house adds $15,000 commission, 25% payroll taxes and benefits, $550/month tools, $7,000 recruiting and training, 35% yearly turnover, and manager, QA and admin time, before ramp time. Abstrakt includes the SDR, management, tools and data.

Local sales intelligence

See how a Madison program is built in Abstrakt Intelligence

Ava walks through the platform our strategists use, set to Madison.

Abstrakt Intelligence

This demonstration showcases real Abstrakt Intelligence capabilities using fictional companies and contacts to protect client and prospect privacy. Ava is Abstrakt's AI guide. The screens are the demo set to the Madison territory; its territory counts come from the demo data, not the Census figures above.

Read the transcript of Ava's Madison walkthrough

Hi, I'm Ava.

Here's what an Abstrakt program looks like in Madison.

First, we size your territory.

The Madison area has about 15 thousand companies and 68 thousand business contacts.

Next, we pick the playbook for your industry.

Each playbook starts with criteria that have already booked meetings.

For roofing, that's roof size, roof age and who owns the building.

Then we build the list.

Anyone who isn't a fit comes off before a rep ever sees the name.

Every prospect gets a full profile.

The decision-maker, the building, and every touch so far.

Before the first dial, each rep practices in an AI role play and gets certified.

Now the calls start.

The dialer, the talk track and the follow-up all live in one place.

Every meeting is reviewed for quality before it reaches you.

And we track each one all the way to closed.

We take one client per trade per territory.

Once a spot is taken, it's gone.

Check if your trade is still open in Madison.

Client results

Results from programs like this one

Each story is labeled with where the program ran. Abstrakt runs every program from its St. Louis sales floor.

  • Commercial cleaningLocal program, Tulsa

    How Century Facility Services broke its referral ceiling: $415K closed in year one

    Century Facility Services

    After losing a sales rep, Century Facility Services outsourced outbound and booked 58 appointments and closed $415K in year one.

    • 58 appointments booked
    • 7 deals closed
    • $415K closed business

    First year of the program (case published April 2026)

  • Commercial roofingRegional

    How Schena Roofing booked 475 appointments and kept a seasonal calendar full

    Schena Roofing & Sheet Metal

    Schena Roofing booked 475 appointments and closed $1.69M from 2018 to 2024, with another $1.39M in proposals delivered.

    • 475 appointments
    • $1.69M closed business
    • $1.39M in proposals delivered

    2018 to 2024, from Abstrakt program records. Closed business and proposals delivered are separate figures.

  • Fire protectionLocal program, Philadelphia

    How Harring Fire Protection turned outbound and inbound into $200K in new business

    Harring Fire Protection

    Outbound appointment setting plus an inbound website produced 195 appointments and 16 closed deals worth $200K in 28 months.

    • 195 appointments booked
    • 16 deals closed
    • $200K closed business

    28-month partnership (case published April 2026); search figures within 12 months of the February 2025 site launch

See all client stories

Outsourced sales development

How Abstrakt runs a Madison program

Reps on Abstrakt's St. Louis sales floor work your Madison list by phone, email, LinkedIn and direct mail after two weeks of training and certification on your account.

Contractor licensing in Wisconsin

Wisconsin has no statewide commercial general contractor license. DSPS's Dwelling Contractor certification applies to building permits for one- and two-family homes, while trades such as electrical, HVAC, and fire sprinkler are credentialed by DSPS statewide.

Confirm with Wisconsin Department of Safety and Professional Services (DSPS) (opens in a new tab). Checked 2026-09-30.

Free market report

The State of Outbound Sales in Madison, 2026

This page's Madison data in one report for your team, with the Wisconsin calling rules. No form to fill in.

Free trade territory report · PDF

Get the territory report for your trade in Madison

One trade, one city, every page about your market: the account types that buy your work here and how many of each, Tier 1 sites, the counties to start in, who signs and what to ask them, the months that matter, federal contracts and permits, the Wisconsin calling rules, and whether the territory is still open. One client per trade per territory.

  • Account tiers and a worked first-list example
  • Decision-maker roles, questions and objections
  • A 90-day calling plan sized to the Madison counts

Send me the report

Free. The download starts as soon as you press the button, and the next page links it again. We use your details to follow up about it. Privacy Policy.

Territory assessment

See Your Madison Sales Opportunity

A Partner Sales Manager sizes your Madison territory for your trade, checks whether it is open (one client per trade per territory) and shows what a program would look like.

Program commitments, including activity and meeting expectations, are defined in your agreement before launch.

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Outsourced sales development in Madison, answered

Does Abstrakt provide B2B lead generation and appointment setting in Madison?

Yes. Abstrakt runs outsourced lead generation and B2B appointment setting across the Madison, WI metro from its St. Louis sales floor: U.S.-based reps prospect the buildings, qualify the opportunity and book meetings with the person who signs. We take one client per trade per territory.

How does B2B appointment setting work for a Madison program?

It starts with the list. Of the 1,920 sites in Madison with 20 or more people on site, we keep the ones that buy your trade inside your service area, then a certified rep works them by phone, email, LinkedIn and direct mail. Meetings are booked with the decision-maker, reviewed before they reach you and tracked to a proposal and a close.

Which commercial trades have the most room to grow in Madison?

Measured by larger buyer sites per contractor across the markets we track (a market is ranked for a trade only where it has at least 10 local contractors), commercial HVAC & mechanical (#5 of 100), commercial construction (#9 of 100) and fire protection (#9 of 96) rank best in Madison.

What kinds of businesses are concentrated in Madison?

Compared with the national mix, Madison has more senior living and nursing (1.71x), apartment and residential property managers (1.58x) and golf courses and country clubs (1.43x). Those industries are the best-represented buyers for trades that serve them.

Is the Madison business market growing?

Yes, on both counts below. Private business establishments across Madison's counties went from 19,210 in 2021 to 21,487 in 2025 (+11.9%), and private employment +6.1% (U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, annual averages). In the latest Census count, 1,453 establishments opened and 1,303 closed in the metro (U.S. Census Bureau, Business Dynamics Statistics, 2023, March to March), so openings ran ahead of closings by 150.

How much federal construction money is spent in Madison?

Federal contract obligations with a place of performance in Madison's counties came to $308.0 million in federal fiscal year 2026 (October 2025 to September 2026), $19.5 million of it in construction (NAICS 23) (USAspending.gov (U.S. Department of the Treasury), retrieved 2026-10-15). Fiscal 2026 will still rise as delayed defense contract actions post.

How does the Madison school referendum turn into contractor work?

In phases. The Madison Metropolitan School District's facilities referendum rebuilds or renovates many of its oldest schools, starting with new buildings for Black Hawk/Gompers on the far North Side and Sherman/Shabazz on the North Side, under construction since March 2026 and due in 2027. Then the old schools come down and lawns are rebuilt on their footprint, with a second phase of projects to follow. Envelope, roofing, flooring, painting and grounds work run through the whole program.

What does Levy Engineering Hall mean for Madison's mechanical and electrical firms?

Steady work through 2028 for whoever holds the package. The state bid the mechanical, electrical, plumbing and fire protection package for the UW-Madison engineering building with mobilization from December 2025, and substantial completion is set for December 2028. Firms that did not win it should look at the flooring, painting and building service work that follows, and at UW Health's University Row clinic, which needs HVAC, electrical and fire protection through 2027.

Which counties make up the Madison market?

The metro covers 4 counties. Dane County, Columbia County and Green County hold 94% of the larger business sites, so most programs start there.

What does outsourced sales development cost in Madison?

Starting at $5,000 per month for an Outbound BDR program, as a flat monthly program. The price depends on how many reps work your program, the channels, and how large a territory and how many trades it covers. For comparison, one in-house SDR costs about $124,700 in year one at a $55,000 base salary on our illustrative model, before ramp time.

Sources and method

Updated . Approved the local markets plan: the data sources, the method and the in-house SDR cost model shown on market pages: Scott Scully, Executive Chairman, October 15, 2026. Every figure is regenerated from its source by a script in the site's code, never typed by hand.

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