By Jesse Sanchez. 

Emerging software capabilities could help contractors turn the information they already collect into faster, more useful answers. 

What if contractors could quickly ask which roof systems generate the most repairs in a particular region and receive a report built from their own company data? Brian Cook described that possibility during a recent discussion about the future direction of Dataforma. Rather than focusing only on collecting more information, his vision centered on making existing information easier to explore, compare and use. 

Looking ahead to the company’s design summit, Brian explained, “At our design summit this year, we’re going to have a section about how you will have a widget on your dashboard and then you will just type probably at first, but very soon just speak and say, Dataforma, show me this.” 

Under the concept he outlined, a user would submit a question through a dashboard widget. Brian continued, “It’s going to crawl through your database and then build you that report that you have on your dashboard.” The questions could address practical decisions contractors regularly face. As one example, Brian asked, “Which roof systems tend to perform the worst in which regions of the country?” 

He also described how the system could compare roof systems using repair volume, repair costs and replacement tendencies. Brian illustrated the potential by explaining that contractors could quickly review the types of roof systems they have installed, the number and cost of repairs associated with each system and how often those systems are replaced. This could make it easier to identify which roof systems are performing better. 

These examples point toward an emerging role for roofing software. A platform can serve as more than a system of record when it helps users identify patterns within the information they have already accumulated. Regional comparisons and repair histories could give contractors a clearer way to evaluate performance without manually assembling every report. 

Reflecting on the breadth of information already available within the platform, Brian observed, “There’s so much detail in Dataforma that an agent in there would just find a myriad of uses for.” 

The concept remains a future direction rather than a confirmed, fully launched voice-query feature. Still, it illustrates how easier access to existing data could help contractors move from storing information to asking better questions of it. 

Learn more about how roofing software could help contractors turn existing data into practical answers!

By Jesse Sanchez. 

Connected maintenance and inspection tools can help contractors improve consistency, streamline service workflows and turn field data into stronger business insights. 

For commercial roofing contractors, managing service and maintenance can involve hundreds of visits, inspections, repairs and customer touch points. Keeping that activity organized is essential not only for completing work efficiently but also for maintaining consistent communication and understanding how service operations are performing. Dataforma grew out of that challenge. The software was originally developed after a roofing company struggled to manage service tickets through a combination of Excel files, whiteboards and paper forms. Reflecting on the problem that started the development process, Dataforma Chief Operating Officer Brian Cook explained during this CoatingsCast™, “The original reason was we needed a better way to run our service department.” 

While contractors now have more technology available, Brian said familiar service challenges remain, including getting invoices out quickly and ensuring inspections are completed consistently. Emphasizing the importance of a standardized process, Brian noted, “We need our inspections to be consistent. I can't have Megan go out and do an inspection and it looks this way and then Brian goes out and does an inspection and it looks another way.” 

That need for consistency also helped shape Dataforma’s new maintenance module, which grew from contractor feedback at the company’s Design Summit. The module is designed to help contractors manage recurring maintenance agreements across multiple buildings by showing outstanding visits, tracking profitability and connecting maintenance activity with resulting repair work. Inspections support that process by documenting completed visits with photos and recorded deficiencies. 

Dataforma has also changed how field users interact with its inspection technology. Rather than requiring technicians to follow a rigid sequence, the updated experience allows them to document roof conditions as they encounter them while the software handles more of the organization behind the scenes. Brian said, “You just go out, figure out what's wrong up there.” 

The information collected through maintenance and inspections can also support broader business decisions. Contractors can review recurring deficiencies, examine service history and compare issues across roof systems, properties or regions, turning individual field visits into a larger source of operational insight. 

Listen to the podcast or Watch the conversation to learn more about how connected maintenance and inspection processes can help contractors improve service consistency, organize recurring work and make better use of field data!

By Jesse Sanchez.

Artificial intelligence is changing the way contractors work, but getting the most from AI starts with understanding where it belongs within the technology and processes businesses already rely on. 

In an upcoming CoatingsTalk™, on September 9, 2026, at 11 a.m. PT, Megan Ellsworth meets with Mark Zeleznock from Dataforma to discuss where artificial intelligence (AI) fits into a contractor’s technology stack and how contractors can use it to support, rather than replace, the systems and people that keep their businesses moving. 

As AI tools become more accessible, contractors have more opportunities to automate administrative work, quickly access company information and gain useful insights from their data. But adopting AI simply for the sake of having the latest technology is unlikely to deliver lasting value. Megan and Mark will explore why contractors should start with a specific business challenge and look for practical applications where AI can strengthen existing workflows. From drafting emails and summarizing meetings to analyzing project information and improving communication, some of the biggest gains can come from relatively simple uses of AI. 

Dataforma brings an important perspective to this conversation because of its experience helping contractors organize and manage the information at the center of their businesses. A strong Customer Relationship Management software (CRM) remains the source of truth for company and project data, even as AI becomes a larger part of daily operations. Mark will explain why contractors should evaluate software based not only on what it can do today, but also on its ability to integrate with existing systems, support future AI applications and continue evolving alongside the business. 

Contractors will also learn why clean, organized data is essential to getting reliable results from AI. Standardized processes and a well-maintained CRM give intelligent tools better information to work with, while human oversight remains critical. AI is not a replacement for experienced employees or sound decision-making. Instead, it can help those employees spend less time searching for information and completing repetitive tasks and more time applying their expertise where it matters most. 

Looking ahead, Mark will discuss emerging capabilities including intelligent assistants embedded directly into business platforms, workflow automation that reduces administrative burdens and personalized insights based on a contractor’s own data. For contractors ready to begin, the message is straightforward: identify one recurring problem, test AI on a small scale, measure the results and expand from there once the value has been proven. 

Join Megan Ellsworth and Mark Zeleznock from Dataforma on September 9, 2026, at 11 a.m. PT, to learn more about where AI fits into your technology stack and how it can help your team work smarter and more efficiently. 

Register for this CoatingsTalk™ and start exploring practical ways to put AI to work in your business! 

By Jesse Sanchez. 

A roofing customer relationship management (CRM) system can help contractors organize leads, strengthen communication and make more informed sales decisions. 

Generating quality leads is essential for roofing contractors competing in a fast-moving market. While marketing helps attract prospective customers, Dataforma can help roofing companies establish a reliable process for tracking opportunities, maintaining communication and guiding leads through the sales pipeline. 

A customer relationship management (CRM) system brings customer information, sales activity and communication into one centralized platform. By giving team members access to current lead information, roofing CRM software can reduce missed follow-ups and help companies respond more consistently to potential customers. Important CRM features include lead tracking, automated reminders, integrated email and text messaging, analytics and reporting. Integration capabilities can also help connect the CRM with accounting, project management and other business systems. 

These tools can support a range of marketing strategies. Contractors can use CRM data to evaluate leads generated through content marketing, email campaigns, social media, pay-per-click advertising and search engine optimization. Reporting tools can then help teams identify productive lead sources, monitor conversion rates and adjust campaigns based on customer behavior. 

Scalability is another consideration, particularly for roofing businesses operating in multiple locations. A centralized system can help companies maintain consistent communication, provide access to reliable data and coordinate leads and projects across different markets. 

When comparing CRM solutions, roofing contractors should consider ease of use, available features, cost, customer support and customization options. The right platform should fit existing workflows while giving teams the reporting and communication tools needed to improve decision-making. 

By automating routine tasks and organizing customer information, roofing CRM software can help teams focus on higher-value activities. Consistent communication, accessible data and clearer sales processes can strengthen customer relationships while supporting long-term business growth. 

Learn more about Dataforma and its roofing business management features!

By Jesse Sanchez. 

Dataforma is using contractor feedback and artificial intelligence to accelerate software development and expand tools for sales, service, production and maintenance. 

Contractor input is playing a central role in how Dataforma designs, tests and releases new software features. During this CoatingsTalk sponsored by Dataforma, Chief Executive Officer Mark Zeleznik and Chief Operating Officer Brian Cook explained how customer feedback, agile development and artificial intelligence (AI) are helping the company update its platform more quickly. 

Describing how customer ideas move into development, Mark explained, “We take that information in, we think about it and say, hey, how can we build the system in a way that can satisfy these problems?” 

Dataforma gathers ideas from thousands of contractors who use the system, monitors how customers interact with its tools and returns to users with prototypes for additional feedback. The company also hosts an annual design summit where contractors can work directly with Dataforma’s team and help shape future development priorities. 

Brian emphasized the value of that direct participation, noting, “It’s your chance to truly put your mark on this software.” One result of that process is a new maintenance contract module designed to help contractors manage recurring visits across multiple buildings. The system is intended to track scheduling, labor, materials, revenue and additional service work generated through maintenance visits. 

Dataforma is also rebuilding its interface and expanding what it calls the Dataforma workflow, which connects sales, production, service and maintenance within one platform. New dashboard options, messaging features, proposals and updated work order views are part of that effort. 

AI-assisted coding and quality assurance are helping accelerate the work. Mark reported that the company is seeing development speed increase by two to five times on some projects, while developers remain responsible for understanding and managing the underlying software. 

The team also expects AI to make contractor data easier to access through reporting tools, application programming interfaces and embedded prompts. However, Mark cautioned that AI-generated results still require review because the technology can produce errors. Reflecting on the pace of development, Mark said, “This year will probably be the most productive year in Dataforma history since the year I founded it.” 

Listen to the podcast or Watch the conversation to learn more about how contractor feedback and AI are shaping Dataforma’s evolving sales, service, production and maintenance tools! 

By Jesse Sanchez. 

Dataforma is reworking its inspection process to reduce field friction and strengthen the documentation that supports reports, recommendations and client communication. 

Roof inspections are the starting point for much of the work that follows, from documenting existing conditions to preparing client reports and identifying potential repairs. When that process is inefficient, the effects can extend across maintenance planning, recommendations and communication with building owners. Dataforma is addressing that challenge by reworking a workflow that Brian Cook acknowledged has not always been one of the platform’s strongest areas. 

Brian shared, “We’re also redoing our inspection process, which is a big thing for our core constituency.” That work responds to a competitive weakness Brian described candidly. “With our inspection process, that is the way that our competitors most directly attack us.” Dataforma was designed to support operations across an entire business rather than focus narrowly on inspections. That broader approach created advantages elsewhere, but it also left room to improve the field experience. 

Brian explained that the challenge stemmed in part from Dataforma’s broader purpose as a platform designed to support operations across the business. “Dataforma was built to encompass your entire business. So, the inspection process just wasn’t as good.” That broad focus meant the inspection workflow had to support a detailed range of field tasks. In practice, crews may need to record the roof system type, document overall conditions, identify problems and organize findings into reports that can range from 10 to 50 pages. Those findings can also inform repair recommendations and reveal additional service opportunities. 

The updated workflow is designed to reduce repetition and create a more direct path through the inspection process. Brian explained that the previous approach could require users to cross the roof several times to complete each step, while the new model allows them to document issues as they move through the inspection. 

By streamlining that field experience, Dataforma is making it easier for users to capture findings efficiently and move those details into reports, maintenance planning and repair recommendations. Brian described the change as a significant upgrade that better aligns the platform with the way contractors work in the field. 

Learn more about Dataforma’s efforts to improve inspection workflows and field usability!

By Jesse Sanchez. 

New sales, maintenance and dashboard tools are designed to help contractors manage more of their operations in one connected platform. 

Dataforma is refreshing its platform with new sales, maintenance and reporting capabilities shaped directly by contractor feedback. Brian Cook, chief operating officer of Dataforma, said the company’s renewed product focus follows a leadership transition and an effort to reconnect development priorities with the day-to-day needs of its users. “My job is to speak with the contractors all day, every day,” Brian said. Asking questions such as, “What do you need? What are you missing? What don’t you like about Dataforma?” 

One of the first results is a new sales module that allows users to manage opportunities, send proposals from the field and transfer information directly to production when work is awarded. Instead of relying on separate sales software, spreadsheets and disconnected systems, contractors can move a project from the sales process into a work order or project within Dataforma. 

The company is also developing a maintenance module intended to help contractors track contract value, labor, materials, profitability and additional work generated through recurring maintenance visits. The system will monitor scheduled visits across multiple buildings, alert users when service is approaching and suggest dates that can be added to the calendar. 

Dataforma is pairing those expanded capabilities with a redesigned interface. The updated homepage will give users access to customizable sales, service, production and accounting dashboards, along with the ability to filter information by department, location or the full organization. Brian said the redesign addresses a long-standing gap between the platform’s functionality and its appearance. “The functionality was really good, but it looks like it’s 20 years old,” he said. “So now it’s getting a freshening up.” 

The company is also using advisory meetings and its Dataforma Design Summit to create an ongoing feedback loop with contractors. At the event, users review proposed features, participate in breakout sessions and identify changes before development moves forward. 

That collaborative approach reflects what Brian sees as a core strength of the company: having the resources to support customers while remaining close enough to listen. “We’re big enough to have the resources to provide customer support and take their feedback,” he said. “But we’re not so big that we don’t care about each client.” 

Learn more about Dataforma and its expanding contractor management platform!

By Jesse Sanchez. 

Dataforma brings customer relationship management, service tracking, scheduling, invoicing and field communication together in one roofing-focused platform. 

Roofing contractors manage a wide range of responsibilities, from tracking leads and proposals to coordinating field teams, processing invoices and maintaining service histories. Dataforma was designed to bring those daily operations into one centralized, cloud-based platform. Built by and for roofing contractors, the software combines customer relationship management (CRM), service management, scheduling, estimating, warranty tracking and reporting tools. Information automatically syncs across devices, helping office staff and field teams stay connected with current project and work order details. 

Dataforma’s Core CRM gives contractors a central location to store service histories, inspection information, estimates, proposals, warranty documents and before-and-after photos. Teams can share those records through the mobile app, which is available for iOS and Android operating systems. The platform’s customer portal also gives building owners access to selected project information, including work order histories, proposals, inspections, photos and warranty records. Customers can review job progress and submit new service requests, while contractors control which information is visible. 

For field operations, Dataforma allows technicians to review site histories, record labor and travel time, upload photos, document materials and capture customer signatures. Its mobile timecard and integrated GPS tracking tools help managers compare recorded hours with time spent at jobsites and monitor project costs. 

The software also supports same-day invoicing, customized templates, dispatching and instant notifications for field employees. Integrations with Microsoft Outlook and Followup CRM are intended to help contractors manage correspondence, accounts receivable information and sales activity from within their existing workflows. 

The Dataforma platform includes hourly data backups, continuous system monitoring, controlled user access and 128-bit data encryption. By consolidating operational information, customer communication and field reporting, the system is designed to help roofing businesses reduce administrative work and improve coordination. 

Learn more about Dataforma and its roofing business management software by requesting a demonstration!

By Jesse Sanchez. 

The new integration connects ordering, pricing and project workflows for commercial roofing contractors. 

Commercial roofing contractors have been wanting an integration from Dataforma and QXO built around daily ordering and estimating workflows, and the companies responded. In this episode of Roofing Road Trips®, Karen Edwards spoke with Gabby Fornino of QXO and Brian Cook of Dataforma about how the integration came together and why customer feedback shaped the rollout. 

Q: How did the Dataforma and QXO integration begin? 

Brian explained that the idea grew from QXO’s efforts to increase digital sales and Dataforma’s established relationships with commercial roofing contractors. He shared: 

“I remember speaking with my buddy Greg Bloom a few years ago. At the time, QXO was still Beacon and had an initiative to move a certain number of sales online. Knowing that we worked with such a large number of commercial roofing contractors, it was a natural fit.”  

That shared focus created an opportunity to connect the companies’ systems in a way that supported the contractors already using both platforms. 

Q: Why was speed important for the rollout? 

Gabby said the teams recognized the integration’s potential value and prioritized making its commercial roofing features available quickly. 

“We knew that this was going to be a game changer and wanted to move it out as quickly and as soon as we could, especially considering the features that our integration actually involved because with Dataforma, we had taken it one step further considering that this is priority for commercial contractors.” 

Moving quickly allowed the companies to respond to contractor demand while addressing workflows that are especially important in commercial roofing. 

Q: What does the integration change for contractors? 

Although the integration adds digital efficiency, Brian emphasized that it does not eliminate the personal support contractors receive from their local branch teams. “It has the benefits of being quick and easy digitally, while still receiving a human review,” he shared. Contractors can place orders through Dataforma while continuing to receive branch review, communication and support from the people they already work with. 

The integration streamlines ordering while preserving the trusted relationships contractors have with their QXO branch teams. By pairing digital efficiency with human oversight, Dataforma and QXO have created a practical solution shaped by contractor feedback and built around the way commercial roofing teams work. 

Listen to the entire podcast or Watch the conversation to learn more about the Dataforma and QXO integration. 

By Jesse Sanchez. 

Dataforma’s maintenance module is built to help commercial roofing contractors manage recurring service work, inspection reports and customer records more efficiently. 

For commercial roofing service contractors, maintenance is the recurring work that keeps customer relationships active. It is also where management software can help contractors organize schedules, document what crews find in the field and show customers the value of ongoing roof care. That reality is why Brian Cook described Dataforma’s maintenance module as a significant opportunity for the company’s core users. He positioned the feature as a practical fit for the daily work commercial service contractors are already doing, especially for those managing repeat visits, service documentation and roof condition reports. 

“The maintenance module will be even more impactful because the sales module, if you want to use it,” Brian said. “But the maintenance module, like our core contractor, that 90% of people that use us for commercial service, it’s right up their alley.” For those contractors, the value of maintenance management software is tied to consistency. Maintenance contracts often require contractors to return to a roof on a regular schedule, complete service work and provide records that explain what was done. The module is intended to support that workflow by helping contractors manage the ongoing details that come with commercial service relationships. 

Brian also connected maintenance directly to inspection reporting, explaining that the two functions support each other in practice. “Part of the maintenance contract is typically, if I go out twice a year, I have to provide you with an inspection report to show you what I did and what I found.” Those inspection improvements matter because they give contractors a clearer way to document roof conditions, service activity and findings from the field. When paired with maintenance, inspection reporting helps turn routine visits into useful records that contractors can share with customers and reference over time. 

Together, the maintenance module and inspection improvements reflect a focus on the service workflows that matter most to commercial contractors: recurring work, clear documentation and stronger communication with customers. By connecting maintenance activity with inspection reporting, Dataforma is positioning these tools around the day-to-day realities of contractors who need to show not only what work was completed, but also what was found along the way. 

Learn more about how Dataforma is developing maintenance and inspection tools around the needs of commercial roofing service contractors!