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SmartHire + SmartTerritory

Ladder ICP — Mid-size US roofing companies

Hire reps who stay. Send them where they'll close.

The ONE problem we solve

60% of roofing sales hires quit in 90 days. Every bad hire burns ~$11K and a full selling season rebuilding the bench. And — 60% of every canvass day is knocks on doors that will never buy. Good reps waste time on the wrong houses, and it compounds into an entire missed quarter of pipeline.

Company profile
Headcount25 – 200 employees
Revenue$5M – $50M in annual revenue
Growth stageProfitable, past the founder-only stage, actively growing a canvass or storm-restoration crew. Not a solo operator, not an enterprise national.
Buyer personas
  • Owner / Operator
  • VP of Sales / Sales Director
  • Sales Manager (primary buyer for SmartTerritory)
  • General Manager / COO
Services they run
  • Residential roof replacement (primary)
  • Storm restoration / insurance claim work
  • Light commercial as secondary revenue
Tech stack signals
  • Canvassing tool active (Spotio / SalesRabbit) — proves live door-to-door motion
  • Project CRM in place (JobNimbus / AccuLynx / Leap) — organized enough to onboard Ladder
  • Active job postings on Indeed / ZipRecruiter for canvassers or sales reps
Trigger events (buy in next 90 days)
  • NOAA hail 1"+ or wind 60mph+ in their primary metro within the last 90 days
  • 3+ active sales or canvasser postings in the last 30 days
  • Observable rep turnover on LinkedIn — 3+ departures in the last 90 days
  • Recent geographic expansion — new market, new office, new state
  • Leadership change — new VP Sales, Sales Manager, or GM hired in the last 60 days
Disqualifiers (do not research)
  • Solo operator or sub-10 employees — too small to run the platform
  • Enterprise nationals (500+ employees, $100M+) — not our ICP yet
  • Pure commercial / industrial roofing with no residential canvass motion
  • Homeowners or property owners — we sell to roofing companies, not to their customers

Research a roofing company

Ladder sells to roofing companies, not homeowners. Drop in the prospect and five agents produce a pre-call card.

Quick fill

Agent pipeline

Waiting for company input

idle
  1. agent 1
    Company IntelligenceFirmographic fundamentals
    HeadcountRevenue est.Services
  2. agent 2
    Sales Motion AnalyzerHow they sell today
    Rep countChannel mixTech stack
  3. agent 3
    Hiring SignalsSmartHire trigger
    Open rolesRecent churnJob boards
  4. agent 4
    Territory & Storm MapperSmartTerritory trigger
    Primary metroStorm windowCompetitors
  5. agent 5
    Ladder Fit SynthesizerPre-call card
    Opening linePriority pointsLikely objections

Run research to see the call prep card.

Opening line, priority points, likely objections, pricing anchor, and the next step — synthesized from the five agents above.