Bentley Mission Critical · Revenue Infrastructure
Revenue infrastructure for a $100MM modular capacity push.
A custom commercial engine — with a 14-day cold-call sprint led personally by R. Construction Solutions to prove the model before the system is even finished.
01 — The Situation
Bentley manufactures mission-critical infrastructure like a product, not a construction project. The revenue engine should match.
Bentley Mission Critical is in a category-defining moment: a $100MM modular data-center push, a hyperscaler demand curve still accelerating, and a team that has earned its credibility on the field side.
How do we build the commercial engine that matches the manufacturing capacity?
Every CRM in the inbox solves the wrong layer. CRMs are storage with a search bar. They don't source the right GCs, qualify leads, surface buying signals, or choreograph the handoff from estimator to PM.
Bentley needs the layer underneath the CRM — the operational architecture, lead engine, automation logic, and pipeline strategy that turn a database into a sales operation.
02 — The Reframe
“Bentley is not buying software. Bentley is buying an operational layer that software vendors do not provide.”
Every other CRM is selling
- A license fee
- Generic templates
- Vendor-led onboarding
- A dashboard nobody opens
- A platform Bentley adapts to
R. Construction Solutions builds for Bentley
- A revenue system designed for Bentley
- Workflows architected around how Bentley wins work
- A lead engine pulling from where Bentley's buyers actually are
- Automation triggered by real construction buying signals
- A system Bentley owns — data, contacts, logic, dashboards
03 — Why Most Rollouts Fail
Why most CRM rollouts fail in construction.
Adoption never happens
Field-trained teams reject software not built for how they bid and run jobs. Within 18 months, most revert to spreadsheets.
Data goes dirty fast
Without architecture, every user enters data their own way. Pipeline reporting becomes guesswork.
Workflows stay broken
The CRM stores activity but doesn't choreograph handoffs from precon to estimating to PM.
Reporting is unreliable
Out-of-the-box dashboards don't reflect a fabricator's real metrics — hit rate by GC, time-to-bid, modular vs stick-build margin.
Vendor lock-in compounds
Every customization makes the system harder to leave. Implementation is re-billed at every price change.
Hidden cost is implementation
License is $300/user/mo. Real implementation runs $50K–$250K+. Then the consultants leave.
04 — The 14-Day Proof
days from contract to dialing
Most CRM engagements take 90+ days before a single call gets dialed. Mission Critical doesn't have time for that.
Within 14 days of signing, Rowena Tulacz is personally on the phone — hunting under the R. Construction Solutions brand against the top 10 GCs in Bentley's target market. Infrastructure builds in the background. Pipeline moves in the foreground.
Bentley sees signal before the system architecture is finalized.
Day 1–3
Target list locked. Top 10 GCs identified. Outbound scripts and signal triggers drafted.
Day 4–7
Cold-call sprint begins under R. Construction Solutions brand. Lead capture flowing.
Day 8–14
First warm leads handed to Bentley. Discovery calls scheduled. Weekly pipeline reports to Kyle.
Top GC Targets · Mission Critical Lane
Hyperscaler-credentialed general contractors driving data-center, semiconductor, and advanced-manufacturing builds.
05 — The Brand Protection Play
The R. Construction Solutions → Bentley brand handoff.
Cold outreach has a reputation problem. Bentley's brand should never be attached to unrefined mass sequences.
For the first 14 days — and beyond, when it makes sense — every outbound call, email, and touch goes out under R. Construction Solutions. We're the procurement advisory firm asking the questions, absorbing rejections, hang-ups, and noise.
The moment a lead expresses interest in fabrication, modular capacity, or specific pursuits, that's when Bentley Mission Critical is introduced — warm, pre-qualified, ready to talk.
Brand protection, not brand replacement. Bentley owns every closed deal and every relationship that matures.
Cold contact
R. Construction Solutions Zone
Discovery outreach + qualification
Lead expresses interest
Warm Handoff
“I'd like to introduce you to Bentley Mission Critical, our partner on modular delivery…”
Bentley MC Zone
Discovery, scope, proposal, close
Contract to Bentley
06 — What This Unlocks
Once the infrastructure exists, Bentley can hire commission-only reps.
Because the system does the work that normally justifies paying a base.
A salaried hunter exists because cold leads without infrastructure are punishing. That base subsidizes list-building, qualification, data hygiene, and follow-up — all the work the system should be doing.
When Revenue Infrastructure is live:
- The system surfaces leads. The rep doesn't hunt blind.
- The system qualifies. The rep doesn't waste hours on bad fits.
- The system schedules. The rep walks into pre-warmed conversations.
- The system tracks. The rep doesn't lose deals in spreadsheets.
- The system reports. Kyle sees the truth, not the rep's version of it.
The Multiplier
Every dollar Bentley spends on this infrastructure is a multiplier on every sales hire made afterward — for as long as Bentley operates.
Base
Eliminated
Ramp
Days, not Quarters
Owner
Bentley
07 — Engagement Investment
Three engagement models. One discovery call to choose.
Option A
Revenue Infrastructure Build Only
$50K – $75K
Range driven by # of integrations, workflow depth, and reporting complexity
Timeline · 60–90 days to full build-out
Includes
- Operational discovery and audit
- Custom CRM architecture Bentley owns
- Workflow design: precon → bid → modular delivery
- Automation and signal-trigger logic
- AI lead-qualification engine
- KPI dashboards on Bentley's real metrics
- SOPs, training, admin transfer
Best when: Bentley already has hunters and wants the system underneath them.
Option B
Build + 2-Week Cold-Call Sprint
$65K – $90K
Everything in A, plus a 14-day cold-call sprint priced $10K below à-la-carte. Add 10–15% commission on closed deals during included sprint hours.
Timeline · Phone in 14 days; full build in 60–90 days
Includes
- Everything in Option A
- 40 hrs of personal cold calls by Rowena (first 30 days, R. Construction Solutions brand) — $25K value
- Warm-lead handoff protocol to Bentley MC
- Weekly executive pipeline reports to Kyle from Day 7
- Optional ramp to a hunter team via R. Construction Solutions once proven
Best when: Bentley wants the system AND wants pipeline moving while it's being built.
Option C
Foundation Build (Lite Entry)
$20K – $30K
Focused foundation engagement — core CRM + 2 priority workflows + 1 executive dashboard.
Timeline · 30 days to delivery
Includes
- Core CRM architecture on a platform Bentley owns
- 2 priority workflows built out (lead intake + qualification routing)
- Single executive KPI dashboard tailored to Mission Critical metrics
- 5 hours of strategic consulting with Rowena (architecture, not cold-calling)
- Documentation and admin transfer
- Upgrade path: 100% credit toward Option A, or 50% toward Option B, if upgraded within 90 days of Foundation completion
Best when: Bentley wants to start with a focused foundation, validate the R. Construction Solutions partnership, and graduate to the full build once early signal is proven.
The Math · Foundation vs A vs B
How the three engagement models compare.
Same architecture DNA across all three. Foundation gets Bentley a working core in 30 days; Options A and B layer in full automation, AI qualification, and (for B) the 14-day cold-call sprint bundled $10K below à-la-carte.
| Line item | Foundation (C) | Option A | Option B |
|---|---|---|---|
| Discovery, audit & architecture document | Lite (partial) | $8K | $8K |
| CRM platform build | $12K – $18K (core only) | $18K – $25K | $18K – $25K |
| Automation + signal triggers + AI qualification | — | $10K – $15K | $10K – $15K |
| KPI dashboards | $3K – $5K (single dashboard) | $7K – $12K | $7K – $12K |
| SOPs, training, admin transfer | $5K – $7K | $7K – $15K | $7K – $15K |
| 14-day cold-call sprint (retail $25K) | — | — | $15K (bundle) |
| Engagement total | $20K – $30K | $50K – $75K | $65K – $90K |
Foundation (Option C) investment credits 100% toward Option A or 50% toward Option B if upgraded within 90 days of Foundation completion.
All ranges are estimates. Final scope and pricing confirmed after the 60-minute discovery session. Salesforce, HubSpot, and Pipedrive implementations Bentley has been quoted run $50K–$250K+ industry-wide for build-out alone — with no sales execution attached.
Option B · Payment Timeline
50% deposit. Two progress payments tied to deliverables.
Bentley pays against milestones, not hours. Each release is gated by a verifiable deliverable Kyle can audit.
- 1
50%
On signature
Engagement kickoff
Discovery, target list lock, architecture document begins, sprint dialer warm-up.
- 2
25%
Day 30
CRM live
Production CRM stood up: data model, fields, workflows, automation triggers, AI qualification connected.
- 3
25%
Day 60
15 meetings booked
15 first meetings with named decision-makers; 3–5 qualified pursuits in pipeline; KPI dashboards live.
Option A follows the same milestone schedule proportionally. Option C (Foundation) is paid 50% on signature, 50% on delivery — single 30-day engagement, no progress payments required.
MBE · Diversity Spend Advantage
Bentley's spend on this engagement counts as MBE diversity spend.
R. Construction Solutions is a certified Minority Business Enterprise (MBE). Every dollar Bentley invests in this engagement is reportable as Tier 1 diversity spend — directly strengthening Bentley's qualification posture for hyperscaler programs (AWS, Microsoft, Meta, Google) where supplier-diversity tiers are a real gating factor.
On top of that, Rowena helps Bentley file and qualify for the MBE-adjacent diversity programs at each hyperscaler — turning a compliance line item into pipeline access. The infrastructure investment and the procurement-lane unlock are the same dollar working twice.
Bentley's Usage Charges
Throughout the build and after go-live, Bentley is responsible for standard third-party usage charges incurred on Bentley's behalf — including SMS/text messaging, email-platform seats and sending fees, AI/LLM credits, dialer minutes, data enrichment, and CRM platform licenses. These are billed at cost (or paid directly by Bentley to the vendor) and are separate from the engagement fee above. An estimated monthly range will be provided during discovery.
Early Exit · 30-Day Notice
Kyle can pull the plug at any time. The provision: 30 days written notice, with the next 30 days billed at the agreed monthly rate as a minimum. All work completed to date is invoiced; all data, contacts, workflows, and architecture documentation are turned over to Bentley. No long-tail obligations, no clawback, no vendor lock-in. If the model isn't producing what Kyle expected, he cuts losses cleanly — and Rowena gets paid for what was built and the wind-down period.
08 — The First 90 Days
The first 90 days, by phase.
Primary Objective
Rowena on the phone, leads moving, architecture locked.
- Discovery with Kyle and precon lead
- Top 10 GC target list locked
- R. Construction Solutions outbound sequences live
- Day 14: first warm leads handed to Bentley
- Architecture document finalized
09 — How This Is Different
The comparison matrix.
| Dimension | Traditional CRM Vendors | R. Construction Solutions |
|---|---|---|
| Industry-specific workflow design | Limited / generic | Purpose-built for construction & modular fab |
| Construction understanding | None | Core competency (30-year operator) |
| Implementation cost | Additional consulting fee | Included |
| Workflow architecture | Generic | Tailored to Bentley's win-work process |
| Data & contact ownership | Platform-dependent | Bentley-controlled |
| Lead sourcing | Buy a separate tool | Built into the engagement |
| Sales execution included | No | Yes — 2-week sprint led by Rowena |
| Brand-protected cold outreach | Not offered | We absorb the cold side; warm handoff to Bentley |
| Time to first dialed call | 60–90+ days | 14 days |
| Future commission-only reps enabled | No | Yes — infrastructure replaces base-salary work |
| Vendor lock-in risk | High | Materially reduced |
| Executive reporting | Requires admin config | Built around Bentley's KPIs day one |
This is not a comparison of price. It is a comparison of what Bentley actually takes home.
10 — Your Strategic Partner
Rowena Tulacz — Founder, R. Construction Solutions
30 years on the construction side — operating, building, advising. I've sat on the buyer side of modular fabrication decisions, and I know what kills procurement and what closes it. I'll personally be on the phone for Bentley's first 14 days, hand-build the system underneath, and hand off warm leads to your team. R. Construction Solutions doesn't sell software — we build the operational layer software vendors don't provide, and use it ourselves to prove it works.
Credentials
- Certified MBE — Bentley's engagement spend qualifies as Tier 1 diversity spend
- Active navigator of AWS, Microsoft, Meta, and Google supplier-diversity programs
- 30 years construction operator experience
- Active inside 2 of the top 10 mission-critical GCs
- Modular & prefab fabrication buyer-side experience
- Field-to-commercial workflow design
11 — To Begin
What's needed to start.
- 0160-minute discovery with Kyle and the estimating/precon lead.
- 02Read-only access to current CRM, pipeline data, and 12 months of pursuit/award history.
- 03Your top 3 GC relationships and current active client list — so our outbound respects existing relationships and never inadvertently solicits Bentley's customers.
- 04Current run rate and the 12-month target.
- 05A decision on engagement model (A, B, or C). We'll recommend after the call.
- 0650% deposit via ACH on signature — this triggers kickoff, target list lock, and the 14-day sprint start clock.
Bentley came in shopping for a CRM.
What Bentley actually needs is the operational system that makes a CRM worth buying — and the sales execution that proves it works in 14 days.
Book the discovery callOr reply directly — Rowena will be on a call this week.