From Growth Mode to Full Speed Ahead

When Al Petrangeli joined Carroll Daniel Construction in 2018, the company was already established and had a strong desire to grow. With nearly 70 years of history and a reputation in Georgia, Carroll Daniel had the right strategy and culture in place to grow. What they needed was the structure.

“I spent 34 years at a very large, publicly traded, international, construction company rising to CEO of the Southeast.” After leaving that company, Al wasn’t done leading. “I wanted to either teach or I wanted to go and work for a small privately held company, and help them grow.”

That move paid off. In less than a decade, Carroll Daniel grew from two offices and five divisions to six offices and eight divisions, and a 130-person design and engineering group, Carroll Daniel Engineering. Revenue has grown from $200 million in 2017 to over $900 million in 2024. But with that kind of growth came new complexity and a realization that they needed a better way to manage information flow, especially our pipeline of work.

No More Tribal Knowledge

Like many construction firms, Carroll Daniel had been relying on the experience of long-time team members and siloed systems to perform day-to-day business activities, including managing client relationships and project pursuits. “It was all what I call tribal knowledge. We had different pots of information. None of it was linked and tied together.” Al and his team knew something had to change. “We didn’t have a lot of SOPs or infrastructure.”

That’s when Senior Business Developer Tammy Caudell brought in a new solution. “She said, ‘I want to talk to you about using Salesforce.’ She brought TrebleHook into the equation.” After hearing about TrebleHook, Al didn’t need much convincing. “She was very passionate about it. I said, if you want to put your fingerprints on this and champion it… go get it. And I’ll help you develop it.”

Laying the Groundwork for Smarter Strategy

TrebleHook quickly became more than just a CRM tool. It became a lens into the business. And at the scale Carroll Daniel was growing, that visibility mattered more than ever. “TrebleHook has been a pivital tool for us to develop and put into use. We desperately needed  visibility on the work pipeline to support our strategic growth aspirations and establish accurate information flow.”

“A $900 million business is outrunning its headlights much faster than a $200 million business. You need tools to see as far down the road as you can.” With TrebleHook, the team can now track what’s in the pipeline, how pursuits are progressing, and what’s coming around the corner. “It’s absolutely giving us the ability to see our total pipeline, when projects start, when RFPs are going to drop, and the pursuit stage of each project.” Even more importantly, it gives the leadership team confidence when making critical decisions.

“It is a crystal ball. It’s given us confidence that otherwise would have been hope and hope is not a strategy.”

Bringing the Whole Team Along

TrebleHook is used across the entire enterprise at Carroll Daniel, including the newly acquired engineering firm. It’s evolved to support all of our financial projections. “We use TrebleHook at our business development, marketing, and pursuit call every week. We’ve been conducting this meeting for years, but now TrebleHook is the platform that is used as a single source of truth.”

“It’s not just for tracking pursuits; it’s reshaped how we see the performance of the business out into the future.”

Why Carroll Daniel Recommends TrebleHook

For Carroll Daniel, the value of TrebleHook is clear, and Al is not shy about sharing it with others.

“I’ve presented TrebleHook in peer group meetings. I tell them it’s a holistic tool. I call it a single source of truth.”

He knows it works because it’s embedded in how Carroll Daniel makes decisions. “It gives us a level of confidence we were once unsure of.”

“When you can take a tool that tracks your pipeline and feeds into your financial projection model, that’s big. We have eliminated several spreadsheets and administrative steps through the use of TrebleHook.”