The Intersection - Episode 2: You Have a Better Product. The Market Can’t See It.

Megan Kacvinsky, Steve Coffey, and Deneen Harper dig into why so many building materials brands look and sound identical—and why that sameness is costing them market share. The conversation covers how to build messaging that resonates across audiences, who needs to be in the room when crafting it, and how to actually get a sales team to deliver it consistently.

• Most building materials brands default to features and specs rather than outcomes and emotion—making their messaging interchangeable with competitors.
• B2B decisions are highly emotional. For architects, dealers, installers, and contractors, product choices are tied to reputation, livelihood, and craft.
• Messaging inconsistency across channels—spec-heavy on the website, feature-heavy in ads, price-focused in the field—erodes brand value and confuses buyers.
• Quantified claims outperform vague ones. Saying a product installs in 23 minutes (vs. the industry standard 30) is far more compelling than 'faster install time.'
• Sales teams often revert to tribal knowledge and old-school tactics, undoing the work marketing invests in updated messaging.
• Messaging development should be a cross-functional exercise—marketing-led, but with input from sales, operations, and product teams.
• Marketing teams that haven't been in the field are missing critical context. Ride-alongs and recorded sales calls are underutilized learning tools.
• Once new messaging is launched, the real work begins: constant reinforcement, coaching, and celebrating those who adopt it well.

• Do the 'logo cover' test: if you can replace your brand name with any competitor's and the messaging still works, it's not differentiated enough.
• Involve sales, ops, and product in the messaging process—not just marketing. Their perspective on customer pain points is irreplaceable.
• Conduct independent customer interviews (without your sales team present) to hear unfiltered feedback from at least two distinct buyer segments.
• Quantify your claims. Run actual install tests, measure time savings, document proof points—and then use them in every channel.
• Update sales tools at the same time as any messaging refresh. New language that isn't reflected in sales materials won't stick.
• Build your messaging to be aspirational enough for where you'll be in three years—not just where you are today.
• Plan for at least 12 months of consistent internal reinforcement before expecting new messaging to feel natural to your team.

"If you can take your hand and you can put it over the logo, and it could be anyone else in that category or more often than not, it's any building materials brand, and it…could say the same thing. You're not doing enough. – Megan Kacvinsky

"Once you quantify all of those things that really make your product stand out, now sales has the opportunity to go in and increase price. That's how you gain value for your product.” – Deneen Harper

"I oftentimes find that we're not doing away with old school sales tactics. We are using pieces of technology to facilitate applying those old school tactics in a much better way. So it's learned knowledge that we're carrying forward and utilizing tools to do that combined with the hard work of a marketing team and marketing to do that.." – Steve Coffey

Start by auditing your current messaging across every channel—website, sales decks, email, social, and what your reps actually say in the field. Look for inconsistency, vagueness, and missed emotional connection. Then bring together a cross-functional team to answer three questions: What outcomes do our customers care about most? What proof points do we have to back those up? And does our current messaging reflect that? The answers will show you exactly where to start.

Megan Kacvinsky — CEO | Point To Point

Megan Kacvinsky helps Building Product Manufacturers drive specification through targeted AEC marketing. As a partner at Point To Point, she specializes in demand generation, customer engagement, and strategic content marketing that fuels sales success.

With 15+ years of experience, Megan combines digital marketing expertise with sharp business acumen to bridge the gap between marketing strategy and real-world impact. She has transformed marketing programs for Fortune 500 companies, mid-market firms, and startups—adapting strategies to fit each organization's unique needs. Known for her tailored, results-driven approach, Megan crafts high-impact solutions that help brands thrive in the competitive building and manufacturing industries.

Denine Harper — Founder | DHx Consulting

Denine Harper is the founder of DHx Consulting and a Fractional CMO who helps building materials manufacturers turn strategy into measurable growth. She works at the intersection of brand, demand generation, and go-to-market execution—aligning sales, marketing, and operations to drive revenue without friction.

With experience leading large-scale brand and performance initiatives, Denine brings a practical, operator’s perspective to growth. She is known for building systems that improve visibility, strengthen positioning, and help companies scale with confidence.

Steve Coffey — Senior Managing Partner | Coffey & Co

Steve Coffey is the co-founder of C&C and has spent nearly a decade working closely with building materials manufacturers across the residential and commercial construction industry. His experience spans executive strategy, plant operations, and job site realities, giving him a practical understanding of how products actually make it into buildings. Today, he helps companies bridge the gap between innovation and execution by aligning teams, improving visibility, and building systems that enable scalable growth.