Siteline growth playbook

Build the AE's target lists from the GC directory: for each GC whose forms are in Siteline, find the electrical, mechanical, glazing and steel subs that work for them (from public project and permit data and the GC's own site), and open every email by naming the GC and saying their pay app is ready to use on day one.

The AE post asks for creative prospecting against the status quo. Naming the GC a sub bills every month makes the email specific, and "already in Siteline" answers the setup objection before it is raised.

Subject: Your {GC name} pay app, already built

Hi {first name},

{Sub company} bills {GC name} every month. We already have {GC name}'s pay app and lien waiver forms in Siteline, so your team could generate this month's pay app in under five minutes, with the math checked before it goes out.

Subcontractors on Siteline average 55 days to payment against an industry average of about 96.

Worth 15 minutes to see it on one of your {GC name} jobs?

{AE name}, Siteline

• Public project data is incomplete

  Start with GCs that list their trade partners publicly.

• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source
• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source
• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source

Update the template so each page shows the live form count, a clear "Siteline already has [GC]'s pay app and lien waiver forms" line where true, the GC's known billing requirements, and either real locations or no heading.

These pages are where subcontractors land when they search for a GC's billing requirements. Telling them the exact form is ready is the strongest reason to book a demo, and stale numbers undercut the claim.

• Badge shown for an outdated form

  Show the badge only for forms used in the last 12 months.

• Your websiteGC profile pages (for example 2H Construction) show firmographics (founded, revenue, headcount) and a generic pay app section that says Siteline "has more than 15,000 forms from over 10,000 GCs", lower than the homepage figure; they do not say whether that GC's forms are in Siteline, and the "All locations" heading is empty.Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source
• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source

Add a calculator: annual billing and current days to payment in, cash freed (billing × days saved ÷ 365) and the carrying cost at their line-of-credit rate out. The AE sends a filled version after every discovery call.

The AE sells to CFOs and Controllers against "spreadsheets and manual processes". Cash freed is the number a CFO already thinks in, and it makes a custom quote look small next to it.

• Results feel inflated

  Show a conservative case using half the days saved.

• HiringJob posts: contractors wait "around 96 days to get paid" while "Siteline customers average just 55 days to payment"; specialty trades build "data centers and schools to highways and hospitals"; Siteline claims "no true direct competitor".Source
• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source
• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source

Three weeks before each show, email subs in the host region (using the GC directory for local GCs whose forms are built) to book a 15-minute pay app demo at the booth or a nearby site visit, and follow up every booth conversation within two days.

Booked meetings turn travel into pipeline for an outbound-first AE, and local relevance (their GCs, their state's lien rules) gives people a reason to book.

• No-shows at the booth

  Confirm by text the day before.

• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source

Interview Vallencourt's CFO for a one-page story: rejection rate before and after, days to payment, hours per month, and what the controller does with the time. Give the AE a PDF to send to other CFOs.

The AE sells to CFOs against the status quo. A peer CFO quantifying rejected pay apps is the evidence a CFO needs to act now.

• Customer declines to name the company

  Use "a mid-market concrete contractor" with the numbers.

• Your websiteTestimonials: Kyle G., CFO at Vallencourt Construction: before Siteline 15% of pay apps were rejected for math errors, delaying payment by at least three weeks; Shanin F. (Architectural Glass & Aluminum): "My quality of life is much better"; Norma R. (Washington Iron Works): "Siteline is built for trade contractors."Source
• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• HiringJob posts: contractors wait "around 96 days to get paid" while "Siteline customers average just 55 days to payment"; specialty trades build "data centers and schools to highways and hospitals"; Siteline claims "no true direct competitor".Source

Shift the AE's cold calls and emails for each prospect into the five working days before their typical pay app deadline (often the 20th to 25th), with the subject line about this month's pay app, and run the CFO follow-up in the quieter week after.

The AE has to create urgency against the status quo. Timing does it for free: the same email reads very differently on deadline week.

• Prospects are too busy to reply in deadline week

  Ask for a meeting the week after, not during.

• Your websiteTestimonials: Kyle G., CFO at Vallencourt Construction: before Siteline 15% of pay apps were rejected for math errors, delaying payment by at least three weeks; Shanin F. (Architectural Glass & Aluminum): "My quality of life is much better"; Norma R. (Washington Iron Works): "Siteline is built for trade contractors."Source
• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source

Where at least five customers bill a GC, show the median days to payment and pay app rejection rate on that GC's page, with a clear method, an opt-out for customers, and a "see your own numbers" demo CTA.

It makes 4,841 pages genuinely useful, gives the AE an opener ("this GC pays your trade in 71 days"), and gives subs a reason to visit before every bid.

• GCs push back on being rated

  Medians only, transparent method, and a way for GCs to respond.

• #2 Fix the 4,841 GC pages: current form counts, a "this GC's forms are ready" badge, and the empty locations section

• Your websiteA/R reporting shows invoice aging and "which GCs pay fastest and slowest"; customers see invoice aging fall by at least 30% (43% on the A/R aging page); lower-tier waivers collected 6× faster.Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source
• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source

Add a calculator to each state page: state, role and first-furnishing date in, every notice and lien deadline out, with an option to email reminders. Reminder sign-ups go to the AE with the state and project.

Lien Rights Management is a paid add-on, and the person setting a reminder is exactly the person it is sold to. The calculator turns existing SEO pages into lead capture.

• A wrong deadline harms a user

  Legal review, disclaimers and a date on every rule.

• Your websiteState mechanics lien rights pages explain deadlines in prose (for example California's 20-day preliminary notice) but offer no deadline calculator or reminder.Source
• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source
• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source

Offer a 30-minute talk ("Why subs wait 96 days and how to get it to 55") at ten CFMA and ASA chapters in the AE's strongest regions, with a customer CFO co-presenting and a booked follow-up for every attendee who asks.

Chapter meetings put the exact buyer in a room, and a customer CFO speaking is more credible than a vendor demo. Each talk feeds the AE's self-sourced pipeline.

• Chapters restrict vendor talks

  Lead with education and a customer speaker.

• #3 A cash-freed calculator for CFOs: billing volume × days saved, on the pricing page and in every AE follow-up
• #5 Turn the Vallencourt "15% of pay apps rejected for math errors" quote into a full story and a sales one-pager

• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• HiringJob posts: contractors wait "around 96 days to get paid" while "Siteline customers average just 55 days to payment"; specialty trades build "data centers and schools to highways and hospitals"; Siteline claims "no true direct competitor".Source
• Your websiteTestimonials: Kyle G., CFO at Vallencourt Construction: before Siteline 15% of pay apps were rejected for math errors, delaying payment by at least three weeks; Shanin F. (Architectural Glass & Aluminum): "My quality of life is much better"; Norma R. (Washington Iron Works): "Siteline is built for trade contractors."Source

Recruit construction CPA and outsourced accounting firms as referral partners: a partner login to see client billing status, a referral fee or discount for clients, and a co-hosted webinar for their clients.

One partner reaches dozens of subs, and the advice comes from someone the CFO already trusts. It adds a referral channel to an AE who must self-source.

• CPA firms see it as competing with their services

  Position it as making their clients' data cleaner.

• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• Your websiteA/R reporting shows invoice aging and "which GCs pay fastest and slowest"; customers see invoice aging fall by at least 30% (43% on the A/R aging page); lower-tier waivers collected 6× faster.Source
• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source

Make sure Siteline is listed in every partner marketplace it integrates with, with a page that names the integration's benefit (pay apps submitted to the portal, data synced to the ERP), and run one co-marketing webinar per partner a quarter.

The AE bonus asks for ERP selling experience, which shows ERP fit matters in deals. Buyers who search a marketplace already use that system and have the problem.

• Partner fees

  Start with free listings.

• programmable.infoOnly two open roles: Account Executive and Senior Software Engineer, Backend/Infrastructure (integrations with platforms "some modern and well-documented, others more outdated and opaque"). No marketing role is open.Source
• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source
• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source

Show customers the other trades on each project (where known) and give them a referral link: the referred sub gets onboarding with that GC's forms ready, and the referrer gets a credit.

Referrals come with proof (a peer on the same job) and the strongest setup advantage. They add pipeline the AE does not have to source.

• Customers do not want to ask peers

  Make it a forwardable note, not a sales ask.

• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source
• Your websiteTestimonials: Kyle G., CFO at Vallencourt Construction: before Siteline 15% of pay apps were rejected for math errors, delaying payment by at least three weeks; Shanin F. (Architectural Glass & Aluminum): "My quality of life is much better"; Norma R. (Washington Iron Works): "Siteline is built for trade contractors."Source
• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source

List Suite customers without the add-on, rank them by number of projects and states (more states, more lien risk), and offer a 60-day trial with their current projects preloaded and deadlines calculated.

With only one AE, expansion revenue from existing accounts matters. Showing a customer their own upcoming lien deadlines is a concrete reason to add the module.

• Customers see it as upselling

  Lead with their own deadline data.

• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source
• Your websiteState mechanics lien rights pages explain deadlines in prose (for example California's 20-day preliminary notice) but offer no deadline calculator or reminder.Source
• programmable.infoOnly two open roles: Account Executive and Senior Software Engineer, Backend/Infrastructure (integrations with platforms "some modern and well-documented, others more outdated and opaque"). No marketing role is open.Source

Build a segment of electrical, mechanical and fire protection subs working on data-center and power projects, a landing page and case study for them, and an AE sequence that leads with retainage and change order tracking on large jobs.

The AE has the whole US to cover; a focused segment with big billing volumes produces larger deals and a clear message.

• Large subs have custom ERP setups

  Lead with integrations and the 24 to 72 hour form build.

• HiringJob posts: contractors wait "around 96 days to get paid" while "Siteline customers average just 55 days to payment"; specialty trades build "data centers and schools to highways and hospitals"; Siteline claims "no true direct competitor".Source
• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source

Each month, take a rejected pay app submitted by an attendee (anonymized), walk through why it was rejected and rebuild it in Siteline live, with an AR specialist customer on the panel and the recording cut into short clips.

AR managers and controllers are the daily users and influencers. A practical session earns their attention, and attendees who submit pay apps are qualified leads.

• Low attendance

  Invite through partners and customers as well.

• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source
• Your websiteTestimonials: Kyle G., CFO at Vallencourt Construction: before Siteline 15% of pay apps were rejected for math errors, delaying payment by at least three weeks; Shanin F. (Architectural Glass & Aluminum): "My quality of life is much better"; Norma R. (Washington Iron Works): "Siteline is built for trade contractors."Source
• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source

Publish a yearly report: days to payment by trade, region and GC size, rejection reasons, retainage held, and lien notices sent, with the method, launched with CFMA and ASA chapters and trade press.

With no marketing hire open, one flagship asset can feed the AE, associations and press for a year, and positions Siteline as the authority on subcontractor payment.

• Sample skews to Siteline customers

  Say so and compare to public benchmarks.

• #7 A "how fast does this GC pay" figure on GC pages, from aggregated customer data

• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source
• HiringJob posts: contractors wait "around 96 days to get paid" while "Siteline customers average just 55 days to payment"; specialty trades build "data centers and schools to highways and hospitals"; Siteline claims "no true direct competitor".Source
• Your websiteA/R reporting shows invoice aging and "which GCs pay fastest and slowest"; customers see invoice aging fall by at least 30% (43% on the A/R aging page); lower-tier waivers collected 6× faster.Source

Partner with a construction finance provider to offer subs early payment on approved pay apps inside Siteline, priced by the GC's payment history, with Siteline earning a referral share.

It turns "get paid faster" from weeks to days, creates a new revenue line, and gives the AE a feature no billing competitor can match.

• Regulatory exposure

  Partner holds the lending; Siteline refers with consent.

• #7 A "how fast does this GC pay" figure on GC pages, from aggregated customer data

• HiringJob posts: contractors wait "around 96 days to get paid" while "Siteline customers average just 55 days to payment"; specialty trades build "data centers and schools to highways and hospitals"; Siteline claims "no true direct competitor".Source
• Your websiteA/R reporting shows invoice aging and "which GCs pay fastest and slowest"; customers see invoice aging fall by at least 30% (43% on the A/R aging page); lower-tier waivers collected 6× faster.Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source

Offer GCs a free receiving inbox: pay apps and waivers from subs on Siteline arrive validated, with status tracking, and the GC can invite subs who are not on Siteline yet.

It turns GCs from the reason subs need Siteline into a distribution channel, and every GC invite is a warm lead for the AE.

• Confuses the sub-first positioning

  Keep the inbox free and simple; the product stays for subs.

• Your websitePricing is custom quote only, based on usage, billing volume and integrations. Packages: Siteline Suite (billing, collections, lien waivers, compliance, reporting, ERP sync), a Lien Rights Management add-on, and Vendor Management. Unlimited users; setup typically under two hours; forms not yet in the database are built in 24 to 72 hours; integrates with Textura, GCPay and Procore Pay.Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source
• Your websiteGC profile pages (for example 2H Construction) show firmographics (founded, revenue, headcount) and a generic pay app section that says Siteline "has more than 15,000 forms from over 10,000 GCs", lower than the homepage figure; they do not say whether that GC's forms are in Siteline, and the "All locations" heading is empty.Source

Use form coverage and customer density by metro to choose two regions, hire AEs there, and give each a book of local GCs with forms built, local trade shows and chapter talks.

Regional focus makes in-person demos and shows cheaper and lets each AE become known locally, while the GC-named outbound proves the playbook first.

• Hiring before the playbook is proven

  Hire only after two quarters of GC-named results.

• #1 Outbound that opens with "your GC's pay app is already in Siteline"
• #9 Talks and sponsorships at CFMA and ASA chapters, where subcontractor finance leaders meet

• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source

Add a free tool to the prompt payment pages: state, contract dates and amount in, a polite letter citing the state's prompt payment rules out, plus the interest owed. Users who generate letters get an offer to track collections in Siteline.

Someone generating a late payment letter has a collections problem today, which is what Siteline sells. It also earns links from trade groups.

• Harms GC relationships

  Polite tone and advice to call first.

• programmable.infoSitemap of 5,704 URLs: 4,841 general contractor profile pages, 185 glossary pages, 138 blog posts, 69 event lead forms, 52 state lien waiver pages, 52 state mechanics lien rights pages and prompt payment law pages; comparison pages for Built, Knowify, Procore, Levelset, ProjectHQ and Trimble Pay; 14 integration pages; webinars such as "Nightmare on a R Street" (September 10, 2026).Source
• Your websiteA/R reporting shows invoice aging and "which GCs pay fastest and slowest"; customers see invoice aging fall by at least 30% (43% on the A/R aging page); lower-tier waivers collected 6× faster.Source
• HiringJob posts: contractors wait "around 96 days to get paid" while "Siteline customers average just 55 days to payment"; specialty trades build "data centers and schools to highways and hospitals"; Siteline claims "no true direct competitor".Source

Start a small, customer-led community for construction AR and billing staff: a monthly call, a shared template library, and a job board. Siteline hosts it but does not sell in it.

When an AR specialist moves to a new company, they bring their tools. A community keeps Siteline in their working life and produces champions and referrals.

• Feels like marketing

  Customers lead it; no pitches.

• Your websiteTestimonials: Kyle G., CFO at Vallencourt Construction: before Siteline 15% of pay apps were rejected for math errors, delaying payment by at least three weeks; Shanin F. (Architectural Glass & Aluminum): "My quality of life is much better"; Norma R. (Washington Iron Works): "Siteline is built for trade contractors."Source
• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source

Watch job boards weekly for AR, billing and project accountant roles at specialty contractors, and email the CFO or controller with an offer to show how Siteline handles that workload, and with GC names from the post where listed.

It is a precise buying signal for an outbound-first AE, and the comparison (a hire versus software) is easy for a CFO to weigh.

• Reads as discouraging a hire

  Position it as making the new hire effective from day one.

• HiringAccount Executive: "We've built a sales playbook that works, now we're looking for great sellers to execute it"; "The entire US is your territory"; outbound-first, self-sourcing "50%+ of your pipeline"; $30k+ ACV in 30 to 60 day cycles to mid-market finance buyers (CFOs, Controllers, AR Managers); 10% travel for on-site demos and trade shows; reports to the Head of Sales with "close access to Marketing and Product".Source
• Your websiteHomepage: "Construction Billing Software for Subcontractors"; paid 3 weeks faster, 7 days a month saved, billing 6× faster, 50% fewer pay app revisions; over $14B billed across 250k+ projects; 23,000+ pay app and lien waiver forms from 17,000+ GCs; "only 5% of subcontractors are always paid on time".Source