How Flooring Foundation Grew their Revenue by 45% with MeasureSquare CRM

Key Takeaways

• Flooring Foundation helped shape MeasureSquare CRM. Kathy Palmer, Business Manager, helped build the first CRM for flooring companies, MeasureSquare CRM, testing the platform since 2022 as the first contractor partner in its development.
• MeasureSquare CRM enabled its growth. The company grew from 4 employees to 15, added two warehouses, and grew revenue 45% in the past year, with MeasureSquare CRM connecting every step from takeoff to billing.
• One system now runs the whole workflow: from takeoff to accounting, replacing outdated RollMaster.
• The biggest impact is visibility and smoother cross-departmental communication. Projects now live in organized pipelines instead of scattered spreadsheets and emails.

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How Flooring Foundation Grew their Revenue by 45% by Connecting Takeoff to Billing with MeasureSquare CRM

In 2021, Flooring Foundation was a small, family-owned commercial contracting business. When Kathy Palmer joined as Business Manager, the company consisted of founder David Knaub, his two sons, Brian and Josh, and Kathy. Today, the company has 15 employees, and, in the past year, acquired two warehouses and grown their revenue by 45%.

That growth has happened alongside another transformation: MeasureSquare CRM.

Kathy didn't simply adopt MeasureSquare CRM after it was built; she helped develop it. Flooring Foundation was the first contractor to work with Measure Square on the takeoff-integrated, flooring-focused CRM, testing the product while it was still in development and helping shape it into what it is today.

As Flooring Foundation grew, so did the role of MeasureSquare CRM. What started as a way to manage bids became the system connecting the company's workflow from takeoff through billing.

Finding a better way

When Kathy joined Flooring Foundation, one of her main tasks was to find a better system to manage quotes.

The company was using RollMaster,* now known as Broadlume and owned by Cyncly, but the software didn't fit their workflow. It relied heavily on manual processes and didn't integrate with QuickBooks. To Kathy, it also looked and operated like a DOS program, with a list rather than a dashboard as its interface. Plus, it was web-based, not cloud-based.

“It was just very cumbersome, not user friendly. It would not integrate with our QuickBooks. So that was what put the kibosh on it because I had to manually re-enter every single bill expense that we had into RollMaster, along with QuickBooks. It just didn't make sense,” said Kathy.

She started evaluating alternatives and initially chose to work with an independent developer to build a CRM for commercial flooring companies. But when it came time to connect Measure Square to that program, they kept running into roadblocks. So they started exploring other CRMs like Monday.com, Pipedrive, and a few others.

That's when the former MeasureSquare CRM product manager started to take notice. He was developing a Measure Square bidding platform, so he invited Kathy to partner with them in its development.

The timing was serendipitous, and the two companies were aligned in their objective: to connect a cloud-based, user-friendly bidding platform to Measure Square takeoff drawings. So Kathy decided to take the leap.

“We just knew that if Measure Square was going to invest in developing a product like this, we knew they were going to see it through to fruition,” Kathy explained.

From bidding program to full CRM for flooring companies

That was in late 2022. At first, the program was designed simply to manage bids. Six months into development, Measure Square decided to pivot to a full-blown CRM.

“It was exciting and fun because we did get to test it out and use it and help them develop it, which was great. Since they've gone live and launched, we've worked very closely with the team,” said Kathy.

As the Measure Square team built out the product, Kathy and her team used it in their day-to-day work and provided feedback. A year later, MeasureSquare CRM went live to the public, and Flooring Foundation immediately began implementing it. Kathy noticed the difference from RollMaster right away.

“I remember the buckets and being able to see things in that visual way, which made such a huge difference over what we were looking at in RollMaster. That alone was like, wow, you know. It gave you a lot more visibility to projects and what was going on rather than just looking at everything in a gray list of words,” said Kathy.

One workflow from takeoff to billing

Today, from sales to accounting, 15 of 16 Flooring Foundation employees use MeasureSquare CRM.

Before a bid goes out, the project estimator completes a takeoff in MeasureSquare 8, which then flows directly into MeasureSquare CRM. From there, the project moves through the company's pipeline.

The sales team creates the project and builds the bid or customer quote. If the customer awards the project, it moves into the awarded bucket and other teams get involved. Purchasing then places material orders, labor gets scheduled and employees use MeasureSquare CRM to communicate and add notes to the project.

Purchasing checks in materials, while Cat, the office manager, keeps projects moving and creates the SOV, or schedule of values.

The workflow continues into the warehouse. When shipments arrive, warehouse employees can check the material against the PO using CRM Mobile, the mobile app version of MeasureSquare CRM, rather than returning to the office or finding a desktop computer.

“It’s helpful because they're doing it in live time rather than having to wait, take notes or write something down and then go back and manually do it when they're sitting in front of their laptop,” said Kathy.

At the other end of the process, Kathy handles billing and closing out projects. She creates the invoice in MeasureSquare CRM, emails it to the customer and syncs it to QuickBooks.

The result is a workflow that connects the project from the original takeoff through billing rather than requiring employees to re-enter information as it moves between systems.

The company hopes to eventually use MeasureSquare CRM to more fully track stock inventory as the Inventory module moves through beta testing.

A QuickBooks Integration

Before MeasureSquare CRM, the disconnect between RollMaster and QuickBooks created a significant amount of manual work. Every credit card expense, bill and invoice had to be entered separately into both systems.

“It just didn't make sense. Being able to sync QBO with CRM has definitely saved us time and made the process much better.”

Now, Kathy creates the invoice once and syncs it. MeasureSquare CRM summarizes the invoice down to material and labor before sending that information to QuickBooks.

Setting up the integration

Flooring Foundation had already been using QuickBooks Online for 13 years, so getting set up was a rather complex process.

“We had to work with Measure Square to get the invoices from the CRM to sync up in a summarized way so that it matched our expense accounts, rather than pulling over line items or SKUs when that is not the way our QuickBooks was set up,” Kathy explained.

The company also had to clean up its existing customers and vendors to make sure everything synced properly. For a company starting fresh with QuickBooks Online, the process would be much simpler.

The accounting process isn't completely automated yet. Kathy's goal is to eventually pull reports directly from MeasureSquare CRM, reducing the company's reliance on Excel files and other places where information is stored.

CRM Mobile: taking the workflow on-the-go

CRM Mobile has also become useful for employees working outside the office.

“Our guys on the road like having CRM at their fingertips on their phone because they're not carrying around their laptops. So if things come up on the fly, having access to the mobile app has been integral in their ability to do their jobs,” said Kathy.

If they receive an update, need a job address or want to check the status of a purchase order, they can access it from their phone. It's different from accessing CRM through a web browser on a mobile device because navigating is much easier on CRM Mobile.

For now, CRM Mobile is only available on iOS. Android availability will come once the mobile product is more fully developed, said James Impallaria, CRM Solutions Manager.

For uploading photos in the field, the labor team still uses Company Cam. They're also testing Measure Square's new Field App, which went live to the public in June 2026.

The Challenge: establishing consistency across use

As MeasureSquare CRM has become the hub for the company's projects, the challenge has shifted from getting people to use it to making sure they use it consistently.

“Everybody's working with the CRM in their own way and that's been the challenge. Because if somebody decides to skip a step, then there is somebody down the road that is going to absorb that pain point to get it fixed,” said Kathy.

Before MeasureSquare CRM, information could live in people's heads, emails, cell phones or spreadsheets. Now, emails associated with projects are automatically captured in MeasureSquare CRM, giving employees a shared record.

“It's definitely helped as far as communication. Before, it was kind of just Excel spreadsheets and not really doing things that should be done just because we didn't have a way to really facilitate it.”

Building the infrastructure for growth

When Kathy first started, the majority of Flooring Foundation's business came from one very large customer. Over the last five years, the company set out to diversify and build up other areas of the business. Since then, the company has grown their team, added a purchasing department, and acquired two warehouses.

Revenue has grown from 45% in just the past year.

Though MeasureSquare CRM isn't the sole driver of that growth, Kathy said the biggest impact is visibility. Before MeasureSquare CRM, she had to dig through a list of information to find the reports or details she needed. Now, projects are organized into pipelines and stages, giving the team a clearer view of what is happening.

That visibility has made communication between teams more efficient and helped eliminate some of the roadblocks they encountered with RollMaster.

“Things will continue to always improve, but it's definitely enabled our company to evolve and grow. I wouldn't say it was the sole reason, but if we were still trying to do stuff on RollMaster, I don't think we would be here. It would have really held us back from productivity and being able to manage things the way we do," said Kathy.

A partnership that continues

Now that MeasureSquare CRM is a live product, Kathy and her team continue to play a role in its development.

When they encounter an issue with an existing feature, a new feature or an update, Kathy brings it to the Measure Square team. They meet monthly to discuss live bugs, feature requests and what’s currently in testing.

She says the team is responsive when she reaches out, and they want to understand why Flooring Foundation needs a particular change, not just what the requested change is.

“We've asked for a lot of things and they have made it happen over the last couple years.”

Not only does her team provide feedback, but Kathy has also acted as an advocate for Measure Square, participating in Fuse calls and speaking with prospects about her experience with the product.

“It’s been a great partnership and we're happy to support you guys and the responsiveness to our needs specifically has been great and always appreciated.”

Building a training system as the team grows

Kathy and her team developed an onboarding process that gets new hires up to speed on MeasureSquare CRM.

She also created an internal training portal that consolidates Measure Square training resources in one place, including webinars, demos, training portals, YouTube videos and the Measure Square Knowledge Base.

A more consistent experience for customers

Flooring Foundation focuses on working with targeted end users rather than simply chasing every available bid opportunity.

“We try to work with the end user. We're not a bid house where we're just moving on everything and seeing what sticks.”

Bids, quotes, work orders and purchase orders are sent through MeasureSquare CRM, giving customers a more consistent experience. “There is now an identity that everybody who works with us knows that when they get an email from us, it's in a standardized way, rather than how it used to be.”

Before MeasureSquare CRM, employees had their own ways of doing things. Now, the process is more standardized, giving setting clearer expectations for their customers and presenting in a more uniform, professional way.

What comes next

Kathy would like to see MeasureSquare CRM handle the pre-bid work in the sales pipeline.

“I could see that rounding out the product, completely having everything that comes before the bid. And then there would be no limits, you would be using that for the entire sales cycle and project management,” she explained.

Inventory and reporting are also high on her list, but for Kathy, the value of the system is how it connects the entire workflow.

“It’s been great to see it evolve and it's definitely helped us elevate and streamline our process from the takeoff all the way through billing.”

As Flooring Foundation continues to grow, so does MeasureSquare CRM alongside it.

*Note about RollMaster: Measure Square supports an integration with RollMaster, which allows for a two-way data transfer.

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