Connecting the Dots: From Takeoff to Sales Forecast

D&R Commercial Flooring's MeasureSquare CRM Success Story

Dan Frederick and Dan Schrickel of D&R Commercial Flooring had been loyal Measure Square customers for several years. But when it came to managing data and streamlining operations, they found themselves searching for a solution that eliminated multiple programs. Generic CRMs like Salesforce and HubSpot didn’t fit their workflow. What they really needed was a cohesive system that could reduce data entry, centralize information, and integrate directly with their existing takeoff tools.

Enter MeasureSquare CRM.

Unlike the generic platforms they had tested, MeasureSquare CRM offered something different: a direct connection between takeoff, product import, and estimating–and managing all the tasks in between. That alone was a game-changer. But it didn’t stop there.

“It lets us eliminate multiple applications and focus on the CRM, the projects, the companies, and the clients,” says Frederick.

Moving Faster, Forecasting Smarter

One of the biggest early wins? Replacing their internal forecasting spreadsheet with a flooring-specific CRM software. Previously, they relied on an Excel-based "green sheet" to manually log project data and pass information from sales to estimating. With MeasureSquare CRM, they digitized that workflow.

“We built an electronic version of our green sheet in MeasureSquare CRM. Now, we’ve tied that into a pipeline around the estimating process,” explains Schrickel.

The result: visibility across teams. Estimators now work directly within MeasureSquare CRM, which feeds into the sales forecast pipeline—eliminating redundant work and ensuring nothing slips through the cracks.

“Before, sales didn’t always have time to log projects into the forecast. Now that MeasureSquare CRM handles the lifecycle, we’re capturing more projects and making better forecasts.”

Integrating With Takeoff & Organizing Product Data

Integrating MeasureSquare 8 Commercial with MeasureSquare CRM is simple. Once you complete your takeoff, it’s imported into MeasureSquare CRM, which automatically pulls in all product data. The ability to group by manufacturer—like filtering all Shaw products—helps streamline vendor communication.

The D&R team also created pre-formatted emails that dynamically pull in project details from MeasureSquare CRM fields, allowing vendors to respond faster.

“It cuts their time down by 80%,” notes Frederick. “It’s efficient, easy to manage, and helps us keep everything in one place.”

The Power of Connecting the Dots

Though their project managers aren’t yet using MeasureSquare CRM, the sales and estimating teams are already leveraging it to connect the dots across projects, clients, and stakeholders.

“You stop thinking about jobs in isolation. You start to see patterns—like which architects appear on multiple projects or which GCs are collaborating more than you realized,” Schrickel says. “That helps us present differently and support clients in a more holistic way.”

MeasureSquare CRM helps them shift from being reactive subcontractors to strategic partners. Instead of chasing jobs, they’re building relationships and making smarter, more connected decisions.

What’s Next? Expanding CRM’s Role

Looking ahead, D&R hopes to integrate their quoting and project management processes into MeasureSquare CRM as well—ultimately bringing more of their workflow under one roof.

“We’d love to see forecasting and pipeline features that filter by salesperson, month, quarter, or year—and give us both forward-looking and historical views,” says Schrickel.

They also want to close the loop between MeasureSquare CRM and their ERP system, Structure, enabling a seamless transition from winning the bid to tracking the project through completion.

“Right now, there’s a bit of a handoff we’d like to smooth out. But the vision is there—and MeasureSquare CRM is helping us get closer.”

A Partner That Moves As Fast As You Do

Beyond the software itself, what stands out most to Dan and Dan is the Measure Square team.

“You’re constantly improving. We don’t see that with most proprietary tools in the flooring space. You don’t just talk—you act, prioritize, and push forward. That’s why we’re here, and we know there’s a lot more to come.”

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