What We Do

Overview The demand system, in one scroll Services Seven groups, scoped to the deep dive Engagements & Pricing How we work together, and what it costs Case Studies What the system produced

Methodology

How an engagement runs.

Deep dive Understand the business and the buyer

Build The parts the plan calls for

Ongoing Run, measure, and compound

See how we work

Featured case study

Citadel Roofing & Solar

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Industries where the sales team built the market.

01 · Construction Construction and Home Services

Residential solar Commercial solar Home services Home building Commercial construction

02 · Health Health Providers and Administration

Providers Administration B2B medical equipment

03 · Infrastructure Energy and Infrastructure

Energy Ports Airports Data centers

04 · Tech Tech and Emerging Markets

Emerging AI software Hardware and robotics

Featured

What bought leads actually cost a solar installer.

Construction · 10 min read

Latest

Infrastructure · POV The RFP is the last step. Here is what happens before it. Tech · Playbook Demand creation for a category nobody is searching for yet. Health · Playbook Mapping the buying committee for a health system purchase. All Insights

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Industry POVs Playbooks Teardowns

Tool What does a bought-lead customer really cost? Open the calculator

About RELLO

From solar installers to complex B2B sales.

Mission and Values What it’s like to work with us Methodology How we build demand infrastructure Careers Work with us in Salt Lake City or Chicago Contact us Press, careers, and partners Let’s Talk Book a consultation

Headquarters Salt Lake City, with an office in Chicago

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What We Do Services Seven groups, scoped to the deep dive Case Studies What the system produced Engagements & Pricing How we work together, and what it costs Methodology The five-stage loop behind every engagement

Who We Serve Construction Solar, home services, and builders selling to property owners Health Providers, administration, and medical equipment Infrastructure Energy, ports, airports, and data centers Tech Emerging categories, AI software, hardware and robotics

Insights Industry POVs How we see each market Playbooks Step-by-step, from the work Teardowns How a real company gets customers Cost calculator What a bought-lead customer really costs

About Values Mission and Values Team Who is on your account Methodology How we build demand infrastructure Contact us Press, careers, and partners

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Insights

How companies in hard‑to‑market industries get customers.

Industry points of view, playbooks, and teardowns of how real companies build pipeline. Written for the people who run the business.

Industry

Topic

Featured · Construction · Industry POV

What bought leads actually cost a solar installer.

Lead fees are the visible part. Commission stacks, cancellations, and the brand you never built are the rest.

10 min read · publish date

9 articles

Teardown Infrastructure

How a geothermal developer gets on a utility’s shortlist.

Subject: A geothermal developer 14 min

Playbook Construction

Speed to lead for home services, measured in minutes.

Checklist included 8 min read

Industry POV Health

Why health marketing stalls in legal review, and how to write for the reviewer.

Stuart Derman 9 min read

Playbook Health

Mapping the buying committee for a health system purchase.

Checklist included 12 min read

Industry POV Infrastructure

The RFP is the last step. Here is what happens before it.

Stuart Derman 8 min read

Demand creation for a category nobody is searching for yet.

Checklist included 11 min read

Industry POV Tech

Why founder-led sales stops working, and what replaces it.

Stuart Derman 7 min read

Teardown Construction

How a commercial solar company wins the CFO, not just the facilities manager.

Subject: A commercial solar company 12 min

Let’s Talk

Tell us how you get customers today.

Share a few details and a strategist will tell you what we’d look at first.