Why operators pick us
One or two FM firms. Founder-level attention. A build shaped around your service lines and contract pipeline.
We are taking on a small number of FM contractors to build this properly: dual-motion CRM with tender and reactive stages, won contract value training bidding, named-account outbound for framework buyers, and search that captures reactive demand without drowning BD in noise. You get a senior team on your stack, not a template resold fifth.
Commercials and the first 90 days
How we charge, and what the first quarter looks like
Retainer or project-based, scoped against your service lines and stack in week one so you see the number before campaigns start. No long lock-in while we are both proving it works.
Days 1 to 14: service lines, access and CRM structure
NDA and contract signed. Named estates and procurement accounts listed with BD. CRM access, dual-motion stage structure and CAFM integration scoped. Call tracking planned for reactive lines.
Weeks 2 to 4: outbound and search live, tracking wired
Sequences running against named framework buyers. Google Ads structured by service line and region with tight negatives. Offline conversion wired to won contract value (tenders) and won job value (reactive). Call tracking live on reactive lines with dispositions writing back to CRM.
End of month one: meetings and jobs, not leads
Reporting splits into two views: booked meetings with estates and procurement buyers for tenders, and cost per won job by service line for reactive. Cost per lead disappears from the board pack.
Quarter one: pipeline across both motions
Named accounts progress through tender stages. Reactive search shows cost per won job by service line and region. First contract awards start to show first-touch attribution. The board sees both motions in one pack, reported honestly and separately.
Pipeline
Why your marketing numbers and your commercial tracker never agree
We build your CRM for two motions, not one flat funnel
Framework and TFM tenders behave like construction bids: PQQ, ITT, negotiation, award, mobilisation. Reactive and planned maintenance behaves like local service demand: phone, form, site survey, quote, job win. If your CRM flattens both into enquiry and won, your forecasts lie and Google Ads cannot tell a boiler call from a five-year soft services tender. We build parallel stage paths so each motion reports honestly and bidding learns from the right signal.
We close the five places FM pipelines leak
CAFM tickets never reach sales, so reactive work is invisible to marketing. Out-of-hours calls die on a mobile with no CRM record. Marketing automation sends SaaS-style nurture to a facilities coordinator who needed an engineer tomorrow. Framework deals only enter the CRM at bid submission, hiding months of relationship work. Expansion inside live contracts is invisible to media reporting. We audit and wire all five in the opening weeks.
Search earns its keep on reactive; ABM opens the contracts
Google Ads captures high-intent repair, PPM and TFM queries with tight negatives against job seekers and training noise. LinkedIn and outbound open named estates and procurement accounts for larger contracts. Both land on stages your commercial team recognises, with offline conversion on won contract value where finance agrees. We scope the right mix against your service lines in week one.
Built with your commercial team
How we work with your commercial team, not around them
You already know your sites, your service lines and your framework calendar. We bring outbound infrastructure, CRM discipline and paid media into that conversation so tender spend follows named accounts and won contract value, while reactive search captures the service demand your operations team needs.
- Two motions, one board pack
- Tender and reactive need separate stages
- What we optimise toward
- Won contract value
- The buying seats that matter
- Estates, procurement and category managers
- The stack marketing must respect
- CAFM and CRM, not one or the other
If tender wins and reactive job wins share one CRM pipeline, your forecasts lie and bidding cannot tell a five-year TFM award from a boiler call. We build parallel stage paths so each motion gets its own conversion events, its own reporting and its own cost-per-win, while the board sees both in one pack.
Leads and meetings are diagnostic. Won contract value is the number that matches what your commercial team tracks. We wire it as the offline conversion for tender-led work, and won job value for reactive, so bidding learns from real outcomes across both motions.
Head of estates, FM manager, procurement and category titles are the seats that shape PQQs and award frameworks. We target them on LinkedIn and through outbound. For reactive, the facilities coordinator or building manager is often the caller, and poor call handling loses that work before BD sees it. We wire both paths.
Your CAFM holds tickets, PPM schedules and site data. Your CRM holds deals, stages and pipeline. Marketing must land in the CRM without trampling CAFM workflows. We integrate the two so operations and sales share context after mobilisation, and expansion inside live contracts becomes visible to reporting.
Week one is NDA, contract and access with the people who own demand and the systems that hold tickets and tenders. Without that, we are guessing and you are paying for it.
People
Head of estates / FM director
Owns site performance, incumbent relationships and hard and soft service scope. The primary relationship for tender-led work.
Procurement / category manager
Runs PQQ, framework and contract renewals. Cares about risk, SLA proof and value for money. Key ABM target.
Operations / account director
On the sell side: mobilisation quality and expansion inside live contracts. We need expansion wins visible in CRM.
BD / commercial lead
Runs the named account list and go/no-go on tenders. Weekly decision owner with us.
Facilities coordinator / building manager
Often the reactive caller. Poor call handling or missing call tracking loses this work before BD ever sees it.
Systems access
CRM (HubSpot or Salesforce)
Parallel deal paths for tender lifecycle and reactive or PPM, with required fields for contract value, service line, site count and framework name where relevant.
CAFM
Tickets, PPM schedules and site data stay in Concept, Planon, QFM or your existing CAFM; we define the commercial handoff into CRM without trampling operations workflows.
Call tracking
Dynamic numbers on reactive and emergency pages with dispositions writing surveyed, quoted and won back into CRM.
Paid media accounts
Admin access across Google and LinkedIn so tender and reactive conversion actions train independently.
What that unlocks
One board pack with two honest motions: booked meetings and won contract value for tenders, cost per won job by service line for reactive.
01
Named estates and procurement accounts for contract work
Your tender pipeline comes from estates directors, heads of FM, procurement and category managers at the organisations you want under contract. We build that list with BD using framework history, live contract renewals and project intel, then run outbound and LinkedIn against it.
02
Google Ads by service line for reactive demand
Reactive and PPM search is real demand from facilities coordinators and building managers who need an engineer, a compliance check or an emergency repair. We structure campaigns by service line and region with tight negatives against job seekers and training noise, so search spend earns won jobs, not wasted clicks.
03
New-build and refurbishment mobilisation windows
Glenigan and Barbour ABI project intel names new builds and major refurbs that create FM mobilisation windows. We time outbound to reach estates and main contractor contacts before an incumbent is locked in for five years.
04
LinkedIn roles for the buying committee
Head of estates, FM director, procurement, category manager and operations titles are the core ABM set. We build audiences by role and seniority at your target organisations, not by company size or generic industry.
What we build for you
Where we start on your account
Start with the bottleneck: dual-motion CRM for tenders and reactive, call tracking on service lines, named-account outbound for estates and procurement, or the offline loop that ties won contract value back into bidding. We scope that against your service lines in week one.
Infrastructure
What we put behind the ads
Media only works when reservation data, CRM stages and offline conversions share one commercial truth.
Dual-motion CRM for tenders and reactive
We build parallel deal paths in HubSpot or Salesforce: tender lifecycle (PQQ, ITT, bid, negotiation, awarded, mobilisation) and reactive or PPM (enquiry, survey, quote, won). Required fields: contract_value_gbp, service_line, site_count, framework_name for tender work, and job_value, service_type, response_time for reactive. Company hierarchies link the client organisation, estates contact and any managing agent.
Call tracking on reactive lines
Dynamic numbers on service line and emergency pages, whisper context for service type and region, dispositions for surveyed, quoted and won, and write-back into CRM so reactive phone wins rejoin bidding. Out-of-hours calls route properly instead of dying on a mobile.
Offline conversion on won contract value
When a framework awards or a reactive job wins, the value and service line write back to Google Ads and LinkedIn as offline conversions. Tender and reactive fire as separate conversion actions so bidding learns from each motion independently. Board packs show first-touch attribution against won value across both.
Related
Nearby industries we also work in
B2B SaaS and consultants marketing
FM contractors sell into estates and procurement buyers that Canopy also reaches with supplier management software. That crossover shapes ABM lists and framework messaging.
View pageConstruction marketing
FM sits under the construction and built environment pillar, with shared estate buyers and a different mix of reactive and tender demand.
View pageMain contractors marketing
Main contractors and developers often influence which FM partner mobilises after handover on new sites.
View page
Director FAQs
What facilities management firms usually ask
Is FM marketing closer to construction or local services?
Both, and that is the problem most agencies miss. Framework and TFM tenders behave like construction: PQQ, ITT, negotiation, award, mobilisation, with cycles running months. Reactive and planned maintenance behaves like local service demand: phone, form, site survey, quote, job win, often within days. We build separate CRM paths for each so bidding learns from the right signal and the board sees both honestly.
Do you replace our CAFM?
No. Your CAFM holds tickets, PPM schedules and site data. We integrate with it so that operations context flows into CRM where it supports expansion reporting and contract renewal visibility. We do not replace, duplicate or override CAFM workflows.
How does procurement crossover help?
Head of estates, FM manager, procurement and category manager titles are the seats that shape PQQs and award FM frameworks. Those same procurement buyers appear in supplier management software like Canopy. That crossover sharpens our LinkedIn targeting, framework messaging and objection handling.
What should Google Ads optimise for?
It depends on the motion. For reactive and PPM service lines, Google Ads captures high-intent search and optimises toward won job value by service line. For tender-led work, search plays a supporting role alongside outbound and LinkedIn, with offline conversion firing on won contract value. We run both in the same account with separate campaigns and conversion actions so they do not cross-contaminate.
Will marketing automation annoy site teams?
Not if it is built properly. We route by intent type: a facilities coordinator who needs an engineer tomorrow gets an immediate response, not a five-email nurture sequence. Tender-stage buyers get short, operational follow-up that respects long cycles. SaaS-style drip campaigns have no place in FM and we do not build them.
How long are FM sales cycles?
Mixed. Reactive and planned maintenance can close within days to weeks. Framework and TFM tenders run three to twelve months from PQQ to mobilisation, sometimes longer. We build attribution windows to match each: short lookbacks for reactive, long lookbacks for tender-led work, both feeding one board pack.
How is our commercial data handled?
Under NDA, with least-access in mind. We take only the fields we need to close the loop, keep contract values and account names out of the ad platforms, and anonymise anything sensitive. Platforms receive conversion events and values, not client names or tender details.
Who will we speak to each week?
The same person who owns your account, not a rotating pod. Your BD or marketing lead is our weekly decision owner, and we sit with your operations director, commercial lead and founder as the work needs it.
Next step
Send us your named account list, or the service lines you want to grow
We will show you where meetings and reactive wins are leaking before we talk retainer. Share your target list or a service line that should be earning more, and we will map the gap.