In this CoatingsTalk™, Megan Ellsworth sits down with a representative from Dataforma to talk about how artificial intelligence is reshaping the way contractors manage their businesses. They explore where AI fits within a contractor's technology stack and how it can support, rather than replace, the systems and people that keep operations running smoothly. From CRM management and workflow automation to data analysis and communication, the conversation explores practical applications that are delivering real value across the roofing industry today. Whether you're just beginning to explore AI or looking to maximize the tools already in place, you'll leave with actionable insights to help your business work smarter, operate more efficiently and prepare for what's next. 

Register today!

By Jesse Sanchez. 

Dataforma is using contractor feedback and artificial intelligence to accelerate software development and expand tools for sales, service, production and maintenance. 

Contractor input is playing a central role in how Dataforma designs, tests and releases new software features. During this CoatingsTalk sponsored by Dataforma, Chief Executive Officer Mark Zeleznik and Chief Operating Officer Brian Cook explained how customer feedback, agile development and artificial intelligence (AI) are helping the company update its platform more quickly. 

Describing how customer ideas move into development, Mark explained, “We take that information in, we think about it and say, hey, how can we build the system in a way that can satisfy these problems?” 

Dataforma gathers ideas from thousands of contractors who use the system, monitors how customers interact with its tools and returns to users with prototypes for additional feedback. The company also hosts an annual design summit where contractors can work directly with Dataforma’s team and help shape future development priorities. 

Brian emphasized the value of that direct participation, noting, “It’s your chance to truly put your mark on this software.” One result of that process is a new maintenance contract module designed to help contractors manage recurring visits across multiple buildings. The system is intended to track scheduling, labor, materials, revenue and additional service work generated through maintenance visits. 

Dataforma is also rebuilding its interface and expanding what it calls the Dataforma workflow, which connects sales, production, service and maintenance within one platform. New dashboard options, messaging features, proposals and updated work order views are part of that effort. 

AI-assisted coding and quality assurance are helping accelerate the work. Mark reported that the company is seeing development speed increase by two to five times on some projects, while developers remain responsible for understanding and managing the underlying software. 

The team also expects AI to make contractor data easier to access through reporting tools, application programming interfaces and embedded prompts. However, Mark cautioned that AI-generated results still require review because the technology can produce errors. Reflecting on the pace of development, Mark said, “This year will probably be the most productive year in Dataforma history since the year I founded it.” 

Listen to the podcast or Watch the conversation to learn more about how contractor feedback and AI are shaping Dataforma’s evolving sales, service, production and maintenance tools! 

By Jenny Yu.  

Dataforma’s latest updates show how contractor-driven design can improve functionality, speed and user experience. 

At a time when roofing contractors expect software to evolve quickly, Dataforma is leaning heavily into customer-driven development and AI-powered innovation. During a recent CoatingsTalk™ hosted by Karen Edwards, Dataforma leaders shared how direct contractor collaboration is reshaping the company’s development process. 

“We all know things are moving a lot faster,” said Mark Zeleznock, CEO and co-founder of Dataforma. “Contractors are driving our decisions because our best source of ideas is the contractors we have. Thousands of contractors use this every day, and the feedback that we get is driving our decisions.” 

According to Mark, the company continuously gathers user insights through webinars, customer relationships and annual design summits. Rather than developing features in isolation, Dataforma actively prototypes ideas with contractors before pushing updates into production.  

This process has become even faster with AI development tools. Mark said AI is helping the company dramatically reduce development timelines while improving testing and quality. “We’re seeing two to five times speedups in the development of product,” he said. “This year will probably be the most productive year in Dataforma history since the year I founded it.” 

Brian Cook, COO of Dataforma, emphasized that the company’s agile development model allows teams to release improvements quickly instead of waiting months for major launches. “We’re producing it every week,” Brian said. “We try not to wait too long to produce functionality. We’re doing little bits of functionality every week versus waiting half a year to get something out and then find out it’s not correct.” 

One major outcome of that contractor collaboration is a new preventive maintenance and service contract management system expected to launch this summer. Mark said the functionality came directly from conversations during the company’s 2025 design summit. “We’ve built a system that’s going to revolutionize the way our contractors manage preventive maintenance and service contracts,” he said. 

Listen to the podcast or Watch the webinar to learn more about Dataforma’s development strategy, AI integration and upcoming software releases. 

In this CoatingsTalk™, Brian Cook and Mark Zeleznock with Dataforma sit down with Megan Ellsworth for a one-of-a-kind webinar dissecting how Dataforma’s radical approach to contractor feedback redefined the customer satisfaction in roofing software. In late 2025, Dataforma invited its users to a summit and used the time to hear feedback from the other side of the table and implemented it in real time. Bypassing the red tape, Dataforma demonstrates that by bringing contractors directly into development, software providers can create a user experience that is greater than the sum of its parts. Join us for this case study of what is possible when people passionate about the industry get under the same roof to problem solve.

Register today!

In this CoatingsTalk™, Brian Cook and Mark Zeleznock with Dataforma sit down with Megan Ellsworth for a one-of-a-kind webinar dissecting how Dataforma’s radical approach to contractor feedback redefined the customer satisfaction in roofing software. In late 2025, Dataforma invited its users to a summit and used the time to hear feedback from the other side of the table and implemented it in real time. Bypassing the red tape, Dataforma demonstrates that by bringing contractors directly into development, software providers can create a user experience that is greater than the sum of its parts. Join us for this case study of what is possible when people passionate about the industry get under the same roof to problem solve.

Register today!

By Jenny Yu.  

Dataforma leaders will discuss a new model for collaboration between contractors and software providers. 

On May 13, 2026, a new episode of CoatingsTalk™ will spotlight a bold approach to software development in the roofing industry. Titled “Software, Collaboration and the Alchemy of Getting It Done,” this webinar brings together leaders from Dataforma to examine how direct contractor collaboration is elevating customer experience and product innovation.  

Dataforma is a cloud-based, all-in-one field service and project management platform built specifically for commercial contractors. The software helps companies manage everything from service operations and scheduling to CRM, job tracking and financial workflows in one centralized system, accessible from any connected device. 

This episode’s host, Megan Ellsworth, will sit down with Brain Cook, recently promoted chief operating officer of Dataforma, as well as Mark Zeleznock, the company’s CEO and co-founder. Together, they will unpack an unprecedented 2025 summit that broke from tradition by inviting users of its platform directly into the process of developing software. The session will explore how this approach differs from conventional methods, how it created a unique chemistry between developers and contractors and why it represents a significant shift in how roofing software can evolve. 

Another central theme of this discussion will be Dataforma’s decision to return to its roots of centering contractors as the primary source of research and development. Attendees will also get a closer look at the outcomes of this experiment, including enhancements to Dataforma’s sales and service modules and maintenance contract capabilities. 

Beyond product improvements, the conversation will address the broader implications for expanding customer satisfaction, trust and long-term engagement. Brian and Mark will share anecdotes, lessons learned and plans for further cultivating this collaborative model to shape future events, including a potential follow-up summit in 2026. 

Register now to attend this online event and learn about the future of roofing technology.

By Jenny Yu.  

Dataforma and O’Hara’s Son Roofing show how partnership leads to practical, powerful tools. 

In this episode of CoatingsCast™, Karen Edwards spoke with Kim Baxter of O’Hara’s Son Roofing (OSR) and Brian Cook of Dataforma about how contractor feedback is shaping smarter software decisions across the roofing industry. 

For contractors, choosing the right management platform is a high-stakes decision. To make the most informed decision, the OSR team considered their options wisely. “There was a lot of software brought to the table, and a lot of software out there that does a lot of stuff,” Kim stated. “We listened to every single one, sent everybody through the ringer and tested them. It's not a very easy decision, because once you're in and you get everything in there, you'd better have made the right decision.” That diligence ultimately led OSR to Dataforma, where functionality and flexibility aligned with real operational needs. 

Brian highlighted that one of the most common reactions contractors have is surprise at the platform’s scope and affordability. “When they see our pricing, they're almost shocked. They're like, ‘There's no way you can do all these things that we need for this price.’ I'm like, ‘Well, we do,’” he said. “You have a timecard, daily job reports, a service module and a production module. We're about to release a full sales module for people that have separate sales CRM — you don't need those now, and the price point doesn't have to be crazy.” 

A key theme of the discussion was Dataforma’s commitment to user-driven development. Brian recalled how OSR’s feedback directly influenced platform improvements. “I remember doing all the demos with OSR, and you would hear them ask questions and you're like, ‘not only is that a great question, but that's also a great idea for a functionality upgrade,’” he said. 

One feature that stood out was Dataforma’s lock functionality, which Kim described as transformative for managing access and accountability. “When you've got the lock feature in Dataforma, you can lock it to however many people you want,” she explained. “It's just streamlined things for us. It's working. Everybody's on board, and we all work together really, really well.” 

As Dataforma continues to evolve, Brian said the focus is on modernization and integration. “We're making some big changes at Dataforma,” he shared. “We know we have this great foundation and great functionality. Let's get rid of clicks. Let's make it more updated for the 21st century. More integrations.” 

Read the first article in this series, Listen to the podcast or Watch the recording to learn more about how collaboration between software providers and contractors can drive meaningful progress across the industry. 

By Jesse Sanchez. 

As contractors expand across states and service lines, Dataforma gives teams a scalable system that unifies documents, reporting, project data and field communication in real time. 

Commercial contractors are navigating larger footprints and more complex workflows than ever and Dataforma is positioning itself as a central system to manage it all. In this CoatingsTalk webinar, Brian Cook, the company’s senior vice president, discussed Dataforma’s evolution from a roofing shop solution to a widely adopted platform built for commercial contractors of all types. 

Brian’s connection to the contractor world began long before his current position with Dataforma. He shared, “I knew the owner of a commercial roofing company since I was a very young kid. I was good friends with his son, so I would mow the lawn. I would sweep up the shop.” As he got older, those small tasks turned into summer work on the roof itself, giving him firsthand experience with the demands crews face every day. His years spent on roofs and in project offices shaped the problems Dataforma set out to solve. “We came out as the number one service management software for commercial contractors, but now we've gotten into a lot more of tracking production jobs, which is a lot of what we're going to get into today.” 

That evolution, Brian explained, reflects how rapidly contractor needs have shifted alongside industry growth. As companies expand across regions and add new service lines, keeping processes consistent becomes increasingly difficult. Leaders need a system that scales with them, gives offices the right level of separation and still brings all performance data back into one place. “We had every single weird situation you could think of,” Brian said, noting union and nonunion employees, multiple offices and multi-entity structures. “What’s lucky for our contractors is when we run into these situations, it's already baked into Dataforma.” 

This is especially critical for firms running simultaneous jobs across multiple states. Old processes relied on long drives, paper notes and outdated file systems. Brian recalled the frustration well. “We found out we had two or three estimators working on the same bid but we didn't know because we were at different offices.” Shared data solves that issue instantly, and contractors no longer lose time on retracing steps. 

As commercial portfolios grow more complex and geographically dispersed, the contractors finding the most success are those turning this newfound clarity into a competitive edge. By replacing disconnected spreadsheets, paper trails and siloed offices with a single source of data, platforms like Dataforma give leaders the visibility they need to protect margins and keep projects on track. For many firms, that shift is no longer a nice-to-have but a strategic necessity as they look to scale responsibly, serve multi-site clients with confidence and build teams that can make better decisions in real time. 

Read the transcript, Listen to the conversation or Watch the webinar to learn more about how Dataforma supports contractors adapting to a changing industry!

Our annual conference is set for Thursday and Friday, November 13th and 14th, and we’re excited for both the location and the new agenda.

Our event will be held at The Scottsdale Resort and Spa, Curio Collection by Hilton in wonderfully warm Scottsdale, Arizona. The resort has a spa, multiple dining options, a golf course, and a pool made to relax next to – feel free to bring the whole family.

We will also be featuring more info from our best users and other industry guests.

Event Details

• Thursday, November 13th – Full Day (8:00 AM to 4:30 PM)
• Friday, November 14th – Half Day (8:00 AM to 2:00 PM)

Dataforma 2025 PSU Meeting Highlights

• See new Dataforma functionality, including the DF Sales Module, DF Estimating, Sign From Field Functionality, and More
• Breakout Sessions both days, interact with DF Super Users from around the US and Canada
• Guest Speakers
• Dataforma Reception at the completion of Day 1 Sessions

Make Sure To Book Your Hotel
All guests joining us can take advantage of discounted rates when you book your hotel room from the link below. Make sure to book your room early, as hotel rooms will be limited and are given on a first-come, first-served basis.

Registration for hotel is separate from event registration, and you must register for both.

Register today!

The company recognizes his leadership and long-standing dedication to customer success. 

Dataforma, the leading provider of business management software for the roofing and contracting industries, has announced the promotion of Brian Cook to Chief Operating Officer (COO). 

Cook, who joined Dataforma as an account manager just two years after the company’s founding, has played a pivotal role in its growth and continued success. After five years, he was promoted to vice president of sales, a position from which he has guided the company’s expansion through strategic relationship-building and a deep understanding of contractor needs. Now, he plays a pivotal role in expanding Dataforma’s contractor network across North America. 

“Brian’s leadership and industry insight have been instrumental in helping us grow while staying true to our mission of empowering contractors,” said Dataforma CEO Mark Zeleznock. “His leadership in sales and his deep understanding of contractor needs have helped solidify our position as a trusted technology partner in the roofing industry. Promoting him to COO is a natural next step as we continue to grow and innovate.”  

Cook began his career in the roofing industry during an internship with a commercial roofing company. Over the years, he has met with thousands of contractors across the country, building a reputation for understanding the challenges they face and helping them leverage technology to improve efficiency and profitability. 

With this promotion, Cook will oversee operations, customer success and strategic initiatives that advance Dataforma’s mission to deliver value-driven solutions for contractors navigating an increasingly competitive market. 

“Working alongside the Dataforma team and our customers over the years has been incredibly rewarding,” Cook said. “I’m excited to step into this new role and continue building the tools and partnerships that help contractors thrive.” 

For more information about Dataforma, visit www.dataforma.com. 

About Dataforma 

Dataforma is a cloud-based, all-in-one field service and project management software. Designed to help contractors track their businesses and find success in an industry that is notoriously difficult to manage, this software can manage workflow, expenses, contracts, inventory, documents, scheduling, payments and more! And it allows contractors to manage all of those elements from anywhere they have internet access, whether that be on a job site or at the desk. By saving contractors time and money on the management side of their business, Dataforma allows them to focus on what is most important — serving their customers. Learn more about Dataforma at www.dataforma.com.