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. 

Listen to the CoatingsTalk.

Watch the CoatingsTalk.

By Jesse Sanchez. 

Contractors can use artificial intelligence to strengthen existing technology, analyze business data and improve productivity while maintaining careful oversight. 

Artificial intelligence (AI) is moving quickly, but contractors do not need to overhaul their entire technology stack to begin exploring its potential. In this CoatingsTalk webinar hosted by Megan Ellsworth, Dataforma founder and CEO Mark Zeleznik discussed how contractors can use AI alongside existing software, data and business processes. Rather than viewing AI as a replacement for established systems, he encouraged contractors to consider how it can help their teams accomplish more. Mark explained, “I really believe that proper AI usage is an enhancement to your existing team and will allow contractors to do more with the people that they have and do a better job.” 

One of the strongest opportunities is data analysis. AI can help contractors bring information from multiple sources together, identify useful insights and better understand what is happening across their businesses. Estimating, reporting, proposal development and everyday document work can also provide practical opportunities to experiment. 

That experimentation still requires oversight. Because AI-generated information is not always reliable, contractors need to review its output before using it in important business decisions or processes. Mark cautioned, “Always keep in the back of your mind a little bit of doubt, and ask, ‘Is that true?’” That approach becomes especially important when AI is applied to processes with little tolerance for error. 

Contractors evaluating software for future AI capabilities can also look for well-defined application programming interfaces (APIs), Model Context Protocol (MCP) server capabilities, embedded AI tools and systems designed to scale. Clean, securely stored data remains essential because AI can help interpret information, but dependable software and organized data still provide the foundation for repeatable business processes. 

For contractors unsure where to begin, Mark encouraged a measured approach, advising, “You take baby steps.” Starting with a low-risk challenge gives teams an opportunity to learn what AI can do, understand its limitations and determine where it can provide meaningful value. 

Listen to the podcast or Watch the conversation to learn more about how contractors can responsibly integrate AI into their existing technology stack! 

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. 

Connected maintenance and inspection tools can help contractors improve consistency, streamline service workflows and turn field data into stronger business insights. 

For commercial roofing contractors, managing service and maintenance can involve hundreds of visits, inspections, repairs and customer touch points. Keeping that activity organized is essential not only for completing work efficiently but also for maintaining consistent communication and understanding how service operations are performing. Dataforma grew out of that challenge. The software was originally developed after a roofing company struggled to manage service tickets through a combination of Excel files, whiteboards and paper forms. Reflecting on the problem that started the development process, Dataforma Chief Operating Officer Brian Cook explained during this CoatingsCast™, “The original reason was we needed a better way to run our service department.” 

While contractors now have more technology available, Brian said familiar service challenges remain, including getting invoices out quickly and ensuring inspections are completed consistently. Emphasizing the importance of a standardized process, Brian noted, “We need our inspections to be consistent. I can't have Megan go out and do an inspection and it looks this way and then Brian goes out and does an inspection and it looks another way.” 

That need for consistency also helped shape Dataforma’s new maintenance module, which grew from contractor feedback at the company’s Design Summit. The module is designed to help contractors manage recurring maintenance agreements across multiple buildings by showing outstanding visits, tracking profitability and connecting maintenance activity with resulting repair work. Inspections support that process by documenting completed visits with photos and recorded deficiencies. 

Dataforma has also changed how field users interact with its inspection technology. Rather than requiring technicians to follow a rigid sequence, the updated experience allows them to document roof conditions as they encounter them while the software handles more of the organization behind the scenes. Brian said, “You just go out, figure out what's wrong up there.” 

The information collected through maintenance and inspections can also support broader business decisions. Contractors can review recurring deficiencies, examine service history and compare issues across roof systems, properties or regions, turning individual field visits into a larger source of operational insight. 

Listen to the podcast or Watch the conversation to learn more about how connected maintenance and inspection processes can help contractors improve service consistency, organize recurring work and make better use of field data!

By Jesse Sanchez.

Artificial intelligence is changing the way contractors work, but getting the most from AI starts with understanding where it belongs within the technology and processes businesses already rely on. 

In an upcoming CoatingsTalk™, on September 9, 2026, at 11 a.m. PT, Megan Ellsworth meets with Mark Zeleznock from Dataforma to discuss where artificial intelligence (AI) fits into a contractor’s technology stack and how contractors can use it to support, rather than replace, the systems and people that keep their businesses moving. 

As AI tools become more accessible, contractors have more opportunities to automate administrative work, quickly access company information and gain useful insights from their data. But adopting AI simply for the sake of having the latest technology is unlikely to deliver lasting value. Megan and Mark will explore why contractors should start with a specific business challenge and look for practical applications where AI can strengthen existing workflows. From drafting emails and summarizing meetings to analyzing project information and improving communication, some of the biggest gains can come from relatively simple uses of AI. 

Dataforma brings an important perspective to this conversation because of its experience helping contractors organize and manage the information at the center of their businesses. A strong Customer Relationship Management software (CRM) remains the source of truth for company and project data, even as AI becomes a larger part of daily operations. Mark will explain why contractors should evaluate software based not only on what it can do today, but also on its ability to integrate with existing systems, support future AI applications and continue evolving alongside the business. 

Contractors will also learn why clean, organized data is essential to getting reliable results from AI. Standardized processes and a well-maintained CRM give intelligent tools better information to work with, while human oversight remains critical. AI is not a replacement for experienced employees or sound decision-making. Instead, it can help those employees spend less time searching for information and completing repetitive tasks and more time applying their expertise where it matters most. 

Looking ahead, Mark will discuss emerging capabilities including intelligent assistants embedded directly into business platforms, workflow automation that reduces administrative burdens and personalized insights based on a contractor’s own data. For contractors ready to begin, the message is straightforward: identify one recurring problem, test AI on a small scale, measure the results and expand from there once the value has been proven. 

Join Megan Ellsworth and Mark Zeleznock from Dataforma on September 9, 2026, at 11 a.m. PT, to learn more about where AI fits into your technology stack and how it can help your team work smarter and more efficiently. 

Register for this CoatingsTalk™ and start exploring practical ways to put AI to work in your business! 

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!

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!