How a Commercial Window Manufacturer Grew 30% with Tech & Alignment

01:45 - How INTUS Windows approaches marketing in a spec-driven industry

04:30 - Building alignment across sales, marketing, and customer service

08:10 - Why INTUS rebuilt its CRM for full-funnel visibility

13:40 - Growing 30% without growing the team

16:25 - What makes a window brand unforgettable to architects

20:50 - Why INTUS prioritizes digital experiences over physical showrooms

Kurtis is the Director of Sales & Marketing at INTUS Windows, a leading manufacturer of high-performance commercial and multifamily windows. With experience in both B2B and B2C marketing, Kurtis has helped the company elevate its digital presence, streamline internal operations, and align its brand with the needs of modern architects, builders, and developers.

INTUS Windows doesn’t just serve one audience. As Kurtis explains, their marketing has to speak to multiple stakeholders—from architects to general contractors to developers.That makes internal alignment critical. 

Instead of siloed communication, the INTUS team has built shared visibility across sales, marketing, and customer service. Everyone understands the client journey—and what pain points need to be solved along the way.

One of the biggest marketing unlocks for INTUS came from overhauling their CRM. Instead of using it solely as a sales tool, Kurtis helped rebuild the system to serve marketing and customer service too. 

Now, teams can:

• See a full view of each customer’s journey
   
• Track every touchpoint, from inquiry to install
   

• Create workflows that ensure timely communication and follow-up

   

That CRM investment paid off in a big way: INTUS grew 30% year over year—without hiring more staff.

Unlike many building materials brands, INTUS doesn’t rely on physical showrooms. Instead, they focus on providing a premium digital experience that helps customers visualize products and specs online.

This includes:

• Rich product documentation
• Easy-to-navigate specs and cut sheets
• CAD and BIM downloads

• Project galleries showcasing real-world installs

   

By empowering architects and developers to spec INTUS products digitally, the brand has removed friction and made it easier to win projects early in the design phase.

When asked what makes a brand stand out to an architect, Kurtis doesn’t point to flashy marketing. He points to trust.

Architects want to know a rep will answer their call, provide technical documentation quickly, and offer value in the design process—not just during the sale. That’s where INTUS has built loyalty: by showing up consistently, listening, and becoming an extension of the project team.

Kurtis’s advice to building materials brands? Be aligned. 

Don’t let sales, marketing, and service operate in silos. If everyone understands the full customer journey—and you have the systems in place to support that journey—you’ll be better equipped to grow without chaos.

To learn more, visit intuswindows.com. Connect with Kurtis on LinkedIn here: https://www.linkedin.com/in/kurtis-perdelwitz-csi-cpht-265a872b/. 

The Smarter Building Materials Marketing podcast helps sales and marketing professionals find better ways to grow leads, sales and outperform the competition. It gives insights, examples and shares stories about how to create a results-driven digital marketing strategy for building products and construction companies of any size. SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.

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