Heidelberg Materials Contracting

Driving commercial success with Maximizer

Heidelberg Materials Contracting is a leading road surfacing contractor operating across the UK. From maintaining the national highway network to delivering projects for Tier 1, Tier 2, and Tier 3 construction contractors, the company plays a pivotal role in keeping the country’s infrastructure moving.

Behind the scenes, however, tracking opportunities and managing critical customer data was proving increasingly difficult. Each region had its own way of recording information, leaving business manager Chris Harrison and his team with the daunting task of piecing together information located across disparate spreadsheets just to understand performance.

Heidelberg Materials Contracting knew they needed a smarter, more unified way to work.

Challenges

As a leading road surfacing contractor working across the UK, Heidelberg Materials Contracting manages projects ranging from national highway schemes to local contractor jobs. But behind the scenes, tracking opportunities was a real challenge. For years, Heidelberg relied on spreadsheets to manage opportunities. Each region had its own version, creating a patchwork of data that was nearly impossible to consolidate.

• No formal CRM system: Teams relied on offline spreadsheets, which varied region by region and made consolidating data extremely difficult.
• Time-consuming reporting: Generating even simple insights — like how many quotes had been sent in the past year — could take hours. 
• Ineffective follow-up: Opportunities often went cold because there was no consistent way to track and chase them.

Reporting was painfully slow and valuable time was lost digging through spreadsheets instead of focusing on winning work.

 The lack of visibility also impacted follow-up. Opportunities were often left unchased because there was no consistent system to remind the team of next steps. Without structured tracking, deals slipped through the cracks. At the same time, the leadership team lacked the data intelligence to see which sectors, regions, or project types were most profitable.

The team needed a cloud-based, user-friendly system tailored to their opportunity-led model.

Solutions

Heidelberg Materials Contracting set out clear requirements for a CRM:

• Cloud-based for access in the office and on site
• Easy to use for busy commercial staff
• Flexible enough to track opportunities, not just customer relationships

Heidelberg Materials Contracting selected Maximizer’s Sales Leader Edition, working with Avrion to implement it through their Quick Assist package.

Within just two months, the business had gone from fragmented spreadsheets to a fully operational CRM system. Avrion’s team quickly understood Heidelberg Materials Contracting’s requirements and delivered a system that worked the way the business worked—opportunity-first rather than customer-first.

Maximizer’s Sales Intelligence module gave the leadership instant visibility into win rates, sector performance, and regional strengths. This was paired with customizable opportunity fields to capture key project details like sector, geography, and contract type.

To keep the team engaged, the system also included leaderboards. While Heidelberg Materials Contracting doesn’t assign individual sales quotas, their estimators are naturally competitive. The leaderboard quickly became a topic of conversation, sparking motivation and healthy rivalry.

Most importantly, Maximizer created a single source of truth. Every inquiry, quote, and follow-up now lives in one place—accessible from the office, on site, or anywhere else.

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