The Home Service Expert Podcast The Sales System That Took Him to $300M+ Revenue (David Peterson)
17 snips
Apr 27, 2026 
David Peterson, SVP of Sales at Renuity who scaled Mad City Windows to $300M+, talks systems-driven selling and KPI-led management. He covers in-home selling, building repeatable 10-step sales processes, financing’s role in closing deals, shifting lead strategies from aggregators to door-to-door, and leading culture changes while staying humble.
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From Fired Rookie To $300M Growth Story
- David Peterson described joining Mad City during the 2008 crash, learning a Rick Grasso 10-step sales process, and pivoting from roofing to retail windows.
- The company grew from $4.8M in 2009 to $348M later, showing the impact of first-call-close and repeatable process.
Embrace Systems Or Lose Your Seat
- When you resist systems and act like a hotshot, you risk losing your job; embrace repeatable processes to scale.
- Peterson was fired for attitude, rehired after proving he would follow the system, which reset his career.
Culture Changes When Leaders Serve Their Team
- Leadership shifted Peterson from 'we make money' to cultivating culture by showing empathy and providing resources before demanding accountability.
- Resetting culture and treating reps properly improved attitudes and performance across teams.
