Kova Pro: Go-to-Market Plan

Q3 2025

90-day launch playbook — presented by GM Sasha Petrov

$3.1B

addressable market in AEC project management software, growing 18% YoY

Source: Gartner, 2024

Ideal Customer Profile

FIRM SIZE

50-500 employees

PAIN POINT

4.2 hours/week lost to cross-tool status updates

TECH STACK

Autodesk + Procore + Slack

BUDGET AUTHORITY

Operations Director or IT lead

ACV TARGET

$18,000 - $42,000

Monday.com

Generic workflow tool

No BIM integration

$12/seat/mo

Asana

No RFI tracking

Limited Gantt views

$24/seat/mo

Kova Pro

BIM-native

RFI + submittal tracking

$29/seat/mo

We are not cheaper. We are the only tool that speaks AEC.

Win AEC project managers before generic tools add BIM plugins

18 mo

window before Monday launches BIM beta

4,200+

AEC firms in our addressable segment

78%

report tool-switching fatigue

Channel Plan

AEC Trade Press

BIM Today, ENR — 3 sponsored articles + podcast

$180K Owner: Lila Okonjo

Target: 340 MQLs

LinkedIn ABM

Firmographic targeting, decision-maker outreach

$340K Owner: Remi Torres

Target: 280 MQLs

AEC Conference Circuit

AIA 2025, Autodesk University — booth + speaking

$290K Owner: Caro Meyers

Target: 180 MQLs

Partner Channel

Procore Marketplace + Autodesk App Store

$110K Owner: Caro Meyers

Target: 90 MQLs

Sales-Marketing Handoff

Awareness

MARKETING

MQL

Qualified

MARKETING

SQL

Sales Accept

HANDOFF

Demo

Discovery

AE-OWNED

Close

Won

SALES

SERVICE-LEVEL AGREEMENTS

MQL to SQL contact: within 4 hours

SQL to demo scheduled: within 48 hours

30 / 60 / 90 Day KPIs

METRIC	30 DAYS	60 DAYS	90 DAYS
Pipeline	$800K	$2.1M	$4.4M
MQLs	120	340	700
Trials Activated	40	110	230
Closed ARR	$0	$180K	$560K
NPS (trial users)	—	42	51

Launch Risks

HIGH LIKELIHOOD • HIGH IMPACT

Procore integration delay

Mitigation: Parallel build track with API v2 fallback

LOW LIKELIHOOD • HIGH IMPACT

AEC conference scheduling conflict

Mitigation: Pre-brief press; sponsor virtual track

HIGH LIKELIHOOD • MEDIUM IMPACT

Trade press lead time

Mitigation: Already submitted; editors confirmed

MEDIUM LIKELIHOOD • HIGH IMPACT

Sales capacity gap

Mitigation: 2 contract AEs on standby

LIKELIHOOD →

← IMPACT →

Budget Summary

Total: $1.2M

Team & Owners

Remi Torres

DEMAND GEN

Lila Okonjo

PRODUCT MARKETING

Dex Huang

SALES LEAD

Caro Meyers

PARTNERSHIPS

Fulcrum PR

PR AGENCY

Bea Nakamura

OPS/ANALYTICS

The Ask

Release $1.2M budget and activate headcount by June 2

June 3

Clock starts

June 30

First KPI checkpoint

Approval from: Anya Subramanian, CPO