Rocks Gone: $10.3M in quotes in the first 3 months

Written by Michael Nadalin, Founder of Market Lead and Harvest Lead · Last updated 25 August 2026

Rock crushing machinery, Australia and the USA. A leads and sales system built from scratch for a six-figure machine, taking a field-day business to $10.3M in quotes in its first three months.

The situation

Rocks Gone sells the H4 Reefinator, a six-figure machine that crushes surface rock where it sits and turns stony ground into workable paddock. The buyer is narrow: a farmer or contractor with the land, the rock type and a tractor big enough to pull it.

Sales had grown through field days and farm visits. There was no advertising history, no way to qualify a buyer before driving out to see them, and field-day enquiries arrived on a form nobody could track. The business was also expanding into the USA, where cold outreach was expensive.

What we built

• Separate campaigns and landing pages for Australia and the USA, so each market saw its own message and its own numbers.
• A short qualifying flow on every form: land size, rock type, tractor size, and whether the buyer wants to own a machine or hire a contractor.
• Google search campaigns on the brand and on the problems the machine solves, capturing rock removal and deep ripping searches.
• Meta campaigns split by country, led by the main machine video, with a customer testimonial video and demo day promotions alongside.
• A CRM where every lead lands with its answers attached, calls are recorded and transcribed, and each buyer moves through farm visit, quote sent and quote accepted.

The part that actually made the difference

The qualifying questions. On a machine like this, the expensive part of the sale is the farm visit, not the click. A visit to a buyer with the wrong rock or a tractor too small to pull the machine costs a day and goes nowhere.

Asking land size, rock type and tractor size up front means the sales team knows who to call first and what they are walking into before they dial. The own or hire question splits the buyers from the people who want the job done, and both are worth having, just not on the same call.

What changed for the sales team

In the first three months the CRM recorded 13 farm visits, 12 quotes sent and 2 quotes accepted, and four demo days ran in five weeks. The team now spends its time on visits and demos with buyers who have the land, the rock and the tractor.

In the words of Adrian Carr, Global Business Development Manager: "Everyone’s thrilled. You know, absolutely. The volume’s great."

Opening a second country without cold outreach

The USA was a new market with no brand recognition and no dealer network doing the selling. Running it as its own campaigns and its own pages, rather than as an extra country on the Australian account, meant it could be judged on its own numbers. It came in at $34 a lead, below the blended $44.

Written by

Michael Nadalin

Founder, Market Lead & Harvest Lead

Michael is the founder of both Market Lead and Harvest Lead, building lead and sales systems for agriculture and machinery businesses across Australia and the USA.