More than 540 contractors from across the country gathered in Freehold, N.J., on Feb. 21 for the Contractor Workshop of Mutual Success, a business event led by Marcos Sierra that raised more than $30,000 for humanitarian nonprofit Humane Borders.

The donation-based workshop focused on practical business execution, emphasizing financial clarity, operational structure and margin-driven growth strategies for contractors.

Sierra, owner of Sierra Group Roofing & Solar and Maverick Metal Supply, shared the 2019 business plan that helped grow his company from a garage-based operation into a vertically integrated enterprise spanning roofing, manufacturing and real estate.

Throughout the workshop, Sierra walked attendees through the fundamentals of building a scalable company, including understanding financial margins, establishing measurable performance metrics and implementing calendar-driven operational systems.

He also emphasized that growth introduces new challenges that require stronger structure and leadership.

Sierra Group Roofing & Solar. 

“For every new level, there is a new challenge,” Sierra said. “The company you were last year will not be the same company this year. Growth requires structure, clarity and sometimes difficult decisions.”

A major portion of the workshop focused on shifting contractors away from volume-based thinking toward margin-based decision-making. Sierra encouraged attendees to understand their numbers before pursuing expansion, including gross margin targets, overhead absorption rates and net profitability thresholds.

The event was co-sponsored by SRS Distribution and GAF, which also contributed to discussions around financial discipline and strategic supplier partnerships.

Topics included establishing job accounts and cash-on-delivery structures, leveraging supplier charge accounts, taking advantage of early payment incentives and year-end rebates, and building stronger supplier relationships to support sustainable growth.

GAF representatives also presented findings from a Harvard-based study that sparked discussion among attendees about the benefits of operating from a margin-driven perspective rather than focusing solely on production volume.

Contractors attending the workshop described the event as both practical and impactful.

Héctor Téllez of Aztec Roofing LLC in Greensboro, N.C., said the workshop reinforced key principles for building a disciplined business.

“I learned on key topics including focus, sales, cost control, savings, punctuality, legal protection, and measuring results—reinforcing that a successful business is simple when you have the right direction,” Téllez said. “We learned that growth depends on personal development, organization, and daily discipline, using the calendar intentionally and prioritizing major opportunities over minor setbacks.”

Jason Jimenez of Gasper Roofing in southern New Jersey highlighted Sierra’s transparency in sharing business systems and operational processes.

“I have had the pleasure of learning from Marcos on several occasions,” Jimenez said. “He is an open book. You can ask him anything about the business, and he shows you the processes without holding anything back. I always learn something new. He consistently brings value.”

Raul Gonzalez Juarez of R Construction LLC in New Albany, Ind., summarized the workshop’s central theme.

“Who, what, when, and how,” he said. “If it is not in the calendar, it does not exist.”

Beyond business strategy, the event also incorporated a philanthropic mission. Proceeds from the donation-based workshop raised more than $30,000 for Humane Borders, a nonprofit that installs water stations and maintains humanitarian aid maps to prevent migrant deaths in desert regions.

Organizers said the workshop demonstrated how contractor

education, disciplined growth strategies and community impact can coexist.