Sabrina Withers had been spending money on marketing for years. What she couldn't tell you was whether any of it was working.
Withers is the marketing manager and co-founder of O'Shea, a Melbourne-based home services company she and her husband Steve acquired in 2021. For years, they were running two separate but related businesses — a construction plumbing operation and a home maintenance company — each on its own software system.
Neither software talked to the other. Getting a consolidated view of anything meant pulling reports manually from both platforms, cross-referencing spreadsheets and hoping the numbers made sense together.
"We used to just make decisions and go, 'Oh, that feels like that's good,'" Withers said.
Withers always had a bigger vision. But after cycling through different software platforms and finding that none of them could handle scale, she started to understand the limits those tools had quietly built into her business.
"A lot of the (software) companies here almost put a glass ceiling on your business," she said. "They're not looking forward. They're not showing the opportunities that are out there."
As Withers saw it, that ceiling sat somewhere around A$15 to $20 million. Not because the ambition wasn't there. Because the tools weren't.
Then Sabrina and Steve came across ServiceTitan — and it looked nothing like what they'd been using.
'This Is a Beast'
The first thing Withers saw was ServiceTitan's dashboard. Clean. Streamlined. Everything she needed was in one place, from revenue to performance to job data.
Then came the customer reports. Then the marketing tools — and for the first time, she could see which investments were actually paying off.
"This is a beast," Withers recalled thinking. "This has got everything that we need."
O'Shea went live on ServiceTitan in 2023, consolidating their businesses under one name and one software. The difference showed up fast.
Marketing visibility: For the first time, Withers could see exactly which campaigns were working — and which weren't. "Otherwise you're throwing money and hoping that it's working," she said. "Whereas now it's measurable."
Customer history at a glance: The call center team went from piecing together manual reports to having instant access to full job histories, equipment records and past invoices the moment a customer called. For customers, that meant no longer repeating themselves or feeling like just another job number. For the team, it meant showing up prepared.
The full customer cycle: "(Before), you couldn't see the customer," Withers said. "The customer cycle wasn't clear. Whereas with ServiceTitan, you can look at every single touchpoint."
No More Guessing
The gut-feel era at O'Shea is over.
"Every decision we make now is data-driven, and ultimately focused on how we can better support our customers and our team," Withers said.
Since going live, O'Shea has grown into a unified, multi-trade company offering plumbing, electrical, roofing and renovations services, employing roughly 95 people.
All of those employees operate on one platform.
For Withers, the stakes run beyond O'Shea. She sees ServiceTitan as an opportunity to raise the ceiling for Australian trades businesses broadly.
O'Shea is already tracking past that $15 million to $20 million ceiling she once thought was the limit.
"We know that we can grow," she said. "We know that there's no ceiling on what we can do, because there's not that fear around, 'Oh, we're going to have to change platforms or we're going to have to change a process.'
"It's a very deep-seated belief now that we can keep going."
