Chris Marlatt spent 15 years on the manufacturing side of roofing in Florida, consulting with numerous top-tier contractors. In that time, he saw what worked — and more importantly, what didn't.
Consistency was often the first thing to break. He noticed sales reps keeping notes however they pleased, such as on a piece of paper or on the notepad app on their phone.
"If I am a sales guy who wants to write on notebook paper, that doesn't help the admin," Marlatt said. "And then when you have that lack of communication, something gets messed up.”
He noticed a poor customer experience, like homeowners having no idea when to expect a sales rep to actually show up. He watched contractors hire admin help while staying out in the field themselves — working in the business, rather than on it. He watched dozens of contractors go through the painful process of switching CRMs after outgrowing systems that could no longer keep up.
Marlatt took note of all of this because someday, he wanted to open his own shop.
“I was able to craft a vision of what I would do, bringing those best practices together from a blank slate,” he said.
Marlatt wanted a foundation built to last. That’s why when he opened The Roof Pack in the Tampa area in March 2026, he chose ServiceTitan.
Under One Umbrella
Before Marlatt ever signed on with ServiceTitan, he heard about it from people he trusted.
One was Vishal Laddha, a former colleague from Marlatt's time on the manufacturing side who joined ServiceTitan to lead the software’s exteriors strategy. And then there were the glowing reviews of Marlatt's own territory managers, who had seen the ServiceTitan product firsthand.
Marlatt wanted that same kind of trust for his own company — one place to turn, rather than a patchwork of vendors each handling a small piece.
"I wanted as much as possible to be under one umbrella," Marlatt said, "so it wasn't just a small thing in a bunch of different companies' orbits."
That philosophy extended to how he built his team. Rather than sell roofs himself and hire an admin person to support him, Marlatt flipped the model — hiring two salespeople and taking on the admin work himself.
With everything running through one platform, Marlatt built The Roof Pack around communication, consistency and the customer experience. So far, some of his favorite ServiceTitan features include:
Customer notifications: "I really like the portion about having an automated text message that comes through when my sales rep dispatches, and being able to track and see when somebody gets to the house," Marlatt said.
Field Pro: The tool records and reviews sales calls, flagging when a rep starts drifting from best practices before bad habits can set in. "It really just keeps that sales rep from continuing to make the same mistake that they know they should be doing differently," Marlatt said.
Spec-based estimates: ServiceTitan's integration with GAF QuickMeasure pulls roof measurements straight into a templated, tiered estimate, so a rep can walk up to a house with a rough proposal already built. "You've got salespeople that aren't having to build everything by hand each time," Marlatt said. "They're able to move quickly through things."
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Lean, On Purpose
The Roof Pack has four total people in the entire company: Marlatt, his wife and two salespeople. Marlatt even answers every phone call himself.
The company is lean — on purpose.
"Lean is not some sort of a stage that we're in," Marlatt said. "Lean is a philosophy. There's not going to be a change in the customer experience as we get more people on board. We'll just do more roofs."
But keeping that lean structure means the communication aspect has to work harder. That's where having everything under one platform matters most, Marlatt explained.
"With ServiceTitan, if we can have everything on one boat, nobody's not knowing where something is," he said.
That’s a problem Marlatt saw play out across the industry for years.
"I think there's so many companies that end up having a ton of data," he said, "but their data doesn't really communicate together."
Marlatt feels good about ServiceTitan's continued investment in AI and in the exterior space overall. He’s confident that the platform will keep pace as The Roof Pack grows.
"With ServiceTitan, I found something that I feel like I will never outgrow."
