Commercial sales teams face mounting pressure to improve structure, shorten sales cycles, and move beyond generic tools that fail to meet the unique needs of contractors.
Although 78% of contractors use a customer relationship management (CRM) tool, only 22% report feeling satisfied with their software, according to ServiceTitan’s 2025 Commercial Sales and Marketing Report. It's proof that most teams still struggle to turn data into action.
In a recent webinar, Jordan Neiman, Principal Product Manager at ServiceTitan, previews the new ServiceTitan CRM and discusses how AI-backed CRM insights help commercial teams bring order to chaos. He explains how the right tools drive consistency, predictability, and measurable growth across the sales organization.
Check out the top takeaways below, or view the full webinar on demand.
Many in the trades lack industry-specific CRM tools
While ServiceTitan data shows most businesses use some type of CRM software, many trade contractors still rely on generic systems, spreadsheets, and disconnected tools.
These less-than-ideal setups create unnecessary complexity in daily operations. For example, managing a sales pipeline outside of ServiceTitan makes it difficult to view the entire pipeline in one place or access integrated reporting.
“That's what happens with these piecemeal solutions,” Neiman says. “With all of these different actions happening in multiple places, things start to get a little fuzzy or complicated to manage.”
When Neiman’s team set out to design ServiceTitan CRM, they surveyed the industry to understand how business owners currently use CRM software.
“About 37% of the customers we polled said that their CRM is not industry-specific,” Neiman explains. “We found this really interesting because we thought about how important it is to integrate with the type of field data that you get on jobs, service agreements, projects, and estimates, and how trying to wrangle with those things with a CRM that might not be purpose-built could be pretty darn tough.”
Neiman’s research also found 57% of sales reps spend half their time on non-selling activities.
“This helped indicate to us that a lot of the ongoing data upkeep and tedium outside of actually selling was taking up a lot of time,” Neiman says. “We learned that only 22% of folks that we polled were very satisfied with their CRM solution.”
Demand exists for a purpose-built solution
Neiman says contractors want a single solution, one that doesn't require having a separate team to manage your entire tech stack or maintain relationships with multiple software vendors.
“There's a demand for something that's actually purpose-built for the industry, something that can make sense of your field data, make sense of what you're already putting in your day-to-day operations, so that you're not managing this in multiple places,” Neiman says. “And that takes us to how ServiceTitan is approaching this issue.”
Neiman explains that his team followed a few key principles when they set out to build ServiceTitan’s CRM. Notably, their top priority was to create a unified, simple, and purpose-built system that truly reflects how contractors work across multiple business segments.
He adds that contractors already collect a goldmine of data every day. Technicians and sales teams in the field record valuable details in job summaries, invoices, and customer notes. Without a system to capture and connect that information, much of it can go unused, leaving valuable insights undiscovered.
Too often, he says valuable opportunities slip through the cracks because teams lack visibility into their active pipeline. With stronger outbound capabilities and clearer insight into top-performing accounts, contractors can engage those customers more easily, build stronger relationships, and accelerate growth.
“We wanted to strike out on our own as far as CRM goes and set ourselves apart from some of the other solutions out there and say, ‘We think there’s a right way to do this, and we want you to be able to get going with this CRM right out of the box.’” Neiman says. “So, we wanted to get away from a very custom-field-first approach and start out with something that was simple, intuitive, and built off of your existing data, so that you could get going straight away.”
A first look at ServiceTitan CRM
ServiceTitan CRM is a purpose-built sales and pipeline management tool tailored for trade contractors. It moves sales teams beyond spreadsheets and generic CRMs by centralizing customer data, quotes, jobs, opportunities, and analytics in one system.
Neiman explains how dozens of ServiceTitan customers are currently demoing the new CRM, with more joining the mix each month. With a complete rollout expected next year, Neiman walks through some of the key capabilities.
Full-pipeline visibility: Track opportunities from lead to quote to close, all in one tool.
Role-based dashboards: Sales managers can compare rep performance (close rates, deal size, activity), while sales reps can access their own metrics to stay on track.
Field-to-sales handoff: Technicians in the field can surface new upsell/service opportunities and convert them into sales opportunities.
Analytics & reporting: Real-time dashboards show pipeline health, open values, weighted/unweighted amounts by stage, average days to close, and more.
Trade-specific integration: Tailored for contractor workflows, ServiceTitan CRM speaks their language (jobs, service agreements, equipment).
Want a chance to try ServiceTitan CRM for yourself? Join the waitlist today.
Next, Neiman walks through two key features of ServiceTitan CRM.
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Opportunities View
“Opportunities view gives me a really effective and consolidated view of all deals in my pipeline,” Neiman explains. “And opportunities are sorted by what we call pipelines. Pipelines you can think of as what an opportunity wants to be when it grows up. So, that’s ultimately whether it becomes a job or a service agreement.”
Neiman demonstrates how the Opportunities view in ServiceTitan CRM gives users powerful ways to organize and understand their sales pipeline. The platform includes a range of controls, filters, and sorting options that make it easy to find what matters most. Users can also save and switch between custom views, each combining filters and sorting tailored to their workflow.
For example, an estimator could create a view showing only new and qualified deals that need prep work, estimates, or service agreement drafts. This flexibility allows every team member to focus on the opportunities most relevant to their role.
“There are a couple of things that I can do here within the opportunity details,” Neiman says. “I can quickly reference this customer record, or jump out and view all the history and other details related to that customer. I can review the summary, review contacts related to that customer or location, and I can also create tasks.”
Users can set up automations in ServiceTitan’s CRM to trigger specific actions when key events occur. For example, the system can automatically move an opportunity from the qualify stage to the propose stage as soon as an estimate is created, streamlining workflows and reducing manual updates.
“Anytime the value or status of this estimate changes, this opportunity in the CRM will listen for those updates and update itself accordingly,” Neiman says. “And this all goes back to one of the major tenets that we've had with the CRM here. In addition to being simple and straightforward, we wanted it to be the CRM that can update itself.”
Insights View
Neiman highlights how ServiceTitan CRM lets users quickly assess sales pipeline performance at multiple levels. In the Pipeline Metrics tab, teams can instantly see key insights, including total wins, overall close rate, average time to close, and the volume of open opportunities.
The dashboard also displays both weighted and unweighted pipeline values by stage, giving leaders a clear picture of where deals stand and what revenue may be on the horizon.
Unweighted pipeline value shows the total potential revenue from every deal in the pipeline, without factoring in the likelihood of closing each one. In contrast, weighted pipeline value offers a more realistic forecast by multiplying each deal’s value by its probability of closing, then adding those results together.
Neiman notes that regardless of performance, these metrics make it easier to forecast revenue and understand pipeline health based on each deal’s current stage.
“If I want to look at opportunities that we've won over this period, opportunities that we've lost, or the top opportunities that are still open in my pipeline based on either value or estimated margin, I can do that,” he says.
Neiman emphasizes that ServiceTitan’s CRM goes far beyond static tables. It’s an interactive workspace where users can dive directly into opportunity details. Sales managers, for instance, can use the platform to analyze team performance over the past 30 days, identifying who achieved the highest close rates, who won the most deals, and how individual activities contribute to overall outcomes.
He explains that users can sort and view performance data in multiple ways, whether they want to see which rep has the most open value in their pipeline or who’s managing the largest active deals. Individual sales reps can also access their own dashboards, translating company-level metrics into personalized insights.
Ultimately Neiman notes ServiceTitan’s CRM functionality will continue to evolve, with future updates expected to include performance goals for both individuals and teams, along with enhanced reporting for new pipelines and lead management features, solidifying this area as a major focus for ServiceTitan’s ongoing CRM development.
Want a chance to try ServiceTitan CRM for yourself? Join the waitlist today.
