Episode Overview
Most contractors are sitting on revenue they don't know exists — and that's exactly the problem Sarah Ghirardo, Director of Marketing Pro at ServiceTitan, came on Mastering ServiceTitan to address. Host Josh Lu sits down with Ghirardo to dig into Atlas, the AI intelligence layer built across the ServiceTitan platform, and what it's doing specifically inside Marketing Pro right now. The conversation covers how Atlas surfaces revenue opportunities from your existing data, which campaign to run first, and why disconnected systems are quietly costing your business more than you think.
How Atlas Identifies Opportunities and Launches Campaigns
Atlas isn't a chatbot. Ghirardo is direct about that distinction: it's an intelligent layer that sits across the entire ServiceTitan platform, reads your business data in real time, and takes action on your behalf — with your approval.
Inside Marketing Pro, Atlas does two things. First, it recommends. It looks at your customer data, job history, customer lifecycle, and audience segments, then surfaces campaigns you should be running that you might be missing. Second — and this came out at Pantheon — Atlas can now draft, edit, and launch those campaigns for you. Audience already set, content already drafted, no starting from scratch.
"Sometimes campaigns can take us weeks to launch," Ghirardo notes. Atlas compresses that significantly.
The ad spend side is also on the roadmap. Atlas will eventually connect to your ads data and optimize spend against real-time capacity — so if it's peak season and your schedule is full, it can flag that you're burning budget on jobs you can't fulfill.
The First Campaign Every Contractor Should Run
For anyone logging into Marketing Pro with Autopilot available, Ghirardo's answer is immediate: unsold estimates.
"That's probably one of the biggest opportunities out there for you. You leave a lot of money on the table. It's not just unsold estimates of large installs. It's unsold estimates of repairs. It's unsold estimates of memberships."
The Autopilot library has campaigns built for the full customer journey — expiring memberships, membership renewals, membership service due, one-time holiday outreach, lapsed customers. Ghirardo says she and her team mapped out the customer journey and asked: what can we build to get revenue fast? Unsold estimates was the answer.
She also calls out a product called Growth AI — currently named, subject to change — that captures missed calls via SMS and follows up with a voice agent. It's connected to Contact Center Pro's voice agents, and the integration is intentional: "Connected systems connect systems," as Ghirardo puts it.
What Is the Fragmentation Tax?
The fragmentation tax is Ghirardo's term for the hidden cost of running your business across disconnected tools. Every system that sits outside ServiceTitan introduces lag, data discrepancies, and manual reconciliation work — and all of that hits the bottom line.
"I had to pull out your list, scrub your list, make sure it was clean, and then design a template in this other system. But then there was really no connection back... It would take me literally, like, a good two weeks just to do that."
The deeper issue is data trust. When two systems are telling you different things, you don't know which source to believe. Ghirardo's point is that the source of truth will always be where your job records are held — and no agency, third-party marketing tool, or standalone AI platform has real-time access to that data the way ServiceTitan does.
That's what makes Atlas different. It's not pulling a few columns through an API and mapping them to external data. It's operating directly on the same data your business runs on.
Getting Started with Atlas
Atlas is already available inside Marketing Pro. If you don't see it, Ghirardo says to contact your CSM or check the Autopilot section directly — it should be visible there. Each pro product also has a dedicated pro product specialist who can walk you through what Atlas can do and what's coming next.
"Our products are built by the trades and for the trades, and so we want you to be involved as much as possible."
For contractors already in the ecosystem with multiple pro products, Ghirardo points to the MATS program — and for those working toward a fully connected agentic experience from call to invoice, the Max program. The goal, as she describes it, is one plus one equaling five: each connected product multiplies the effectiveness of the others rather than just adding to them.
Sarah Ghirardo recently joined Josh Lu on the 'Mastering ServiceTitan' podcast to discuss:
[3:21] how Atlas identifies opportunities and launches campaigns
[9:02] the first campaign every contractor should run
[18:36] what is the fragmentation tax
Check out these resources mentioned during the podcast:
You can find this interview and many more by subscribing to Mastering ServiceTitan on Apple Podcasts, on Spotify, or here.
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