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CLARITY
Data & Reporting · Field Service Businesses

Your CRM Has
The Answers.
Let's Find Them.

We turn field service data into decisions — and fill every gap between your CRM, your workflow, and your web presence. No data team required.

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The Problem

You've Got the Data.
You Just Can't Use It.

You've got years of CRM records, estimate history, and job data — and you're getting almost nothing out of it. Not because the data isn't there. Because nobody's made sense of it yet.

The owner pulls numbers by hand. The office manager rebuilds the same spreadsheet every month. Sales reps don't know where they stand until the quarter's over.

  • CRM data that doesn't match your estimate system
  • Win rates you've never actually calculated correctly
  • $0 values sitting in your pipeline because nobody synced the estimate
  • Reports that take half a day to build and are outdated by Friday
  • Decisions made on gut feel because the real numbers are buried
  • "Duplicate Lead" losses inflating your loss rate — and nobody noticed
"I can get you a report, but it'll take me until Thursday and I'll need to pull it from three different places."
— Every office manager at a field service company, every week
3×
Average data sources pulled manually for a single report
0
Full-time analysts at most companies under 75 employees
$120K
Annual cost of a junior analyst hire — before benefits
1
Person you need to email instead
Background

We've Been Inside
Your Business.

Wichman Analytics was founded by Cole Wichman — not a consultant who learned about field service from a case study, but a data analyst who built his skillset inside a tree service company, joining CRM data with a proprietary estimate system, cleaning years of messy records, and producing reports that owners and investors actually use to make decisions.

Before that, a decade across call centers, HR software consulting, financial services, and field service lead generation — which means we know what it looks like when data is being ignored, and we know what changes when it isn't.

We don't hand you a PowerPoint and disappear. We figure out what numbers actually matter, build the infrastructure to track them reliably, and make sure someone on your team can read them without needing us.

  • ▸
    Iron Tree Service — Beverly, MAMarketing & Sales Data Analyst. Built multi-year reporting infrastructure, historical backlog snapshots, CRM data pipelines, and stakeholder-facing dashboards from scratch.
  • ▸
    Paycom Payroll — Oklahoma City, OKSoftware Consultant for 70+ business clients. Configured complex HR systems, resolved data integrity issues, trained teams on reporting and workflow optimization.
  • ▸
    FPL Energy Services — Palm Beach, FLField service lead generation and reporting. Managed multiple lead sources across HVAC, plumbing, and electrical verticals.
  • ▸
    Verizon Wireless — Real-Time AnalystWorkforce analytics for a 300+ agent call center. Managed live data systems and staffing decisions under production conditions.

Tools & Platforms

CRM Systems Python pandas Excel / VBA PostgreSQL HTML / CSS Jobber ServiceTitan HouseCall Pro Google Sheets Paycom REST APIs

Industries Served

Tree Service Landscaping HVAC Roofing Plumbing Pest Control Electrical Field Service

What We're Not

A software agency. A full-time hire. A consultancy that needs six months and a discovery phase to understand your business. We get in, get oriented fast, and get to work.

Services

Data. Software.
Web. All of It.

Three capability areas, one person who understands your business end-to-end. Most clients start with reporting and expand from there.

── Reporting & Analytics
Tier 01
Data Audit & Starter Dashboard
Starting at $750
Flat rate · One-time engagement

The diagnostic. We assess your CRM setup, clean your data, define the metrics that actually matter, and deliver a core reporting dashboard your team can use the same day.

  • CRM data audit and quality assessment
  • Correct win/loss rate calculation
  • Pipeline health snapshot
  • One custom sales performance report
  • Recommendations document
Tier 02 · Most Popular
Monthly Reporting Retainer
Starting at $400
Per month · Ongoing engagement

Your analyst on retainer — for a fraction of a hire. Every month you get a fresh, accurate performance report by rep, territory, and lead source, ready before your ownership meetings.

  • Monthly sales performance report
  • Pipeline health and forecast
  • Rep-level breakdowns
  • Lead source ROI tracking
  • Data quality monitoring
  • 30-min monthly review included
Tier 03
Project Engagements
Starting at $1,500
Per project · Scoped individually

The heavy lift. CRM migrations, historical data imports, custom multi-tab report builds, or anything that needs a defined scope and a deadline.

  • CRM migrations and data imports
  • Historical data backfill and cleanup
  • Custom multi-tab reporting systems
  • Cross-system data integration
  • Team performance dashboards
Custom Software

When Off-the-Shelf
Leaves a Gap.

Your Workflow Has Holes. Most Software Won't Fill Them.

Jobber handles scheduling. Your CRM handles leads. QuickBooks handles invoices. But nobody handles the space between them — the manual steps, the data entry, the spreadsheet someone builds every week because the software doesn't quite do what you need.

We build lightweight, purpose-built tools that fill those gaps. Practical web applications designed around the way your business actually operates — built by people who have seen exactly where the friction is.

Real Example

A regional tree service company needed to track weekly job backlog, forecast scheduling capacity, and give management a live pipeline view. Their off-the-shelf tools couldn't produce it.

We built a production web app with authentication, automated weekly snapshots, historical trend reporting, and a scheduling interface tailored to their crew structure. It replaced two hours of manual spreadsheet work every week.

  • 01
    Workflow Gap Analysis
    Before building anything, we map your current process end-to-end to identify where time and data are actually being lost. Most businesses are surprised how small the fix needs to be.
  • 02
    Internal Tools & Dashboards
    Custom web applications your team actually uses — scheduling tools, backlog trackers, dispatch dashboards, performance reporting portals. Built for your process, not a generic use case.
  • 03
    CRM & Software Integration
    Connect your tools so data stops living in silos. If your estimate software and your job management system don't talk to each other, we build the bridge.
  • 04
    Automation & Reporting Pipelines
    Recurring reports that run themselves, automated snapshots, scheduled exports and alerts — so the right information gets to the right person without anyone pulling it manually.
Discovery & Scoping
Free
We map your workflow, identify the gap, and agree on scope before any money changes hands.
Small Tools & Automations
Starting at $1,500
Single-purpose internal tools, automated pipelines, lightweight integrations between existing platforms.
Production Web Applications
Starting at $4,000
Full-featured tools with user auth, database persistence, and ongoing support. Scoped after discovery.
Ongoing Support & Iteration
Starting at $300 / mo
Maintenance, updates, and feature additions after launch. Optional but recommended for production apps.
Web Presence

A Website That Works
as Hard as You Do.

Most field service companies have one of two website problems: they don't have one worth sending people to, or they're paying a marketing agency $300/month to maintain something they can't even update themselves.

We build clean, fast, professional websites that actually convert — the kind that works when someone clicks a Google ad at 7pm because their tree is on their fence. No bloated CMS, no template builder, no ongoing subscription you don't control.

And because we understand your data and operations, we integrate lead capture directly into your CRM workflow from day one — so every form submission lands exactly where it needs to go.

We're not a design agency. We don't build brand identities or creative campaigns. What we build is clean, functional, fast, and industry-appropriate — and it won't embarrass you when a commercial property manager pulls it up on their phone.
01
New Site Build
Starting at $1,200
Clean, mobile-first website built from scratch. Includes up to 6 pages, contact/quote form with CRM integration, and one round of revisions.
02
Site Refresh
Starting at $500
You've got a site but it's slow, dated, or won't convert. We modernize the design, fix the structure, and make sure it loads fast on mobile.
03
CRM Lead Integration
Starting at $300
Every form submission goes directly into your CRM as a new lead — tagged, assigned, and ready for follow-up. No manual entry.
04
Hosting & Maintenance
Starting at $75 / mo
Hosting, SSL, uptime monitoring, and content updates on request. Optional — you can also host it yourself anywhere you want.

One person who understands your data, your workflow,
and your web presence — end to end.

Case Study

Real Work.
Real Numbers.

Regional Tree Service — Multi-Rep Sales Reporting

A growing field service company needed reliable rep-level sales performance data. Their CRM tracked deal stages granularly — from estimate scheduled through work approved, invoiced, and paid — but nobody had formally defined which stages constituted a closed win. Without that definition, performance reporting was guesswork.

We developed a stage-based win/loss methodology, joined CRM data with a separate proprietary estimate system, removed junk entries, and built a complete YTD performance report covering 137 qualified deals across 30 metrics — broken down by rep, lead type, equipment type, source, and segment.

Measured win rate: 50.8%. Defined pipeline: $347,890. Clear breakdown of exactly where deals were stalling and why.

50.8%
Win rate under defined methodology
$347K
Qualified pipeline after cleanup
$57K
Pipeline value previously untracked
30
Distinct metrics across 2 data sources
Desktop View
YTD Sales Performance Report — Desktop View
Closing by Town Report — Desktop View
Mobile View
YTD Sales Performance Report — Mobile View
Closing by Town Report — Mobile View
How It Works

Simple Process.
Fast Start.

01
Discovery Email

Send us a quick overview of what decisions you're trying to make and what data you have. We'll reply with whether we can help, what it'll look like, and what it'll cost. No sales pitch.

02
Data Access

You export your CRM data or give us read access. We've worked with Jobber, ServiceTitan, HouseCall Pro — and whatever proprietary system your software vendor cooked up.

03
Build & Deliver

We clean the data, build the report or dashboard, and deliver it with a walkthrough. First engagement typically takes 3–5 business days.

04
Iterate

You tell us what's missing or wrong. We refine. Within two or three cycles you have something your team uses every week without thinking about it.

Is This Right for You

Who This Is
For.

Good fit
  • Field service company with 10–75 employees
  • Running Jobber, ServiceTitan, HouseCall Pro, or any field service CRM
  • Owner or GM making decisions without reliable data
  • Someone in the office building reports manually every month
  • You've got data — you just can't get to it fast enough
  • You're switching CRMs and your historical data is a mess
  • Your tools don't talk to each other and somebody's doing double entry
  • Your website is embarrassing or doesn't connect to your CRM
  • You want a real person who answers quickly, not a ticketing system
Not a fit
  • Enterprise companies with existing data engineering teams
  • Businesses looking for a full-time employee
  • Projects requiring real-time BI infrastructure at scale (Tableau, Looker)
Get Started

Let's Figure Out
What Your Numbers Say.

Drop us an email — just a straight conversation about your data and what's possible. No forms, no gatekeepers.

Send Me an Email
cole@wichmananalytics.com
Based in California · Serving field service businesses nationwide