I help small field service businesses turn their data into decisions, fill the gaps in their digital workflow, and build a web presence worth sending people to — without hiring a data team, a software agency, or a web firm that's never touched a job site.
Most field service businesses are sitting on years of CRM data, estimate records, and job history — and getting almost nothing out of it. Not because the data isn't there. Because nobody has made sense of it yet.
The owner is pulling numbers manually. The office manager is building the same spreadsheet every month. Sales reps have no idea where they stand until the quarter ends. Sound familiar?
"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
I'm Cole Wichman. I'm not a consultant who learned about field service from a case study. I'm 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, I spent a decade working in and around the operational side of businesses — call centers, HR software consulting, financial services, field service lead generation — which means I know what it looks like when data is being ignored, and I know what changes when it isn't.
I don't hand you a PowerPoint and disappear. I figure out what numbers actually matter to your business, build the infrastructure to track them reliably, and make sure someone in your company knows how to read them.
Three capability areas, one person who understands your business end-to-end. Most clients start with reporting and expand from there as they realize how many other gaps I can fill.
Your starting point. I assess your CRM setup, clean your data, define the metrics that actually matter for your business, and deliver a core reporting dashboard your team can use immediately.
Your de facto analyst for a fraction of a hire. Every month you get a fresh, accurate performance report — by rep, by territory, by lead source — ready before your ownership meetings.
For bigger lifts. CRM migrations, historical data imports, custom multi-tab report builds, team performance tracking systems, or anything that needs a defined scope and a deadline.
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.
I build lightweight, purpose-built tools that fill those gaps. Not enterprise software. Not a six-month development project. Practical web applications designed around the actual way your business operates — built by someone who has worked inside a field service company and seen exactly where the friction is.
A regional tree service company needed a way to track weekly job backlog, forecast scheduling capacity, and give management a live view of where the pipeline stood — something their off-the-shelf CRM and scheduling tools couldn't produce. I built a production web application with user authentication, automated weekly snapshots, historical trend reporting, and a scheduling interface tailored to their crew structure. It's been running in production and replaced a process that previously required two hours of manual spreadsheet work every week.
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 could never update themselves.
I build clean, fast, professional websites for field service businesses — the kind that actually convert 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 I understand your data and your operations, I can integrate lead capture directly into your CRM workflow from day one — so every form submission lands exactly where it needs to go.
A growing field service company needed a reliable way to measure actual sales performance at the rep level. Their CRM tracked deal stages granularly — from estimate scheduled all the way through work approved, scheduled, invoiced, and paid — but no one had formally defined which stages constituted a closed win. Without that definition, pipeline and performance reporting was essentially guesswork.
I developed a stage-based win/loss classification methodology, joined their CRM data with a separate proprietary estimate system, removed junk lead entries from all calculations, and built a complete YTD performance report covering 137 qualified deals across 30 metrics — broken down by rep, lead type, equipment type, deal source, and customer segment.
Once the methodology was established and the data was clean, the rep's measured win rate came out at 50.8% — with a clearly defined pipeline of $347,890 and a breakdown of exactly where deals were stalling and why.
30 minutes. You tell me what decisions you're trying to make and what data you have. I tell you whether I can help and what it'll cost. No sales pitch.
You export your CRM data or give me read access. I've worked with a wide range of field service platforms — Jobber, ServiceTitan, HouseCall Pro — and whatever proprietary nightmare your software vendor cooked up.
I clean the data, build the report or dashboard, and deliver it with a walkthrough. First engagement typically takes 3–5 business days. Retainer reports go out on a set schedule.
After the first report, you tell me what's missing or wrong. We refine. Within two or three cycles you have something your team actually uses every week without thinking about it.
Start with a free 30-minute call. No pitch, no proposal deck — just an honest conversation about whether I can help and what it would look like.