Inside the Upmarket Growth Engine That Built ServiceTitan

How a battle-tested product, sales, and customer success motion showed that execution can drive category dominance

👋 Hi, it’s Gaurav and Kunal, and welcome to the Insider Growth Group newsletter—our bi-weekly deep dive into the hidden playbooks behind tech’s fastest-growing companies.

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Introduction:

As companies mature, many are chasing larger customers—moving from small accounts to mid-market and enterprise deals.

And even in the mid-market space, what used to be a one-call close is now a multi-step process. Decision-makers want proof. Larger clients often start with a single department, team, or location. That means more and more companies are relying on pilot-led selling—where the question isn’t just “can we land them?” but “how do we expand them?”

Landing the first department or logo is only step one. The real challenge is designing an engine that converts that initial pilot into a company-wide rollout.

This type of execution is difficult to reliably achieve, but once done, it provides a level of scale and speed that becomes category-defining and a true competitive edge.

Without a system that unites product, customer success, and sales around customer outcomes, expansion fails. This leads to onboarding friction, retention risk, and missed revenue opportunities.

ServiceTitan built a repeatable expansion loop—one that turned pilots into high-value accounts by aligning value delivery, customer motivation, and enterprise readiness.

This post breaks down the playbook behind the engine that created $55M+ in annual expansion revenue:

ServiceTitan generated $739.5M in FY25 platform revenue—driven by 74.7% retained revenue, 17.8% from new customer acquisition, and 7.5% expansion through upsells, cross-sells, and increased usage.

Introducing Mark Weeks:

Mark Weeks is a product leader who helped scale ServiceTitan (TTAN) and Procore (PCOR)—two category-defining AI-powered vertical SaaS platforms—to successful IPO. As Director of Product Management at ServiceTitan, he led new market expansion, turning early-stage bets into eight-figure ARR engines. Through Multilogue.io, Mark shares systems thinking, frontier GTM strategies, and behind-the-scenes stories from building at the edge of product and growth.

You can connect with him on LinkedIn to learn more about his work, or reach out if you'd like to explore growth strategy, product-market fit, or building a category-defining business.

Tactic #1: Personalize Your Story with the Right Proof for Each Buyer

Problem:

Mid-Market and Enterprise buyers are skeptical of generic logos. Without highly relevant, peer-specific proof points, prospects question whether your solution fits their specific industry and business needs.

Solution:

ServiceTitan created deep segmentation across their customer proof.

Instead of showcasing the same universal case studies to every prospect, they map customer proof to specific segments like industry (e.g., Residential HVAC, Commercial Electrical), company size (mid-market, enterprise), and customer role (Owner, Operations Manager, CFO).

Each segment received customized stories that mirrored their business realities — not just in marketing pages, but across email follow-ups, paid ads, landing pages, and sales decks.

This made every proof point feel personalized and credible, minimizing doubts about whether the solution would work "for a company like mine."

• Where They Show Segmented Case Studies:

  • Marketing Landing Pages: Different market segments (e.g., Residential vs. Commercial, HVAC vs. Plumbing) have their own dedicated customer proof.

  • Email Marketing Campaigns: Prospects receive emails customized to their industry and size.

  • Paid Ads and Retargeting: ABM campaigns show customer testimonials specific to the prospect’s industry.

  • Sales Decks and Demos: AEs highlight case studies from precise peer comparables—size, geography, and vertical.

• Sales Enablement Materials:

  • A curated "reference library" for each segment, so AEs could pair tailored proof immediately after discovery.

ServiceTitan Targeted Marketing Landing Pages Featuring Segment-Specific Solutions

ServiceTitan’s marketing landing pages are tailored to the specific needs of each segment, helping prospective customers quickly discover solutions that match their workflows, challenges, and goals. Source.

Impact:

• ServiceTitan supports over 11,800 customers across 14+ verticals, each with 3+ additional segmentation dimensions. Tailored onboarding, proof, and expansion content drive success at a segment-specific level. Targeted case studies helped improve deal close rates and reduce sales cycle by double digit gains.

Learnings:

• Customize proof points to match the customer's specific industry, size, and use case. Showing a residential contractor proof for a commercial prospect breaks trust instead of building it.

• In late-stage conversations, buyers care less about how big your company is and more about how closely your success stories map to their exact situation.

Tactic #2: Remove Roadblocks Early to Speed Up Sales Cycles

Context:

At ServiceTitan, prospective buyers that are most motivated to purchase are often operational or financial leaders—business owners, operations managers, and controllers—who focus on revenue growth, efficiency, and service quality. Within enterprise-scale businesses with dedicated IT teams, those IT stakeholders responsible for procurement and technical due diligence are not necessarily the first contact point, but are critical in the decision-making process.

If IT and security teams are not engaged early in the sales process it can create deal risk. That is, if governance, compliance, or integration concerns aren't addressed proactively, they can introduce friction, delay deals, or even block deal closure entirely.

Problem:

The duty of IT and security teams at enterprise-scale prospective customers is to assess compliance, data governance, and risk. Without compelling answers and documentation, deals get delayed, procurement cycles drag out, or trust is lost. Even if the business case is strong, a missing GRC story can stop the deal.

Solution:

ServiceTitan identified a strategic opportunity to invest in building enterprise-grade GRC (Governance, Risk, and Compliance) infrastructure that would hold up in any enterprise buying process:

• SOC 2 and ISO certifications

• Role-Based Access Controls (RBAC)

• Detailed audit trails and compliance dashboards

The sales team proactively embedded it into the buying experience:

• Sales decks and demos included dedicated GRC references and citations.

• Competitive positioning featured security and compliance readiness, signaling ServiceTitan’s differentiation from less mature competitors and ability to compete with industry giants such as Salesforce and SAP.

• Marketing pages framed GRC as a strategic advantage, building confidence with procurement and IT leaders from the start.

ServiceTitan Trust Center: Security & Compliance Overview

ServiceTitan demonstrates its commitment to data protection and SaaS best practices through third-party audits and certifications, including ISO 27001, SOC 2, and PCI DSS. The Trust Center offers stakeholders access to detailed security documentation and transparency tools. Source.

By leading with compliance—not waiting for IT to bring it up—ServiceTitan earns internal champions early, reduces deal friction, and makes procurement cycles faster and smoother.

Impact:

• ServiceTitan's investment in compliance infrastructure helped secure contracts with large enterprise clients, landing over 1,000 customers with annualized billings exceeding $100,000, a number which roughly doubled from January 2022 to January 2024. These customers represented over 50% of annualized billings as of January 2024.

Learning:

• In any multi-stakeholder deal, anticipate where objections will come from and proactively address them early. Removing roadblocks before they appear keeps deals moving.

• Start multi-threading early in the sales cycle. Engage not just your primary buyer, but also IT, legal, and operations so they become champions, not blockers.

• Address the must-haves and table stakes early to speed up the sales cycle. By surfacing your GRC readiness, you give buyers confidence and remove surprises before they become issues.

If you’ve gotten this far, you may be ready to navigate to the 🔥 section and check out our Playbook now.

Tactic #3: Deliver ROI and Integration Clarity in the Pitch

Context:

Here’s how the current buying journey worked:

• A user would first submit a lead form

• An SDR (Sales Development Rep) would qualify the lead by asking about the company’s size, industry, and key challenges.

• The qualified lead would then be passed to an AE (Account Executive) who would lead a personalized demo.

• After the demo, the buyer would enter a structured communication sequence—emails, calls, and collateral—designed to reinforce the product’s fit and value.

Problem:

Most demos walk through product features in isolation—without showing how the software fits into the buyer's existing tools and workflows. That leaves prospects wondering how much they’ll need to change, how they’ll see a return on investment (ROI), and whether the value is worth the effort.

At ServiceTitan, this was especially risky because many customers had deeply embedded legacy systems for accounting, dispatch, or CRM. If the integration story wasn't handled early, prospects hesitated or dropped out completely.

But the challenge wasn't just about integration—it was about proof. Buyers needed to see how ServiceTitan would both fit into their existing workflows and deliver measurable ROI. They didn't just want a general-purpose tool—they wanted a tool that seamlessly connected with their current systems and paid for itself.

When buyers can't easily picture the ROI or the product working in their environment, they hesitate, and delay decisions.

This creates unnecessary friction in the buying journey and slows down sales cycles.

Solution:

ServiceTitan shifted early conversations to focus on integration blueprints and value modeling:

• Integration Blueprints:

  • SDRs gather key tech stack info during first discovery.

  • Detailed visual maps navigate how ServiceTitan integrates into the prospect's existing tools (e.g., Sage Intacct for accounting).

  • AEs tailored first-call demos to show the "New World" workflow—what stays, what’s replaced, and how systems sync.

  • In addition to robust integrations, ServiceTitan often replaced multiple legacy systems with a single platform—simplifying workflows, improving data visibility, streamlining vendor management, and reducing operational friction. For many customers, this was a key motivator to embrace change, with ServiceTitan de-risking the migration process via white-glove data services.

• ROI Calculators and Vertical-Specific Demos:

  • Prospective customers see benchmarked examples of KPI improvement such as time savings, margin growth, or cash flow improvement—rooted in realistic, peer-based data.

ServiceTitan’s Integration Partner Marketplace

ServiceTitan’s Partner Marketplace highlights strategic alliances with top-tier providers—like Scorpion, Lennox, Nexstar Network, and Powerhouse Consulting—to deliver expanded value across marketing, procurement, coaching, and digital operations. This gives customers confidence from the get go. Source.

ServiceTitan’s ROI Calculator Intake Page

ServiceTitan’s ROI Calculator offers a fast, personalized estimate of platform impact—enabling the sales team to quantify potential gains for their leads in efficiency, revenue, and profitability in under 30 seconds. Source.

Impact:

• ServiceTitan’s public-facing ROI calculator contributes to accelerating pipeline velocity and helping close high-value accounts faster by surfacing tailored ROI estimates early in the buying journey

• Existing customers were more open to upselling and add-ons because they trusted the platform could expand to solve more of their problems.

Learning:

• Show how your product integrates early in the sales cycle, ideally during the first demo. The earlier you connect to the buyer's systems and workflows, the easier it is for them to visualize success.

• Personalize your demo like you're configuring their new operating system. Use real tech stack references, mirror their workflows, and name the tools they'll be replacing or improving.

• ROI is the most universal metric that helps your customers understand how the cost of your software is not only offset by value delivered, but that the investment can meaningfully multiply returns.

• Make it clear that your solution can replace multiple legacy systems, reducing vendor management complexity and operational friction. This helped customers view your product as a single, all-in-one platform and more open to upselling down the road.

Tactic #4: Make the ROI obvious Post-Sales, and the Upgrade will sell itself

Problem:

Land-and-expand motions may fail if pilots don't demonstrate clear, early ROI. Without measurable proof that the product improves outcomes, teams struggle to justify expansion to additional departments or locations.

Solution:

At ServiceTitan, every "land" was engineered to create customer-visible ROI from day one:

This meant that from the moment a new account was activated, the platform delivered a self-serve view into the business metrics that mattered most to that customer—technician efficiency, average job value, invoice speed, and revenue per tech among other key metrics.

• Client-Facing ROI Dashboards:

  • Customers tracked live technician job completion times, average ticket sizes, and cash flow improvements.

  • Dashboards embedded inside the product made performance gains visible daily—no waiting for month-end close.

• Gamified Success:

  • Leaderboards ranked technicians by key metrics.

  • Teams naturally competed to drive better outcomes, boosting feature adoption without needing heavy CS involvement.

• Sales Enablement Loop:

  • CSMs used dashboard data to drive upsells: "Imagine if your entire fleet performed like your top 10%."

  • Expansion discussions were framed around proof, not promises.

Real-Time Business Metrics Dashboard in ServiceTitan

ServiceTitan’s real-time user-facing dashboard surfaces critical business metrics—including revenue trends, booking rates, and customer satisfaction—empowering trade contractors to make data-driven decisions without waiting for month-end reports. Source.

Technician Performance Dashboard: Gamifying Excellence with Real-Time Insights

Screenshot of ServiceTitan’s technician performance dashboard showing side-by-side metrics for multiple technicians, including revenue generated, opportunity conversion rates, and customer satisfaction scores. The dashboard enables real-time comparison of technician performance across key metrics. Source

Once a customer consistently saw increases in key metrics like job completion rates or revenue per technician, ServiceTitan's CS and sales teams stepped in to connect those results to specific upsell paths:

• If a company was using only basic tools, they were introduced to more advanced functionality.

• When customers reached usage thresholds the following logic was taken:

  • In mid-market segments, usage thresholds often trigger upgrades into next-tier SKUs with enhanced reporting and automation.

  • In enterprise accounts, the motion focused more on increasing usage through account expansion as well as introducing add-on modules like Marketing Pro, Contact Center Pro, Pricebook Pro, and others—each increasing wallet share and consolidating tech stacks under a single platform.

These upgrade motions were grounded in evidence. Sales didn’t need to pitch hypotheticals—the customer’s own data proved that expanding their use of the platform would drive even stronger ROI.

Impact:

• Low churn (95%+ gross dollar retention)

• Increased wallet share (110%+ net dollar retention)

Learnings:

• Build trust through transparency. By embedding ROI dashboards directly in the product, customers can validate the platform's impact themselves—without needing a CSM to explain it and allowing them to focus on cross-sell and upsell.

• Make the value so clear that it creates demand. When customers see performance gains tied to product usage, they initiate upgrade conversations proactively.

• Use in-product data to trigger upsell playbooks. Clear metrics give Sales and CS the leverage to recommend relevant, higher-tier features based on real behavior—not hypothetical benefit.

Tactic #5: Show your customers how to constantly improve with your product through the Customer Success team

Problem:

Most Customer Success teams focus only on fixing problems. They wait for customers to raise issues instead of helping them get more value out of the product.

Because of that, customers only use a small part of what the product can do. They don’t realize how much more value they could get — and they don’t expand.

Without a plan to guide customers to deeper usage, expansion opportunities are missed.

Solution:

ServiceTitan redefined Customer Success from a support-focused team into a proactive growth driver. Instead of only helping customers solve problems, the CS team focused on showing customers how to unlock more value from the product over time.

The CS team gave customers a clear reason to engage regularly by anchoring conversations around a common language: the TitanAdvisor Score.

• TitanAdvisor: The Customer Health Score

  • Each customer received a live "TitanScore" visible inside their account.

  • TitanAdvisor provides personalized feature recommendations and focused, step-by-step guidance to promote user adoption and engagement.

• Benchmarking Against Peers:

  • TitanScores aren't static—customers can see how they rank against similar businesses.

  • Leaderboards inside accounts make TitanScores competitive and aspirational, driving a desire for end users to increase their score.

• CS Playbook to Increase Scores:

  • During check-ins, CSMs review the TitanScore and offer specific actions such as:

    • Use images to enhance your pricebook, or

    • Use Chat to stay connected with your customers

  • These actions tie directly to the TitanScore. Higher scores in turn correlate to stronger value realization through increased adoption and engagement using best practices, which in turn provide motivation to upgrade to higher packages and adopt add-on products to further enhance value realization.

• Conference Viral Loop:

  • Customers treat their TitanAdvisor Scores like a badge of honor and compare scores with each other at user conferences.

  • High scores spark peer-to-peer conversations about best practices and which features drive the most improvement.

  • These organic discussions motivate customers to adopt more features on their own—without needing direct sales or CSM pressure to do so.

Track Progress with TitanAdvisor Benchmarking

The TitanAdvisor Score offers a dynamic benchmark, allowing customers to track their progress and compare performance against peers—fueling accountability and continuous improvement. Source

TitanAdvisor Actionable Recommendations to Drive ROI

Screenshot of ServiceTitan’s TitanAdvisor dashboard displaying recommended actions to improve platform usage. Recommendations include using images to enhance the price book, enabling online estimates, maximizing reporting, and using chat to stay connected with customers. Each action shows progress status and associated TitanAdvisor point values. Source.

By centering the customer journey around the TitanAdvisor Score, ServiceTitan created a natural funnel:

• Customers became aware of their opportunities by seeing how they ranked against peers.

• They engaged with CSMs to improve their score through adopting more features and engaging more deeply.

• As they adopted more, they naturally expanded into higher packages, higher attach rates of add-on products, and deeper platform usage.

It became a roadmap for customers to continuously upgrade their operations and their investment in ServiceTitan, without needing aggressive sales or CSM pushes.

Impact:

ServiceTitan data shows that, in general, companies with higher TitanAdvisor scores are correlated with higher performance such as growing revenues at a faster rate as compared to cohort peers with lower scores. This leads to natural expansion and higher net dollar retention through organic platform usage growth.

Learnings:

• Create a tangible, social success metric your customers want to optimize.

• Benchmark success against peers to motivate natural expansion conversations.

• Tie upsells to customer’s own goals, framed through benchmarks and clear next steps.

🔥 Insider Growth Group Playbook: How to Build a Repeatable Expansion Engine

Most companies land a pilot. Few turn it into a machine.

Here’s how to operationalize Land → Expand → Repeat.

Stage 1: Set Up Expansion From the Start (Pre-Sale + Early Pilot)

1. Define Expansion KPIs Early
   Identify 2–3 value metrics (like revenue growth per user, accelerated cash flow speed, increased customer satisfaction) that expansion will hinge on—and embed them into your early conversations.

2. Segment Your Ideal Expansion Targets
   Classify prospects by vertical, company size, and buying persona. Expansion paths are easier when your pilot is a perfect fit.

3. Embed Early Outcome Visibility
   Make real-time success metrics (ROI dashboards, user productivity, etc.) visible inside the product from Day 1, not locked inside point-in-time reviews.

4. Create a Clear "New World" Blueprint
   Show how your product integrates and fits within the customer’s tech stack with visual blueprints during the discovery phase.

5. Identify Your Expansion Champion
   Early in the pilot, align to a user/manager who will care deeply about broader rollout success, not just pilot success.

Stage 2: Build Compounding Customer Motivation (Post-Land)

6. Launch Customer Health Scores Publicly
   Expose how customers are progressing against platform adoption and engagement benchmarks inside the app (e.g., TitanAdvisor).

7. Tie Health Scores to Actionable Playbooks
   Make it dead simple for customers to know "how to increase their score" via feature adoption checklists, preferably in-app as with ServiceTitan.

8. Create Peer Benchmark Leaderboards
   Show companies how they rank vs. similar businesses in their peer cohort to tap into healthy competitive instincts and promote deeper usage.

9. Segmented Proof Everywhere
   Equip Sales and CS with vertical-specific case studies, reference customers, and marketing materials for each major expansion persona.

10. Use Customer Success Reviews to Surface Expansion Readiness
    Base Customer Success reviews on success metric performance and TitanScore-style data—not just renewal status—to open upsell conversations naturally.

Stage 3: Remove Friction and Win Company-Wide

11. Standardize Expansion Playbooks Across Teams
    Create reusable scripts, decks, and training so CS and Sales provide consistent expansion messaging.

12. Invest in GRC and Procurement Readiness
    Build compliance one-pagers, readiness documents, and landing pages proactively—don't wait for IT/legal to ask.

13. Treat Each Department Like a New Customer
    Every expansion motion (new location, business unit, project) should have its own mini-discovery, onboarding, and success plan.

14. Score Expansion Timing Based on Engagement Data
    Monitor internal engagement signals (feature usage, dashboard check-ins, team login rates, seasonal trends) to predict when expansion windows are open.

15. Operationalize Cross-Sell and Upsell Campaigns
    Launch specific, time-based campaigns targeting already-successful accounts with relevant add-ons, integrations, or premium offerings.

Stage 4: Scale Expansion Across an Industry

16. Launch Industry-Specific Training and Onboarding
    Create training modules, webinars, and onboarding guides tailored to each industry. For example, a CSR sees a customized workflow for using dispatch tools, while a field technician learns how to use mobile invoicing. Personalized training leads to faster adoption and deeper product usage.

17. Create a Vertical-Focused Sales and CS Team
    Assign dedicated Sales and Customer Success reps to each industry vertical. These team members become experts in the specific pain points, use cases, and language of their assigned vertical. This leads to faster deal cycles and more effective upsell conversations.

18. Develop Vertical-Specific Success Metrics and ROI Calculators
    Customize ROI calculators to reflect industry-specific metrics. For HVAC, this could mean time saved per job and revenue per technician. For plumbing, it might focus on invoice speed and payment collection rates. Make these calculators public-facing to accelerate lead generation.

19. Showcase Industry Peer Success Stories as Social Proof
    Create case studies, customer testimonials, and video success stories specific to each industry. Showcase these on your website, in email campaigns, and in sales decks. Use these stories to drive both initial sales and expansion.

20. Build an Industry-Focused Expansion Playbook

    Document the most successful configurations, best practices, and high-ROI workflows for each industry. Share this playbook with new customers to help them adopt proven strategies faster, driving higher retention and expansion.

Want help on any product and revenue growth challenges you have?

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