Field Manual / Screen Guide / USA Insulation

Every screen,
and what to do with it.

Your Command Center reads straight from ServiceBridge and turns it into decisions. This manual walks every screen: what it shows, what it means, and the call it helps you make.

The six numbers

These are inputs — the six things the business actually produces. Every other number on every screen is calculated from them.

01
Marketing SpendWhat you put in.
02
LeadsSomeone raised a hand.
03
Appts SetIt got on the calendar.
04
Appts RunThe demo happened.
05
SalesThey bought.
06
Sold RevenueWhat it was worth.
Everything else is arithmetic

Cost per lead Set rate Run rate Close rate Average sale Cost per sale Revenue per lead Revenue per run ROI

Close rate and average ticket aren't numbers you collect — they're numbers you compute. Get the six inputs right and every rate on every screen is right. Get one input wrong and everything downstream lies to you quietly.

The framework · Field ▸ Funnel

The Field is the market.
The Funnel is your machine inside it.

Every number in this dashboard describes your machine. None of them describe the market the machine is running in. That's the Field — and if you skip it, you will confidently fix the wrong thing.

The Field The market reality · not a stage

Who the buyers are, what they care about, what creates urgency, how they buy, what alternatives they consider, and what external conditions are shaping demand right now.

buyers & decision-makerswhat makes it urgent what makes them delayawareness of the problem how long they researchwhere they look housing stockterritory & geography competitorsprice sensitivity financingthe economy weatherseasonality brand familiaritymarket saturation
Hunt▸ Catch▸ Convert▸ Sales▸ Recovery

Trust strengthens the whole machine. Hunt works the Field. Catch receives active interest from the Field.

External constraint: Capacity Lens across everything: Visibility

Inside the Field, the machine runs in five stages. A demand problem is not a capture problem. A capture problem is not a sales problem. Name the stage and the fix gets obvious.

01

Hunt

Plant seeds. Educate the market. Push your message outward to create, develop or accelerate demand — before anyone is shopping.

02

Catch

Intercept expressed interest. Get found. Get chosen. Capture it as a real opportunity.

03

Convert

Respond to and work the captured opportunity until an appointment actually runs.

04

Sales

Turn the run appointment into sold revenue. The rep, the pitch, the price.

05

Recovery

Re-engage paid-for opportunities that didn't progress or buy the first time.

When it's fuzzy, use the boundary test
“Was the opportunity available, visible and usable by the team responsible for working it?”
  • No — the form failed, the lead arrived with no phone number, it routed to the wrong market, it sat in a vendor portal → that's Catch.
  • Yes, but nobody called, booked or advanced it → that's Convert.
The stages touch each other. Plenty of screens cover more than one. Some are wide-angle — they show the whole chain at once, and you use them to notice that something is off. Others put one stage under magnification, and you go there once you know where to look. Every screen below is marked with the stages it actually covers.
Runs through everything

Trust

The multiplier. Reviews, proof, photos, recency, local credibility, a website that doesn't look abandoned. Trust is what makes "get chosen" work — two companies can be equally findable, and the trusted one gets the call. It doesn't sit in a stage; it makes every stage convert better.

The outside limit

Capacity

How much work the business can responsibly absorb — crews, trucks, install schedule, sales bandwidth. Not a marketing stage, but it caps the whole machine. Generating demand you can't install isn't growth; it's a backlog and a review problem waiting to happen.

Why the Field comes first

“Leads are down.” Five causes. Five different fixes.

Field Fewer qualified buyers are active. A mild winter killed the urgency, or spending softened. The market moved, not your marketing. Field mismatch Buyers care about comfort — and you've been selling energy savings. The demand is there; you're speaking to the wrong motivation. Hunt Too little education and awareness. Nobody's planting. There simply aren't enough people who've realized they have the problem. Catch People are searching — and your visibility or landing page is losing them. The demand exists and goes to a competitor. Trust They find you, compare, and choose someone with better proof. You got found and didn't get chosen.
Same symptom. Five very different actions. This is why you read the Field before you touch the funnel.
The operator's answer

A weak Field doesn't lower the bar.
It raises the skill required.

"The market softened" is where most businesses stop — it's the comfortable excuse, and it's usually where the budget panic starts. But a bad Field isn't permission to do less. It's the year that separates operators. Here's what actually works when the ground is hard.

01
Work the pile

Fresh demand is a function of the Field. Your ghosts and unsold estimates are not. Those people already had the problem, already let you in the house, already heard the price — and the market can't take them away from you. It's demand you already paid for, sitting in a bucket a soft market cannot drain.

02
Don't panic-buy leads

Leads are down, so most owners raise budgets — buying the most expensive leads of the year at the worst possible moment, while everyone else bids on the same shrinking pool. Meanwhile the cheapest revenue in the building sits untouched in Recovery.

03
Trust decides the ones who do buy

When fewer people are buying, the ones who are get pickier. Reviews, proof, photos, recency. In a good year mediocre proof still sells; in a hard year it's the tiebreaker you lose on.

04
Check the mismatch before the market

In a strong year, mediocre messaging still sells and the mismatch stays hidden. In a hard year it's what kills you. Are you selling what buyers actually care about — or what you like talking about?

And protect Hunt — especially now. The pool of people who know they have a problem is the constraint, and Hunt is the only thing that grows it. Cutting Hunt in a soft market is how you guarantee next year is worse. Recovery is a reservoir, not a spring. It buys you the time to fix Hunt. It is not a substitute for it — and if you're still living off the pile a year from now, Calendar Freshness will be screaming and nobody will be listening.
The most expensive mistake in marketing

Attribution pays the harvester,
not the farmer.

Here's what actually happens:

Sees your TV spot → notices the upstairs is freezing → searches "insulation near me"
→ clicks Angi → submits a lead → CRM records the source as ANGI

Angi caught that lead. Your TV ad created it. Angi gets 100% of the credit, because last-touch attribution can only see where demand was captured — never where it was created.

Paying Angi more does not make one additional homeowner care about insulation. It buys you better access to people who already care. Catch channels harvest. They don't plant.

So the reporting quietly teaches you a lie: search works, directories work, awareness doesn't. And because Catch is so much easier to measure, the money drifts there — more paid search, more aggregator leads, more bottom-of-funnel spend, all competing for the same finite pool of people who happen to be looking this month.

Eventually everyone in the category is standing at the bottom of the funnel with increasingly expensive buckets, fighting over the same water — and nobody is making rain.

Most businesses don't have a balanced marketing engine. They have an overfunded Catch system harvesting demand that too little Hunt is replenishing. Which is why a Hunt channel with mediocre ROI is not automatically a bad channel — and why cutting it to fund a "better" Catch channel is how a business becomes very, very efficient at capturing a shrinking pool.
Before anything else

Your first fifteen minutes

01
Sync ServiceBridge

Top-left button. Pulls every lead, appointment, estimate and sale. The first pull takes a while — leave the tab open. After that it's fast.

02
Enter your spend

Spend is one of the six inputs, and it's the one ServiceBridge doesn't have. Without it, every ROI on every screen is blank.

03
Set your goal

One annual revenue target. It drives the pacing bar at the top of every screen — ahead or behind, today.

04
Start with the basics

Your Summary, then Overview. Those two answer "how am I doing" before you go looking for why.

Part one · The basics

How am I doing?

Wide-angle screens. You check these whether or not anything's wrong — and when something is wrong, these are what tell you. Then you go to the stage screens to find out why.

§01Your Summary
Covers Whole funnel
Shows
The six inputs for the period you pick, with the conversion rate computed at each step, plus revenue and pacing against your goal.
Means
The funnel in one frame. Every number is a stage; the percentages between them are where you're losing people.
Read it top to bottom. The first percentage that looks wrong names the stage you have a problem in — and that tells you which screen to open next.
§02Overview
Covers Whole funnel
Shows
Month by month across the year: leads, appts set, set %, appts run, run %, sales, close %, average sale, revenue, spend and ROI — plus the same broken out by market.
Means
Trend, not snapshot. A single soft month is noise; three months of falling set rate is a problem. The market cards show whether it's everywhere or in one place.
Where you catch a slide early. Scan down the conversion columns — the one that's drifting is the one to fix, and the market cards tell you where to point.
§03Month Compare
Covers Whole funnel
Shows
Two periods side by side — this month against last, or against the same month last year — with the change on every metric.
Means
This business is seasonal. Comparing March to February tells you less than comparing March to last March.
Use year-over-year before you panic or celebrate. It separates a real trend from the calendar doing what the calendar always does.
§04Territory Compare
Covers Whole funnelMarket vs market
Shows
Your markets against each other — same metrics, same math, side by side.
Means
One market is always carrying more than the others. The question is whether that's demand or conversion — and comparing rates, not lead counts, is how you tell.
If a market gets the same leads but sells worse, that's a people-and-process problem, not a marketing problem. Buying more leads won't fix it.
§05Cohorts
Covers Whole funnelOver time
Shows
What happened to each month's leads over time. Take January's leads: how many got set, ran, and eventually sold, what they cost, what they returned. Click any month to break it out by source.
Means
The honest way to judge marketing. A lead from March might not close until June — so this month's sales aren't this month's marketing. Cohorts credit the revenue back to the month that generated the lead.
This is the money question: did the marketing actually pay? Recent months look weak because they haven't matured — the maturity column tells you how much of the story is still to come.
§06Standings
Covers Context · not a stage
Shows
The national leaderboard from the corporate benchmark report — every franchise ranked, with year-over-year change. Your branches are starred.
Means
Where you sit in the system. These are corporate's numbers, not your live sync, so they'll differ slightly — that's expected, and worth understanding rather than reconciling.
A down quarter means something different if the whole brand is down. This tells you whether you're fighting your market or fighting yourself.
Part two · Where it's going

Forward-looking

Where you'll land, and what it would take to land somewhere better.

§07Forecast
Covers Whole funnel
Shows
Your goals by market and by month, and a projection of where the year actually lands based on what's happened so far.
Means
The gap between the goal and the projection is the real number. Everything else is a plan; this is the arithmetic.
Find out in June that you'll miss by 8%, not in December. That's still enough runway to do something about it.
§08Growth Plan
Covers HuntCatchConvertSales
Shows
What it takes to hit a bigger number — how many more leads, at what conversion, at what cost, in which market.
Means
Growth is arithmetic, not ambition. More revenue comes from more leads, better conversion, or a bigger ticket. Pick which, and the model shows what it costs.
Turns "we want to grow 20%" into a funded plan — and shows you fast when the plan needs more leads than the market can actually give you.
Part three · Under magnification — one stage at a time

Hunt

Stage 01 · Creating demand

Hunt is everything you do before someone starts looking — building awareness, recognition and future demand. CTV, social, video, direct mail, brand and community work. Hunt plants the idea, or helps someone recognize a problem they didn't know they had.

§09Halo
Covers Hunt
Shows
Connected-TV activity and the lift it creates across your other channels.
Means
This is Hunt in its purest form — nobody sees a TV ad and calls immediately. They see it, remember you, and search your name three weeks later. So TV's real work shows up as better performance everywhere else.
Stops you cutting a channel that looks weak on its own line but is quietly making every Catch channel work harder. If this screen is dormant, TV isn't set up for your markets yet.
§10Hot Zones
Covers FieldHuntCatch
Shows
Your territory by ZIP — where your customers actually are — scored against Census data on home age, income, home value and owner-occupancy.
Means
This is the one screen that reads the Field. It's not measuring your machine; it's measuring the ground — housing stock, income, ownership. Demand isn't evenly spread. Older housing, owner-occupied, with money to spend, is fundamentally better ground than the ZIP next door.
Where to aim direct mail, canvassing and geo-targeted ads. It also finds the good ZIPs you're not winning — demand that already exists and isn't yours.

Catch

Stage 02 · Get found. Get chosen. Capture it.

Catch is where you intercept people who are already looking. Someone searching "insulation company near me" doesn't need to be persuaded they have a problem — they need to find you, choose you over the other three tabs they have open, and successfully become a lead your team can work. Search, GBP, paid search, directories like Angi and Modernize, your landing pages, your forms, your phones — all Catch. The CRM handoff is the last part of Catch, not the whole of it.

§11Lead Aggregators
Covers Catch
Shows
A close look at the paid directory sources — Angi and Modernize — what each lead actually costs, and how those leads convert against everything else.
Means
Pure Catch. These people are already in market; the platform decides whether you get found and whether you get chosen. That's rented demand: reliable, competitive, priced per lead. It lives or dies on cost per sale, not cost per lead.
Usually your most controllable volume dial. True cost per sale tells you exactly how far you can push before the next lead stops being worth buying.
§12Digital KPIs
Covers Catch
Shows
The website and search side — visibility, traffic, and the metrics that sit between someone searching and someone contacting you.
Means
This is "get found." Search visibility is Catch's front door: if you don't rank when someone is actively looking, the demand exists and goes to a competitor.
An early-warning layer. Visibility softening today shows up as fewer leads next quarter — and unlike a Hunt problem, it's usually fixable with work rather than budget.
§13By Source
Covers HuntCatchSales
Shows
Every lead source — Directories, Online, Social, TV, Referral, Events, Signage — with leads, appointments, sales, close rate, revenue, spend, ROI and cost per lead. Click a source to see its campaigns.
Means
This screen is really two screens stacked. The rows split across stages: Directories and Online are Catch — intercepting people already searching. TV, Social, Events, Signage are Hunt — creating demand that shows up later, often under a different source name. Judging them against each other on ROI is comparing two different jobs.
The spend decision — but read it by stage. Catch channels should be efficient, and they're capped by how many people are searching this month. Hunt channels look worse on direct ROI and make everything else work.
Read this screen with your eyes open This table is the attribution trap in action. Every Hunt channel on it is understated, and every Catch channel is overstated — because the lead your TV ad created gets recorded under whichever Catch channel happened to be standing at the door. A Hunt channel at 4x ROI and a Catch channel at 8x are not two versions of the same thing being compared fairly. Never cut a Hunt channel on last-touch ROI alone.
Not currently visible
The dashboard sees the leads that arrived. It can't see the ones that didn't.

This isn't a missing tab — it's a limit of what ServiceBridge can know. Every screen above measures Catch outcomes: the leads that made it in. None of them measure Catch integrity — what was lost or damaged on the way.

Catch has five jobs, and the dashboard can only verify the last one:

  • Capture — did the opportunity enter at all? (The rung-out call. The abandoned form. The submission that went nowhere.)
  • Preserve — did source, campaign and landing page survive? (Your "Unattributed" bucket is this failing in plain sight.)
  • Route — did it reach the right market and the right person?
  • Validate — is it real, usable and unique? (Spam, duplicates, wrong geography.)
  • Reconcile — do the ad platforms and the CRM agree about what was delivered?

A campaign can report 100 conversions while only 70 usable opportunities ever reach the CRM. That gap is Catch — and you paid for all 100. Your lead count isn't the number of people who raised a hand; it's the number who made it through the door.

The four screens that would make Catch visible:

Catch IntegrityPlatform leads vs valid unique CRM records. The gap, the duplicates, the missing.
Capture ExperienceCalls, forms and chats: starts, completions, failures, abandonment.
Source FidelityDid original source, campaign and landing page survive the trip?
Routing & AvailabilityDid it reach the right team — and how long did that take?

Until those exist, treat every Hunt and Catch number as a floor, not a fact — and be slow to cut a channel on attribution you can't fully trust.

Convert

Stage 03 · Respond. Book. Get it to run.

Convert starts the moment a real opportunity is sitting in front of your team. Now it's human work: respond, connect, qualify, schedule, confirm — and get the appointment to actually happen. Come here when the leads are there but the calendar isn't producing.

§14Sales Cycle
Covers ConvertSales
Shows
How long things take: lead created → appointment set, set → run, and created → sold. The lag at each step, and how it's distributed.
Means
Speed is a conversion lever, not a nicety. The longer a lead sits, the colder it gets. And the set-to-run gap is where booked appointments quietly die — distance is decay.
If the created-to-set gap is stretching, that's a response-time problem you can fix this week — the cheapest point of leverage in the whole funnel. You already paid for that lead; letting it go cold is the most expensive thing in this business.
§15Calendar Freshness
Covers ConvertHuntCatch
Shows
For every appointment you set, how old the lead was when it got booked — Fresh (≤14 days), Warm (15 days–3 months), Revived Ghost (3–12 months), Zombie (12+ months) — with the close rate and revenue of each.
Means
A Convert screen that diagnoses upstream. A calendar full of Fresh appointments means Hunt and Catch are producing live demand right now. A calendar leaning old means you're filling it by mining a finite pile of past leads — and that pile runs out.
Green calendar = the machine is working. Orange and purple creeping up = new demand is drying up and nobody has noticed, because the revenue still looks fine. This is the earliest warning you get, and it comes months before the revenue chart moves.

Sales

Stage 04 · Run appointment to sold revenue

The demo ran. Come here when appointments are happening but not converting.

§16Sales Reps
Covers Sales
Shows
Each rep's numbers — appointments run, sales, close rate, revenue, average ticket — over the period you pick, and who's currently active.
Means
Judge sales performance from the run appointment forward — that's where the rep's work begins. But always read it against the mix: a rep's close rate is shaped by the source, the service, the territory and the quality of the appointments they were handed.
Coaching, and lead assignment. Before concluding a rep is weak, check whether they're getting a worse hand — the same close rate on worse leads is actually a better rep.

Recovery

Stage 05 · Rework what didn't move

They let you in the house, sat through the demo, and said no. That's the warmest list you own — and most of it is sitting untouched.

§17Rehash Roster
Covers Recovery
Shows
Every customer who got a demo and didn't buy — the working list, with who owns the follow-up and when it's fair game for the house.
Means
These people had a problem, invited you in, and heard the price. Almost none of them stopped having the problem. They just didn't buy that day.
The highest-yield list in the business, and it costs nothing to work — you already paid for the lead, the appointment and the demo. Revived leads routinely close at rates that beat fresh ones.
§18Recovery Oversight
Covers Recovery
Shows
Whether the roster is actually being worked — activity, dispositions, and what's been recovered back into revenue.
Means
A rehash list nobody touches is just a spreadsheet. This is the accountability layer on top of it.
If the roster is huge and recovery is near zero, you don't have a lead problem — you have money sitting on the floor.
Part four · The workbench

Tools

Not stages. The instruments you use on top of them.

§19Ask Claude
Shows
An AI analyst with your actual numbers loaded. Ask it anything in plain language.
Means
It sees what you see. It can't make numbers up, and it'll tell you what the data says even when it isn't flattering.
Fastest way to interrogate a hunch. "Why did close rate drop in March?" beats clicking through five screens.
§20Visualizer
Shows
Charts on demand — pick metrics, markets and periods, and plot them against each other.
Means
Some patterns only show up as a shape. Two lines on one axis say in a second what a table takes ten minutes to say.
For the meeting. This is where you build the picture you're going to point at.
§21Notes & Changes
Shows
A running log — what you changed, when, and what happened after.
Means
Numbers without events create very confident nonsense. Six months from now you won't remember which week you doubled the Angi budget — but the chart will show a jump, and someone will invent a reason for it.
This is what makes the numbers explainable later. Agency change, budget change, new rep, price change, promo — write it down when it happens, not when you need it.
§22Settings
Shows
Spend entry, goals, and the setup behind the dashboard — including which screens are switched on for your markets.
Means
The dashboard is only as good as what you feed it. Spend and goals are the two inputs it can't get from ServiceBridge on its own.
Log spend once a month and the whole ROI layer stays true. Skip it, and half these screens go quiet.