J.M. Brennan doubles quote close rate to 65-70% with field-driven sales workflows
Valuable field opportunities were being found, but not turned into revenue fast enough
JM Brennan, based in Milwaukee and Madison, Wisconsin, provides HVAC, plumbing, controls, and fire protection services across commercial and industrial environments. With a large field team and established service operations, the company continues to expand how it connects field activity to sales outcomes.As opportunities identified in the field increased, the team needed a faster and more consistent way to move from equipment insight to quote and follow-up. Aligning service and sales workflows became a priority to ensure opportunities were acted on quickly and consistently.
Connected field insights directly to sales workflows
JM Brennan extended existing workflows to provide sales teams with real-time visibility into asset condition and identified opportunities. With access to structured equipment data—such as age, condition, and refrigerant type—sales teams can prioritize outreach and build proposals based on verified field information.“We’ve built workflows that surface equipment condition assessments and replacement opportunities, and when you combine that with enriched data… you start to tell a compelling story.”– Scott Adams, Director of Service Operations, JM Brennan
Accelerated quoting and follow-up using structured field data
As technicians capture jobsite information, asset data is structured and made immediately available to sales and project teams. Quotes that previously required manual coordination are now built and delivered quickly, with most turned around within hours. This allows teams to respond while opportunities are still active and maintain consistent follow-up across accounts.
Faster quoting
Quotes are generated and delivered within hours using structured field data, reducing delays between opportunity identification and customer follow-up.
Stronger alignment
Service and sales teams operate from the same asset data, improving visibility into opportunities and ensuring consistent follow-up across accounts.
What changed when field data was connected to sales workflows
JM Brennan aligned service and sales around shared asset data, improving speed to quote, increasing close rates, and creating a more consistent approach to capturing and converting field-identified opportunities.
close rate on field quotes
in new revenue opportunities
of quotes sent within 1-2 hours
in new PMAs closed by one rep
"We’ve built workflows that surface equipment condition assessments and replacement opportunities, and when you combine that with enriched data… you start to tell a compelling story."
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