Pipeline, pricing and margin

Pipeline, price book and margin, on top of clean books.

Growth decisions made on unreconciled numbers are guesses. Once the close is dependable, the same ledger can tell you which work to chase, what to charge for it, and which channel actually pays.

Pipeline and CRM reporting (HubSpot)
$750/mo · 4 h
Business-development analytics
Included in Band D and E; add-on in Band C
Pricing and margin study
$12,000-30,000 fixed

What it covers

Four pieces, each tied to the close.

  1. Pipeline and CRM reporting

    Open bids, estimates and proposals by stage, expected value and expected timing, pulled from HubSpot and set against the capacity you actually have. Reported with the monthly package, so the pipeline and the ledger tell one story. The Pipeline and CRM reporting (HubSpot) add-on, $750/mo.

  2. A price book built from the burdened labour rate

    For service companies: the hourly rate a technician actually costs once payroll tax, workers’ comp, benefits, vehicle and unbilled time are in it, then overhead and a target net on top. Flat-rate tasks repriced from that, not from last year’s list.

  3. Channel P&L after fees and ads

    For online brands: Shopify, Amazon and wholesale each reported after their own fees, shipping, returns and ad spend, so growth in one channel is not paid for by another without anyone seeing it.

  4. Pricing and margin study

    A fixed-fee project when the question is bigger than one month: margin by job type, customer, service line or SKU, and where the price is wrong. $12,000-30,000 fixed, 4-12 weeks.
A hand with a pen pointing at printed line and bar charts

The arithmetic

Two numbers owners get wrong.

Trades

A 30% markup is a 23% margin.1

Cost of the job
$100
Markup, 30% of cost
$30
Price to the customer
$130
Gross margin, share of price
23%

A price book that adds 30% to cost and budgets for a 30% margin is short by 7 points on every job, before callbacks and parts left on the truck.

E-commerce

Contribution margin, in three layers.

CM1
Net sales less landed cost of goods: product, inbound freight, duties and 3PL receiving.
CM2
CM1 less the cost of getting the order out: pick and pack, postage, marketplace and payment fees, returns.
CM3
CM2 less ad spend. What is left pays for the team, the rent and the owner.

The median DTC contribution margin moved 35% → 22% between 2021 and 2025 (reported)2. We report all three layers by channel and SKU, from the ledger rather than the ad platform.

  1. 1.Relay — HVAC Flat Rate Pricing: Build a Price Book That Holds, accessed 2026-09-28
  2. 2.Commerce Catalyst — 2026 DTC Benchmarks by Category: CAC, Margins, LTV, Profitability, 2026

Which packages include it

Included in Band D and E.

That is Full controller, multi-entity and Partner-led. An add-on in Full controller (Band C). Smaller packages start with the close; the analytics follow once the books hold, and the Pipeline and CRM reporting (HubSpot) add-on works at any size.

Business-development analytics

A
B
C
Add-on
D
Included
E
Included
Add-ons and feesAdvisory projects

Free · 30 minutes

Thirty minutes, no pitch.

You get a one-page note on what we heard and what we would propose.

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