If you run or manage a commercial landscaping company, you know the challenge: Planning for profit is easy. Achieving it in the field? That’s the hard part–and the reason margins often shrink.
In this episode of Better with BomData, we sat down with David Whittaker, president of EquiScape and seasoned landscaping CFO, to talk about why this gap happens—and how you can close it.
Below, we’ve summarized some of the key insights David shared so you can start applying them to your business right away:
The Common Signs of Misalignment
When operations, sales, and financial teams aren’t rowing in the same direction, David says you often see:
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Sales selling work that’s hard to execute efficiently, causing tension with production teams
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Discrepancies between estimated and actual hours without clear accountability
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Low buy-in from the field because goals feel confusing or disconnected from their day-to-day work
The Metrics That Matter Most
David emphasized keeping metrics simple and relatable for field staff:
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Budgeted vs. Actual Hours: Start by tracking hours because they drive almost everything else (profitability, overhead recovery, etc.).
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Material Costs and Markups: Materials are predictable; labor is variable. Knowing the difference is crucial for accurate forecasting.
Complicated metrics like realized rate are important—but only after you build foundational understanding and trust in the numbers.
Why Good Data—and Belief in It—Is Critical
One of David’s biggest points:
Even with the best CRM systems like Aspire, human error in data entry can erode trust fast.
If the field teams or managers don’t believe the data reflects reality, they’ll tune out—or worse, work against the goals.
That’s why setting up clean data processes and orienting your teams around why accuracy matters is critical, and using tools like BomData can help achieve consistency and accountability.
Mid-Year Checkups: An Opportunity, Not a Hassle
Although real-time data is ideal, many landscaping businesses do a mid-year labor and financial review. David shared that:
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Reviewing materials markup vs. labor costs mid-year can reveal whether profitability targets are still realistic.
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Missteps in estimating or production can be identified—and corrected—before they derail your full year.
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Overtime costs, especially on recurring maintenance contracts, can quietly erode margins if not monitored.
In some cases, companies even reverse-engineer hours for the rest of the year to stay profitable.
Real-Time Data Changes Everything
Tools like BomData make it possible for operations managers and field supervisors to see and act on labor data in near-real time.
Instead of waiting until mid-year to realize there’s a problem, you can course-correct week by week—saving both profitability and client satisfaction.
David stressed that small, frequent adjustments (like recovering 30 minutes over a few visits) are much easier—and more effective—than trying to fix problems months later.
Final Advice: Commit to the Process
Implementing better data practices might feel overwhelming during busy seasons. But David emphasized that the short-term learning curve is worth the long-term gains.
Investing in tools, training, and better processes now means higher margins, less chaos, and more sustainable growth over time.
P.S. If you enjoyed this episode and want to hear more, follow BomData on LinkedIn to stay updated on future releases!