TradeWeave · ServiceTitan Role Workflows

Marketing Manager

Makes every dollar spent attributable and every satisfied customer visible. Two disciplines run in parallel — paid acquisition and earned reputation — and both live or die by one rule: if it isn't tracked correctly, it doesn't exist in reporting.

Marketing > Campaigns Audiences Reputation Marketing Scorecards + Marketing Pro + Ads Optimizer

Every campaign needs a business unit link and a unique tracking number, or it becomes "Unknown" in reporting — unattributed spend is functionally invisible spend. That single discipline underpins both halves of the role: paid campaigns that need clean attribution to prove ROI, and reputation work that needs the same rigor applied to review platform connections and survey timing.

Day in the life

The five-stage flow

From attribution setup through campaign launch, reputation building, spend optimization, and membership growth.

1

Set up attribution before spending a dollar

Settings > Operations > CampaignsPhone Numbers
  • Every campaign must link to a business unit, or its jobs never show up in ROI reports at all.
  • Never reuse tracking numbers across campaigns — reuse silently merges both campaigns' attribution data.
  • A campaign with no tracking number generates "Unknown" as its lead source by design, not by bug.
  • Test every new number by calling it and confirming the Marketing Campaign field auto-populates on Call Booking.
2

Build audiences and launch campaigns

Marketing > AudiencesCampaign Manager
  • Build targeted Audiences (Retain vs. Acquire); clone an audience to test changes rather than editing one that's live.
  • SMS requires TCR approval and explicit opt-in — build the list gradually; bulk opt-in blasts get flagged as spam.
  • Recurring Service SMS launches the next business day, not immediately.
No recall Direct mail cannot be recalled once submitted. Double-check audience, creative, and offer before scheduling — there's no undo.
3

Build online reputation

Reputation ManagementReview Requests
  • Job Completion Surveys measure internal satisfaction — they do not generate public reviews; that needs the separate Reputation Management flow.
  • Trigger review requests off Job Complete, timed within 1-2 hours for demand service, while the experience is fresh.
  • Respond to negative reviews within 24 hours. AI-drafted responses are not human-reviewed by default — verify before publishing.
Silent SMS breakage Never add a Google Review link into a native job-completion survey SMS template — it risks TCR reclassifying the number and breaking transactional SMS delivery entirely.
4

Monitor and optimize spend

Marketing OverviewAds Optimizer add-on
  • Watch lead volume and booking rate together — high leads with a falling booking rate usually means the board is full, not that targeting failed.
  • High lead count + low booked jobs: listen to call recordings to diagnose CSR skill vs. board capacity vs. lead quality — the dashboard alone won't say which.
  • Ads Optimizer: use Capacity Awareness alerts to scale spend with actual dispatch capacity, not on a flat schedule.
Never delete a campaign Deactivate ended campaigns instead — deletion destroys the historical attribution data tied to those past jobs.
5

Grow the membership base

Membership TypesExpiring Memberships
  • Memberships are the B2C, high-volume/low-dollar recurring tool; Service Agreements are the B2B commercial equivalent — don't market one where the other fits.
  • Follow Up > Expiring Credit Cards is the biggest lever against passive churn — expired cards quietly lapse memberships nobody decided to cancel.
  • All membership status changes are batch-driven daily, not real-time — don't chase a status that hasn't updated yet today.

Reference

Pitfalls & performance

Common pitfalls

SymptomFix
Jobs missing from ROI reportsLink every campaign to a business unit
Two campaigns' data blendingNever reuse a tracking number
High "Unknown" lead source rateAssign a tracking number before launch
SMS flagged as spamBuild opt-in lists gradually, not in bulk
Ad spend up, bookings flatCheck dispatch capacity before scaling further
Reviews not syncingSubmit a Yext ownership transfer

KPIs to watch

MetricWhere
Campaign-attributed lead volumeDashboard > Marketing Scorecards
Inbound Booked % / Sold %Marketing Scorecards
Cost per leadMarketing Scorecards > campaign detail
Average star rating trendMarketing > Reputation Overview
Membership renewal rateFollow Up > Expiring Memberships

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