Scorpion and ServiceTitan recently partnered to fill gaps in the others’ capabilities. How did this deal provide a model for finding synergies and deepening your bench?

Key Takeaways

• Effective partnerships often carry a few common traits including vertical/industry alignment, overlapping (or sometimes non-overlapping) customers, and mutually-reflective gaps in capability.
• These factors were in place for ServiceTitan and Scorpion, including the former’s deep presence within the home services vertical. The company brings sophisticated marketing and CRM capabilities to trade services. Think of it like Salesforce for the plumber.
• For example, ServiceTitan has valuable customer lists and related metadata such as the last time those customers were serviced. Using that data, they can create filtered lists for targeted email campaigns.
• But one thing was missing: executional support for service pros… who aren’t usually natural marketers. This is where Scorpion enters the picture to complete the circle.
• The synergies also flow in the other direction: ServiceTitan’s data can empower Scorpion’s marketing capabilities. Beyond email marketing, those include websites, social, SEO, etc.
• The convergence of this data can also tell a better ROI story to SMBs. For example, Scorpion is trying to re-train SMBs to think about their marketing in lifetime value terms versus the narrower cost-per-lead mindset that they often have.
• This requires looking at a broader set of data points over a longer period of time to get a true sense of attribution for their marketing efforts.
  • This is especially true where there’s a degree of latency in the results of marketing efforts – unlike, say, eCommerce which has an easily discernable clickstream.

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ServiceTitan Scorpion Partnering for Vertical Success

Scorpion and ServiceTitan recently partnered together to share technology and data to improve the outcomes for their mutual customers. Their collaborative approach differs from just using a standard marketing playbook because of the depth of data and partnership. Learn more about building foundational marketing automation, tools to operate those automations at scale, and focusing on next-level outcomes for customers.

Jamie Adams, Scorpion
David Hoffman,  ServiceTitan