Your marketing, sales, jobs, and books — in one undistorted view. No hunches. No quarterly surprises. A true read on the business, available the moment a decision needs to be made.
Built for contracting businesses doing $2M–$50M across roofing, exteriors, mechanical, and the broader trades.
One screen, refreshed at 6 a.m. Pull-throughs from every system that touches a dollar. Red and yellow tell you where it hurts; the cyan tick is the brand pointing at the moment.
We notice the months that confirm what we already believe. The other months become noise we explain away.
We mistake the proposal pipeline for booked revenue, and last month's strong week for a trend.
We treat the cost overrun as a one-off. We treat the long-paying account as good for it. Neither is usually true.
CallRail's first call minus the moment GoHighLevel created the contact. The one number most tied to whether a lead becomes a job.
| Rep | Median | Calls |
|---|---|---|
| M. Reyes | 2.8 min | 64 |
| K. Davila | 3.6 min | 51 |
| J. McCabe | 5.9 min | 48 |
| T. O'Hara | 14.2 min | 39 |
Every booked job traced to the source that produced it through WhatConverts. Cost per acquisition and return, by channel — door knock benchmarked at 6.2×.
| Source | Spend | Booked | CAC | ROI |
|---|---|---|---|---|
| Door knock | $ 9,100 | 14 | $ 650 | 6.2× |
| Google LSA | $ 12,480 | 18 | $ 693 | 4.1× |
| Referral | $ 0 | 16 | $ 0 | — |
| Direct mail | $ 18,200 | 11 | $ 1,654 | 1.8× |
| $ 8,640 | 4 | $ 2,160 | 0.7× |
A leaderboard the whole team sees. Win rate and revenue next to the percentage of required fields each rep actually completes — the number that makes the others trustworthy.
| Rep | Win rate | Revenue | CRM compliance |
|---|---|---|---|
| K. Davila | 63% | $ 312k | 96% |
| M. Reyes | 50% | $ 428k | 91% |
| J. McCabe | 32% | $ 214k | 68% |
| T. O'Hara | 21% | $ 156k | 54% |
A 0–100 composite across every connector. Below 70, the reports carry a warning — a confident number built on bad data is worse than no number.
Which channels produce profitable jobs, by CAC and return.
Win rate, revenue, and CRM compliance, rep by rep.
Where deals stall, which leads are stuck, and why they're lost.
Booked against target, deal size, and expected revenue.
Field coverage and a composite score for whether to trust it.
Seven conditions watched every day — revenue gaps, connector failures, stuck leads, ROI anomalies, storm spikes. TrueRead writes the message. Nothing goes out until you sign off.
"Mike — you're $22K under target with 9 days left. Two of your open bids over $30K haven't been touched in six days. Want me to pull them up for you?"
Speed-to-lead, CAC, win rate, pipeline value, compliance — recomputed every night across seven categories, with a master-data priority so production numbers win.
Drop in a .xlsx, .csv, or PDF. AI maps the columns, you review before anything lands, and every import carries a 90-day rollback.
A deduplication engine matches records across phone, email, and CRM ID — so the same homeowner in GHL and Leap counts once, not twice.
TrueRead does not replace your CRM. It reads them — read-only — reconciles them, and shows you the picture none of them can show alone.
Read-only. TrueRead never writes, modifies, or deletes data in your systems.
Twenty days free on every plan, no card to start. When you're ready, pay for the plan — and only for the seats you actually use.
+ $60 per additional user / month, prorated. 20-day free trial on every plan — no card to start.
A contracting business runs on a stack of systems that don't talk to each other. The CRM has leads. The accounting has invoices. The field app has hours. The marketing dashboard has spend. Nothing has the business.
So the owner does the reconciliation in their head. They remember the months that went well. They forget the months that didn't. The result is a business run on the version of itself the owner wants to see. Which is fine in good years. In bad years it is what kills companies that didn't have to die.
A true read is not a dashboard. A dashboard is a place numbers live. A true read is the moment the picture clears, and the owner can finally see the business as it actually is — including the parts that contradict the story they've been telling.
When that picture is in front of you, the conversation changes. You start naming the variance, and the person closest to it, and the call you're going to make about it on Tuesday. The businesses on TrueRead don't make more decisions — they make the decisions they were already going to make, with a better picture in their hands.
TrueRead is not an upsell engine. It will not tell you to buy more leads. It will not flatter the rep who's missing his number. It will not invent a metric to fill a tile.
It is not a sales-rep dashboard. It is not a vanity-metrics tool. It is not a project-management app with a face on it. There are good products in those categories. We are not one of them. TrueRead is a true read on the situation. That is what it is, and what it intends to remain.