Challenge:
A longstanding manufacturer in the building and memorial products industry was focused on improving profitability and increasing Return on Assets (ROA).
While the company had a strong market presence, inconsistent estimating and sales processes were creating operational challenges. Quotes were being handled differently across teams, workflows lacked standardization, and resources were not always aligned with the complexity of incoming opportunities.
This resulted in:
- Delays in quote turnaround times
- Inconsistent estimate quality
- Quoting errors and rework
- Missed opportunities to improve profitability
- Limited visibility into estimating performance
Without a structured approach to managing estimates, leadership struggled to consistently balance responsiveness, resource allocation, and financial performance.
Approach:
Work Excellence partnered with the organization to improve how estimating and sales activities were managed across the business.
Rather than focusing solely on quote generation, the work centered on improving workflow clarity, resource allocation, and decision-making throughout the estimating process.
We worked directly on the business by:
- Evaluating existing estimating practices and work standards
- Creating a structured approach to assigning and managing estimates
- Aligning estimator capabilities with job complexity through a skills matrix
- Establishing performance measures to improve visibility and accountability
This created the foundation for a more disciplined and scalable estimating operation.
Solution
The organization implemented a structured estimating and sales management system designed to improve speed, consistency, and profitability. This included:
1. Standardized Estimate Management
Nine levels of estimate complexity were established, with all incoming opportunities assigned within 24 hours of receipt.
2. Defined Service Expectations
Standard lead times were created for each estimate type, improving responsiveness and setting clear expectations.
3. Improved Resource Allocation
Estimators were matched to opportunities based on complexity and capability, improving both efficiency and quote quality.
4. Performance Visibility
Dashboards were introduced to monitor key performance indicators, including:
- Time to assign estimates
- Quote development time
- Win/loss ratios
- Loss reasons
5. Pricing Discipline
Sales teams were provided with predefined pricing parameters, creating greater consistency while maintaining appropriate oversight for exceptions.
Results
The improvements delivered measurable operational and financial benefits:
✓
Faster quote turnaround times and improved estimating efficiency
✓
More consistent and accurate estimates
✓
Improved decision-making through real-time performance visibility
✓
Improved profitability and Return on Assets (ROA) through better alignment of sales, estimating, and resource allocation
With greater visibility and structure, leadership gained stronger control over both sales execution and financial performance.
What This Means for Leaders
Profitability is often influenced long before a customer says yes.
Many organizations focus on sales outcomes while overlooking the systems that drive quoting, pricing, and resource allocation. When those processes lack structure, profitability becomes inconsistent and difficult to manage.
This case demonstrates that improving financial performance often starts with improving how opportunities are evaluated, assigned, and priced.
Key Takeaways:
Inconsistent quoting processes create hidden costs and missed opportunities
Resource allocation has a direct impact on both responsiveness and profitability.
Visibility into estimating performance enables better pricing and business decisions.
The question for leaders is whether they have a consistent way to evaluate, prioritize, and price opportunities.
Organizations that create structure around quoting, pricing, and resource allocation are often better positioned to improve both financial performance and customer responsiveness.