True North had a problem: As a managed IT and cloud provider serving healthcare organizations, every deal involved layers and layers of bundling.
Users, devices, software, infrastructure, labor, security.
But the nature of the work is that things change. A client might need more storage, a different server, security requirements might change (everything in tech is always changing), labor might be more necessary one month than another.
Quoting in this business is extremely complex. And the more complex True North’s services grew, the more its quoting process fell behind, creating hidden margin loss and slowing down revenue.
Because when something changes, the work still has to get done to protect their clients. Even if the pricing didn’t reflect it.
“We couldn't really ever unbundle the bundle.”
Kalee Nichols described the impact as years of margin creep. Major line items just kept getting left off the quotes.
“Onboarding is our big one. They would miss it a lot, or they would just make up a number they felt covered it, but it should be based on counts, how many servers, how many endpoints, how many people, and they would just make up the numbers.”
Quotes were assembled across Excel calculators, Word documents, ConnectWise Sell, and manual steps. A lot of knowledge lived mostly in people’s heads.
“We are big bundlers,” Nichols continued, “oftentimes, what was bundled in the sale didn't work operationally…we had no way to adapt what was sold to what they need. We couldn't really ever unbundle the bundle.”
This made things difficult. As CEO Matt Murren explained, they couldn’t “incrementally change things without changing the overall full agreement when just components of things change.”
“(Y)our bill hasn't changed in 5 years, but your services certainly have,” said Nichols.
Small issues added up. Line items got missed. Pricing was sometimes estimated instead of calculated. Discounts applied at the bundle level made it hard to see what was actually profitable.
And customers felt it, too. Quotes, delivery, and invoices did not always line up the way they should.
True North needed a system that could keep up with how their business actually worked.
HubSpot’s native quoting couldn’t support their bundling model. Another integrated solution was expensive and “just didn’t work.”
They needed a solution that:
Quotivity stood out by enabling both simplicity and control.
True North was able to keep the client experience simple while gaining much more control over pricing, margin, and structure behind the scenes.
Nichols said that Quotivity “gives the sales team the flexibility they need to quote the opportunity while maintaining operational boundaries needed to provide a solid customer experience.”
Implementing Quotivity meant moving from guesswork to formula-based pricing.
Instead of relying on reps to remember every onboarding element, security dependency, or infrastructure component, the system could calculate pricing from actual counts and predefined logic.
That gave the team a more consistent way to build quotes and reduced the risk of missing important items. As Kalee put it, “our guys just don’t miss things now.”
The team also introduced stronger controls around approvals and pricing visibility. Sales, finance, and operations were working from the same structure, not separate versions of the truth.
“Most of our junior reps just grabbed (Quotivity), and they love it, because it gives them a menu… they don't have to remember all of the different subtypes” that previously got lost in the shuffle or made quoting chaotic.
Some impact was immediate, while others became clear over time as the team gained visibility into how their pricing actually worked.
The first change was speed.
Removing manual steps and disconnected tools made it easier to move deals forward. This was especially noticeable with existing customers, where changes and updates had previously slowed things down.
“We have seen a significant speed to close on a lot of deal types, especially deals that are for our current customers.”
The second change was control.
For the first time, True North could clearly see how pricing worked across bundled services. They could identify where margin was being lost and make more informed decisions about discounts and structure.
“Our guys just don’t miss things now.”
The third change was the customer experience.
“We have had such overwhelming positive response from our customers,” Nichols said. “They like knowing that their invoice is gonna change. They like knowing why. They like that the quote matches the invoice.”
Customers had more visibility into what they were buying. They could see what had changed and why. That made conversations easier and reduced friction when it came time to invoice.
Better visibility did more than improve day-to-day operations.
It uncovered deeper issues.
With a clearer understanding of pricing and margin, True North revisited older agreements, adjusted customer environments, and reopened conversations that had been difficult before.
That effort took about a year and a half. It became part of a broader initiative to bring alignment across the business.
Kalee described the impact as “like a 30% swing.”
Before Quotivity, quoting at True North worked, but it came at a cost. Hidden margin loss, inconsistent processes, and unnecessary friction with customers.
After Quotivity, quoting became a source of control instead of risk.
The team moves faster. Pricing reflects reality. Customers have clearer expectations. And the business has a much better understanding of where it is making money and where it is not.
“We're a happy customer,” said Nichols. “It was a journey, but it's been a good one.”
👉 See how Quotivity helps service businesses manage complex bundles while maintaining pricing accuracy, margin visibility, and customer clarity.