Episode 244
- Marisa Palmieri Shugrue
- Sep 25, 2025
- 1 min read
9/25/25
Topic: Budgeting Breakdown: What Pest & Lawn Pros Should Spend on What
Guests: Dan Gordon & Donnie Shelton
In this episode we discuss:
Our sponsors Coalmarch by Workwave, PestSure & Voice for Pest
PMP Industry Insiders Peer Groups
How Donnie had a 20-year budget prepared when he met Dan
Why budgeting matters
The time Donnie owed a lot in taxes and realized he needed a budget
How the first step is establishing a proper chart of accounts
Spending levels for sales & marketing
Donnie's targeted composite score, otherwise known as the Rule of 23
Why you need a process for making a budget
Can you change the budget?
Why Donnie has a monthly budget meeting at Triangle
How Dan has seen companies go bankrupt spending too much on marketing
Why gross margin is the single most important key performance indicator
The importance of operating ratios
Why profit is not cash flow and cash flow is not profit
Resources mentioned:
Dan's upcoming presentation at PestWorld 2025: "By the Numbers: Revealing the NEW 2025 Industry Bench Survey Results" | Thursday, 10/23, 4:30-5:30 p.m.
PCO Bookkeepers & M&A Specialists article on gross margin
Notable: "The best part about (budgeting) is the process because it forces you to think and it forces you prioritize." —Donnie Shelton
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