It started with a line item that didn't make sense. During a routine financial review, Jeff noticed RigData PDF subscription expenses spread across multiple company locations. The cost wasn't alarming on its own — but the pattern was. Multiple locations, overlapping expenses, no apparent coordination.
He dug deeper. The company was subscribing to RigData's regional PDF reports to support outside sales — each weekly file contained all active wells and proposed drilling sites in the region, including permitted drilling depth, current depth, and permit start dates. Salesmen would manually comb through the data each week to identify wells approaching completion, try to predict when drilling would finish, and time a call or site visit to propose moving the rig to the next location.
The problem was structural. RigData's regional boundaries didn't align with the company's service locations. Some locations were buying overlapping datasets — paying for the same well data twice. Worse, the GPS coordinates in the PDFs had to be manually entered into a map just to check whether a well was inside a location's service radius. And because two locations might independently identify the same prospect, it wasn't uncommon for two salesmen to show up at the same company — from the same employer — quoting different prices. That was not a good look.
Jeff talked to every salesman and the VP of Sales to understand the full scope of how the process worked and where it broke down. Then he called RigData directly. He discovered they offered a full US electronic dataset — all regions, all wells, updated weekly — for slightly less than the company was already spending on the fragmented regional PDFs.
He built a proof-of-concept in MS Access on a smaller dataset. Once the approach was validated, he scaled it to SQL. The result replaced the entire manual process:
- Automated weekly call sheets — salesmen no longer reviewed raw data; the system surfaced prioritized prospects
- Improved well completion date prediction — the model updated weekly as depth data came in, producing more accurate timing estimates than manual review allowed
- Custom distance calculation function — computed the distance from any well to any company location automatically, filtered by service radius, no manual GPS entry required
- Geographic heat maps overlaid on actual maps — visual representation of prospect density and opportunity concentration by region
- Route and timing optimization — helped salesmen plan field visits to maximize time in territory
When Complete Production Services — the parent company formed after the private equity acquisition and merger — saw what the system was producing, they adapted the reporting for other service lines. The hydraulic fracturing sales team used the same underlying approach to identify prospects and time their outreach.
The competitive advantage was timing. By approaching customers near real-time to their actual drilling activity, the sales team could reach decision-makers when the need was live — not after a competitor had already made the call.
"So often people are broken and don't know it, because they don't have the right systems in place. Jeff can come into an organization and pinpoint where the breaks are."
— Sherry Latour, then President, IE Miller Services