For some, the word “benchmarking” sparks excitement—with inner data-geeks ready to dive into charts, graphs, and KPIs. For others, it triggers eye rolls and a quick dismissal: “That doesn’t apply to me.” For years, I was firmly in the second group. But over the past 13 years in the restoration industry, I’ve learned that benchmarking isn’t just a buzzword or a corporate exercise; it’s one of the most powerful tools for personal growth and business transformation we have.
Today, as the Director of Software Management at PuroClean, I’ve witnessed firsthand how essential benchmarking is, not only to my own career but also as a way to empower and support our entire network of franchise owners and teams.
I want to share my journey from skepticism to advocacy, and how benchmarking reshaped the way I work, lead, and serve others. My hope is that by the end, you’ll not only understand why benchmarking matters, you’ll also feel inspired to embrace benchmarks to strengthen your own business.
My First Encounter with Benchmarks
Let’s rewind to my early days as a CSR in the corporate division at Aramsco. One day, a benchmark report on the state of the carpet cleaning industry landed on my desk. At the time, I was in sales and didn’t think it applied to me. Into the notorious “I’ll look at it later” pile it went—a pile we all know too well.
Months later, another benchmark report arrived, this one focused on the restoration industry. Once again, it went into the pile. But one day, while on hold with a customer, I idly picked it up. It caught my interest, but I still didn’t see how it connected to my role.
That night, something nagged at me. I kept thinking about that publication. The next morning, I decided to take a real look at it and even pulled out the earlier carpet cleaning report to compare. That’s when the lightbulb came on. Side by side, these reports gave me a deeper understanding of the industry I was growing to love.
Seeing Patterns, Creating Solutions
I didn’t own a business. I didn’t set strategy. I sold products. Yet, by studying these benchmarks, I started to see patterns. I could identify the challenges my customers faced, anticipate their needs, and design solutions that filled gaps; solutions that helped them and, incidentally, boosted my own performance.
This was my “inner geek” moment. Benchmarks weren’t just numbers on a page; they were roadmaps, revealing where the industry was, where it was going, and where opportunities existed.
Bringing Benchmarks into Leadership
Over time, my career evolved. I became a Regional Director for PuroClean, a leader in property emergency services. In this role, I worked directly with business owners to help them improve and grow, not just through products, but also through encouragement, coaching, and strategic insight.
Every time I came across a benchmark study, I sent it to my region. But not everyone saw what I saw. During one visit, a franchise owner said, “I don’t know why you keep sending these to me?” That’s when I realized I had failed to explain my vision.
So, I used a simple analogy. “Let’s say we’re playing basketball. You’re scoring some points, I’m scoring some points. Some are three-pointers, some are foul shots. After an hour, who’s winning?”
He shrugged. “I don’t know. What’s the score?”
Exactly. Without benchmarks, you don’t know the score. You might be working hard, but you can’t tell how you’re performing relative to peers, competitors, or industry standards.
We then spent four hours digging into every benchmark we could get our hands on, comparing them to his business metrics. We focused on diversification: what services he offered, where he could expand, and how he could better serve his customers. By the end, the lightbulb had gone off for him too.
Why Benchmarking Works
That experience cemented what I’d learned – benchmarking works because it gives you context. It shows you whether you’re ahead, behind, or keeping pace with your peers. It highlights areas for improvement and sparks ideas you might not have considered.
Here’s what I tell PuroClean franchise owners, managers, and even frontline staff:
- Benchmarks give you clarity. They turn vague impressions into concrete data.
- Benchmarks reveal opportunities. They show you where your efforts could yield the biggest returns.
- Benchmarks drive accountability. When you see the numbers, you can’t hide from them—good or bad.
And you don’t have to be an owner to benefit. Whether you’re a tech in the field, an office manager, or a salesperson, benchmarks can help you understand the bigger picture, spot trends, and make smarter decisions. That’s why at PuroClean, we encourage franchise owners and teams across the brand to engage with these studies, not as homework, but as opportunities to grow.
My Favorite Benchmark Today
Fast forward to today. My current favorite benchmark is the State of the Industry Report by KnowHow and C&R Magazine. (No, I’m not sponsored!) If you haven’t downloaded the full report yet, do it. Read it. See how the information applies to your business. Then, most importantly, participate in the next survey.
The more people participate, the more accurate and useful the data becomes. That’s true for any benchmark study. Choose the ones that deliver value to you. But don’t just skim them—engage, contribute, and use them – to measure your progress.
Using Benchmarks to Track Change
In my current role, I’m using benchmarks to track how AI and technology are impacting the restoration industry and how ready the industry is to adopt to change. One shift I hope to see is a greater standardization across the industry; a move that could benefit everyone. Benchmark surveys will be one of the key tools for gauging that progress.
Lessons Learned
I’ve had many mentors and teachers who have shaped my career. But one of the key turning points, the thing that made the industry “click” for me, was discovering the power of benchmarks.
So, here’s my challenge to you. Don’t dismiss the next benchmark study that crosses your desk!
Read it.
Compare it to your own numbers. Use it as a tool to grow.
You might be surprised at what you learn, not just about your business, but about yourself.
Whether you’re a frontline tech, an office manager, a salesperson, or a production manager, there’s value in these surveys. As a business owner, don’t miss the chance to see how you’re really playing the game. Benchmarks aren’t just for the data geeks; they’re for anyone who wants to win.
Final Thought
When I think back to that first report on my desk at Aramsco, I wish I’d opened it right away. It was gold, and I didn’t recognize it. My hope is that you won’t make the same mistake I did.
Benchmarking may not be glamorous. It may not feel urgent. But it’s one of the most powerful tools you have, to measure, improve, and lead in this industry. For me, benchmarking has been a game-changer, and it continues to shape how we serve our PuroClean network today. My advice is simple: start small. Pick one benchmark report. Read it. Compare. Act. Repeat.
The game is already underway. Don’t just play; keep score.
CJ Bailey
CJ Bailey is the Director of Software Management at PuroClean Corporate with over 13 years in the restoration industry. His experience spans Distribution Management, National Account Sales, and Regional Director roles, giving him a full view of operational and strategic needs. Passionate about mentorship, collaboration, and innovation, he leverages technology and data-driven tools to streamline processes, empower franchisees, and drive meaningful change. Today, he works with software vendors to integrate cutting-edge solutions that simplify operations for franchisees and strengthen PuroClean’s position as a world-class brand.
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