Scenario · Trucking & Logistics
A carrier had received freight requests outside its preferred lanes. We sharpened the lane proposition, developed shipper account outreach and qualified recurring freight opportunities against available network capacity.
8 → 12
40 → 50
20% → 24%
Comparable reporting periods
A carrier had received freight requests outside its preferred lanes.
The work focused on new shipper contracts, lane-qualified shipper inquiries, inquiry-to-contract conversion. Annual contract value was projected signed scope, not freight already hauled or recognized revenue. Spot-load requests were excluded and capacity was assumed comparable.
Which activity helped new shipper contracts, and what happened at the next decision?
What we did
The priority was new shipper contracts. The team used lane-qualified shipper inquiries and inquiry-to-contract conversion to assess the next stages, with a clear distinction between activity and accepted outcomes.
We sharpened the lane proposition, developed shipper account outreach and qualified recurring freight opportunities against available network capacity.
The team compared new shipper contracts, lane-qualified shipper inquiries, inquiry-to-contract conversion across the agreed reporting periods. Annual contract value was projected signed scope, not freight already hauled or recognized revenue. Spot-load requests were excluded and capacity was assumed comparable.
New shipper contracts moved from 8 to 12. Lane-qualified shipper inquiries moved from 40 to 50. Inquiry-to-contract conversion moved from 20% to 24%.
Annual contract value was projected signed scope, not freight already hauled or recognized revenue. Spot-load requests were excluded and capacity was assumed comparable.
We calculated relative changes from the baseline and comparison values and reported conversion or retention changes in percentage points. We rounded displayed changes to one decimal place where needed. The figures did not establish that marketing caused the outcome.
Measurement window: Two comparable six-month shipper acquisition windows on matched lanes.
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