3PLs should generate $27 in pipeline for each $1 in marketing, report says

Logistics companies should make astir $27 successful qualified pipeline for each selling dollar spent, according to a quarterly study from go-to-market consulting radical LeadCoverage.

The firm’s Supply Chain Growth Index (SCGI) measures go-to-market walk among logistics companies. The first-ever merchandise of the benchmark showed an mean Logistics Growth Efficiency Ratio (LGER) of $29.51 for each dollar spent, with the median institution generating $26.68 successful pipeline. (LGER is calculated by dividing the pipeline created by full go-to-market spend.)

“Freight and logistics companies are nether immense unit to marque each GTM concern count,” said Kara Brown, CEO and co-founder of LeadCoverage, successful a quality release. “The SCGI and its halfway metric, LGER, chopped done the sound of vanity metrics to present a clear, actionable benchmark. It answers the urgent question: ‘Are we spending our GTM resources efficiently, and is that walk generating existent pipeline?’”

The mediate 50% of the companies tracked were generating $8 to $55 successful pipeline (per dollar spent), with the astir effectual run fetching $109.44 and the worst seeing conscionable 39 cents.

The study advises executives to benchmark show against the median LGER and “treat $26.68 arsenic a level to surpass, not a ceiling.”

“Born from SaaS, wherever the Growth Efficiency Ratio (GER) became the golden modular for balancing standard and profitability, we’ve adapted it for freight,” the study said.

The scale defines go-to-market walk arsenic dollars spent connected media, nationalist relations, tech, vendors and selling headcount. Sales labour is excluded.

The companies evaluated see FreightTech providers, 3PLs, brokers and different logistics providers, ranging successful size from mid-market to enterprise. Some are asset-based operators portion others person asset‑light models.

“The SCGI gives leaders the information to put with precision and thrust existent pipeline growth,” Brown said. “Our archetypal findings amusement wide show gaps, which is precisely wherefore this benignant of benchmark is critical.”

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The station 3PLs should make $27 successful pipeline for each $1 successful marketing, study says appeared archetypal connected FreightWaves.