Apr 12, 2020
The New Reality of Logistics Sales and Marketing with
Everett and Joe Lynch discuss
the new reality of logistics sales and marketing. Since Brian is
the CEO of TMSA he has a great perspective on what’s working in
transportation and logistics sales. Brian shares his thoughtful
insights, which are based on TMSA research and his direct
involvement with TMSA members.
About Brian Everett
Brian is on a mission to help sales, marketing, and
communications professionals in transportation and logistics to be
more successful in their careers. Brian uses his 25 plus years of
experience in marketing, sales, association management in
transportation, logistics and supply chain to do accomplish his
mission. He is committed to bringing together a community of
successful marketing and sales professionals in freight
transportation and logistics as the CEO of the Transportation
Marketing & Sales Association (TMSA).
About the Transportation Marketing and Sales
TMSA is the one and only association serving marketing, sales,
and communications professionals in transportation and logistics.
TMSA’s mission is to enable sales and marketing professionals to
learn and give back to the transportation and logistics industry
through education, connections, and resources, ultimately
strengthening their individual development, their businesses, and
the industry-at-large. Part of TMSA's mission is to help marketing
and sales professionals be armed with knowledge on such issues as
sales and marketing integration, blockchain technologies, lead
generation, CRM and marketing automation platforms, and content
[10:23] Please tell us the first new reality of marketing
and selling logistics services?
[19:53] What’s the second new reality of logistics
marketing and sales?
[23:31] What’s the third new reality of marketing and
selling logistics services?
- Logistics sales is becoming increasingly sophisticated. In the
podcast, Brian shared the three (3) new realities of logistics
sales and marketing.
- New Reality One: Leveraging technology is one of the keys to
success in sales and marketing. The logistics industry leaders are
making big investments in technologies like websites, digital
marketing, SEO, social media, email marketing, marketing
automation, RFP, collaboration, and
- New Reality Two: Customer experience (CX) can be described as
the cumulative impact of multiple touchpoints over the course of a
customer's interaction with an organization. CX has been used
extensively and successfully in the B2C market but is only now
being used by B2B marketers. Top logistics companies, especially
the tech-centric players are using CX to increase customer
satisfaction, loyalty, and win more business. To improve the
experience, map the process noting every interaction with the
customer, from the first marketing impression through the sales
process, onboarding, training, and day-to-day servicing of the
account. Capture and fix any gaps or issues in the process.
- New Reality Three: Sales and marketing integration is a new
reality that grows in importance daily. Traditionally, sales and
marketing departments had quite different cultures, personalities,
and objectives. As the buying and selling process moves online,
more and more companies are integrating the two functions. Ideally,
the integration will remove silos, communication barriers, and gaps
between marketing and sales. Marketing and sales integration
ideally will lead to greater customer satisfaction and a more
efficient and effective sales process.
and Sales Association (TMSA)
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The Logistics of Logistics Podcast
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