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Framework for Success: Sales and Marketing Alignment

Jeff Davis is founder of The Sales + Marketing Alignment Summit, an executive peer-to-peer event series that develops actionable insights for companies struggling to achieve alignment that drives revenue. He is a keynote speaker at the 2018 TMSA Logistics Marketing & Sales Conference.

I think that most B2B leaders across industries would agree that Sales and Marketing Alignment is a necessary transformation that needs to happen. This is a historical relationship that has suffered for many reasons. As more and more focus and information starts to be generated about this alignment, my fear is that executives will lose sight of what is important - the shiny object syndrome. Thus, it is my intent to help drive for clarity while using the great research and insights we get from industry experts. We can have all the greatest insights, research, and thought-leadership, however, if we can't make it actionable for today's leaders then it becomes useless. We need to focus on creating a framework for success.

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Video Content: 6 Tips to Maximize Your Investment

Developing video content doesn’t necessarily need to be costly – but it can be. Whether you’re going for “high-end” production quality or low-end practicality, intelligent transportation marketing professionals need to be smart in how they plan, produce, position, and promote their content to generate solid ROI. Here are tips from several TMSA members for ensuring your video investments are strategic, relevant, memorable, and purposeful.

1. Be intelligent with the process as well as the video product. Before you pick up your camera, consider the role video should play in telling your brand’s story, along with the steps required to produce, position and measure your content. Proactive planning will help you make smarter decisions about how to use, deploy, leverage and repurpose the video content you generate.

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Massive Rebranding Initiative Announced by Roadrunner and Ascent Global Logistics

Mergers, acquisitions, and business integrations - these are all strategic moves many players in transportation and logistics are incorporating into their own strategic direction. And with this comes the challenges and opportunities of either rebranding, enhancing an existing brand, or building an entirely new brand. A recent example involves Roadrunner Transportation Systems and Ascent Global Logistics, a TMSA member.

Last week, Roadrunner Transportation Systems made the exciting announcement of its business integration to enhance client solutions and scale for future growth. This integration involved five Ascent Global Logistics Operating Companies and Roadrunner Truckload Plus, all of which will be unified under the Ascent Global Logistics segment and brand.

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Until Sales & Marketing Have the Same Goal They'll Never Get Along

By Jeff Davis, Founder of The Sales and Marketing Alignment Summit and The Alignment Podcast. Davis will be the keynote speaker at the upcoming 2018 TMSA Logistics Marketing & Sales Conference, June 10-12 in Fort Myers, Florida. 

In my previous post about Sales and Marketing Alignment (S&MA) I discussed the results of an online survey I conducted to explore the reasons why there is a "disconnect" between Sales and Marketing in many companies. In addition, I discussed the financial performance impact S&MA has on the business. It's significant.

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Tips for a New Transportation Sales Rep and Manager

By Dan Goodwill, President, Dan Goodwill & Associates, Inc.

Five years ago, I posted a blog that was derived from a LinkedIn Sales Management Group. A range of people responded to the question, “What advice would you give a new salesperson?” To that list, I added my own observations.

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Maximize Value in the Short-Term for Long-Term Gains

By David Roush, president KSM Transport Advisors. This article originally appeared on

Recent company mergers and initial public offerings have brought the value of trucking companies to the forefront. 

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SMC³ Elevates the Industry through Jump Start

How has SMC³ built its solid business and reputation as an industry leader? In part, through its two annual conferences, including Jump Start which takes place every January. Like many other companies, SMC³ uses events as a strategy to drive business and value to the industry. Here’s a highlight of its success in 2017, which earned a TMSA Compass Award last year. The SMC³ 2018 Jump Start Conference just concluded this week, and we’ve already been hearing good reviews! Visit for more details.

If you’ve been in the transportation industry for any amount of time, you’re likely aware of SMC³ - an industry leader that is a hub of expertise in the LTL arena. In fact, more than 5,000 North American supply chain companies rely its suite of products.

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The Age-Old Marketing Challenge: Do More with Less

Now that you have a new marketing budget, in many cases the challenge remains: You may not have more budget to accomplish what you did last year, yet expectations for more tangible business results have increased.

In fact, according to the 2017 TMSA Sales & Marketing Study, less than 50% saw increases in their marketing budgets last year. (Download an Executive Summary). It’ll be interesting to see if there are any emerging trends or shifts when it comes to budgets in in 2018.

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The New Art & Science of Marketing: Buyer Personas

Part 2 of a 3-Part Series: Recap of the TMSA Connections Seminar in Kansas City. Nearly 30 marketing and sales professionals in transportation and logistics registered to attend the TMSA Connections Seminar, held last month at YRC Worldwide headquarters in Kansas City. One of the topics the group focused on was how to develop buyer personas to ultimately understand your target market. 

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7 Reasons Budget Meetings Aren't Strategic

Just by the nature of the subject and process, budget meetings aren’t typically strategic. These 10 reasons all contribute to making the process non-strategic and sometimes even counter-intuitive to being directly tied to the business strategy:

1. Perhaps one of the biggest issues is that budget meetings oftentimes are not integrated with the processes of strategic planning and business strategy. To add to the problem, meetings that are focused primarily on budget-setting solve for numbers and do not solve for business results. Also the length of budget meetings isn’t matched to the strategic complexity or importance of the area.

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YRC Freight Accelerated: A Fast-Paced Product Launch Success Story

The final installment of a 3-Part Series: Recap of the TMSA Connections Seminar in Kansas City. Nearly 30 marketing and sales professionals in transportation and logistics registered to attend the TMSA Connections Seminar, held last month at YRC Worldwide headquarters in Kansas City. Matt Ferguson, Service Marketing Manager with this leading transporter of industrial, commercial, and retail goods in LTL shipping solutions, shared a recent story at the TMSA Connections Seminar.

Have you ever found yourself with a business opportunity for your company, yet you had but a small time-frame to seize on it? It’s a common occurrence in the world of today’s marketing department - and the team at YRC Freight can relate.

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4 Tips To Avoid the "Commodity" Trap

By Brian Everett, CEO of the Transportation Marketing & Sales Association

In transportation and logistics, all too often the value of a company's service or product is minimized - and what they offer their customers is "commoditized." How often have you heard a sales executive blame commoditization for failing to deliver a sale or new block of business? Sometimes this can be a convenient excuse, but in many instances it's a valid point because the company's business model has fallen into that trap.

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Establishing Your Target Market

Part 1 of a 3-Part Series: Recap of the TMSA Connections Seminar in Kansas City

Some of the key buzzwords in marketing these days are “firmographic targets” and “buyer persona.” But some suggest these new buzzwords or catch phrases are really sexy (and more sophisticated) ways to describe what smart marketing and sales professionals have been doing for years: Intelligently establishing your target markets with laser precision.

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Prioritizing your precious marketing dollars: website vs. marketing automation?

This is the second article in a series on how marketing automation can help you business grow and thrive. Guest author is Jill Schmieg, founder and chief strategist at Sol de Naples Marketing, a marketing services firm specializing in helping B2B companies find brighter ways to reach their markets. Learn more at

E-Marketer estimates that digital will make up 45% of marketing spend by 2020, bypassing any other category by far. Within digital, however, marketers often struggle to prioritize their precious dollars across SEO, websites, email, social, online advertising alongside possible investments in platforms such as marketing automation, social monitoring and so on.

Over the course of 2 sessions totaling more than 20 marketers in transportation and logistics at last June’s TMSA Conference, four key themes about marketing automation emerged. They were voiced as:

  1. I’m a single person managing both sales and marketing. How can marketing automation help me? (I answered this question in a previous post, read it here.
  2. I’m struggling with what to prioritize: my website vs. marketing automation?
  3. I have marketing automation, but I’m pretty sure I’m not using it in the best ways I should be.
  4. My company wants to send tons of outbound email to promote just about everything we want to say, but our open rates and other metrics are really bad with this approach.

In today’s post, we’ll answer the question “I’m struggling with what to prioritize: my website vs. marketing automation?”

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Developing Your Firmographic Targets and Buyer Personas

Part 2 of a 3-Part Series: Recap of the TMSA Connections Seminar in Chicago

More than 40 marketing and sales professionals in transportation and logistics pre-registered for the TMSA Connections Seminar, held last Thursday in Chicagoland. The group discussed the importance of identifying and knowing your targeted firmographic profiles as well as your buyer personas.

Steps to Develop Your Firmographic Profiles and Buyer Personas 
Who is your ideal customer? If you’re not 100% sure of your answer to the that question, you’re likely missing out on sales. The more you know about your customers, the better you’re able to target your marketing to who they are and what they want. The more you speak their language, the more they’re going to be responsive to you and your company.

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