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Set Your Compass to True North

What’s the next job, folks? Internal newsletter? Customer portal on a website? Driver recruitment campaign? Whatever it is, make sure you know WHY. A solid WHY points everyone involved in the same direction toward a stronger organization. 

Likewise, a nebulous WHY has nebulous results. Here are some nebulous WHYs:

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More Transportation Companies Are Looking at Sales Holistically

Sales strategy and operations are becoming more sophisticated among companies in the transportation and logistics industry. At least that’s the findings from the 2019 TMSA Marketing & Sales Metrics Study.

This year marks TMSA’s fourth annual sales and marketing metrics study. The Transportation Intermediaries Association (TIA), the Intermodal Association of North America (IANA), and Transport Topics magazine promoted participation in this study. At the 2019 TMSA Logistics Marketing & Sales Conference last week, TMSA’s CEO Brian Everett made the observation that many companies are looking more holistically at their sales strategy and operations.

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TMSA Conference Insights on Shipper of Choice

Customer Experience (CX) was the theme of the 2019 TMSA Logistics Marketing & Sales Conference at Amelia Island, Florida. As marketers and sales professionals within transportation and logistics, creating a delightful experience for our shippers is often the first “Customer” we think of when we look to improve. One peer-to-peer conversation during a working lunch roundtable session with leaders from carriers, brokers, technology firms, transportation media and shippers confirmed that holding shippers accountable to providing a first-rate experience for truck drivers is an equally compelling priority.

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Customer Experience (CX): Myth or Reality in Transportation and Logistics?

So what do my customers want? The savviest executives in the transportation and logistics industry are now asking this question, as evidenced at the annual TMSA Logistics Marketing & Sales Conference last week at the Omni Amelia Island Plantation Resort near Jacksonville, Florida.

“Companies in this space understand that they are in the customer experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers,” said keynote Robert Rose, Chief Troublemaker of The Content Advisory, a strategy, advisory and education group for The Content Marketing Institute.

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4 Stages of Inbound Marketing

By Brian Everett, CEO, Transportation Marketing & Sales Association

There’s no question that the transportation and logistics industry is in a current state of rapid change, thanks to a large degree to to the evolution of technology. Shipment tracking and tracing, GPS, blockchain, and electronic messaging with customers, providers and drivers are just a few examples that are greatly impacting transportation operations.

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How Copywriting Contributes to a Great Customer Experience

By Conrad Winter, a campaign and content copywriter for the transportation and logistics industry. He is a TMSA member and will be exhibiting at the upcoming TMSA Logistics Marketing & Sales Conference, which has a theme focused on the Customer Experience (CX). For more information, visit conradwinter.com.

No one wants to do business with a computer, or have a relationship with a robot. It’s creepy. 

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Why Marketing Should Always Be Spelled with a Capital “M”

By Laura Patterson, president of VisionEdge Marketing, a recognized pioneer in the Marketing Performance Management (MPM) space. She is a past presenter and thought leader at the TMSA Logistics Marketing & Sales Conference and specializes in marketing accountability, marketing analytics, and marketing operations.

Quite a few years ago we had an intense debate over my insistence on capitalizing the word “Marketing.” You’re probably laughing right now thinking what a waste of energy and effort. Maybe you’re thinking what’s in the water in Texas? In looking back however, this turned out to be an extremely important conversation for us. I hope it will spark a similar conversation around your table. Let me share a bit more about our discussion.

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Is a Customer Experience Strategy Critical for Transportation Companies?

By Brian Everett, ABC, Chief Executive Officer of TMSA and Senior Partner with MindShare Strategies, Inc., an association management company specializing in the management and marketing of associations in the transportation and logistics industry.

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The 4Ps - What They Mean in Today's Logistics Marketplace

By Jason Ickert of Energy Transportation Group where he is involved in integrating logistics solutions across the organization and their commercial partners. Ickert is also Co-Chair of the TMSA Membership Committee and serves on the TMSA Board of Directors.

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Are You Creating Content Or Communication?

By Robert Rose, Chief Strategy Officer of The Content Advisory, the Consulting & Education Group of Content Marketing InstituteFor more than 20 years, Rose has been helping marketers to tell their story more effectively and build passionate audiences and powerful customer experiences. Rose will be the opening and closing keynote speaker for the 2019 TMSA Logistics Marketing & Sales Conference

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Developing Your Sales Function for Lasting Success

By Holly LaBoda, Partner and Founder at Luminaries Consulting, LLC, an Affiliate member of TMSA. She has 10+ years experience in strategy facilitation, talent management, sales development, change management, leadership development and custom learning content with leading companies such as C.H. Robinson and Emirates Group.

Picture it: An executive team is reviewing their quarterly results when the CEO asks, “why are we not hitting our revenue targets?” and all eyes turn to the sales leader. If results are struggling, some sales leaders will naturally jump to a few places. Perhaps the issue is their team not having the right talent or skills to achieve their goals. Maybe it’s a tool or resource gap, they need a CRM to better manage sales activity. These things may be needed, but a successful and sustainable sales function can’t be built by solving singular issues. Whether your sales function is thousands strong or a few key players, there are four key elements required to create lasting success.

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Print Magazines Dead? Bite Your Tongue (6 Reasons to Rethink Print)

By Joe Pulizzi, Content Marketing Expert, Keynote Speaker and former Consultant to TMSA, and Entrepreneur. Founder of the Content Marketing Institute and the Orange Effect Foundation.

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A 4-Step Cycle for Strengthening Your Company Culture

By Nathan Sanfaçon of thinkPARALLAX. Nathan’s natural interest in sustainability and CSR gravitated him to thinkPARALLAX, where he helps to evolve the agency’s brand and works with clients on high-level strategy. He is passionate about empowering organizations to discover and celebrate their impact, in turn creating meaningful change and catalyzing long-term success.

An organization’s culture is arguably its greatest asset. Culture attracts and retains top talent, rallies employees to find innovative solutions to problems, protects the company from outside threats, and is the key driver for pushing the organization forward. So it is no surprise that instilling, nurturing, and continually strengthening a healthy and thriving culture sits at the top of the list for organizational leaders. At thinkPARALLAX, we work with our clients to strengthen their culture through extensive employee engagement, training, and professional development. The engagement tactics and communication strategies that we offer are derived from a core philosophy dissecting what a strong culture looks like, and how to go about strengthening it. We break down that philosophy here:

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The Value of Self-Awareness at Work

By Caliper, a human capital analytics company leveraging decades of data and validated assessment results to predict and select high-quality candidates. Caliper is a TMSA Affiliate member.

Great leaders often have several traits in common. We tend to see characteristics like strong communication, a positive attitude and a sense of integrity on the short list. But, where does self-awareness come into play? This attribute is often overlooked in leaders, but here at Caliper, we argue that this characteristic can make or break a work environment.

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What is Personal?

By Robert Rose, Chief Strategy Officer of The Content Advisory, the Consulting & Education Group of Content Marketing InstituteFor more than 20 years, Rose has been helping marketers to tell their story more effectively and build passionate audiences and powerful customer experiences. Rose will be the opening and closing keynote speaker for the 2019 TMSA Logistics Marketing & Sales Conference

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Fuel Productivity and Motivate Your Team through Communication

By Hilary Jane Grosskopf, author of Awake Leadership: A System for Leading with Clarity and Creativity and Awake Ethic: A System for Aligning Your Action with Your Core Intentions. She is a leadership guide, strategist and writer and founder of Awake Leadership Solutions.

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TMSA Seeks Chief Strategy Officer

As TMSA expands its value proposition and service offerings to members, the association's Board of Directors has approved the decision to expand staff resources that will support the growth of the association.

This newly created position, Chief Strategy Officer, will be responsible for assisting TMSA CEO Brian Everett with developing, executing, communicating and sustaining strategic initiatives of the organization. This individual also will work closely with Everett and the Board of Directors to develop the organization’s vision and strategic focus and overseeing implementation of initiatives through committee engagement and staff resources.

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The First One to Commit to the Experience Wins

By Robert Rose, Chief Strategy Officer of The Content Advisory, the Consulting & Education Group of Content Marketing Institute. For more than 20 years, Rose has been helping marketers to tell their story more effectively and build passionate audiences and powerful customer experiences. Rose will be the opening and closing keynote speaker for the 2019 TMSA Logistics Marketing & Sales Conference

When I was visiting a client in Hartford, Connecticut, I needed a taxi from my hotel to the client’s location. Easy enough. The hotel bellman grabs a taxi from the street and I’m on my way. As we drive, the cabbie makes small talk: where are you from, how long are you staying, the weather, all that. Then he asks, “Do you have a ride to the airport tomorrow?”

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Award-Winning Strategy: New Penn Millennial Landing Page

More than one-in-three American labor force participants (35%) are Millennials, making them the largest generation in the U.S. labor force, according to a Pew Research Center analysis of U.S. Census Bureau data. Trucking companies today are facing the challenge, how do we recruit the largest workforce-eligible generation, who are unemployed, underemployed or looking for a career upgrade?

It's no secret that the trucking industry needs a rebrand. In order for companies to be able to attract a more diverse talent pool and tap into the millennial generation workforce, preconceived notions of who belongs behind the wheel need to be changed. 

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Promoting Employee Happiness

By Caliper, a human capital analytics company leveraging decades of data and validated assessment results to predict and select high-quality candidates. Caliper is a TMSA Affiliate member.

Everyone has seen the statistics about employee happiness and how it’ll change the way your workplace operates. Companies with happy employees outperform their competitors by 20%. Some companies have even gone as far as hiring an employee experience officer. One of the most notable companies to hire someone dedicated to employee experience was Airbnb back in 2015 when they transitioned their Chief Human Resources Officer to the Head of Employee Experience. The duties of the new role include shared HR functions as well as responsibilities that focus on their new “workplace as an experience” vision. To achieve this vision, most offices included a group of employees called “ground control” that focus on bringing AirBnb’s culture to life.

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