Sessions and Events

2018 TMSA Logistics Marketing & Sales Conference

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Product Definition & Positioning: Overlooked Marketing Areas to Power Sales
Most transportation companies overlook the process of defining their service products and never consider training their sales team on proper positioning. Come hear Joel McGinley of TranStrategy Partners discuss how to develop these elements and drive more alignment between sales and marketing. Participants will learn how to:

  • Focus on effective Product Definition and Positioning
  • Train your sales force with a strategic marketing mentality
  • Align your Sales and Marketing through common language, methodology and, most importantly, goal achievement

About the Presenter: Joel McGinley has been active in the transportation and technology industry since 1982, leading organizations to achieve industry leader status, and creating tremendous value for shareholders and employees. In 1988, McGinley founded and managed Transportation Carrier Services, a service bureau to the transportation industry. He grew the business to being the largest service bureau in the West and successfully sold the company to DAT Services four years later.

At DAT Services, he grew the business 300% in five years, managing the new product development group, mergers and acquisition group and marketing and sales teams. In 1998 McGinley worked closely with the venture capital community to fund a business start up for an online service matching and local business directory, sold to and through national newspaper chains. TownHound/Make and Offer.com, Inc. achieved national status. A portion of the business was successfully sold.

As President and General Manager of TransCore Commercial Services, Inc., in 2001, McGinley led the organization through significant transitions, including moving to Seibel and Oracle based platforms from proprietary systems. Additionally, he led the transition of market position from freight matching centric to multi service platform; participating in several acquisitions to create multi service platform.

Today, McGinley is Managing Director of TranStrategy Partners and is ready to guide you through the executive coaching process with a growth and value oriented management style. He successfully leads a spectrum of companies from as small as 12 employees to organizations as large as 400 employees.