Where your freight revenue goes
Every customer, every mailbox and every quote, joined into one picture. Each shipment request is traced from the email it arrived in to the bid you sent and whether you booked the load — so the number nobody can see today, what expired unpriced, finally has a dollar figure on it.
Sample broker · example numbers · $1,600 avg revenue per loadPotential revenue$432,000270 shipment requests × $1,600
Won (booked loads)$65,60041 loads · 15% of requests
Lost revenue$366,400125 never quoted + 104 bids lost
Customers
TMS + inboxNestléActive120 requests · Biggest sender, thinnest coverage
UnileverAt risk90 requests · Volume down 34% vs 8-week average
General MillsActive60 requests · Best coverage of the four
Kraft HeinzChurned0 requests · Nothing in 30 days, was ~24/mo
- Active customers2
- Churned customers1
- Customers at risk1
All company emails
Outlook / Gmailquotes@150 requests2,310 emails · Shared quote desk
ops@80 requests1,640 emails · Operations
dana@ (sales rep)40 requests870 emails · Direct from shippers
- Incoming emails4,820
- Shipment requests / RFPs270
- Potential revenue$432,000
- Lost revenue$366,400
Pricing engine
Bids + TMS loadsChicago, IL → Dallas, TX38% wonDry van · 42 bids · 16.1% margin
Atlanta, GA → Newark, NJ19% wonReefer · 37 bids · 12.4% margin
Ontario, CA → Phoenix, AZ6% wonDry van · 33 bids · Priced above market
- Avg. margin14.2%
- Submitted bids145
- Bids won (booked loads)41
- Bids lost104
- Median time to quote47 min
Where the money leaks
The same 270 requests, followed from email to booked load
Shipment requestsfrom 4,820 emails
$432,000
125 never quoted−$200,000
Bids submitted54% of requests
$232,000
104 bids lost−$166,400
Booked loads28% of bids
$65,600
By customer
Lost revenue = (never quoted + bids lost) × $1,600
| Customer | Requests | Quoted | Won | Lost bids | Never quoted | Won revenue | Lost revenue |
|---|---|---|---|---|---|---|---|
| NestléActive | 120 | 40 | 8 | 32 | 80 | $12,800 | $179,200 |
| UnileverAt risk | 90 | 60 | 18 | 42 | 30 | $28,800 | $115,200 |
| General MillsActive | 60 | 45 | 15 | 30 | 15 | $24,000 | $72,000 |
| Kraft HeinzChurned | 0 | 0 | 0 | 0 | 0 | $0 | — |
| Total | 270 | 145 | 41 | 104 | 125 | $65,600 | $366,400 |