How a family-owned transportation enterprise unified eleven operating companies onto a single CRM, gaining its first real-time, four-level view of revenue from parent company down to individual terminal.
Leadership wanted one thing no system could give them: real-time visibility into key accounts across all of their companies at a glance. Instead, customer data lived in spreadsheets, inboxes, and the heads of individual reps. There was no CRM at all.
Quoting, operational, and accounting data were spread across a TMS, an ERP, and several legacy databases that did not talk to each other. With many companies selling to overlapping customers, leadership could not see total revenue by parent account, identify cross-selling between units, or understand why deals were won or lost.
The enterprise needed more than a CRM install. It needed a revenue operations partner to model how the business actually worked, connect the systems that move freight, and embed with the teams until the platform was adopted and self-sustaining.
LeadCoverage ran the entire revenue operations function as a true partnership, designed to be 50% consulting and 50% execution, across four moves.
Configured the CRM from the ground up and engineered a four-level account hierarchy, parent company to business unit to bill-to site to revenue terminal, that mirrors exactly how the enterprise operates.
Integrated the TMS, ERP, and legacy systems into a data lake, replacing brittle point-to-point connections with a real-time, two-way feed built to absorb newly acquired companies quickly.
Built complete pipelines, forecasting, and an opportunity-to-invoice process with quote win-ratio and loss-reason tracking and role-based dashboards for every rep, manager, and executive.
Trained every user through live, virtual, and self-paced content; stood up an internal training library and weekly enablement calls; launched Marketing Hub on a healthy sending domain; and piloted AI agents on live data.
A deep dive into existing technology, data, and operations defined exactly what needed to change, and in what order, before any system was built.
Architecture, integrations, reporting, automation, and training executed across six parallel workstreams. The enterprise went from no CRM to a functioning platform with visibility into 110K+ parent and child accounts.
Data lake integration delivered a live quoting and revenue feed. Pipelines, forecasting, and quote metrics were finalized, and legacy records were migrated and cleansed off retired systems.
Additional business units were onboarded, terminal-level ownership logic and dashboards were rolled out, and AI agents were piloted to accelerate prospecting and account research.
A structured offboarding delivered a full architecture board, an annual maintenance guide, a dashboards audit, and a year-end changeover plan, leaving the team fully equipped to run the platform on its own.
