--- title: 11 Companies, One Revenue Truth | LeadCoverage Case Study --- [ Back to Case Studies ](https://leadcoverage.com/case-studies/) Case Study  ·  Revenue Operations # 11 Companies, One Source of Revenue Truth 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. 11 operating companies unified on one platform 110K+ parent and child accounts made visible for the first time 0 → 1 from no CRM at all to full platform adoption 4-level revenue hierarchy: parent to business unit to bill-to to terminal 6 workstreams executed in parallel, ~2 years embedded partnership The Challenge ## Revenue data with no single source of truth 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 Opportunity ## A revenue-accountable platform, built from scratch 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. The Solution ## Build, connect, operationalize, adopt LeadCoverage ran the entire revenue operations function as a true partnership, designed to be 50% consulting and 50% execution, across four moves. 01 · Build ### Build the System 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. 02 · Connect ### Connect the Data 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. 03 · Operationalize ### Operationalize Selling 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. 04 · Adopt ### Drive Adoption 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. The Timeline ## A multi-year build to a self-sustaining engine Phase 0 · Discovery #### Map the business A deep dive into existing technology, data, and operations defined exactly what needed to change, and in what order, before any system was built. Phase 1 · Implementation #### Stand up the platform 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. Phase 2 · Refinement #### Deepen and integrate 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. Scale · Adoption #### Expand across units 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. Handoff · Enablement #### Leave them self-sufficient 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. The Results ## One source of revenue truth - **From zero to one platform.** The enterprise went from no CRM to a fully adopted system spanning multiple business units. - **Company-wide visibility for the first time.** Leadership gained a real-time, four-level view of revenue across more than 110,000 parent and child accounts, from parent company down to individual terminals. - **Connected systems, live data.** The TMS, ERP, and legacy systems were integrated into a data lake, replacing manual exports and enabling fast onboarding of acquired companies. - **Disciplined selling.** New pipelines, forecasting, and quote win/loss tracking gave every unit a shared, measurable sales process where none had existed before. - **Durable adoption.** Teams operate confidently in the platform, supported by a living training library, weekly enablement calls, and piloted AI agents. - **A clean, documented handoff.** The engagement closed with full architecture, maintenance, and changeover documentation, leaving the client entirely self-sufficient. Learn More ## Explore more from LeadCoverage [LeadCoverage: Leader in GTM in Supply Chain at-a-Glance Deck ](https://the-gtm-operating-layer--i42jb7h.gamma.site/) [LeadCoverage | HubSpot Implementation Partner ](https://leadcoverage-6tcko58.gamma.site/) [Lead the Market with an Index ](https://lead-the-market-rn7rgxv.gamma.site/) [Three Strategies Working in Supply Chain Marketing ](https://three-proven-strategies--aopdmjj.gamma.site/) [Why PR Matters in Supply Chain ](https://leadcoverage-pr-tu7p524.gamma.site/) [Understanding Intent Data ](https://understanding-intent-dat-zr7h1wq.gamma.site/) [Analyst Relations: Where Market Leadership is Earned ](https://analystrelations-where-m-14eomi8.gamma.site/) [The Revenue Engine Workshop with CEO, Kara Smith Brown ](https://the-revenue-engine-works-1ng6coj.gamma.site/) ## Ready to build your revenue engine? We make market leaders. [Visit LeadCoverage](https://www.leadcoverage.com) [The Revenue Engine](https://www.therevenueengine.com)