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The timeline
Three legs of The Revenue Engine across 13 months, starting with an in-person strategy session: share good news, track interest, follow up. Foundation work runs alongside your January freight hires so they join with a defined target, and the plan is paced to your March freight sales ramp.
Assumes the strategy session in November and December and program kickoff in December. A written 30, 60 and 90 day plan opens the program, and bi-weekly working sessions run throughout. Start date and phase lengths are for us to confirm together.
Why start now
To make an impact by March, the work has to begin in November. The first months build what your sellers and BDRs will use when the ramp starts.
- Your freight sellers need assets before they need them. The first dedicated freight seller is in seat and two more join in January. Press coverage, an Index edition, and an analyst paper have to exist before March, not start then.
- PR and the Index build on themselves. Each edition and placement makes the next one easier to earn. A late start means a later first edition and fewer in market by March.
- Foundation comes first. The ICP split, the messaging, and the email ownership plan take weeks and decide everything after them. The strategy session and kickoff are the first step, and every week they slip moves the March date with them.
- Your budget decision is happening now. Choosing a term this month gets the program moving in December, ahead of your ramp.
What we do
The Share Good News side of the program: PR, the Index, and analyst relations, plus a one-time audit of how buyers find you. Together they give your team content and proof to use in demand gen and in selling.
PR and press
- Story angles for each ICP, starting with cost reduction for truckload and LTL buyers and a separate angle for small parcel buyers if the ICP split calls for it.
- Press releases and pitching to the trade media shipper procurement and logistics leaders read.
- Podcast placement with the shows your buyers listen to.
- Subject-matter experts from your team as spokespeople, prepared by us.
- Pickup reviewed at every working session, so the story mix improves as we go.
Placements we have earned for freight clients
- The Wall Street Journal: a Logistics Report feature on trucking rate increases pushing shippers toward rail.
- CNBC: a monthly freight index published with a CNBC reporter.
- FreightWaves: executive interviews and trade coverage.
- Supply Chain Matters, Supply Chain Moves, Global Trade Magazine: executive interviews and tariff points of view.
Examples from our freight work. Your placements depend on the story and the spokesperson.
The monthly freight Index
- One narrow topic at a time, run as a limited series, so each edition stays short and led by numbers.
- Built on your aggregated benchmark data if it can be shared, or on other sources. We settle that in Foundation.
- Each edition ships with a press release, trade pitching and a content kit for your demand gen team and sellers.
- Every campaign your team runs ties back to the Index or PR story and gives sales a clear next step.
Index options by ICP (working names)
Truckload and LTL shippers: transportation, procurement, and finance leaders
- The Procure Shipper Freight Cost Index: how contracted rates compare with the market, so a buyer knows when to rebid.
- The Procure Freight Fee Index: detention, fuel surcharges, and LTL reclass and reweigh charges. One narrow topic, cost-led.
Small parcel shippers: the buyers who manage carrier contracts and surcharges
- The Procure Parcel Surcharge Index: annual rate increases and surcharges, and what they add to a parcel bill.
Every ICP, and your existing members
- The Procure Shipper Confidence Index: a quarterly read from procurement leaders on capacity and rebid plans. It needs no member data.
The ICP split and the first edition are set in Foundation, based on the data you can share.
Analyst relations
Four times a year, as part of analyst relations, we place a second-tier analyst or other independent research voice behind your story: an article or research paper written specifically for your ICPs and the shipper buyers you are targeting. Included in the program, one per quarter.
Why it matters
- Buyers discount what a vendor says about itself. A paper from an independent voice is the proof they trust, and it answers the question every procurement leader asks about a newer entrant: who else says so?
- Freight is a new vertical for you. Third-party validation lets you borrow credibility in the market while your own track record builds.
- Your sellers get something to send that is not marketing. It works in a first email, a follow-up, and a deal that is stalled in review.
- It is written for your audience, not a general one, so the topic, the language, and the examples match the shipper buyers you are pursuing.
- One paper feeds many assets. Demand gen turns each one into nurture content, PR pitches it, and the Index can reference it.
Paid media, SEO and AEO audit
Included early in the program. We review how shipper buyers find Procure today and give your team a written, prioritized set of recommendations. Your team decides what to run.
- Paid media: how to use paid to amplify the PR and Index content we create, so the coverage reaches the buyers you are targeting.
- SEO and AEO: how your site shows up in search and in AI answer engines, so buyers who go looking find a clear digital strategy behind the story.
- A working session to walk your demand gen team through the findings and agree on priorities.
Not included: ongoing paid media management and ad spend. LeadCoverage can manage paid media as a separate scope, and the media budget is always yours.
A typical month
Choose the topic and pull the data for the next edition.
Draft the Index and the release, with your approval before anything goes out.
Publish, send to trade media and place spokespeople on podcasts.
Deliver the content kit, then review pickup and what your sellers heard.
The monthly rhythm is a starting point. We set the exact cadence and approval steps in Foundation.
Your options
One program, one scope: LeadCoverage supporting the Share Good News side of the house. The only choice is how long you commit. Demand gen bandwidth and freight sales training are separate add-ons, so you can compare them with adding headcount.
24-month program
The full roadmap above on a 24-month term, with 15% off the monthly rate for every month. Fits a three-year goal, because PR and an Index build on themselves over time.
- In-person strategy session at your offices
- Share Good News support: Foundation, PR and press, monthly Index, analyst relations (quarterly third-party paper)
- Paid media, SEO and AEO audit with recommendations for your team
- Consulting to your demand gen and RevOps teams
- Quarterly strategy reviews with LeadCoverage leadership, strategic consulting like the kickoff
- 30/60/90 plan and bi-weekly working sessions
15% off the 12-month rate, every month of the term
Strategy session included
With demand gen bandwidth: from $23,375 per month
12-month program
The same scope and the same team on a 12-month term.
- In-person strategy session at your offices
- Share Good News support: Foundation, PR and press, monthly Index, analyst relations (quarterly third-party paper)
- Paid media, SEO and AEO audit with recommendations for your team
- Consulting to your demand gen and RevOps teams
- Quarterly strategy reviews with LeadCoverage leadership, strategic consulting like the kickoff
- 30/60/90 plan and bi-weekly working sessions
Strategy session included
With demand gen bandwidth: from $27,500 per month
Add-ons
Demand gen bandwidth
LeadCoverage capacity alongside your marketing team, sized to the gap the backwards math shows. Priced separately so you can weigh it against new hires.
- Added to either term
- Scoped after the lead targets are set
From $4,250 per month on the 24-month term
Final scope and rate set after Phase 1 targets
Freight sales team training
Training for your freight sellers, including the two joining in January, because freight is the vertical you want to scale fastest. Built on The Revenue Engine and run the way LeadCoverage trains logistics sales teams.
- One full day of in-person training with your team
- Three months of ongoing coaching on Zoom, working live prospects
- Customer sales for freight: planning the call, running it, and following up
- Speed to lead, multi-threading, and coaching to personas
In-person day plus three months of Zoom coaching
Built for your buyers
Procure Analytics sells to shippers who manage transportation spend. The roadmap is written for that reader.
What this means for the plan
- The Index and the press program speak to shipper procurement and logistics leaders, not to carriers.
- Your cost reduction message leads. Buyers who hear it get curious about what a GPO is, so your team skips the education pitch.
- Truckload and LTL buyers and small parcel buyers get separate messaging if the ICP split says so.
What we need from you
- Your lead and touch point requirement for next year
- How many contact records you hold today, and whether ZoomInfo stays your source
- Who owns Pardot and Salesforce routing on your side
- Whether freight benchmark data can be used, in aggregate, as the base of an Index
Figures about Procure Analytics come from your October 29 conversation with us. Timing shown is a proposal.