The Supply Chain Growth Index
How freight and logistics companies turn go-to-market spend into pipeline. A quarterly benchmark built on one metric: the Logistics Growth Efficiency Ratio.
One metric for marketing, PR, demand gen, and revenue
The Supply Chain Growth Index is a quarterly benchmark of go-to-market efficiency for freight, logistics, and supply chain companies. It tracks one number, the Logistics Growth Efficiency Ratio (LGER): dollars of qualified pipeline created per dollar of total go-to-market spend.
It exists so leaders can answer a question most teams cannot: is our go-to-market spend producing pipeline at a rate that holds up against the rest of the market? One shared metric lets marketing, PR, demand gen, and revenue teams work from the same scoreboard.
Built for freight and logistics leaders
The sample spans freight tech, 3PLs, brokers, and logistics providers, asset-light and asset-heavy, mid-market and enterprise. LeadCoverage publishes the results every quarter and each release is linked in the archive below.
The Index won a 2026 TMSA Trailblazer Award for its inaugural edition.
Median LGER fell 49% as a freight rate spike slowed buying decisions
What LGER measures
The Logistics Growth Efficiency Ratio is dollars of qualified pipeline created per dollar of total go-to-market spend. Compare your number to the median. Below it, review how you allocate spend and how your campaigns perform. Well above it, you may have room to invest more.
In Revenue Engine terms: volume is the pipeline created, velocity is how quickly it moves, and value is the dollars it returns per dollar spent. LGER keeps all three honest.
What top performers share
- Industry benchmarks and thought leadership
- Consistent earned media and PR
- Sustained SEO and AEO investment
From the Q1 2026 results.
What is in the full Index
LGER benchmarks
The median and leader figures for go-to-market efficiency, so you can see where your ratio sits against the market.
Freight vs. SaaS comparisons
How investment levels and conversion rates in freight and logistics compare with software companies.
Full-funnel GTM playbooks
Plays aimed at shortening sales cycles and raising deal velocity, built from what the top performers do.
The specifics
- Metric. LGER = qualified pipeline created ($) divided by total go-to-market spend ($).
- Spend. Go-to-market spend covers media, PR, technology, vendors, and marketing headcount. Sales labor is excluded.
- Sample. Roughly 50 freight, logistics, and supply chain companies: freight tech, 3PLs, brokers, and logistics providers, asset-light and asset-heavy, mid-market and enterprise.
- Statistics. Each release reports the median, the mean, and the 25th and 75th percentiles.
- Cadence. Published quarterly, with the results released to the trade press.
Quarter archive
The Index is published quarterly and draws on LeadCoverage’s own data from roughly 50 supply chain companies. Its primary benchmark is LGER, dollars of qualified pipeline created per dollar of total go-to-market spend. Each release reports the median, the mean, and the 25th and 75th percentiles. In the Q2 2026 results, most go-to-market budgets ran between $100K and $370K per quarter.
What counts as qualified pipeline and what counts as go-to-market spend is not a fixed standard. Each company defines both for itself, so treat LGER as a benchmark for tracking your own ratio against the median over time, not as an audited figure. Use the same definitions every quarter and the comparison holds.
Recognized for the inaugural Supply Chain Growth Index.
Keep reading
See where you sit against the Index
Download the Index, or talk to us about where your own LGER lands.