Case Study: Transforming Sales, Marketing, and RevOps for a Mid-Sized Logistics Provider

How a Broken Sales Model Led to High Turnover, Market Reputation Damage, and Revenue Loss—And How We Fixed It

Client Overview: Mid-Sized Logistics Firm

Industry: Third-Party Logistics
Company Size: Mid-Market Logistics Provider
Objective: Reduce sales team turnover, improve rep performance, streamline RevOps, refine key account targeting, and rebuild the company’s market reputation for long-term growth and sustainability.

The Challenge: A Sales and RevOps Model in Crisis

The company had a highly ranked reputation in logistics operations but a broken sales and marketing organization that was negatively impacting growth, profitability, and workforce retention.

Key Issues Identified:

🚨 Massive Sales Team Turnover & Low Rep Success Rates

• The company relied on a high-churn hiring model, hiring mass amounts of sales reps and firing most of them within months.
• This led to wasted recruitment budgets, lost productivity, and a demoralized workforce.

🚨 Reputation Damage from Aggressive, Unstructured Cold Calling

• Each rep made hundreds of cold calls daily from the main company lines, over-saturating the target market, getting flagged as spam, and damaging brand perception.
• Bad lead management meant that even one-off inquiries were placed into aggressive call sequences for years.

🚨 Lack of Strategic Account Targeting & Channel Partner Plan

• No structured account-based sales (ABS) strategy to focus on high-value accounts.
• No channel partnerships or alternative lead sources to diversify prospecting efforts.

🚨 Disconnected KPIs & Poor Sales Coaching

• From the C-suite to frontline managers, everyone measured the wrong KPIs, leading to poor decisions and misaligned coaching.
• Sales trainers weren’t sales professionals—they lacked industry-specific expertise to properly train and develop reps.

🚨 Operational Inefficiencies & Shipment Delays Hurting Customer Experience

• Standard industry challenges like shipment delays were worsened by inefficient processes.
• Customer Lifetime Value (LTV) and satisfaction were low, leading to higher churn rates.

🚨 Technology & Infrastructure Misalignment

• Scattered, disconnected tools resulted in inefficiencies between sales, marketing, and operations.
• No unified RevOps system to streamline and align company-wide efforts.

🚨 Toxic Internal Culture & Poor Market Reputation

• The company had a notoriously bad reputation as an employer, making recruitment and retention increasingly difficult.
• Reviews from both former employees and customers painted an inconsistent picture, hurting credibility in the industry.
  
  

Objective:
🔹 Reduce turnover costs by improving rep performance and retention.
🔹 Shift from a high-churn, volume-based sales approach to a strategic, value-driven model.
🔹 Implement RevOps infrastructure to align sales, marketing, operations, and customer success.
🔹 Build a more sophisticated training, coaching, and leadership model for sustainable success.

The Solution: A Full-Scale RevOps & Culture Transformation

Through in-depth research, internal and external interviews, and a full-funnel analysis from lead gen to LTV, we built a comprehensive sales, marketing, and RevOps strategy that transformed the company’s sales process and operational structure.

1. Revamping Sales Strategy: From High-Churn to High-Performance

✅ Implemented an Account-Based Sales (ABS) Model

• Focused on high-value key accounts instead of a volume-based, “spray and pray” approach.
• Built targeted outreach plans for enterprise, mid-market, and growing logistics clients.

✅ Refined Lead Management & Targeting Strategy

• Created ICP (Ideal Customer Profile) definitions to ensure reps pursued the right accounts.
• Introduced better lead scoring to prevent reps from wasting time on low-value or one-time shippers.

✅ Eliminated Inefficient Mass Cold Calling

• Reduced daily call volume per rep from 200+ to a more strategic, multi-channel approach.
• Introduced LinkedIn engagement, email nurturing, and referral-based prospecting to build credibility.
• Improved compliance and spam prevention measures to prevent excessive call blocking.

✅ Rebuilt Sales Rep Training & Coaching Infrastructure

• Overhauled the onboarding process to include:
  • Live call reviews & role-playing with experienced sales leaders.
  • Situational sales training for objection handling, negotiation, and industry-specific challenges.
  • Continuous feedback loops for reps to refine skills and stay engaged in their development.

✅ Repositioned Sales Managers as True Coaches

• Trained managers on real sales coaching techniques, ensuring they provided tactical, skill-based feedback instead of just reviewing activity numbers.
• Shifted KPI focus from raw call volume to meaningful sales activities, engagement rates, and conversion metrics.
  
  

2. Strengthening Channel & Partner Strategy

✅ Developed a Channel & Partner Plan

• Built partnerships with freight tech companies, logistics software providers, and supply chain consultants to create referral networks.
• Structured co-marketing and co-selling programs to generate inbound, qualified leads.

✅ Launched Thought Leadership & Market Credibility Initiatives

• Produced logistics industry reports, case studies, and expert webinars to increase brand trust.
• Engaged in PR & employer branding efforts to rebuild reputation within the target market.
  
  

3. RevOps Infrastructure & Tech Overhaul

✅ Aligned CRM, Sales, and Marketing Technology

• Unified all sales, marketing, and customer data into an integrated RevOps system.
• Implemented automation tools for lead scoring, email cadences, and customer follow-ups.

✅ Improved Customer Experience & Lifetime Value (LTV)

• Optimized the customer onboarding process to create stronger initial experiences.
• Provided better shipment tracking & post-sale communication to reduce churn and build loyalty.
  
  

4. Cultural & Leadership Shift: From Burnout to Buy-In

✅ Addressed Toxic Work Culture & Rebuilt Internal Trust

• Reduced pressure-driven sales tactics and focused on rep development & longevity.
• Introduced career progression paths to increase retention and internal mobility.

✅ Shifted Leadership Mindset at All Levels

• Provided executive and management teams with strategic decision-making frameworks based on real data, not flawed KPIs.
• Shifted focus from activity-based management to outcome-driven performance coaching.

✅ Created a Feedback-Driven, Continuous Improvement Culture

• Established internal and external feedback loops for constant optimization and adaptation.
• Managers and directors became more equipped to lead, and frontline employees had more buy-in to overall company goals.

The Results: A Fully Transformed Sales, Marketing & RevOps Structure

📉 Reduced Sales Rep Turnover by 60%
📊 Improved Lead Quality & Conversion Rates by focusing on key accounts
📈 Increased Customer Lifetime Value (LTV) through enhanced delivery & service processes
🚀 Significantly Reduced Spam Flags & Market Reputation Damage
💰 Reallocated Budget from High-Churn Sales Hiring to More Effective Sales Enablement
🎯 Enabled Leadership to Make Data-Driven Decisions Based on the Right KPIs

Conclusion: From Broken Sales Model to a Scalable Growth Engine

By redesigning the company’s entire sales, marketing, and RevOps approach, we helped shift from a high-churn, volume-driven sales model to a strategic, scalable revenue machine.

The result? Stronger employee retention, improved customer relationships, and increased profitability for long-term success.

Need to Fix Your Sales, Marketing, or RevOps Strategy?

At ProfitLogik, we specialize in scalable, repeatable revenue systems that drive sustainable growth. Let’s build a high-performing sales & RevOps strategy for your business.

📅 Schedule a consultation today to transform your organization.