How a Transportation Technology Leader Turned Dormant Accounts into Qualified Opportunities
The Hidden Cost of Under-Promotion
WHAT WE DO
Lead Qualification
Inside Sales
Customer Engagement Center
INDUSTRY
Transportation
Technology
RESULTS
Nearly 500 Non-Viable Leads Purged
Over 300 Dormant Accounts Re-Engaged
Limited Field Bandwidth Left Fleet Opportunities Untapped
[SITUATION]
A transportation technology leader sought to increase adoption of its monitoring system among transportation companies operating refrigerated trailer fleets. The technology captures critical trailer data, including location, cycles, run-time, drop events, refrigeration temperatures, maintenance alerts, and more, helping transportation companies improve fleet visibility and reduce vehicle downtime.
Our client primarily sold its technology through refrigerated trailer dealerships. However, these dealers had limited capacity and incentive to promote the monitoring system to transportation companies, particularly those with older trailer fleets that stood to benefit most from the upgrade. Instead, dealers focused on new equipment sales and day-to-day operations, leaving few resources and little motivation to pursue monitoring system sales opportunities. The client engaged MarketSource to collaborate with trailer dealerships and execute a cost-effective inside sales and lead qualification program.
CHALLENGES
Disengaged dealerships
Untapped revenue
Complex value proposition Insufficient field sales bandwidth
Nearly 500
non-viable leads purged, improving pipeline quality and focusing sales efforts.
KEYS TO SUCCESS
Inside sales
Dealer and prospect outreach and education
Extensive, targeted lead qualification
A Dealer-Aligned, Team-Sell Strategy Drives Fleet Engagement
[SOLUTION]
We set up a structure that enabled dealerships, the client’s field sales teams, and our inside sales teams to work together in a coordinated sales motion.
First, we obtained the dealers’ account lists of the transportation companies they worked with. Through extensive lead qualification, our inside sales team identified and vetted viable leads within each dealer’s customer base.
Our team then contacted and educated fleet decision-makers on the value of our client’s monitoring technology and the urgent need to upgrade fleets with older trailers. Through coordinated outreach, we worked with the dealerships and transportation companies to set initial sales appointments for the client’s field sales representatives, who then set system installation appointments directly with the dealership.
Real-World Results
Nearly 500 Non-Viable Leads Purged
Over 300 Dormant Accounts Re-Engaged
By combining dealer collaboration with direct fleet decision-maker engagement, MarketSource helped surface and qualify opportunities that had previously gone unaddressed. Our team purged nearly 500 non-viable leads, improving pipeline quality and focusing sales efforts. Additionally, we re-engaged 312 dormant fleet accounts that had not been actively discussing the monitoring technology, eventually securing sales appointments between interested fleet customers and field sales representatives.