Know what changed.
Follow what happens next.
Useful reporting connects the work delivered to the way suitable shippers move through your sales process.
Two questions for every engagement.
What did we implement, and what happened in the pipeline?
What was delivered?
Keep a before-and-after record of the agreed page, profile, form, tracking, or outreach changes. Check the implementation against the scope.
What progressed?
Review inquiries, qualification decisions, held meetings, quotes, and won accounts. Keep each stage distinct so activity cannot be mistaken for a sale.
What needs attention?
Use unsuitable inquiries, missed follow-ups, stalled quotes, and incomplete data to choose the next action and assign an owner.
Follow the full conversation.
The table below describes our reporting approach. It is not a client performance report.
| Measure | Question it answers | Evidence |
|---|---|---|
| Suitable inquiries | Does the company fit your services, volume, geography, and capacity? | Inquiry details and a recorded qualification decision. |
| Held meetings | Did the qualified prospect actually meet with your team? | Meeting attendance and the agreed next step. |
| Quotes sent | Did a suitable opportunity receive a scoped commercial proposal? | Quote record, date, owner, and opportunity stage. |
| Won accounts | Did the prospect become a customer? | Confirmed commercial outcome and onboarding status. |
Read the numbers with care.
Lead quality, sales timing, and the completeness of your records affect what a report can tell you.
- Choose a baseline and a consistent reporting period before comparing performance.
- Record the source where known; distinguish attributed outcomes from outcomes with an unknown source.
- Separate test submissions, duplicates, and unsuitable inquiries from accepted leads.
- Report missing information as unknown and agree on how to collect it.
Start with your own baseline.
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