# Fintech, Logistics: AtoB case study: From 77 customers to 7% market share

Phi built AtoB a full-cycle GTM sales team and embedded it from day one, taking a strong product to 7% of US trucking fleets.

AtoB Fintech · Logistics

## Outcome: AtoB results

From 77 customers to thousands.

- 7% Of the U.S. trucking fuel card segment, from 77 customers
- 60% CAC reduction, through focused outbound and channel partnerships
- 3x Faster sales cycle, so revenue landed sooner
- $800M Valuation, on a sales system built to scale

## Before Phi: The challenge at AtoB

A strong product with no way to scale it.

1. **77 customers**: A modern fuel card and payments platform for fleets, with 77 active customers.
2. **Inconsistent outreach**: Cold outreach ran in fits. Inbound leads had no follow-up process.
3. **No segmentation**: No system to segment or scale sales across fleet sizes.
4. **High CAC, long cycles**: Acquisition cost and cycle length made scaling unsustainable while Motive and Relay Payments raced ahead.

## The work: What Phi did for AtoB

No strategy decks. A complete sales pod, designed, staffed and run by Phi from day one.

1. **Outbound design**: Segmented by fleet type: owner-operators, then SMB fleets, then enterprise.
2. **Inbound setup**: Lead qualification, routing and fast follow-up.
3. **Execution layer**: SDRs, AEs, sales managers, directors and RevOps specialists.
4. **Tech stack**: Salesforce, Nooks and custom dashboards for visibility.
5. **Playbooks**: Persona scripts, objection handling and sales training workflows.

## Execution: How we executed

What changed on the floor.

- **Calls and email, rebuilt**: Rebuilt from scratch around ICP pain points, with daily testing.
- **Upmarket, step by step**: Started with single-truck operators, then moved upmarket with tailored value messaging.
- **RevOps layer**: Automation, deal forecasting and pipeline hygiene that improved accuracy and velocity.

## Testimonial: AtoB, in their words

> “Phi built our GTM machine. They didn't just advise. They sold with us, built with us, and scaled with us.”

Revenue leadership, AtoB

## Related case studies

[All case studies](https://phi.consulting/proof)

- **[AtoB · CX](https://phi.consulting/case-studies/atob-cx)**: CSAT up 40%, onboarding time down 65%.
- **[TruckX · Sales](https://phi.consulting/case-studies/truckx-sales)**: $2M to $16M ARR.
- **[Shipwell · GTM](https://phi.consulting/case-studies/shipwell-gtm)**: $11M in pipeline in 12 months.

## Talk to us: The same system, pointed at your number.

A 30-minute call on your market, your GTM and what is not working. We will tell you if Phi is the right fit.

[Talk to Phi](https://phi.consulting/meet)

Markdown copy of https://phi.consulting/case-studies/atob-sales