Phi Consulting
Talk to Phi

Logistics: DataTruck case study: From founder-led sales to $2.5M ARR

DataTruck had product-market fit and no sales system. Phi placed one founding AE, built the system around them, stayed to scale it, and DataTruck raised a $12M Series A.

DataTruckLogistics

Outcome: DataTruck results

A revenue system investors could see.

  • $2.5MARR in under 2 years, grown from about $200K in 21 months
  • 97%CAC reduction, $1,103 to $530
  • 9:1Return on every $1 spent with Phi
  • $12MSeries A raised
  • $629,400Outbound ARR, Phi-led, in the scaling phase
  • $12.7M raisedA $700K pre-Series A, then the $12M Series A

DataTruck raised on a working revenue system and the numbers behind it, not on projections.

Before Phi: The challenge at DataTruck

A product with no sales system. Fleets liked the TMS and stayed. Sales ran on the founders' networks and persistence, which proved the product and could not scale.

  1. 01

    No sales team

    Every deal needed a founder in the room.

  2. 02

    CAC at $1,103

    No repeatable way to turn interest into revenue.

  3. 03

    No pipeline visibility

    Without an ICP framework, growth relied on founder hustle.

The work: What Phi did for DataTruck

Months 1 to 9: one founding AE, embedded and running outbound end to end. By month nine: $1M ARR, CAC down from $1,103 to $561, $207,552 in ARR from Phi-led outbound, and $9 back for every $1.

  1. 01

    ICP segmentation

    TAM to SAM to SOM, mapped to high-intent SMB carriers with signal-based targeting.

  2. 02

    Pain-driven messaging

    No feature pitches. Every touch built on missed loads, manual dispatch and billing chaos.

  3. 03

    Cold outreach

    8,000+ calls via Aircall and 11,000+ emails via Instantly, in sequences tested and scaled.

  4. 04

    Sales stack

    HubSpot configured from scratch, A/B-tested workflows and real-time pipeline dashboards.

Months 10 to 21: How we scaled it

ARR went from $1M to $2.5M in 12 months. CAC fell again, from $561 to $530, and monthly revenue additions rose from $1,950 to $4,370.

  • CRM overhaul

    Better lead scoring, cleaner handoffs and faster follow-up at higher volume.

  • PLG launch

    Self-serve signups feeding the same pipeline as outbound. Two channels, one system.

  • Team growth

    One founding AE to three: 2 SDRs and 1 AE, each stepping into a system already producing.

Testimonial: DataTruck, in their words

“Phi didn't just advise. They sold. Their outbound system scaled faster and cheaper than anything we tried in-house.”
DataTruck leadership

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