# 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.

DataTruck Logistics

## Outcome: DataTruck results

A revenue system investors could see.

- $2.5M ARR in under 2 years, grown from about $200K in 21 months
- 52% CAC reduction, $1,103 to $530
- 9:1 Return on every $1 spent with Phi
- $12M Series A raised
- $629,400 Outbound ARR, Phi-led, in the scaling phase
- $12.7M raised A $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. **No sales team**: Every deal needed a founder in the room.
2. **CAC at $1,103**: No repeatable way to turn interest into revenue.
3. **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. **ICP segmentation**: TAM to SAM to SOM, mapped to high-intent SMB carriers with signal-based targeting.
2. **Pain-driven messaging**: No feature pitches. Every touch built on missed loads, manual dispatch and billing chaos.
3. **Cold outreach**: 8,000+ calls via Aircall and 11,000+ emails via Instantly, in sequences tested and scaled.
4. **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

## Related case studies

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

- **[DataTruck · CX](https://phi.consulting/case-studies/datatruck-cx)**: Onboarding rebuilt to keep what sales won.
- **[TruckX · Sales](https://phi.consulting/case-studies/truckx-sales)**: $2M to $16M ARR.
- **[AtoB · CX](https://phi.consulting/case-studies/atob-cx)**: CSAT up 40%, onboarding time down 65%.

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

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