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Freight tech, TMS: Shipwell case study: $11M in pipeline from zero outbound in 12 months

No outbound, no playbook, no ICP. Phi built Shipwell's outbound motion from scratch and rebuilt inbound at the same time.

ShipwellFreight tech · TMS

Outcome: Shipwell results

Two channels, both producing.

  • $11MTotal ARR pipeline generated
  • $6MFrom net-new outbound, zero to running in 90 days
  • $4.6MOutbound ARR now in implementation
  • $5MFrom the rebuilt inbound motion
  • $2.4MARR closed from inbound, with deals still progressing
  • 89Qualified opportunities from inbound
  • 648Inbound leads processed and qualified

The $4.6M is no longer pipeline. It is revenue being onboarded.

Before Phi: The challenge at Shipwell

Selling Shipwell is not like selling SaaS. An AI-integrated TMS for mid-market and enterprise shippers with multimodal supply chains, and a Gartner Magic Quadrant Visionary for TMS five years running, including 2025.

  1. 01

    No outbound

    No outreach, no ICP backed by customer data, no tooling, no playbook.

  2. 02

    Broken inbound

    AEs qualified leads instead of closing. Stale data, no SOPs, no conversion tracking.

  3. 03

    A complex sale

    Supply chain, IT, finance and operations must agree. Implementation takes 3 to 6 months, the cycle 6 to 12. A wrong buyer costs weeks.

  4. 04

    Revenue leaking twice

    Marketing drove activity the revenue team couldn't convert. One channel underperformed, the other didn't exist.

The work: What Phi did for Shipwell

Both motions, built at once.

  1. 01

    ICP and TAM from data

    Worked back from which industries and profiles converted, retained and expanded, then set TAM, SAM and SOM.

  2. 02

    Embedded SDR team

    Two SDRs and a team lead inside Shipwell's commercial org, running LinkedIn, email and phone in tracked sequences.

  3. 03

    Platform and playbook

    Moved from Apollo to Gong and Salesforce, then wrote talk tracks, objection handling, sequencing, qualification and handoffs.

  4. 04

    Inbound rebuild

    The same team lead cleaned the data, fixed routing, added tracking and SOPs, and redesigned discovery so AEs start at the right level.

  5. 05

    Real-time activation

    Qualified layered on paid traffic, so high-fit visitors were engaged live instead of waiting on a form.

Testimonial: Shipwell, in their words

“Phi didn't feel like an agency we hired. They felt like a revenue team we finally had.”
Shipwell 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.

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