# 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.

Shipwell Freight tech · TMS

## Outcome: Shipwell results

Two channels, both producing.

- $11M Total ARR pipeline generated
- $6M From net-new outbound, zero to running in 90 days
- $4.6M Outbound ARR now in implementation
- $5M From the rebuilt inbound motion
- $2.4M ARR closed from inbound, with deals still progressing
- 89 Qualified opportunities from inbound
- 648 Inbound 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. **No outbound**: No outreach, no ICP backed by customer data, no tooling, no playbook.
2. **Broken inbound**: AEs qualified leads instead of closing. Stale data, no SOPs, no conversion tracking.
3. **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. **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. **ICP and TAM from data**: Worked back from which industries and profiles converted, retained and expanded, then set TAM, SAM and SOM.
2. **Embedded SDR team**: Two SDRs and a team lead inside Shipwell's commercial org, running LinkedIn, email and phone in tracked sequences.
3. **Platform and playbook**: Moved from Apollo to Gong and Salesforce, then wrote talk tracks, objection handling, sequencing, qualification and handoffs.
4. **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. **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

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- **[DataTruck · Sales](https://phi.consulting/case-studies/datatruck-sales)**: $2.5M ARR and a $12M Series A.
- **[Mudflap · GTM](https://phi.consulting/case-studies/mudflap-gtm)**: 150% higher conversion on a validated ICP.

## 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/shipwell-gtm