Logistics companies can expect to generate nearly $27 in qualified pipeline for every marketing dollar spent, as per a report from LeadCoverage. The average Logistics Growth Efficiency Ratio (LGER) is $29.51, with the median company producing $26.68 in pipeline. The report advises executives to benchmark performance against this median.

The middle 50% of companies tracked generated $8 to $55 in pipeline per dollar spent. The most effective campaign saw $109.44, while the least effective only achieved 39 cents. The report stresses surpassing the median LGER of $26.68 and not treating it as a ceiling.

The index defines go-to-market spend as dollars on media, public relations, tech, vendors, and marketing headcount, excluding sales labor. It evaluated a variety of logistics providers, including FreightTech companies, 3PLs, brokers, and others. The SCGI aims to provide leaders with data to invest strategically and drive pipeline growth.

LeadCoverage’s CEO emphasized the importance of the SCGI in helping freight companies make their GTM investments count. The report highlights the performance gaps among companies and the need for benchmarks to drive efficiency and real pipeline growth. Born from SaaS, the index aims to adapt the Growth Efficiency Ratio (GER) for the freight industry.

Read more at Yahoo Finance: 3PLs should generate $27 in pipeline for each $1 in marketing, report says