says Dyer. “While we’re a smallerbroker, we are often more agile, canrespond faster, and can be more flexible—at a price point that has greatvalue for the shipper,” he notes.
The infusion of capital into thelogistics space and the resultingproliferation of technology choicesmeans that even smaller players cancompete with, out-hustle, and outperform many of the larger firms,he believes. In his view, the logisticstech revolution has completely upended the landscape,bringing advanced platforms and low-cost, cutting-edgecapabilities to the masses. These are enabling quicker decisions, shorter implementations, easier training, and fasterramp-up to return on investment.
“You don’t have to run $5 billion worth of freightthrough your [in-house] system anymore to make thetechnology pay back,” Dyer notes. “You can run $100,000worth of freight through, and it will work [and give youpayback]. And [with APIs and pre-built integration mod-ules], implementation is far faster and much more straightforward—with the go-live conversations starting at 30 to45 days.”Even with a new generation of 3PLs on the cusp, somebasic fundamentals will never change, Dyer believes. “It’svery simple: Make your actions match your words,” he says,which is especially important in building and maintainingsustainable relationships with carriers. “Sell the load as itreally is and make it easy for them to tender, track, and bill.”His last piece of advice: “Dial down the hassle factor. Fivedifferent brokers at the same firm will have five differentshipments with the same carrier, and all five are calling thedispatcher asking ‘Where’s my freight?’ It’s madness,” hesays. “With the proliferation of GPS-enabled smartphonesand driver apps … there should be no reason today for abroker to call a driver and ask where the freight is.” n
Priority First choice Amongtop three
Improve or update technology systems supporting operations 18% 47%
Increase speed to consumer and/or move closer to customer 16% 44%
Improve visibility 13% 43%
Increase data quality and integrity 11% 42%EXHIBIT 1
Logistics leaders’ top priorities in 2020
SOURCE: GARTNER INC.
