Kestrel
An account-based programme that gave Kestrel a repeatable way into enterprise logistics buyers and more than doubled the size of the deals it closed.
(Sector)
Enterprise Logistics
(Year)
2024
(Timeline)
8 Months
(Services)
Business Consulting
Growth Strategy
Marketing & Demand
Kestrel won mid-market accounts on service and referrals, but enterprise shippers never made it onto the shortlist. There was no story procurement could defend, no material for a long committee-led buying cycle, and marketing and sales worked from separate versions of the truth.
We built an account-based programme around fifty named accounts: positioning procurement could sign off on, proof assets mapped to each stage of the committee’s decision, targeted media against the whole buying group, and one shared account plan that put marketing and sales on the same board.
Kestrel now competes for contracts it used to be excluded from. Deal sizes grew alongside the account list, and the sales cycle became something the team can forecast rather than hope through.
9
Enterprise wins
2.4x
Average deal size
6 mo
Payback period
