Sales CRM that scaled a brokerage from $1M to $4M.
Context
The brokerage was founded in 2022 with a single founder and the standard playbook for getting a freight brokerage off the ground — cold calls, manual lead lists, spreadsheets to track conversations. The first year ended at roughly $1M in revenue. Sustainable growth from there required two things at the same time: a sales team to make the calls, and the systems for that team to be measurable.
The problem
Off-the-shelf CRMs (HubSpot, Salesforce, Pipedrive) all required heavy customisation to fit a logistics-brokerage workflow — multi-stage lead qualification specific to freight, agent-level performance tracking, lead assignment rules that respected territory and load type. The cost of customising and maintaining a generic platform for a small team was high enough that building purpose-built was cheaper, and we had the in-house skill to do it.
What we built
A custom CRM and dashboard system covering the full sales motion: