A one-page diagnostic for logistics leaders. Marketing has a lot of moving parts, and most logistics companies get the order wrong: pick a title, hope it works, then blame the hire when it doesn't.
The problem is rarely the person. Learn how to trace your Marketing roles to the discipline you're missing, and decide whether to hire, reprioritize, or nearshore it. Three steps, before you spend a single headcount.
From Episode 3 of the Talento x SupplyChainBrain series, Most Logistics Companies Build Marketing Backwards. Watch the full episode: [link]
STEP 1 · NAME THE SYMPTOM
The symptom (what you hear yourself saying) | The gap it points to |
"We're busy posting and sending, but I can't tell what's working." | Analytics |
"Leads come in and go cold. Nobody's managing the pipeline." | CRM |
"Everything we put out sounds like every other logistics company." | Content |
"We look different on every channel. Nothing feels like us." | Design |
"Buyers can't find us. Competitors show up first, in search and in AI answers." | SEO / AEO |
"We need qualified leads faster than organic can deliver." | Paid media |
"We don't actually know what we're trying to accomplish yet." | Strategy (start here, before any other hire) |
STEP 2 · BEFORE YOU HIRE, RUN THE GATE
Clarity: goal not defined? Fix that first. No hire yet.
Capability: no one in-house can do it? Bring in a specialist.
Capacity: have the skill, not the hands? Add capacity, often nearshore.
STEP 3 · DECIDE WHERE IT SITS
Keep U.S.-based: strategy, brand judgment, daily contact with sales and leadership.
Nearshore specialists: CRM, content, design, analytics, and SEO / AEO.
Build around the outcome, not the org chart you already have.
"We don't need unicorns because they don't exist. We need specialists."
Jacqueline Briggs, Marketing Director, Talento
Talento · Nearshore talent for US logistics · talento-io.com · linkedin.com/company/talento-io
