LeadCoverage, an Atlanta-based go-to-market consultancy for freight and logistics firms, took home a 2026 TMSA Trailblazer Award for its Supply Chain Growth Index, a quarterly benchmark that tracks how much qualified pipeline a logistics company generates for every dollar spent on sales and marketing.
| Detail | Fact |
|---|---|
| Award | 2026 TMSA Trailblazer Award |
| Presented at | TMSA ELEVATE Conference, Denver, CO, June 7–9, 2026 |
| Core metric | Logistics Growth Efficiency Ratio (LGER) |
| LGER formula | Pipeline Created ($) / GTM Spend ($) |
| Mid-range benchmark | LGER of $8–$55 (predictable pipeline generation) |
| Co-winners (2026) | Drop & Hook, IMC Logistics |
The award was presented on the final day of the TMSA ELEVATE Conference, which ran June 7–9 in Denver. LeadCoverage was among the 2026 Trailblazer recipients; Drop & Hook and IMC Logistics were also recognized in the same program.
The Transportation Marketing and Sales Association hands out Trailblazer Awards to recognize exceptional achievements in sales and marketing across commercial freight transportation. For LeadCoverage, the recognition centers on a product built around a single, blunt question that freight executives keep asking: are we actually getting a return on what we spend to generate revenue?
What the Supply Chain Growth Index Actually Measures
The Supply Chain Growth Index is built around the Logistics Growth Efficiency Ratio. The SCGI whitepaper defines it simply: LGER equals pipeline created in dollars divided by GTM spend in dollars. One number. One ratio linking every marketing and sales dollar to the qualified pipeline it produces.
The whitepaper sets out three performance bands. A Low LGER sits below $8, signaling that each dollar of GTM spend is generating less than $8 in qualified pipeline. The Mid-Range band, $8 to $55, represents benchmark efficiency with predictable pipeline generation. A High LGER above $55 suggests exceptional efficiency but may also flag underinvestment in GTM activity, a ceiling that can cap growth even when the ratio looks good on paper.
The Supply Chain Growth Index positions these bands as a calibration tool, not just a report card. A company below $8 has a spending problem. One above $55 may need to loosen the budget to sustain growth at scale.
How LGER Benchmarks Work in Practice
The metric is not entirely new to the business world. According to LeadCoverage’s SCGI product page, the LGER was adapted directly from the SaaS industry’s Growth Efficiency Ratio, which became a standard tool in software for balancing scale with profitability. The Supply Chain Growth Index is the first application of that framework to the logistics sector.
That matters because freight and logistics companies have historically measured marketing success through activity metrics: impressions, website visits, trade show attendance. Those numbers are easy to track. They are also easy to inflate without generating a single sales conversation. The LGER forces the denominator to be actual spend and the numerator to be qualified pipeline, stripping out the noise.
LeadCoverage was founded by Kara Smith Brown and Will Haraway, both logistics and transportation industry veterans. The firm’s stated premise is that supply chain companies are operationally strong but often struggle to translate that strength into consistent revenue generation. The SCGI is designed to close that gap with a number leadership can put in a board deck.
The TMSA, which describes itself as the only organization focused solely on advancing marketing and sales professionals across all modes of commercial freight transportation, runs its awards program to surface campaigns and tools with measurable commercial impact. The Trailblazer category targets initiatives that break new ground in how the industry approaches sales and marketing.
For logistics companies trying to justify or resize their GTM budgets in a market with longer sales cycles and persistent rate pressure, the next quarterly SCGI release will show whether the benchmark is gaining adoption broadly enough to make the index meaningful as an industry comparator.
