Freight Intelligence Master

---
name: freight-intelligence-master
description: Coordinate all freight intelligence gathering and campaign execution for systematic RFP inclusion. Use for daily workflow planning, weekly analysis, lead prioritization, and orchestrating all intelligence activities across job postings, RFP detection, competitor analysis, and campaigns.
---

# Freight Intelligence Master Orchestration

## Purpose

This skill coordinates all intelligence gathering and campaign execution for systematic RFP inclusion. It ties together job posting intelligence, RFP detection, competitive displacement, and campaign orchestration into a cohesive daily workflow that consistently generates qualified opportunities.

## When to Use This Skill

- Planning daily intelligence gathering workflow
- Coordinating weekly sales activities
- Prioritizing leads across multiple sources
- Orchestrating all intelligence skills together
- Analyzing performance and adjusting strategy

## Daily Workflow (2.5 Hours)

### Morning Intelligence Gathering (30 minutes)

#### 8:00-8:10 AM: Job Posting Check

**Platforms**:
- LinkedIn Sales Navigator (saved searches)
- Indeed email alerts
- ZipRecruiter notifications

**Actions**:
1. Review new transportation manager postings
2. Quick company research (5 min per promising lead)
3. Add to CRM with tag: `job_posting_lead`
4. Score priority (S/A/B/C tier)

**Target**: Find 3-5 qualified job postings

---

#### 8:10-8:20 AM: RFP Platform Scan

**Platforms**:
- SAM.gov (government)
- Ariba/Coupa (enterprise)
- Bonfire/JAGGAER (public sector)
- Uber Freight/Emerge (freight-specific)

**Actions**:
1. Check new RFP postings
2. Review saved search alerts
3. Add qualified RFPs to CRM with tag: `rfp_opportunity`
4. Flag urgent RFPs (closing <7 days)

**Target**: Find 2-3 qualified RFPs

---

#### 8:20-8:30 AM: Intelligence Review

**Sources**:
- FMCSA database changes (weekly check)
- Industry news (Transport Topics, FreightWaves)
- LinkedIn company updates (saved companies)
- Conference attendee lists (quarterly events)

**Actions**:
1. Note any M&A activity
2. Track facility expansions
3. Monitor competitor job postings (turnover signals)
4. Update intelligence log

**Target**: Discover 1-2 additional signals

---

### Afternoon Execution (2 hours)

#### 2:00-3:00 PM: Email Campaign Execution

**Activities**:
1. Send 15-20 personalized emails using campaign templates
2. Respond to any incoming inquiries
3. Send follow-up emails per campaign schedules
4. Update CRM with email status

**Breakdown**:
- Type A campaigns (job posting): 8-10 emails
- Type B campaigns (RFP signals): 4-5 emails
- Type C campaigns (competitive): 3-5 emails

**Tools**: Apollo.io, HubSpot, or email client with templates

---

#### 3:00-3:30 PM: LinkedIn Engagement

**Activities**:
1. Send 10 connection requests (personalized, no pitch)
2. Send 5-10 messages to existing connections
3. Engage with target company posts (like/comment)
4. Share 1 relevant industry article

**Strategy**:
- Connection requests to new job posting contacts
- Messages to connections per campaign schedule
- Engage with prospects showing activity

**Tools**: LinkedIn Sales Navigator

---

#### 3:30-4:00 PM: Phone Follow-Up

**Activities**:
1. Make 10-15 call attempts
2. Leave voicemails referencing email
3. Schedule callbacks for answered calls
4. Update CRM with call notes

**Prioritization**:
- Hot RFP leads (closing soon)
- Replied to email but no meeting
- Day 35 job posting campaign calls

**Tools**: Phone + CRM for call logging

---

## Weekly Planning Structure

### Monday: Deep Intelligence Gathering

**Focus**: Research and qualification

**Activities** (3 hours):
1. Deep dive on all new job postings from weekend
2. Research RFP opportunities in detail
3. Competitive intelligence scan (Glassdoor, LinkedIn)
4. Update target account list
5. Score and prioritize all leads

**Deliverable**: Prioritized target list for the week

---

### Tuesday-Thursday: Execution Days

**Focus**: High-volume outreach

**Activities** (2.5 hours/day):
1. Run standard daily workflow
2. Focus on highest-score leads
3. A/B test new messaging
4. Track response rates in real-time

**Goal**: Maximum touches on qualified leads

---

### Friday: Analysis & Planning

**Focus**: Review and optimize

**Activities** (2 hours):
1. Calculate week's metrics
2. Identify what's working (A/B test results)
3. Update campaign templates
4. Plan next week's priorities
5. Clean up CRM

**Deliverable**: Performance report + next week's plan

---

## Lead Prioritization Matrix

### S-Tier: Immediate Action (24-hour response)

**Criteria** (requires ALL):
- Job posting + RFP signals detected
- Company spend >$100K annually
- Decision maker identified
- Competitor vulnerability confirmed

**Actions**:
- Full court press (email + LinkedIn + phone same day)
- Executive team notified
- Custom proposal within 48 hours

**Expected Volume**: 2-3 per month

---

### A-Tier: High Priority (48-hour response)

**Criteria** (requires 2+):
- Strong job posting OR RFP signal
- Company spend >$50K annually
- Serviceable lanes identified
- Good fit for capabilities

**Actions**:
- Standard multi-touch campaign initiated
- Personalized Level 2 messaging
- Weekly follow-up cadence

**Expected Volume**: 10-15 per month

---

### B-Tier: Qualified (Within 1 week)

**Criteria** (requires 1+):
- Single credible signal
- Company appears qualified
- Serviceable potential
- Good timing (RFP season)

**Actions**:
- Email + LinkedIn campaign only
- Level 1 personalization
- Bi-weekly follow-up cadence

**Expected Volume**: 20-30 per month

---

### C-Tier: Nurture (Monthly touch)

**Criteria**:
- Weak signals but interesting
- Not currently qualified
- Future potential
- Worth staying visible

**Actions**:
- Monthly value-add email
- LinkedIn engagement
- Quarterly check-in call

**Expected Volume**: 50-100 in database

---

## Performance Tracking

### Weekly Targets

| Metric | Target | Good | Needs Work |
|--------|--------|------|------------|
| Job postings discovered | 15-20 | 10-15 | <10 |
| RFP opportunities found | 10-15 | 5-10 | <5 |
| Qualified leads total | 25-30 | 15-25 | <15 |
| Emails sent | 75-100 | 50-75 | <50 |
| LinkedIn connections | 50 | 30-50 | <30 |
| Phone calls made | 50-75 | 30-50 | <30 |
| Meetings booked | 5-8 | 3-5 | <3 |

### Monthly Targets

| Metric | Target | Good | Needs Work |
|--------|--------|------|------------|
| Pipeline created | $500K-1M | $250K-500K | <$250K |
| RFP inclusions | 8-12 | 5-8 | <5 |
| RFP submissions | 8-12 | 5-8 | <5 |
| New customers | 2-3 | 1-2 | <1 |
| Revenue closed | $100-150K | $50-100K | <$50K |

### Conversion Funnel (Expected)

```
100 Leads Identified
    ↓ (15-20% meeting rate)
18 Meetings Booked
    ↓ (40-50% opportunity rate)
8 Qualified Opportunities
    ↓ (60-70% RFP inclusion)
5 RFP Participations
    ↓ (20-25% win rate)
1 New Customer
```

**Key Insight**: Need ~100 qualified leads/month to win 1 customer

---

## Tool Stack

### Essential Tier ($250/month)

**LinkedIn Sales Navigator** ($135/month)
- Use for: Job posting alerts, decision maker identification
- Setup: Save searches for all target job titles

**Apollo.io** ($79/month)
- Use for: Email finding, sequencing, data enrichment
- Setup: Import lead lists, set up sequences

**Google Workspace** ($12/month)
- Use for: Professional email, calendar, docs
- Setup: Create email templates, meeting links

**CRM - HubSpot Free** ($0)
- Use for: Lead tracking, campaign management, reporting
- Setup: Custom properties, automation, tags

**Total**: $226/month

---

### Enhanced Tier ($500/month)

All essential tools PLUS:

**BidNet Premium** ($50/month)
- Use for: Additional RFP discovery
- Setup: Saved searches for transportation RFPs

**ZoomInfo** ($200/month) OR **Seamless.ai** ($150/month)
- Use for: Enhanced contact data, mobile numbers
- Setup: Chrome extension, CRM integration

**Total**: ~$476-526/month

---

### Premium Tier ($2,000/month)

All enhanced tools PLUS:

**ZoomInfo Full** ($1,500/month)
- Use for: Enterprise data, intent signals, technographics
- Setup: Full CRM integration, intent monitoring

**Conference Attendance** ($500/month average)
- Use for: Face-to-face with decision makers
- Focus: CSCMP, TIA, regional logistics events

**Total**: ~$2,000/month

---

## Automation Workflow

### Morning Automation (Save 15 min/day)

**Set Up**:
1. Google Alerts for competitor news, M&A activity
2. LinkedIn saved searches with daily email digest
3. Indeed/ZipRecruiter job alerts to single email
4. RSS feed reader for FreightWaves/Transport Topics
5. IFTTT/Zapier to aggregate into single dashboard

**Result**: All intelligence in one morning check

---

### Campaign Automation (Save 30 min/day)

**Set Up**:
1. HubSpot workflows triggered by CRM tags
2. Apollo.io sequences for email campaigns
3. Calendly for automatic meeting scheduling
4. Email templates with merge fields
5. LinkedIn saved responses for common questions

**Result**: Campaigns run automatically once triggered

---

### Reporting Automation (Save 2 hours/week)

**Set Up**:
1. HubSpot dashboard for key metrics
2. Weekly automated email report
3. Google Sheets integration for additional analysis
4. Monthly performance review template

**Result**: Real-time visibility into performance

---

## Decision Rules

### When to Pursue an Opportunity

**Pursue if YES to 3+**:
- [ ] Annual spend potential >$50K
- [ ] Lanes we can service profitably
- [ ] Decision maker identified
- [ ] Strong intelligence signal(s)
- [ ] Reasonable competition level
- [ ] Good timing (not just awarded RFP)
- [ ] Cultural/size fit

---

### When to Disqualify a Lead

**Disqualify if ANY**:
- [ ] Spend potential <$25K annually
- [ ] Lanes outside service area
- [ ] Payment terms >Net 60
- [ ] Technology requirements we can't meet
- [ ] Known bad actor (online reviews)
- [ ] Just awarded 3-year contract
- [ ] Unreasonable expectations

---

### When to Pause a Campaign

**Pause if**:
- No response after 5+ touches
- Explicitly asked to stop
- Found out RFP already awarded
- Company went out of business
- Spam complaint received

**Action**: Move to quarterly nurture or remove

---

## Integration Strategy

### How Skills Work Together

```
Job Posting Intelligence
    ↓ (discovers leads)
RFP Early Detection
    ↓ (validates signals)
Master Orchestration
    ↓ (prioritizes & assigns)
Campaign Orchestration
    ↓ (executes outreach)
Competitive Displacement
    ↓ (applies when needed)
Master Orchestration
    ↓ (tracks & optimizes)
```

### Cross-Skill Workflows

**Workflow 1: Job Posting → RFP**
1. Job Posting Intelligence finds new transportation manager
2. Master Orchestration scores as A-tier
3. Campaign Orchestration starts Type A campaign
4. RFP Early Detection watches for RFP in 60-90 days
5. Master Orchestration coordinates timing

**Workflow 2: Competitive Signal → Displacement**
1. RFP Early Detection finds company with known competitor
2. Master Orchestration researches competitor vulnerability
3. Competitive Displacement creates custom messaging
4. Campaign Orchestration executes Type C campaign
5. Master Orchestration tracks conversion

**Workflow 3: Multi-Signal Convergence**
1. Multiple skills detect different signals for same company
2. Master Orchestration raises to S-tier priority
3. All skills contribute intelligence
4. Custom campaign combines best tactics
5. Executive team engaged

---

## Common Scenarios

### Scenario 1: Found Great Job Posting, Now What?

**Actions**:
1. **Immediate** (Day 1):
   - Research company (5 min)
   - Find decision makers (current VP/CFO)
   - Score priority (likely B or A tier)
   - Add to CRM with `job_posting_lead` tag

2. **Day 7**:
   - Send company-level email (headcount replacement angle)
   - Send LinkedIn connection to VP/CFO
   - Set reminder for Day 60

3. **Day 60** (after hire):
   - Find new hire on LinkedIn
   - Send welcome message (partnership angle)
   - Offer free RFP facilitation

4. **Ongoing**:
   - Monitor for RFP signals
   - Watch for conference attendance
   - Track facility/fleet changes

---

### Scenario 2: RFP Closing in 7 Days, Found Today

**Actions**:
1. **Hour 1**:
   - Drop everything (S-tier urgency)
   - Read RFP requirements fully
   - Determine if qualified to respond

2. **Day 1**:
   - Email procurement contact (capability statement)
   - LinkedIn connection request
   - Phone call attempt
   - Request Q&A session if possible

3. **Day 2-5**:
   - Prepare response
   - Daily check-ins with procurement
   - Address any questions immediately

4. **Day 6**:
   - Submit 24 hours early
   - Confirmation email
   - Thank you + availability note

---

### Scenario 3: Competitor Loses Major Account

**Actions**:
1. **Day 1** (News breaks):
   - Identify lost account (LinkedIn, news)
   - Find decision maker
   - Research their new pain points

2. **Day 2-3**:
   - Empathy outreach (not pitchy)
   - Acknowledge their situation
   - Offer insights on what went wrong

3. **Week 2**:
   - Share similar customer success story
   - Position as stable alternative
   - Reference competitor's specific failure

4. **Week 4**:
   - Trial offer on problem lanes
   - Risk-free proposal
   - Quick win focus

---

## Optimization Cycle

### Monthly: Tactical Optimization

**Review**:
- Campaign performance by type
- Message variations that worked
- Channel effectiveness
- Time-of-day performance

**Adjust**:
- Update templates with winning messages
- Shift resources to best channels
- Optimize send times
- Refine targeting criteria

---

### Quarterly: Strategic Optimization

**Review**:
- Overall conversion funnel
- Lead source effectiveness
- Win/loss analysis
- Competitive positioning

**Adjust**:
- Shift budget to best lead sources
- Refine ideal customer profile
- Update competitive messaging
- Adjust pricing/offerings

---

### Annually: Program Optimization

**Review**:
- Full-year performance
- ROI by skill/activity
- Market changes
- Technology needs

**Adjust**:
- Major strategy pivots
- Tool stack changes
- Hiring needs
- Budget allocation

---

## Success Formula

**Consistent Activities** (2.5 hours/day × 5 days = 12.5 hours/week):
- 30 min intelligence gathering
- 2 hours execution

**Expected Results** (Monthly):
- 100 leads discovered
- 18 meetings booked
- 8 opportunities qualified
- 5 RFP participations
- 1 customer won (~$100K revenue)

**Key Insight**: Success comes from consistent daily execution, not occasional heroic efforts.

---

## Getting Started Checklist

### Week 1: Setup
- [ ] Purchase essential tools (Sales Navigator, Apollo)
- [ ] Set up CRM with custom tags
- [ ] Create saved searches (job postings, RFPs)
- [ ] Set up email templates
- [ ] Configure automation rules

### Week 2: Learning
- [ ] Run daily workflow manually
- [ ] Test all campaign templates
- [ ] Practice prioritization
- [ ] Track time spent per activity
- [ ] Identify workflow bottlenecks

### Week 3: Optimization
- [ ] Add automation where helpful
- [ ] Refine messaging based on responses
- [ ] Optimize time allocation
- [ ] Start A/B testing
- [ ] Establish baseline metrics

### Week 4+: Scale
- [ ] Increase lead volume
- [ ] Run multiple campaigns simultaneously
- [ ] Delegate activities where possible
- [ ] Continuous optimization
- [ ] Hit target metrics

**Timeline to Results**:
- First meeting: Week 2-3
- First opportunity: Week 4-6
- First customer: Week 8-12

---

## Integration with Other Skills

This master skill coordinates all other skills:
- **Job Posting Intelligence**: Primary lead source, integrated into daily routine
- **RFP Early Detection**: Validation layer, prioritization input
- **Competitive Displacement**: Tactical playbook, applied when needed
- **Campaign Orchestration**: Execution engine, automated workflows

Use this skill as the "operating system" for all freight intelligence activities.