THE CALCULATOR
What is wallet share actually worth?
The one hard dataset in forwarder sales — WebCargo/Freightos’ analysis of 500,000 quotes (2025, a vendor’s analysis of its own platform data) — says existing customers win at 22.7% and new ones at 13.4%. Set your quote volume, your mix and your GP per win; the board prices a 15-point shift toward the accounts you already serve.
SAME QUOTE VOLUME · SAME REPS · AIMED WHERE THE WIN RATE LIVES
33additional wins × your GP per shipment. The mix shift is the farm side’s whole argument: the Book of Business shows where you already have the right to grow.
01 · THE DATASET
Why the mix is the lever
WebCargo/Freightos analysed 500,000 quotes across its platform in 2025 — a vendor analysis of its own data, and labelled as such. Existing customers won 22.7% of quotes; new customers won 13.4%. The curve deepens as the relationship does: customers on their first quote won 10.5%, while customers at 21–50 quotes won 20.6%. The path from new to existing nearly doubles your odds on every quote you send.
02 · THE SCANDAL
Why follow-up is the opening
Freightos' mystery-shopper study — reported secondhand via Quotiss, so treat it as labelled — found 60% of quote requests were never quoted at all, and of the forwarders who did quote, only 8% followed up. The math above assumes someone actually works the account after the quote goes out. In most shops nobody does — which is exactly why a follow-up that simply happens moves the mix.
03 · THE WEEK
Why the queue exists
Salesforce's State of Sales puts a rep's actual selling time at 28% of the week — the rest disappears into admin, data entry and meetings. You don't fix that by demanding more hours; you fix it by making sure the 28% lands on the right names. The Focus Engine ranks each morning's queue by your cadence policy, so the scarce selling hours go where the win rate lives.
The mix doesn’t shift itself. The Book of Business shows where you already have the right to grow; the queue makes sure somebody works it.
How the board works →