Lane share per shipper for freight brokers and 3PLs

Freight sales is sold lane by lane, and a shipper rarely gives all its lanes to one provider. The broker who is the incumbent on Chicago to Dallas has usually never asked where Atlanta to Newark goes. The TMS knows every load the broker moved and every quote it gave. This guide shows how to turn that into lane share per shipper and a rep's weekly list.

The measures

Per shipper and lane:

Lane share = loads won ÷ loads tendered (or quoted)

Per shipper:

Lanes won ÷ lanes the shipper is known or expected to run

Per rep:

Coverage = shippers with a quote logged in the window ÷ shippers assigned

The rows you need

• Loads: one row per load with shipper, origin, destination, date, revenue, margin and rep. From the TMS.
• Quotes and tenders: one row per quote with shipper, lane, date and outcome. Same source, where recorded.
• Shipper master: size band and industry.
• Coverage list: which rep owns which shipper.

Shipper identifiers only.

Building the lane view

1. Normalise lanes. Origin and destination to a consistent grain: metro, three-digit ZIP, or state, chosen once. Chicago and Joliet are one origin at metro grain.
2. Won per lane from loads. Tendered per lane from quotes and tenders where they exist.
3. Expected lanes for shippers without tender data: lanes run by more than half of the shippers in the same size and industry band in your own book.
4. Lane share where tendered is known; otherwise a labelled gap.
5. Value each gap at the broker's average margin on the lane.

The roll-up

1. Shipper by lane: won, tendered, share, gap value.
2. Shipper: lanes won, lanes expected, gap total.
3. Rep: shippers, quotes logged, coverage, gap total. Assert that loads by shipper sum to the rep's loads.
4. Office and company: assert that reps sum to the office and the office to invoiced loads.

invoiced loads = Σ offices = Σ reps = Σ shippers = Σ lanes

The by-lane equality catches a lane grain change halfway through the year. The by-rep equality catches a shipper transferred between reps without a date.

A worked example

One shipper, mid-size manufacturer, four lanes in the norm, ninety days.

The broker is the incumbent on one lane and losing three, and the largest gap is a lane it has quoted and lost twenty-two times. That is the rep's call this week, with the margin at stake beside it. Across a book of sixty shippers, the ranked lane list is the quarter.

Where it goes wrong

Lane grain inconsistent. ZIP-level lanes make every shipper look like it runs a hundred lanes with one load each. Pick metro or state grain and apply it everywhere.

Quotes without outcomes. A TMS that records quotes but not whether they won cannot produce lane share, only won loads. Get the outcome recorded, even as "no response", and the share appears.

Shipper entities split. A shipper with three plants under three account numbers appears as three small shippers with partial lanes. Roll up to the shipper the rep actually covers.

Spot versus contract. Contract lanes are yours by agreement; spot lanes are won one load at a time. Keep them apart, because a low share on a contract lane is a contract problem, not a sales one.

Every week, from the TMS export

Mapped once, the TMS export produces the lane list per shipper and the coverage per rep every week, reconciled to invoiced loads. Covirage builds this from the export as it is. The freight brokers page describes the setup, and you can upload a sample TMS export and see the roll-up on your own rows.