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Growing revenue in today’s freight market is anything but easy. Rising customer expectations, intense competition, and market pressure have every freight leader looking for a competitive edge.
To learn how brokers can thrive in this market, we sat down with Jordan Barrett, IT Director at Zengistics. With over a decade of experience, Jordan has made a career out of driving actionable value through the power of technology. But he doesn’t just manage IT — Jordan constantly optimizes Zengistics’ internal systems, ensuring every workflow runs on cutting-edge tools that keep the team fast, agile, and ahead of the curve.
Through these initiatives, Jordan scaled Zengistics’ headcount sixfold and consistently fuels efficient revenue growth. In this guide, he breaks down his playbook so your freight team can put it to work.
For Jordan, increasing revenue starts with maximizing the value you deliver. The highest returns come from strategic, data-driven freight management, proactive communication, and exceptional execution at scale. But there’s a catch — none of these are possible if your team is stuck building loads all day.
When reps are buried in data entry and email triage, they can’t increase throughput to capture more revenue. Even worse, building customer relationships and refining pricing strategies take a back seat while teams burn energy on activities that create no pipeline. As volume rises, the manual burden scales faster than your business — and growth hits a ceiling.
To avoid these pitfalls, Jordan has engineered every workflow at Zengistics to strip out manual friction. In doing so, he has unlocked $35M in new business opportunities alone. Even better, he’s identified a few practical strategies any freight team can use to increase revenue.
Modern freight tech might be the revenue unlock you need — but rolling it out when you’re in the thick of daily operations can feel daunting. Jordan recommends the following tactics to ensure your tech translates into real topline impact.
Moving a single load takes dozens of actions. Reps build orders, schedule appointments, notify shippers, and run routine check-ins. Automating every step sounds efficient — but it doesn’t automatically translate to more revenue.
“Technology can’t replace your reps’ knowledge,” Jordan notes. “It can only execute based on the expertise they bring.” The goal isn’t to replace human judgment. Instead, the idea is to remove the busywork so reps can lean into high-value tasks — like exception handling and complex customer conversations. Offloading the wrong tasks to AI traps your team in QC and reworks, erasing any automation time savings.
To avoid this misstep, map your shipment lifecycle from end to end. Shadow reps to see how they move through each process. Then, separate the moments that require context and expertise from the repetitive, low‑value tasks that can be automated.
This play paid off when Jordan tackled scheduling at Zengistics. The team’s first idea — an ETA engine based on factors like miles, equipment type, and location — proved too nuanced for smooth automation.
After watching his team work, Jordan saw a better way. Reps had the experience to make fast, strategic calls on appointment times. So, he flipped the approach, saving automation for emailing facilities and navigating web portals to secure those exact time slots. This strategy gave his team the runway to own scheduling. The result? A substantial uplift in efficiency and better customer outcomes.
Teams often see customer-specific workflows as too nuanced to optimize. Reps already know all of the preferred contacts, documentation quirks, and carrier preferences — so automation can look like a disruption when the clock is ticking. But in Jordan’s experience, automating as little as 20% of a messy workflow still frees meaningful time for revenue‑generating work.
“The key is to get past ‘all-or-nothing’ automation and focus on stacking partial wins at scale,” he explains. Don’t stop at EDI and APIs — layer AI workflows across the business. That way, you have more levers to lift efficiency and deepen optimization. For example, solutions like Vooma track email threads end to end, making it clear which customers convert and where to double down next.
Using this playbook, Jordan has streamlined both repetitive and nuanced tasks. With Vooma’s AI‑powered load builds, he automates 98% of Zengistics’ order entry. Then, he uses APIs and OCR to clean up status updates — replacing a clunky process where reps downloaded stamp-ticket JPEGs and keyed data into the TMS.
With these tasks off reps’ plates, his team stays dialed in to activities with real topline impact, like supply chain modeling and improving cost-to-serve.
Your reps know your processes better than anyone. If they’re excited about tech making their work more strategic, they’ll point you to the exact spots where automation can level them up. Jordan has seen this firsthand: Engaged teams partner in the rollout and adopt tech with minimal pushback — helping them drive revenue faster.
To foster an open mindset about tech-powered growth, schedule regular collab sessions between your IT and ops teams. Working side by side will surface optimization opportunities — like reps bouncing between lane histories, pricing tools, and calculators to build quotes. Encourage “what if” questions and ongoing feedback to uncover high‑impact use cases.
With this approach, Jordan quickly overcame reps’ hesitations. “Teams can feel uneasy about change,” he explains. “But if you sit down, watch how they work, and offer a better path, the value clicks right away.”
When Jordan joined reps at their table, he spotted two repetitive workflows: data entry and email outreach. By automating these steps, he gave his team hours back to reinvest in customer relationships and move more freight.
These tactics unlock operational efficiency and drive revenue growth — especially when you have the right technology partner.
Vooma amplifies your team’s capacity and capabilities. Our AI agents plug into existing workflows, taking the busywork off your reps’ plates and freeing them to focus on high‑leverage moves that win business. Our experts stay close to you every step — offering practical guidance to capture maximum value from the platform.
Freight innovators stay ahead with Vooma by:
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