Freight Management & SaaS case study

Scalable Go-To-Market Playbook, Sales Enablement & Onboarding Clarity

MachShip Freight Management

At a glance

The challenge

The Challenge

MachShip—a proven freight management platform serving wholesalers, retailers, 3PLs, and 4PLs—reached a pivotal growth threshold. With a newly appointed COO leading the charge, the business needed to formalize its sales and marketing functions, address key GTM tactical capability gaps, and construct a predictable, scalable commercial operating system to support expansion.

The approach

The Strategic Approach

Leveraging a long-standing executive advisory relationship, COO Sam Rowse partnered with Bernadette McClelland through the Strategic Foundations Program to design and operationalize a comprehensive sales playbook.

Key Transformation Areas

Scalable Sales Playbook

Built a customized, end-to-end sales “recipe” covering message-to-market, sales enablement, and predictable deal stages.

GTM Capability Mapping

Identified tactical missing competencies required for enterprise go-to-market execution.

Talent Acquisition & Onboarding Framework

Designed structured profiles for hiring new sales talent and accelerating time-to-productivity.

Performance Accountability Systems

Established clear KPI structures, operational performance standards, and management feedback cadences.

The results

Results & Tangible Operational Impact

The engagement established a repeatable foundation for long-term commercial scale and leadership control:

Streamlined Sales Onboarding

Dramatically simplified the time and effort required to train, ramp, and align new sales hires.

Objective Accountability

Equipped revenue leadership with clear benchmarks to support salespeople while holding them accountable to performance targets.

Predictable Revenue Architecture

Provided executive clarity and strategic focus across the entire revenue-generating function.

Executive testimonial

“

Through Bernadette McClelland’s ‘Strategic Foundations Program’, I was able to develop a structured and scalable sales recipe that was specific for my business.

The benefits have been numerous and none more so than the ease with which I can now train new salespeople, set expectations on performance goals and KPIs, and then both support them and hold them to account once they are up and running.

This program provided the clarity and focus I needed as someone managing the revenue generation and sales function of the operation.

Sam Rowse
Chief Executive Officer, MachShip Freight Management

Questions

Frequently asked questions

What challenge did MachShip face?

MachShip had reached a growth point where it needed to formalise sales and marketing, close go-to-market capability gaps and build a scalable commercial operating system.

How did Bernadette McClelland help MachShip?

COO Sam Rowse partnered with Bernadette through the Strategic Foundations Program to build a sales playbook, map go-to-market capabilities, design hiring and onboarding frameworks, and set KPI structures.

What results did MachShip achieve?

Much simpler, faster onboarding of new sales hires and objective performance accountability, giving leadership a repeatable foundation to scale.

Want results like this?

Let’s look at where the decisions behind your revenue are breaking down – and what it would take to fix them.