Re-Positioning Logixboard
From “Check-the-Box” Customer Portal to Freight Forwarder Growth Engine
As the pandemic boom ended and digitization became status quo, we repositioned Logixboard from a limited, single-source portal to a unified platform that covers the full supply chain, integrates multiple data sources, and helps forwarders stand out in a crowded market.
The Challenge
By 2023, the market had changed dramatically:
The pandemic container-rate boom ended, so freight forwarders faced tighter technology budgets.
SMB forwarders flocked to CargoWise Neo’s free tool to “check the box” on digitization.
Customer service efficiency was once a key selling point, but a new wave of workflow automation players made it impossible to stand out in that area.
Digitization was now table stakes, but customer experiences were still fragmented.
In short: winning business required more than simply having a portal — forwarders needed a unified, differentiated experience their competitors couldn’t match.
The Strategy Shift
We repositioned Logixboard based on recent product evolution and market shifts:
Narrowed ICP to mid-market forwarders in regions where we win most often.
Replaced “customer service efficiency” messaging with “stand out in a commoditized market.”
Highlighted our ability to integrate with any TMS/WMS to provide a unified supply chain view.
Positioned head-to-head against Neo as an incomplete, low-quality option vs. Logixboard’s breadth of integration and shipper-first UX.
Aligning the Team Along the Way
Positioning strategies that live in a document but never get used don’t make an impact. Once we had buy-in on the new positioning, I partnered across sales, account management, and beyond to roll it out internally—not just as messaging, but as a mindset shift.
We built a strategic narrative, and then I ran live trainings to replace the old value props with a clearer, more powerful story. (It was just as important to retire the old story as it was to teach the new one.) I also created tools that made it easy for the team to adopt the new positioning in their calls, emails, and demos.
The Solution in Action
I brought the new positioning to market through sales collateral, campaigns, and competitive tools that told the new story with clarity and confidence.
From side-by-side comparisons and ROI proof points to social ads and landing pages, I gave teams the assets they needed to sell the new narrative.
Results & Impact
Strengthened competitive positioning, opening conversations and winning deals that were previously out of reach.
Enabled sales and account management teams to tell a more strategic, customer-centric story.
Eliminated CargoWise Neo from the conversation with true ICP-fit prospects.
Shifted buyer perception from “just another portal” to a premium, must‑have growth lever.
