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FREE MARKET REPORT
Most logistics players think they're digitally ready. The data says otherwise.
Of u nu opschaalt wat al werkt of repareert wat momenteel niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijker groeimodel.
A benchmark study of 15 commercial leaders in Dutch transport & logistics — and the seven pillars that decide whether growth compounds or stalls.
Download the report here or read the summary below.
Download the report here or read the summary below.
15
Industry leaders' insights
7
Growth pillars
Latest
Industry growth insights
Context
Where the sector stands.
Six pressures hit Dutch transport & logistics at once.
Six pressures hit Dutch transport & logistics at once.
World trade growth fell to 0.8% in 2024 — the lowest since the pandemic. ESG reporting (CSRD, CBAM) became obligatory for thousands of companies in the chain. Seventy-three percent of supply chain leaders expect AI to be integral within two years — almost no one is structurally acting on it. One in four commercial vacancies sits open longer than six months. Autonomous growth has roughly halved (CPB: 2.1% vs the long-term 3.4%). And 77% of B2B buyers prefer no contact with sales during orientation. The old commercial model can't carry this.
Download the report here or read the summary below.
Download the report here or read the summary below.
World trade growth fell to 0.8% in 2024 — the lowest since the pandemic. ESG reporting (CSRD, CBAM) became obligatory for thousands of companies in the chain. Seventy-three percent of supply chain leaders expect AI to be integral within two years — almost no one is structurally acting on it. One in four commercial vacancies sits open longer than six months. Autonomous growth has roughly halved (CPB: 2.1% vs the long-term 3.4%). And 77% of B2B buyers prefer no contact with sales during orientation. The old commercial model can't carry this.
Download the report here or read the summary below.
Download the report here or read the summary below.
Dit is wat tekst binnen een div-blok.
Dit is wat tekst binnen een div-blok.
Of je nu opschaalt wat al werkt of repareert wat niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijk groeimodel.
Of u nu schaalt wat al werkt of repareert wat momenteel niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijker groeimodel.
Niet langer
Willekeurige campagnes
Losgekoppelde tools
Teams in silo's
Niet-afgestemde boodschappen
The question
What we set out to learn.
The 2025 edition of this benchmark revealed an uncomfortable truth: most logistics service providers overestimate their digital maturity.
The 2025 edition of this benchmark revealed an uncomfortable truth: most logistics service providers overestimate their digital maturity.
They think marketing, sales and customer processes are further along than they actually are — and now the structural pressure is exposing the gap. For 2026 we wanted to know what's actually moved. Where do commercial leaders themselves see growth opening or closing? And what does it really take, in a sector under structural pressure, to turn ambition into a system that compounds?
They think marketing, sales and customer processes are further along than they actually are — and now the structural pressure is exposing the gap. For 2026 we wanted to know what's actually moved. Where do commercial leaders themselves see growth opening or closing? And what does it really take, in a sector under structural pressure, to turn ambition into a system that compounds?
Dit is wat tekst binnen een div-blok.
Dit is wat tekst binnen een div-blok.
Of je nu opschaalt wat al werkt of repareert wat niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijk groeimodel.
Of u nu schaalt wat al werkt of repareert wat momenteel niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijker groeimodel.
Niet langer
Willekeurige campagnes
Losgekoppelde tools
Teams in silo's
Niet-afgestemde boodschappen
The Method
What the scan answers.
We surveyed 15 commercial leaders, commercial directors, business development managers, marketing managers.
We surveyed 15 commercial leaders, commercial directors, business development managers, marketing managers.
All leading mid-sized Dutch logistics service providers active in warehousing, transport and supply chain, including several from the top 10 of the Logistics Top 100. We mapped their answers against the seven pillars of commercial growth — brand & proposition, digital marketing strategy, prospect & lead management, customer management, data management, measuring & analyzing, technology & automation — and overlaid the findings on the EACH framework: Educate, Attract, Convert, Hook.
All leading mid-sized Dutch logistics service providers active in warehousing, transport and supply chain, including several from the top 10 of the Logistics Top 100. We mapped their answers against the seven pillars of commercial growth — brand & proposition, digital marketing strategy, prospect & lead management, customer management, data management, measuring & analyzing, technology & automation — and overlaid the findings on the EACH framework: Educate, Attract, Convert, Hook.
Dit is wat tekst binnen een div-blok.
Dit is wat tekst binnen een div-blok.
Of je nu opschaalt wat al werkt of repareert wat niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijk groeimodel.
Of u nu schaalt wat al werkt of repareert wat momenteel niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijker groeimodel.
Niet langer
Willekeurige campagnes
Losgekoppelde tools
Teams in silo's
Niet-afgestemde boodschappen
The Findings
What the scan answers.
Three findings cut through. First: nearly every leader expects growth — but almost none on autopilot. Eleven in fifteen struggle with positioning and differentiation; ten cite a lack of structure between marketing and sales; eight name capacity constraints as the brake.
Three findings cut through. First: nearly every leader expects growth — but almost none on autopilot. Eleven in fifteen struggle with positioning and differentiation; ten cite a lack of structure between marketing and sales; eight name capacity constraints as the brake.
Second: digital maturity is overstated. Only four in fifteen have a clearly defined customer profile actively used in marketing and sales; just one combines CRM with marketing automation. Thirteen in fifteen describe their data analysis as "limited" or "not structural." Third — most telling — when asked what they'd change first, no one said more leads, more people or more sales capacity. The most common which was direction, structure, coherence.
The pattern across all fifteen: ambition isn't the bottleneck. Systematic execution is.
The pattern across all fifteen: ambition isn't the bottleneck. Systematic execution is.
Second: digital maturity is overstated. Only four in fifteen have a clearly defined customer profile actively used in marketing and sales; just one combines CRM with marketing automation. Thirteen in fifteen describe their data analysis as "limited" or "not structural." Third — most telling — when asked what they'd change first, no one said more leads, more people or more sales capacity. The most common which was direction, structure, coherence.
The pattern across all fifteen: ambition isn't the bottleneck. Systematic execution is.
The pattern across all fifteen: ambition isn't the bottleneck. Systematic execution is.
Dit is wat tekst binnen een div-blok.
Dit is wat tekst binnen een div-blok.
Of je nu opschaalt wat al werkt of repareert wat niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijk groeimodel.
Of u nu schaalt wat al werkt of repareert wat momenteel niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijker groeimodel.
Niet langer
Willekeurige campagnes
Losgekoppelde tools
Teams in silo's
Niet-afgestemde boodschappen
What it means
What the scan answers.
The leaders we spoke to don't lack ambition. They lack the system that turns it into compounding growth.
The leaders we spoke to don't lack ambition. They lack the system that turns it into compounding growth.
The pattern is sector-wide — and it's exactly where Gradient builds: not more leads or more reps, but the architecture that makes marketing, sales and service work as one. In transport & logistics, the next phase of growth runs on direction, structure and a system that compounds — not on more shipments or more square meters.
Growth in logistics doesn't come from more shipments or more square meters. It comes from smarter choices, sharper propositions and better follow-up.
Growth in logistics doesn't come from more shipments or more square meters. It comes from smarter choices, sharper propositions and better follow-up.
The pattern is sector-wide — and it's exactly where Gradient builds: not more leads or more reps, but the architecture that makes marketing, sales and service work as one. In transport & logistics, the next phase of growth runs on direction, structure and a system that compounds — not on more shipments or more square meters.
Growth in logistics doesn't come from more shipments or more square meters. It comes from smarter choices, sharper propositions and better follow-up.
Growth in logistics doesn't come from more shipments or more square meters. It comes from smarter choices, sharper propositions and better follow-up.
Dit is wat tekst binnen een div-blok.
Dit is wat tekst binnen een div-blok.
Of je nu opschaalt wat al werkt of repareert wat niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijk groeimodel.
Of u nu schaalt wat al werkt of repareert wat momenteel niet werkt, Gradient helpt gefragmenteerde inspanningen om te zetten in een duidelijker groeimodel.
Niet langer
Willekeurige campagnes
Losgekoppelde tools
Teams in silo's
Niet-afgestemde boodschappen
Expert: "Leads come in through the website or trade fairs — then disappear into the sales inbox. What happens to them after that? It isn't always clear."
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