Building a High-Performance GTM Sales Engine for TruckX
How Phi Helped TruckX Scale from $2M to $16M ARR in 12 Months
The GTM Problem
Product-Market Fit Without a Sales Engine
Stalled Growth
TruckX had a validated product in the OTR trucking market — offering ELD compliance, dashcams, and telematics. But despite strong inbound interest and a loyal early user base, growth had stalled at $2M ARR.
No Sales Infrastructure
There was no sales infrastructure to capture demand or expand into new fleet segments.
No Outbound Motion
The company relied entirely on inbound leads with no proactive outreach strategy.
Lack of Segmentation
No ICP segmentation meant treating all potential customers the same regardless of size or needs.
Inconsistent Follow-up
Pipeline management was ad-hoc with inconsistent follow-up processes.
Missing Sales Tools
No sales scripts, playbooks, or reporting systems to guide and measure performance.
The Strategy
Build, Embed, Execute
Full-Stack GTM Team
Phi Consulting didn't just advise — we embedded a full-stack GTM team inside TruckX and rebuilt the sales function from scratch. The goal: convert fragmented efforts into a repeatable, verticalized sales machine.
Team Deployment
Deployed full-time SDRs, AEs, Sales Managers, and RevOps operators to execute the strategy.
GTM Audit
Conducted a comprehensive GTM audit to map gaps in process, conversion, and team capability.
Outbound Motion
Developed a cold-call-centric outbound motion optimized for OTR buyer behavior.
Pipeline Design
Created a sales pipeline design with clear SQL/MQL criteria, lifecycle stages, and routing logic.
CRM Automation
Implemented CRM automation to streamline deal movement and forecasting.
Persona Segmentation
Developed detailed persona segmentation from 1-5 truck fleets to 100+ fleets.
Execution Highlights
Key actions that drove transformation
Specialized Teams
Built and scaled freight-specialized SDR + AE teams from zero.
Sales Enablement
Developed call scripts, email templates, and objection handling playbooks tailored to the freight industry.
ICP Refinement
Refined ICP by fleet size, geography, and compliance needs for more targeted outreach.
Performance Tracking
Created live dashboards tracking lead conversion, rep performance, and pipeline velocity.
Vertical Strategy
Introduced vertical segmentation strategy, unlocking new revenue layers across the freight ecosystem.
The Results
Transformative growth across all metrics
ARR growth in just 18 months
Cold calling became the top revenue driver
Expanded from narrow fleet segment to diverse customer base across the U.S.
Customer acquisition costs dropped while close rates improved
Sales velocity accelerated with optimized processes
Full playbooks and frameworks transferred to internal teams for long-term ownership
We didn't just get a consultancy — we got a true GTM partner. Phi helped us sell smarter, scale faster, and dominate our category.
Tapan Chaudhari
CEO, TruckX
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