Step 2
The Evaluation
Two customers. One decision. Which one should Heartland keep?
Annual Customer Review
Heartland's ops team is evaluating their customer portfolio. Two accounts are on the table. The TMS data seems clear—one is a winner, one is a loser.
Top Performer
Midwest Manufacturing
Industrial equipment & heavy machinery
Annual Revenue$544K
Rate$3.20/mi
Apparent Margin+22%
Des Moines → Chicago • 500 loads/yr
"Our best customer. High volume, premium rates."
Under Review
Summit Supply Co.
Building materials & construction supplies
Annual Revenue$394K
Rate$2.90/mi
Apparent Margin+14%
Chicago → Des Moines • 400 loads/yr
"Below market rate. Not worth the hassle. Drop them."
Their Lanes
Same corridor, opposite directions
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Midwest (Des Moines → Chicago)
Summit (Chicago → Des Moines)
Ops Team Recommendation
"Focus on Midwest Manufacturing—they're our bread and butter.Summit Supply Co. is below market at $2.90/mile. We can find better freight. Let them go."
You're about to make a
$258K mistake.
The numbers look obvious. The decision seems easy. But you're missing something critical.