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Why unnovation is a threat to your business

Why unnovation is a threat to your business

by | Aug 12, 2014 | Blog, Content Marketing, Marketing, Social Media, Supply Chain

social media and the supply chain

Connectivity, mobility and accessibility are game changers for business.  Companies that recognize this and adapt accordingly will succeed, companies that don’t will not.

Unnovation

Olaf Swantee, CEO of EE, calls this refusal to innovate “unnovation” and defines it as the following:

If unnovation ever made it into the Oxford English Dictionary, I believe the description would be something along the lines of “unnovation (noun) … the refusal to identify, create, embrace or adopt new ideas, leading to the unnecessary and un-timely end to a business, which is ultimately overtaken by external progress.

What are companies who have fallen prey to unnovation?  Yell (Google), Borders (Amazon), and Blockbuster Video (Netflix) are just three examples.

Companies within the supply chain, and the supply chain industry in general, are at risk of falling prey to unnovation despite being in a prime position to innovate.

Unnovation and the supply chain

KPMG’s 2013 Global Manufacturing Outlook reported that the US manufacturing sector “seems primed for an era of ‘hyper-innovation,’ in which companies develop not only new products, but also entirely new ways to build them.”  Unfortunately, companies within the manufacturing sector are not primed for innovation.  KPMG found that 44 percent of survey respondents reported that they still use “old” technologies such as email, fax, and “snail” mail to manage their supply chains.

Similarly, the supply chain industry has been slow to participate in social media and to invest in creating a strong online presence.  The primary reason: a lack of understanding of the business case or value.

Participating in social media and investing in creating a strong online presence are fundamentally different from the traditional strategies which companies within the supply chain industry have employed to attract new customers, foster relationships with current customers, communicate with partners, and grow their bottom line.  Because of the stark contrast between “old” and “new,” companies do not recognize how these strategies can positively impact their bottom line and therefore decide to steer clear – they feel engaging is too risky.  The reality is that not participating is risky; not participating is unnovation.

These companies embrace change

Keychain Logistics

Companies that choose to unnovate will be eclipsed by companies who embrace the world of mobility, connectivity and accessibility.  Keychain Logistics is one company that has decided to embrace change.

Bryan Beshore, Keychain’s founder, recognized the changes taking place and decided not just to embrace them, but to also capitalize on them.  Keychain leveraged the ideas of mobility, connectivity and accessibility and created a new way for the freight transportation industry to conduct business.  Keychain is a marketplace that connects drivers directly with shippers – and is available via mobile app.

Keychain has also become an active participant on social media.  This participation has enabled the company to shape their offering with a solid understanding of what people want from a transportation provider.  Furthermore, Beshore notes that social media has helped grow their business: “From phone calls to interviews, crowdfunded campaign partnerships, and beyond, social media has certainly helped us grow our business.”

Cerasis

Another company that has been successful – Cerasis.  For 15 years the freight logistics company used traditional sales and marketing strategies.  This strategy worked; however, the company recognized that if it were going to remain competitive and grow it needed to adapt.  The company launched a digital, social media, and content marketing strategy.  The strategy lead to an increase in website traffic of close to 670 percent, an increase in search visits by close to 2,190 percent and, most importantly, the company acquired 35 new customers – a significant number for the industry.

Swantee believes that if companies choose unnovation, “Ultimately, it could lead to disastrous consequences for their businesses, their staff and their future.”  I agree.  If a company wants to remain relevant and competitive, and if a company wants to grow – it needs to recognize that connectivity, mobility and accessibility are game changers for business.

Social media gets customers for the logistics and supply chain industries

by | Jun 23, 2014 | Blog, Logistics, Marketing, Social Media, Strategy, Supply Chain

Many companies within the logistics and supply chain industries are stuck on the social media starting line.  The reason – “they can’t get past the word ‘social’ and the perception it creates.”  The reality is that social media is a tool that can be utilized to create value and grow your business. 

This is the fourth in a series of articles that provides examples of companies within the logistics and supply chain industries who have moved beyond the social media starting line and have realized the business value of participating in social media.

Cerasis is a top freight logistics company and truckload freight broker.  During the company’s first 15 years it focused on traditional sales and marketing strategies and relied heavily on referrals. This strategy worked.  Cerasis acquired new customers, retained current customers, and realized positive growth.  However, Cerasis was not viewed as an industry leader, and brand awareness was low.

In 2012 Cerasis decided to participate in social media and launch a content marketing strategy.

Cerasis began actively blogging, and began using Twitter, LinkedIn, Facebook, Pinterest, and Google+.  The company quickly became seen as a leader within the industry, and brand awareness increased dramatically.

Within 15 months the company received 71 leads from search engines, 65 leads from social media, and 52 leads from webinars.  Even more impressive, within 15 months the company gained 35 customers (one customer within the freight logistics industry can mean a lot of revenue).

The results show that Cerasis is no longer on the social media starting line – rather, Cerasis is now a leader, not only in the freight logistics industry, but also in using social media as a business tool.

Simplifying PPC for Logistics Companies

Simplifying PPC for Logistics Companies

by | Jan 29, 2025 | Logistics, Paid Advertising

Having a strong digital presence is no longer optional. Pay-Per-Click (PPC) advertising is a powerful tool for logistics companies looking to quickly generate quality leads and expand their client base.

Here, we walk you through everything you need to know about implementing a successful PPC strategy for your logistics business.

Why PPC Matters for Logistics Companies

The logistics industry operates in a highly competitive space where timing and visibility are crucial. PPC advertising offers several unique advantages for logistics companies:

  • Immediate visibility in search results when potential clients are actively searching for logistics services
  • Precise targeting capabilities to reach specific industries, locations, and decision-makers
  • Measurable ROI through advanced tracking and analytics
  • Flexibility to adjust campaigns based on seasonal demands and market changes

Key PPC Strategies for Logistics Companies

1. Strategic Keyword Selection

Success in PPC begins with targeting the right keywords. For logistics companies, focus on:

Transportation-specific terms:

  • “freight forwarding services”
  • “international shipping solutions”
  • “supply chain management”
  • “warehousing and distribution”

Location-based keywords:

  • “[city] logistics company”
  • “shipping services in [region]”
  • “local freight forwarding”

Service-specific terms:

  • “temperature-controlled shipping”
  • “hazmat transportation”
  • “last-mile delivery solutions”

2. Creating Compelling Ad Copy

Your ad copy needs to address the specific pain points of your target audience while highlighting your unique value proposition. Consider these elements:

  • Include relevant certifications and compliance standards
  • Emphasize your experience and track record
  • Highlight specialized services or equipment
  • Showcase your geographic coverage
  • Include clear calls-to-action (CTAs)

3. Landing Page Optimization

The success of your PPC campaigns heavily depends on your landing pages. Ensure they:

  • Load quickly and are mobile-responsive
  • Feature clear value propositions above the fold
  • Include trust indicators (certifications, client logos, testimonials)
  • Offer multiple contact options
  • Contain relevant content that matches the ad’s promise

4. Advanced Targeting Techniques

Maximize your ROI by utilizing advanced targeting options:

Geographic Targeting:

  • Target specific service areas
  • Adjust bids based on location performance (this one has proven to be particularly successful for our clients)
  • Focus on high-value markets

Audience Targeting:

  • Create custom audiences based on website visitors
  • Target similar audiences to your existing clients
  • Depending on your services, you may be able to use in-market audiences to target

Device Targeting:

  • Optimize campaigns for both desktop and mobile users
  • Adjust bids based on device performance
  • Create device-specific ad copy

Measuring and Optimizing Your PPC Campaigns

Key Performance Indicators (KPIs)

Track these essential metrics to measure campaign success:

  • Click-Through Rate (CTR)
  • Conversion Rate
  • Cost Per Lead (CPL)
  • Return on Ad Spend (ROAS)
  • Quality Score
  • Average Position

Optimization Strategies

Continuously improve your campaigns by:

  • Regularly reviewing search term reports to identify new keywords
  • A/B testing ad copy and landing pages (even changing one word could improve your CTR)
  • Adjusting bids based on performance data
  • Optimizing for mobile experience
  • Refining audience targeting based on performance data

Common PPC Mistakes to Avoid

Please, don’t do these. These things waste your budget:

  • Neglecting negative keywords
  • Using overly broad match types
  • Ignoring mobile optimization
  • Not tracking conversions properly
  • Failing to test ad variations
  • Overlooking quality score optimization

Budget Planning and Management

Effective budget management is crucial for PPC success:

  • Start with a conservative budget to gather data
  • Allocate more budget to top-performing campaigns
  • Consider seasonal trends in the logistics industry
  • Set aside budget for testing new approaches
  • Monitor and adjust bids regularly

Future Trends in Logistics PPC

Wanna be with the cool kids? Stay ahead of the curve by testing these emerging trends:

  • AI-driven automation in campaign management (yes, even daily budget management)
  • Voice search optimization
  • Enhanced audience targeting capabilities
  • Integration with CRM systems

Conclusion

Remember that PPC is not a “set it and forget it” solution. Regular monitoring, testing, and optimization are essential for maintaining and improving campaign performance over time.

Need help with your logistics company’s PPC campaigns? Contact our team.

Read more:

 

Logistics trade shows and events 2027: the complete list

Logistics trade shows and events 2027: the complete list

by | Jan 9, 2025 | Logistics

Trying to figure out which logistics trade shows and events you should attend in 2027? You’re in the right place! Whether you’re a logistics veteran or planning your first industry event, this list will help you choose the conferences that are actually worth your time (and budget). Below you’ll find all the major shows happening across North America, Europe, and Asia, complete with dates, locations, and an insider’s look at what makes each one special.

One note before you start planning: 2027 looks different from recent years. Several major shows have moved quarters, changed cities, or changed venues. Read carefully before you book.

Q1 2027 conferences

BGSA Supply Chain Conference

  • Date: January 20-22, 2027
  • Location: Palm Beach, Florida
  • Why attend: This invite-only, CEO-level conference brings together senior executives from across transportation, logistics, and supply chain. Smaller and more selective than most events on this list, BGSA is built for candid strategic discussion rather than exhibit hall browsing. If you’re at the executive level and looking for depth over breadth, request an invitation early.

Learn more about BGSA >>

SMC3 Jump Start 2027

  • Date: January 25-27, 2027
  • Location: Atlanta, Georgia
  • Why attend: Jump Start sets the tone for the freight year. Carriers, shippers, logistics service providers, and technology providers gather for market forecasting, pricing insight, and relationship building before the calendar gets crowded. A practical first stop if you want a read on market conditions heading into Q1.

Learn more about SMC3 Jump Start >>

Manifest 2027

  • Date: February 8-10, 2027
  • Location: The Venetian, Las Vegas, Nevada
  • Why attend: The first major logistics trade show of 2027, Manifest brings together supply chain technology leaders and innovators to showcase the latest in logistics automation, robotics, and AI solutions. Expect 7,000+ attendees and heavy startup and investor presence. Particularly valuable if you’re tracking emerging technology or looking for partnerships outside the usual vendor set.

Learn more about Manifest Vegas >>

RILA LINK 2027 Retail Supply Chain Conference

  • Date: February 21-24, 2027
  • Location: Gaylord Palms Resort, Orlando, Florida
  • Why attend: Essential for retail supply chain professionals, LINK focuses on retail-specific logistics challenges and solutions, featuring senior executives from major retailers sharing their insights and strategies. The LINK Connect program pairs solution providers with retail and CPG buyers through pre-scheduled meetings, which makes this one of the more efficient shows if you’re selling into retail.

Learn more about RILA LINK >>

2027 Food Shippers of America Conference

  • Date: February 28 – March 2, 2027
  • Location: JW Marriott Desert Springs, Palm Desert, California
  • Why attend: The 71st annual conference focuses exclusively on food logistics and transportation, addressing cold chain management, food safety compliance, carrier capacity, and sustainable food transportation. Worth noting that attendance is invitation-based, so request your invite early.

Learn more about Food Shippers of America >>

TPM27

  • Date: February 28 – March 3, 2027
  • Location: Long Beach, California
  • Why attend: The premier conference for international container shipping, TPM provides unparalleled networking with ocean carriers, ports, and international logistics providers. This is where annual contract relationships get built. TPM Tech, TPM Cold Chain, and TPM Academy run alongside the main program, so check the full agenda before locking in your travel dates. Registration is already open with early bird rates.

Learn more about TPM >>

LogiMAT 2027

  • Date: March 16-18, 2027
  • Location: Messe Stuttgart, Stuttgart, Germany
  • Why attend: Europe’s largest intralogistics exhibition showcases the latest innovations in material handling, warehouse automation, and supply chain software. The last edition drew more than 61,000 trade visitors and 1,600 exhibitors. Particularly valuable if you’re tracking European market trends and automation technologies.

Learn more about LogiMAT >>

SITL 2027

  • Date: March 23-25, 2027
  • Location: Paris Expo Porte de Versailles, Paris, France
  • Why attend: France’s premier logistics event brings together European logistics professionals to discuss innovations in transportation, warehouse management, and supply chain optimization. Heads up: SITL alternates venues, and the 2027 edition is at Porte de Versailles rather than Paris Nord Villepinte. Note also that SITL moves earlier in 2027, landing in Q1 rather than Q2.

Learn more about SITL >>

LogiChem EU 2027

  • Date: March 2027, dates to be confirmed
  • Location: Rotterdam, Netherlands
  • Why attend: The leading chemical logistics and supply chain conference in Europe, LogiChem focuses on challenges specific to chemical industry logistics, including safety regulations, sustainability, AI adoption, and specialized transportation requirements. Check the organizer site for confirmed 2027 dates before booking travel.

Learn more about LogiChem EU >>

Q2 2027 conferences

TIA 2027 Capital Ideas Conference

  • Date: April 5-7, 2027
  • Location: Gaylord Palms Resort, Orlando, Florida
  • Why attend: The Transportation Intermediaries Association’s annual conference is essential for freight brokers and 3PLs, offering insights into transportation market trends, fraud prevention, and brokerage best practices.

Learn more about the TIA 2027 Conference >>

The Logistics World Summit & Expo 2027

  • Date: April 7-8, 2027
  • Location: Centro Banamex, Mexico City, Mexico
  • Why attend: The largest logistics event in Latin America, offering insights into regional markets and connecting professionals across the Americas. Particularly valuable for understanding Mexican and Central American logistics trends, nearshoring dynamics, and cross-border opportunities.

Learn more about The Logistics World Summit & Expo >>

ProMat 2027

  • Date: April 19-21, 2027
  • Location: McCormick Place, Chicago, Illinois
  • Why attend: One of North America’s largest manufacturing and supply chain trade shows, ProMat features more than 1,000 exhibitors across 670,000 square feet of manufacturing, distribution, and supply chain equipment. Two changes to know: ProMat has moved from four days to three, and it shifts from March to April this cycle. ProMat takes MODEX’s place on the calendar in 2027.

Learn more about ProMat >>

Intermodal Asia 2027

  • Date: April 21-23, 2027
  • Location: Shanghai, China
  • Why attend: Asia’s leading intermodal and container transport event, expected to draw 7,250+ global professionals. A useful complement to TPM and Intermodal Europe if your container business extends into the Asia Pacific market.

Learn more about Intermodal Asia >>

transport logistic 2027

  • Date: April 26-29, 2027
  • Location: Messe München, Munich, Germany
  • Why attend: One of the world’s largest transport and logistics trade fairs, with comprehensive coverage of global logistics trends across all transport modes. Expect 80,000+ attendees and 2,600+ brands. Air cargo Europe, the world’s largest air freight event, runs concurrently. Note that transport logistic moves from June to April in 2027.

Learn more about transport logistic >>

The 2027 IWLA Convention & Expo

  • Date: May 2-4, 2027
  • Location: El Conquistador Resort, Fajardo, Puerto Rico
  • Why attend: The International Warehouse Logistics Association’s annual event brings together warehouse operators and 3PLs to discuss industry trends, technology innovations, and operational best practices. New destination this year, so book flights early.

Learn more about the IWLA Convention >>

Gartner Supply Chain Symposium/Xpo 2027

  • Date: May 3-5, 2027
  • Location: Walt Disney World Swan and Dolphin Resort, Orlando, Florida
  • Why attend: The largest gathering of chief supply chain officers and senior supply chain executives in North America, drawing 5,000+ attendees. Content skews strategic rather than operational, with heavy focus on AI ROI, margin protection, and navigating volatility. If your goal is reaching or learning from decision-makers rather than evaluating equipment, this is one of the highest-value events on the calendar. A European edition follows in Barcelona, May 24-26, 2027.

Learn more about Gartner Supply Chain Symposium/Xpo >>

Breakbulk Europe 2027

  • Date: May 11-13, 2027
  • Location: Rotterdam Ahoy, Netherlands
  • Why attend: The leading international exhibition and conference for project cargo and breakbulk, and considerably larger than most people expect. The 2026 edition drew more than 12,800 professionals and 740+ exhibitors from 134 countries, making it the largest in the event’s history. Essential if you’re moving oversized, heavy-lift, or industrial freight, and a strong fit for manufacturers with complex outbound shipping requirements. The 2027 edition adds a new exhibition hall.

Learn more about Breakbulk Europe >>

ISM World 2027

  • Date: May 16-18, 2027
  • Location: Washington, DC
  • Why attend: ISM World serves the procurement and supply management side of the house rather than logistics specifically. Worth attending if your work touches sourcing, supplier relationships, or category management, and useful for anyone selling into procurement organizations.

Learn more about ISM World >>

LogiSYM Asia Pacific 2027

  • Date: May 2027, dates to be confirmed
  • Location: Singapore
  • Why attend: The premier logistics and supply chain conference in Asia Pacific, offering insights into regional markets and connecting professionals across the APAC region. Recent editions have run mid-May at Singapore EXPO.

Learn more about LogiSYM Asia Pacific >>

Home Delivery World 2027

  • Date: May 25-27, 2027
  • Location: Orange County Convention Center, Orlando, Florida
  • Why attend: Focused on last-mile delivery and e-commerce logistics, this conference addresses the growing challenges and opportunities in retail delivery operations. Big changes for 2027: the event moves from Nashville to Orlando and expands from two days to three, with 3,000+ attendees and 200+ speakers expected.

Learn more about Home Delivery World >>

TMSA ELEVATE 2027

  • Date: June 2027, dates to be confirmed
  • Location: To be announced
  • Why attend: Focused on marketing and sales strategies in transportation and logistics, ELEVATE helps professionals better position and promote their services. Recent editions have used role-based tracks for marketers, sellers, and company leaders. If you’re on the commercial side of a logistics business, this is the one built specifically for you.

Learn more about TMSA ELEVATE >>

Q3 2027 conferences

CeMAT South East Asia 2027

  • Date: July 20-22, 2027
  • Location: Marina Bay Sands, Singapore
  • Why attend: The trade show for intralogistics, robotics and automation, warehousing, and materials handling in Southeast Asia. Moving to Marina Bay Sands for 2027. Worth a look if you’re evaluating warehouse automation vendors with an APAC footprint.

Learn more about CeMAT South East Asia >>

IANA Intermodal EXPO 2027

  • Date: September 13-15, 2027
  • Location: Long Beach, California
  • Why attend: North America’s leading intermodal freight event, bringing together roughly 1,800 professionals from railroads, ocean carriers, ports, terminals, equipment providers, and technology firms. Recent editions have tackled cargo theft, tariffs, rail mergers, and AI adoption. This is the domestic counterpart to TPM and Intermodal Europe.

Learn more about IANA Intermodal EXPO >>

ASCM CHAINge North America 2027

  • Date: To be announced
  • Location: To be announced
  • Why attend: The Association for Supply Chain Management’s flagship North American conference focuses on supply chain transformation and innovation through interactive, scenario-driven sessions rather than a traditional lecture format. Recent editions have run in September.

Learn more about ASCM CHAINge >>

North American Supply Chain Executive Summit 2027

  • Date: To be announced
  • Location: To be announced
  • Why attend: A premier gathering of Chief Supply Chain Officers, Chief Procurement Officers, and senior supply chain leaders focused on strategic planning, digital transformation, and industry leadership. Recent editions have run in September.

Learn more about the North American Supply Chain Executive Summit >>

Q4 2027 conferences

Council of Supply Chain Management Professionals (CSCMP) EDGE 2027

  • Date: To be announced
  • Location: To be announced
  • Why attend: CSCMP’s annual conference is one of the industry’s largest events, featuring comprehensive educational sessions, impressive keynote speakers, and extensive networking. Recent editions have run in early October. CSCMP has also launched EDGE Europe, with a 2027 edition planned for Rotterdam, if you want European coverage.

Learn more about CSCMP EDGE >>

Intermodal Europe 2027

  • Date: To be announced
  • Location: To be announced
  • Why attend: The leading exhibition and conference for companies associated with container and intermodal industries worldwide, essential for understanding global container logistics trends. The 2026 edition runs November 10-12 in Rotterdam, and 2027 details should follow.

Learn more about Intermodal Europe >>

FreightWaves F3: Future of Freight Festival 2027

  • Date: To be announced
  • Location: Chattanooga, Tennessee
  • Why attend: A two-day event combining technology demonstrations, market insights, and networking focused on the future of freight transportation, capped by the FreightTech Awards dinner. Recent editions have run in late October at The Signal at Chattanooga Choo Choo. While you’re in Chattanooga, you must eat a Moon Pie. You can thank me later.

Learn more about FreightWaves F3 >>

Frequently asked questions

Which are the biggest logistics conferences in 2027?

The largest events by attendance are transport logistic Munich (April 26-29, 80,000+ attendees), ProMat (April 19-21, 50,000+ attendees), and LogiMAT Stuttgart (March 16-18, 61,000+ attendees). For executive-level audiences specifically, Gartner Supply Chain Symposium/Xpo (May 3-5) draws the highest concentration of chief supply chain officers in North America.

What are the best European logistics conferences in 2027?

Key European events include LogiMAT in Stuttgart (March 16-18), SITL in Paris (March 23-25), and transport logistic in Munich (April 26-29). If you’re moving project cargo or oversized freight, add Breakbulk Europe in Rotterdam (May 11-13). Note that Europe front-loads heavily in 2027, with the biggest shows landing between mid-March and mid-May.

Which conferences focus on supply chain technology?

Manifest (February 8-10) and ProMat (April 19-21) are particularly strong in showcasing new supply chain technologies. Both feature extensive exhibits of robotics, automation, and software solutions, with Manifest skewing toward startups and investment and ProMat toward equipment and systems you can walk through.

Is MODEX happening in 2027?

No. MODEX and ProMat run on alternating cycles. MODEX took place in Atlanta in April 2026, and the next edition is scheduled for 2028. ProMat in Chicago is the 2027 show.

Are there any virtual attendance options?

Many conferences offer hybrid attendance options combining in-person and virtual experiences. Check individual conference websites closer to the event dates for specific virtual attendance offerings and registration details.

Tips for attending logistics conferences

1. Plan your conference schedule early

Start planning at least three to four months in advance to take advantage of early bird registration rates and ensure accommodation availability. This matters more in 2027 than usual: ProMat and transport logistic fall within a week of each other, and hotel inventory in Chicago and Munich will move fast.

2. Watch the May crunch

May 2027 is unusually dense. IWLA, Gartner, Breakbulk Europe, ISM World, LogiSYM, and Home Delivery World all land within a four-week window across four countries. Pick your priorities before registration opens rather than after.

3. Maximize networking opportunities

Most conferences offer dedicated networking sessions and mobile apps to connect with other attendees. Download the conference app in advance and set up your profile. Several shows now run double opt-in meeting programs (LINK Connect, HDW Connect) that fill your calendar before you land. Here’s how to make the most of networking opportunities.

4. Budget realistically

Conference costs typically include:

  • Registration fees ($1,000 to $3,000 on average, with premium events like Manifest running closer to $2,000)
  • Travel and accommodation
  • Additional workshop or certification fees
  • Entertainment and networking events

5. Verify venue and city changes

More shows than usual are moving in 2027. Home Delivery World relocates to Orlando, IWLA heads to Puerto Rico, CeMAT South East Asia moves to Marina Bay Sands, and SITL switches Paris venues. Confirm the location before you book anything.

See you all out and about this year!

The 2027 logistics conference calendar offers something for everyone. Whether you’re interested in technology, retail logistics, procurement, or international shipping, there’s a conference tailored to your needs. Register early for the best rates and check back regularly as we confirm the remaining Q3 and Q4 dates.

Did we miss your favorite one? Let us know and we’ll add it to the list!

Need help with your trade show strategy? Let us know.

Read more:

Last updated: August 2026. Conference details subject to change. Please verify dates and locations with event organizers before making travel arrangements.

Important note: MODEX has no event scheduled for 2027. MODEX next takes place in 2028.

About

by | Sep 5, 2024

About our B2B marketing team The go-to marketing agency for the supply chain Our team is made up of strategic, technical, and creative marketing minds with a shared passion for pushing the supply chain out of the dark age. We live and breathe supply chain and pride...