AI Case Study: Strategic Account Growth

AI Innovation

INDUSTRY: Logistics & Supply Chain

Global Leading Logistics Provider

Strategic Account Growth Accelerator

£214m

Priority Pipeline Created

Sector: Logistics Supply Chain

Business Unites mobilised

Revenue: €7.9B

Higher

Enterprise Win Probability

Project: Strategic Account Growth Accelerator

The challenge
A global logistics provider with an ambition to double revenue by 2030 needed a more structured approach to pursuing its most important accounts. Major opportunities were often engaged too late, with pursuit activity reactive and fragmented across the business. With a target to increase win rates by 50% across must-win accounts, the opportunity was not more activity, but better focus.

Reframe
The shift was from fragmented pursuit activity to a focused, customer-led approach built around must-win opportunities. One strategic account was selected from each business unit, concentrating effort on the few opportunities capable of moving the needle while embedding a consistent approach across the business.

Solution
Magnus designed and embedded the Strategic Account Growth Accelerator, aligning sales, marketing and bid excellence around shared account insight, clear qualification standards and coordinated activation. The approach helped teams prioritise opportunities, engage decision makers earlier and shape stronger commercial strategies before tenders were issued.

Innovation
At the centre of the accelerator was a Strategic Account Platform, bringing customer insight, stakeholder mapping and pursuit strategy into a single shared environment. Teams could interrogate the platform through a live AI interface to prepare for stakeholder meetings, test messaging and generate marketing and sales assets. The result was strategy embedded into the pursuit, not sitting in slides.

The Impact

The accelerator mobilised five business units around their most important opportunities, creating a £214m priority pipeline. Internal confidence increased, low-value bids were filtered out through stronger qualification and teams engaged customers earlier in the opportunity lifecycle, enabling the pursuit of larger, longer-term deals.

Read the full case study

A global logistics provider with an ambition to double revenue by 2030 needed a more structured approach to winning its most important strategic accounts.

Major opportunities were often engaged too late, with activity fragmented across business units and inconsistent qualification applied to potential deals. Sales, marketing and bid teams were investing significant effort, but not always on the opportunities most likely to drive growth.

Magnus designed and embedded the Strategic Account Growth Accelerator, aligning marketing, sales and operations around deeper customer insight, disciplined qualification and coordinated activation.

The accelerator focused effort on a small number of must win strategic accounts. The first cohort generated a £214m priority opportunity pipeline and established a repeatable model the organisation can now scale across future strategic accounts.

Enterprise logistics deals are complex, often procurement driven and shaped by large stakeholder ecosystems. As a result, opportunities were frequently engaged only once tenders were issued, limiting the organisation’s ability to influence decisions early.

The result was significant effort spent on bids with limited strategic value, while the largest opportunities were not shaped early enough.

The organisation needed a clearer way to identify, prioritise and win the enterprise accounts capable of driving meaningful growth.

The shift was from fragmented pursuit activity to a focused and aligned approach to strategic account growth.

Five must win accounts were prioritised across different business units. Each represented a high value opportunity where earlier engagement and stronger customer insight could materially improve win probability. The objective was not simply to improve a handful of deals, but to establish a repeatable model for pursuing the accounts that truly have an impact.

Magnus designed and embedded the Strategic Account Growth Accelerator, a structured way of pursuing must win enterprise accounts that aligned marketing, sales and operational teams on a small number of strategic opportunities with a clear account strategy.

Deep account insight, competitive positioning and stakeholder mapping created a clearer view of where to play and how to win. These insights were translated into account specific value propositions and engagement strategies designed to influence decision makers earlier in the buying cycle.

To embed the approach, Magnus also developed a Strategic Account Platform that brought the insight, stakeholder intelligence and pursuit strategy into a shared environment for sales and marketing to activate from. Together, this created a coordinated and repeatable model for pursuing strategic enterprise opportunities.

At the centre of the accelerator sat a Strategic Account Platform that brought customer insight, stakeholder mapping, competitor positioning and account strategy into a single shared environment.

Teams could interrogate the platform through a live AI interface to prepare for stakeholder meetings, test messaging and generate marketing and sales assets.

This also meant anyone joining the pursuit later on could quickly access the intelligence behind the opportunity and align to the agreed strategy. The result was strategy embedded directly into the pursuit process rather than sitting in presentations.

Sales, marketing and operational teams aligned around shared account strategies rather than disconnected pursuit activity.

Qualification became more disciplined and customer engagement moved earlier in the opportunity lifecycle, allowing teams to influence decisions before procurement processes began.

The initial cohort established a consistent commercial approach that is now being actively applied across all future strategic accounts.

The first cohort through the Strategic Account Growth Accelerator generated a £214m priority opportunity pipeline across strategic accounts.

Low value bids were filtered out through stronger qualification, allowing teams to focus resources on the opportunities most likely to drive growth.

The result was not simply improved deal activity, but a repeatable system for winning the enterprise accounts that drive long term growth.

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