📦 Logistics & Freight · Case Study

EZLoader + Pipedrive
Unified Logistics Dashboard

A freight brokerage was running two completely separate systems — EZLoader for shipments & loads and Pipedrive for leads & sales. We connected both into a single real-time dashboard with 7 report tabs covering shipments, P&L, sales funnel, rep performance, and top customers.

🚛 EZLoader TMS Pipedrive CRM Custom Dashboard 7 Report Tabs
$6.6M
Revenue Tracked
5,705
Shipments (YTD)
13.7%
Net Margin
499
Leads in Pipedrive
9.8%
Deal Win Rate
7
Active Sales Reps
The Problem

Two Systems,
Zero Visibility

The ops team lived in EZLoader for daily dispatch. The sales team lived in Pipedrive. Neither side could see what the other was doing — and management had no single view of business performance.

  • Shipment revenue & costs only visible inside EZLoader — not connected to sales
  • Pipedrive tracked leads & deals but had no load data — couldn't see how many loads a "Won" deal actually delivered
  • P&L required manual Excel exports from EZLoader every month
  • No way to see field rep visit duration from Pipedrive activities in a useful format
  • Management flew blind — decisions based on memory, not data
Before CRMTION
EZ
EZLoader
Shipments, revenue, costs, loads — isolated in TMS
Siloed
Pi
Pipedrive
Leads, deals, activities — isolated in CRM
Siloed
Ex
Excel
Monthly manual export to calculate P&L
Siloed
Em
Email/Slack
Management asking reps for numbers
Siloed
Result: No unified view. Decisions based on gut feeling.
The Solution

One Dashboard. Two Systems. Full Picture.

We built a custom web dashboard that pulls live data from both EZLoader and Pipedrive APIs. The result: 7 report tabs giving management instant visibility into shipments, P&L, sales funnel, rep performance, and top customers — all in one place, updated in real time.

🚛
EZLoader TMS
Shipments · Revenue
Costs · Loads · P&L
API Integration
Live sync
⟷
📊
LRGISTICS Dashboard
Custom built by CRMTION
7 report tabs · Live data
Ship P&L YTD Funnel Rep Top
Live sync
⟷
P
Pipedrive CRM
Leads · Deals · Won
Activities · Rep Visits
API Integration
The 7 Report Tabs We Built
1 Shipments (Company)
Total shipments by period — volume, % of total, peak month
2 Profit / Loss
Revenue vs Cost vs Net — monthly P&L with variance tracking
3 Revenue YTD
Year-to-date revenue tracking vs targets and projections
4 Sales Funnel
Lead → Deal → Won → Loads Executed — full pipeline from Pipedrive to EZLoader
5 Shipments (By Rep)
Which sales rep is generating how many loads
6 P/L By Rep
Revenue, cost and margin per sales rep
7 Top Customers
Which shippers are driving the most volume and revenue
Live Dashboard

The Dashboard in Action

Built with daily/weekly/monthly/quarterly/annually filters, date range pickers, and rep-level drilldowns. Every number is live — no manual exports, no stale data.

Tab 1 · Shipments (Company) — EZLoader Data
LRGISTICS
DAILY WEEKLY MONTHLY QUARTERLY ANNUALLY
2026 ▾ 01/01/2026 – 04/05/2026 Apply
EZLOADER · PIPEDRIVE · APRIL 2026
🚛 Shipments (Company)
2026-01-01 to 2026-04-05 · Monthly view
1 Shipments (Company) 2 Profit/Loss 3 Revenue YTD 4 Sales Funnel 5 Shipments (By Rep) 6 P/L By Rep 7 Top Customers
TOTAL SHIPMENTS
5,705
2026-01-01 — 2026-04-05
PERIODS
3
Monthly breakdown
AVG PER PERIOD
1,902
shipments / month
PEAK PERIOD
2,367
2026-02
CHART
Shipments by Period
2,318
2,367
1,020
2026-01 2026-02 2026-03
BREAKDOWN TABLE
Period Detail
PERIOD SHIPMENTS % OF TOTAL 2026-01 2,318 40.6% 2026-02 2,367 41.5% 2026-03 1,020 17.9%
Tab 2 · Profit / Loss — EZLoader Revenue & Cost Data
📋 Profit/Loss
2026-01-01 to 2026-04-05 · Monthly view · EZLoader + Pipedrive
TOTAL REVENUE
$6,604,394.72
TOTAL COST
$5,569,195.05
NET PROFIT/LOSS
$906,996.13
MARGIN
13.7%
VARIANCE
-$128,203.54
vs target
CHART
Revenue vs Cost by Period
$363k
$394k
$150k
2026-01 2026-02 2026-03
BREAKDOWN
Period Detail
PERIOD REVENUE COST NET VARIANCE 2026-01 $2,680,570.83 $2,298,683.20 $362,626.67 -$19,260.96 2026-02 $2,734,867.18 $2,292,279.98 $393,924.62 -$48,662.58 2026-03 $1,188,956.71 $978,231.87 $150,444.84 -$60,280.00
Tab 4 · Sales Funnel — Pipedrive Leads → EZLoader Loads
⏱ Sales Funnel
2026-01-01 to 2026-04-05 · Monthly view
LEADS
499
Pipedrive
DEALS
468
Pipedrive
WON
46
Pipedrive
LOADS EXECUTED
5,705
EZLoader
WIN RATE
9.8%
FUNNEL
Lead to Load Pipeline
499 Leads Created Pipedrive
468 Converted to Deals Pipedrive
46 Deals Won Pipedrive
5,705 Loads Executed EZLoader
CONVERSION RATES
Pipeline Stats
Lead → Deal Conversion 93.8%
Deal Win Rate 9.8%
Overall Conversion (Lead → Won) 9.2%
Deals Open 395
Deals Lost 27
Total Loads (EZ) 5,705
Visit Analytics — Pipedrive Activity Data (Field Rep Visits)
PIPEDRIVE · ACTIVITY TYPE: VISIT · APRIL 2026
Visit Duration by Rep
Grouped by assigned sales rep · Completed activities only
TOTAL VISITS
16
2026-01-01 — 2026-04-05
ACTIVE REPS
7
with ≥1 visit
TOTAL FIELD TIME
39m
all reps
AVG VISIT DURATION
2m
per visit
TOP PERFORMER
Joshua
4 visits
LEADERBOARD
Duration Ranking
01 LC Lead Capture
14m
02 DM Danny Mathis
13m
03 J Joshua
4m
04 GS Grant Sutliff
4m
05 BW Brent Williamson
2m
BREAKDOWN TABLE
Full Rep Overview
REP VISITS TOTAL DUR. AVG DUR.
LC Lead Capture
3 14m 5m
DM Danny Mathis
1 13m 13m
J Joshua
4 4m 1m
GS Grant Sutliff
4 4m 1m
Generated 2026-04-05 · LRGISTICS Dashboard · EZLoader + Pipedrive
Tab 6 · P/L By Rep — Revenue, Cost & Margin per Sales Rep (19 Reps)
📊 P/L By Rep
2026-01-01 to 2026-04-05 · Monthly view · EZLoader + Pipedrive
TOTAL REVENUE
$6,604,394.72
TOTAL NET
$906,996.13
TOTAL SHIPMENTS
5,705
REPS
19
active brokers
LEADERBOARD
Net Profit Ranking
01 CF Campbell Fisher
$215,530.19
02 JJ Jacob Jones
$163,340.30
03 BF Blake Fullerton
$131,303.92
04 JH Jason Hay
$101,754.74
05 RG Rich Griffin
$98,674.63
06 GM Greg Mathis
$87,748.71
07 CS Charlie Skehan
$30,872.69
08 JR Jeff Rives
$29,820.00
09 CF Cindi Ferrell
$28,685.75
BREAKDOWN TABLE
Full Rep Overview
REP SHIPS REVENUE COST NET MARGIN Campbell Fisher 1,422 $1,957,409.02 $1,741,528.83 $215,530.19 11.0% Jacob Jones 860 $936,235.68 $764,896.67 $163,340.30 17.4% Blake Fullerton 523 $489,638.33 $355,566.78 $131,303.92 26.8% Jason Hay 375 $732,608.77 $630,509.03 $101,754.74 13.9% Rich Griffin 433 $556,522.68 $456,595.85 $98,674.63 17.7% Greg Mathis 595 $851,288.46 $763,489.75 $87,748.71 10.3% Charlie Skehan 185 $297,769.73 $266,897.04 $30,872.69 10.4% Jeff Rives 139 $227,825.00 $198,005.00 $29,820.00 13.1% Cindi Ferrell 172 $341,084.24 $197,058.49 $28,685.75 8.4% Travis Piccard 49 $75,925.00 $64,205.00 $11,620.00 15.3%
19 reps total · Showing top 10 by net profit
Tab 7 · Top Customers — Loads, Revenue & YoY Growth
🏆 Top Customers
2026-01-01 to 2026-04-05 · Monthly view · Top 10
SHOWING TOP
10
customers
TOP CUSTOMER LOADS
641
TAP Pest Control Insulation
TOTAL CY LOADS
1,815
top 10 combined
YoY TOP GROWER
+105%
TAP Pest Control
LEADERBOARD
Top Customers by Loads
01 EC Eastman Chemical Company
343
02 TP TAP Pest Control Insulation
641
03 RB Rogers & Brown NA Logistics
167
04 YL Yusen Logistics – ATL
222
05 NW Noble Worldwide Logistics, LLC
16
06 EF Estes Forwarding Worldwide (EFW)
40
07 AW AIT Worldwide Logistics – OMH
131
08 IC ICAT Logistics – PHL
95
GROWTH
YoY Net Profit Growth %
0%
Eastman
+105%
TAP
-30%
Rogers
-15%
Yusen
+65%
Noble
0%
Estes
+94%
AIT
-14%
ICAT
■ Growth ■ Decline
Top YoY Growers: TAP +105% · AIT +94% · Noble +65%
Customer-level profit growth tracked automatically from EZLoader data year-over-year
Results

What Changed After
The Dashboard Went Live

📊
P&L visibility went from monthly to real-time
Management could see revenue, cost, and margin updated live — no more waiting for month-end Excel exports
🚛
EZLoader loads now connected to Pipedrive deals
For the first time, the team could see how many shipments a "Won" deal actually generated
👤
Rep field visit accountability
Sales managers could see exactly how long each rep spent on client visits from Pipedrive activity data
📈
Sales funnel from lead to load in one view
Lead → Deal → Won → Loads Executed — the entire conversion pipeline visible in one chart
💰
$6.6M revenue tracked without manual work
All revenue data pulled directly from EZLoader API — no spreadsheets, no manual entry
⚡
Decisions based on data, not gut feeling
Management now reviews the dashboard weekly instead of asking reps for numbers over Slack
Want This For Your Business?

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Custom Dashboard in Days

If you're running two systems that don't talk to each other, we'll connect them and give you a real-time view of everything that matters. EZLoader, Pipedrive, QuickBooks, Roofr, Aircall — we've done it.

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