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Industrial growth audit · Logistics & transport
Logistics & transport

We detect where your company is leaking growth.

We audit the 9 phases of the commercial engine of B2B logistics and transport manufacturers using the ARENA 414 methodology. In 15 minutes, receive a preliminary diagnosis and a first signal on your main growth leak.

Preliminary diagnosis at no cost → Industrial growth audit
15 questions Result in 15 minutes No cost
379
Manufacturers audited
12
Industrial sectors
9
Phases of the commercial engine
20
Detectable archetypes
The ARENA 414 model

Your commercial engine has three zones.
Growth leaks in one of them.

Industrial growth does not leak at random. ARENA 414 orders it across 9 phases and 3 zones: before, during and after conversion. BARRO audits all 9 to locate where the growth leaks are — in logistics, between shipper and tender committee.

BEFORE ZONE · 4 phases

Build authority with the logistics director.

F1. From ghost to visible
F2. When the pain stings
F3. Owner of the category
F4. When the project calls

Exist on the logistics director's radar before the RFQ. Put a name to the operational problem (OTD, lead time). Be a serious option against the incumbent. Enter the shortlist before the committee.

44%
of the impact
on the Score
CONVERSION ZONE · 1 phase

Close a healthy and executable yes.

F5. The battle of the yes

The moment when what was built before is confirmed or lost. If the yes is poorly closed (rate without fuel cover, unrealistic OTD), everything that follows gets complicated.

14%
of the impact
on the Score
AFTER ZONE · 4 phases

Capture renewal and service cross-sell.

F6. The moment of truth
F7. From option to habit
F8. The expansion machine
F9. Evangelisation

Logistic KPI met without cost drift. Contract renewed by service, not by rate. Cross-sell into warehousing and last mile. Logistics director who recommends you inside the group.

42%
of the impact
on the Score

A model in three layers of depth.

First, a no-cost preliminary diagnosis identifies the main leak signal in 15 minutes. Then, a 7-week Full ARENA Audit contrasts the diagnosis with management interviews, internal documentation, operational evidence and specialist auditors. Finally, the continuous audit turns the analysis into monthly governance: own platform, recurring opinion, dedicated auditor and growth plans.

Level 1 · First Reading
Score ARENA Express
15 minutes · Preliminary Diagnosis
  • Main growth leak signal identified
  • 15 questions calibrated by sector and revenue band
  • No integrations or prior documentation
  • Preliminary ARENA Score 0–100
  • Indicative structural archetype
Preliminary reading at no cost →
Level 2 · Growth Audit
ARENA 414 Audit
7 weeks · Specialist audit team
  • Three leaks validated with figures and closing plan
  • Full review of all 9 ARENA 414 phases
  • Interviews with management, sales, marketing and operations
  • External voices: clients, former clients and lost opportunities
  • Cross-referenced with CRM, GA4 and key internal sources
  • ARENA Score validated and signed by the audit team
  • Comparison against 379-manufacturer benchmark
  • Main restriction confirmed with documented evidence
  • 6-month roadmap with owners and timelines
Request a meeting →
Level 3 · Continuous Governance
Growth Governance

A monthly system to govern growth with the BARRO audit team working permanently alongside management and internal teams. Each month the Score is updated, a signed opinion is issued and active leaks, real progress, setbacks and pending decisions are reviewed.

The work converts each leak into an execution agenda: what needs correcting, who must do it, with what priority, what capability is missing and what evidence will demonstrate the gap is closing. When the company needs external support, BARRO activates, coordinates and supervises specialist partners to ensure the solution is executed with rigour.

The BARRO HUB platform supports the monitoring with monthly Score, sector benchmark, Client Voice, What If scenarios and a live roadmap. It is not a one-off recommendation or a recurring report: it is a governance cadence to measure, correct and accelerate growth every month.

Learn about CONTINUOUS GOVERNANCE →

How the Score ARENA Express works.

A first reading to orient growth priorities. In under 15 minutes, ARENA 414 calibrates responses by sector and revenue band to identify a first leak signal — no integrations, no meetings, no commitment.

01

Access the online questionnaire

No prior registration. Enter the company, select sector and revenue band, and start the 15 questions.

02

Responses calibrated by sector

Each answer feeds the ARENA 414 engine, calibrated by sector and revenue band. The system applies the same analytical framework as the Full Audit, in preliminary form.

03

Analysis and leak detection

The engine processes the answers against the ARENA model and generates scores per phase. It identifies the main leak, the structural archetype and the maturity level of the growth system.

04

Result in under 15 minutes

You receive your ARENA Score, the detected archetype and the main leak with a permanent URL. If it makes sense to continue, we propose the signed Full Audit with the 3 leaks and closing plan.

The ARENA 414 system.

ARENA 414 is BARRO's proprietary framework for auditing and governing industrial growth. It structures the commercial engine of B2B manufacturers across 9 phases in 3 zones, under a 4-1-4 logic: four phases before conversion, one conversion phase and four subsequent phases. It evaluates 45 sub-dimensions, identifies 20 leak archetypes and connects the diagnosis with over 700 prescriptive actions, calibrated against 379 manufacturers in 12 sectors. Each phase has its own scoring, sector threshold and specific battery of actions — in logistics and transport, calibrated to the tender cycle and service cross-sell.

4-1-4
Structure of the model
45
Sub-dimensions evaluated
700+
Prescriptive actions
7
Interviews in full audit
Audited cases

Three CEOs who went from operating blind to operating with a monthly opinion.

Case 01 · Anonymised

Refrigerated 3PL operator: regained share after detecting late entry into the food shipper's RFQ.

Shortlist inclusion+31%
Awards on open tariff+24%
Average margin per contract+9 pp
Timeframe22 months
Case 02 · Anonymised

Multi-country ADR industrial road carrier: lifted close rate and reduced unrewarded pre-sales hours with large chemical shippers.

RFQ close rate+21%
Pre-sales hours without award−27%
Loaded return ratio+11%
Timeframe15 months
Case 03 · Anonymised

Manufacturer of transelevators and warehouse storage systems: converted installed accounts into maintenance contracts and cross-sell of automation.

Maintenance contracts+42%
Renewal churn−31%
Installed-base cross-sell+26%
Timeframe19 months
For whom

Industry only.

BARRO is designed for B2B industrial manufacturers between 5 and 80 million euros. Only companies where growth depends on technical sales, industrial cycles and productive capacity.

01Automation and roboticsScope creep in integration projects: margin can drift from 47% initial to 18% final. 02Electrical material and constructionThe buyer often reaches the first meeting with much of the decision already made.
03Logistics and transportThe handoff between sales and operations often becomes the bottleneck blocking repeat business.
04Public works and miningThe tender is the finish line, not the start: the opportunity may be decided during engineering. 05HVAC and climate controlAftermarket often emerges as a second business: a margin engine many manufacturers fail to capture. 06Metal industryBids can be lost before price even comes up. Win rate often drops to ~20% without prior diagnosis. 07Plastic industrySilent churn: deterioration can accumulate for months before showing up in the report. 08PackagingMediocre technical content can weigh more than publishing nothing. Authority is often decided on the manufacturer's website. 09AgroindustrySmall retention points can be worth far more than large acquisition campaigns. The leak appears in repeat business, not new sales. 10Automotive and aviation componentsExtensive buying committee: the internal sponsor may decide before the technical evaluator. 11Windows and enclosuresA poor delivery can cost the next contract. After-sales acts as the new pre-sales. 12Food industryClosing discounts can cost several times more in EBIT than negotiating a non-price term.

Why BARRO and not a consultancy, an agency or a dashboard.

Consultancies leave with the PowerPoint.

They run a one-off project, present to the board, get paid and disappear. Two years later the problem is still there with no verification of whether the recommendations were executed.

Agencies optimise levers. Not the whole system.

They optimise digital campaigns, set up a CRM or a TMS, build a new site. In logistics, no one audits from outside the authority with the logistics director, the early entry into RFQ, or cross-sell capture in live accounts.

Dashboards give data without diagnosis.

Knowing the data is not knowing what to do with it. BARRO signs a monthly opinion with human interpretation by a senior auditor, not just another radar with metrics without reading.

What is worth clarifying before moving forward

How do you enter the shipper's logistics director's RFQ before the incumbent prepares its defence?
We do not enter for you: we audit what you are missing in order to enter. Phase 3 (category authority with the shipper's logistics director) and phase 4 (entry before the formal RFQ) explain 70% of the problem in logistics and transport. The opinion identifies whether your brand fails to appear in the logistics director's mind because of editorial absence in the sector, insufficient technical content on your specialisation (refrigerated, ADR, bulk, dangerous goods) or a sales force that only activates when the RFQ is already drafted to the incumbent's measure.
How do you manage 70-90% dependency on a few shippers and the pressure of three-year framework agreements?
Concentration is not broken by luck, it is broken by system. Phase 1 (sector visibility) and phase 4 (early entry) measure how many new conversations with shippers of equivalent size your commercial engine opens per year. If the ratio of new shippers on the shortlist is low, the framework agreement is always renewed under pressure because there is no alternative. Phase 7 measures in parallel whether, inside current shippers, you are capturing cross-sell into warehousing, cross-docking or last mile, which stabilises the framework agreement even when the kilometre-tonne is renegotiated downwards.
How do you turn the pressure of sustainability and CSRD reporting into a sustainable tariff and not just an added cost?
The shipper's CSRD reporting obligation is the lever, not the threat. If your company has an auditable carbon footprint per route, SQAS or IFS Logistics certification and traceability of the shipper's scope 3 emissions, that feeds into P2 (activation of the shipper's pain) and P3 (authority before the sustainability committee). The opinion identifies whether your commercial narrative is converting that capability into an open-tariff argument with a sustainability clause, or whether the shipper receives it as a contractual obligation without differential value. The difference shows up in the margin.
Open tariff or closed tariff? How do I absorb fuel volatility without losing the contract?
The question is not the clause, it is phase 5 (the battle for yes). If you sign a closed tariff during a rising fuel cycle, the contract is signed poisoned for the after zone: you meet the logistics KPI but the real margin at year-end is negative. We audit whether your sales team has the authority to impose a fuel-indexed revision clause, whether it is using tolerance-band formulas, or whether it is conceding the clause in exchange for annual volume. Each archetype has a different action set.
What do you need from my team to start the no-cost Express Score?
Four one-hour interviews with general management, sales, marketing and operations. Minimal documentation of your commercial engine (team structure, service specialisation, main shippers, renewal cycle, open vs closed tariff mix). No need to connect a TMS or integrate anything. We organise it within a single week.
How is BARRO different from an SQAS, IFS Logistics or financial audit?
A financial audit audits past accounts. SQAS, IFS Logistics or ADR audit internal technical compliance (safety, quality, dangerous goods). BARRO audits the future system: how the commercial engine is producing (or not) growth. Zero methodological overlap. The financial audit looks at the balance sheet; SQAS looks at protocols; we look at the system that connects your company with the shipper's logistics director, the tender committee and the final shipper that renews.
Does this also work if I am a manufacturer of forklifts, transelevators or warehouse storage systems, not a logistics operator?
Yes. The sector covers both the logistics service provider (3PL, road carriers, specialists) and the equipment manufacturer that sells B2B to logistics operators and to industrial logistics directors. The structure of the commercial engine is parallel: visibility before the client's operations director, entry before the warehouse investment decision, closing with a credible installation timeline, capture of recurring maintenance and cross-sell of automation. The methodology is the same; the set of 700+ prescriptive actions is calibrated to your specific sub-segment.
Start with your Score Express

Fifteen questions. Fifteen minutes.
No cost.
And you will have your main leak detected.

It is the fastest and most honest way to know where your commercial engine is leaking growth. If afterwards the full audit with the 3 leaks and closing plan makes sense, we talk. If not, you keep a useful Score.

Preliminary diagnosis at no cost. Industrial growth audit
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