Margin starts upstream of the load board, with quoting activity. A rep who isn't quoting enough, or who quotes plenty but loses on rate or response time, won't book the loads that produce margin no matter how good the splits look. This report turns quoting into a managed funnel — quotes created, tendered, booked, delivered — so an operations manager can see whether the activity engine behind margin is actually running.
What this report answers
How many quotes are we creating, and how many survive each stage to a delivered load? What's the quote-to-book rate, and how does it vary by rep? Which customers are we winning revenue from, and which quote a lot but rarely award? The Conversion Funnel page renders the four stage counts as a funnel and puts book rate by rep on the chart; the Quote Value & Win Rate page ties dollars to the funnel — quoted revenue, won revenue by customer, and the quote-to-book rate trended over time.
The metrics that matter
The funnel is built on integer stage flags — created, tendered, booked, delivered — so it renders as clean counts rather than fighting a text status field. Book rate (booked ÷ quotes) is the conversion headline, and it lives on the chart by rep, not on a card, because the comparison across reps is the insight. Won Revenue versus Quoted Revenue shows how much of the pipeline is actually landing, and which customers are real opportunities versus rate-shoppers.
Why the data is trapped
Quotes and bookings sit in the TMS — McLeod, Tai, AscendTMS, Aljex — but TMS reporting tends to show the booked board, not the funnel that fed it. The quotes that never converted are easy to lose, and stage-to-stage conversion by rep is rarely a native view. Rebuilding the funnel by hand means reconciling a quotes export against a bookings export, which is exactly the kind of stale spreadsheet this template replaces.
How to read it
Read the funnel top to bottom: a sharp narrowing at one stage points to a specific problem — lots of quotes but few tendered may be a follow-up gap; lots tendered but few booked is a rate or speed problem. Then read book rate by rep to see who converts and who needs coaching, and won revenue by customer to separate genuine accounts from rate-shoppers eating quoting time. The sample on this page uses entirely synthetic data — generic labels and made-up dollar figures, no real loads, carriers, or customers.
Metrics it tracks
| Metric | What it means |
|---|---|
| Quotes Created | Count of customer rate quotes — one row per quote, the top of the funnel. |
| Quotes Tendered | Quotes that reached the tendered stage. |
| Loads Booked | Quotes that converted to a booked load. |
| Loads Delivered | Booked loads that reached delivered. |
| Quoted Revenue | Total customer revenue quoted across all quotes. |
| Won Revenue | Customer revenue on the quotes that became booked loads. |
Used by: Operations managers, sales leaders
Frequently asked questions
What is a quote-to-book rate in freight brokerage?
It's the share of customer quotes that convert into booked loads (loads booked ÷ quotes created). It's the clearest single measure of how well reps are turning quoting activity into actual freight, and tracking it by rep shows who converts and who needs coaching on rate or response time.
Why track quoting activity if margin is what matters?
Because margin starts with a quote. A rep who isn't quoting enough, or who quotes but loses, never gets to the loads that produce margin. The funnel — created, tendered, booked, delivered — shows whether the activity engine behind margin is running and where it's leaking.
Can I build this on my own quote data?
Yes. Export your quotes with stage flags (tendered, booked, delivered), the rep, the customer, and the quoted revenue from your TMS and use this as a template — we model it into a Power BI report. The sample uses synthetic data, so there are no real quotes in what you see here.
Build this report on your own data
Clone this Freight brokerages template — describe it and we’ll generate sample data so you can try it free, or upload your own export. You get a fully modeled, branded Power BI project that opens in Power BI Desktop.
Use this as a template →