Freight Tech Strategy: Avoiding the Implementation Trap with JBF's Brad Forester
The Logistics of Logistics Podcast
Release Date: 03/13/2026
Single-Source Supply Chains in a Fragmenting World with Abe Eshkenazi
The Logistics of Logistics Podcast
In “Single-Source Supply Chains in a Fragmenting World”, and , Chief Executive Officer at ASCM, discuss the shift from low-cost efficiency to resilient, regionalized networks. They emphasize that visibility and talent are now the primary tools for navigating global disruption. About Abe Eshkenazi , CSCP, CPA, CAE is chief executive officer at ASCM, the largest organization for supply chain and the global pacesetter of organizational transformation, talent development and supply chain innovation. During his tenure, ASCM has significantly expanded its services to corporations,...
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The Logistics of Logistics Podcast
In “The Rise of Freight Orchestration with GoodShip's Derek Netelenbos”, and , VP of Partnerships at GoodShip, discuss how an orchestration layer unifies fragmented data to shift logistics from reactive manual tasks to proactive, AI-driven strategy. About Derek Netelenbos is the VP of Partnerships at GoodShip, the all-in-one platform for freight orchestration and procurement, built for transportation teams, by transportation teams. Derek brings extensive experience building and scaling partnerships and revenue organizations across the logistics and technology sectors. Prior to...
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Navigating Energy Markets with Breakthrough's Matt Muenster
The Logistics of Logistics Podcast
In “Navigating Energy Markets with Breakthrough's Matt Muenster”, and , Chief Economist at Breakthrough, discuss how data-driven transparency and strategic fuel management help shippers navigate global energy volatility and decarbonization. About Matt Muenster , Chief Economist at Breakthrough, brings extensive expertise spanning energy, freight, and sustainability across global supply chains. In his role, Matt leads a team of supply chain analysts who deliver actionable market intelligence to some of the world’s largest enterprise shippers across the food, beverage, retail, and...
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OCM: The New Standard for Global Imports with Century's Jim McCullen
The Logistics of Logistics Podcast
In “OCM: The New Standard for Global Imports with Century's Jim McCullen”, and , Chief Technology Officer at Century Supply Chain Solutions, discuss how Origin Cargo Management provides the upstream visibility and tactical control necessary to optimize global supply chains before goods ever leave the factory. About Jim McCullen serves as Chief Technology Officer at Century Supply Chain Solutions, bringing over 30 years of deep expertise in logistics technology, digital transformation, and innovation. He leads global technology teams that pioneer Century's proprietary VIZIV...
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REPOST: Smarter Landside Logistics with Brian Kobza
The Logistics of Logistics Podcast
In “Smarter Landside Logistics”, and , Chief Commercial Officer at IMC Logistics, discuss leveraging IMC's asset-based capacity, actionable visibility, and end-to-end services—all underpinned by strong relationships—is essential for achieving greater control and cargo velocity in the critical first and last mile of the supply chain. About Brian Kobza is the Chief Commercial Officer at IMC Logistics, with over 20 years of experience in the transportation and supply chain industry. His expertise covers various aspects of the sector, including positions at marine...
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REPOST: The Dark Funnel Demystified: Unlocking Hidden Sales with Jennie Malafarina
The Logistics of Logistics Podcast
In “The Dark Funnel Demystified: Unlocking Hidden Sales”, and , the CEO of Virago Marketing, discuss how businesses can drive measurable revenue growth by understanding and leveraging the invisible customer journey. About Jennie Malafarina is the CEO of Virago Marketing, a Cleveland-based agency helping transportation and logistics companies turn marketing into a revenue-driving engine. Since taking the lead at Virago in 2020, she has elevated the agency’s impact—guiding strategies that deliver measurable results aligned with client growth goals. With over a...
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Is Your Freight Secure: The 3 Key Vulnerabilities in Freight Operations with Michael Hane
The Logistics of Logistics Podcast
In “Is Your Freight Secure: The 3 Key Vulnerabilities in Freight Operations”, and , Director of Product Marketing for Transportation Management at Descartes Systems Group, discuss how to protect global supply chains from fragmented technology, carrier identity theft, and increasingly sophisticated cargo fraud. About Michael Hane is the Director of Product Marketing for Transportation Management at Descartes Systems Group. With more than 30 years of experience in transportation, logistics technology, and supply chain consulting, Mike helps organizations understand emerging freight trends...
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UPS at the Crossroads: Finding Profit in a Disrupted Landscape with Bloomberg's Devin Leonard
The Logistics of Logistics Podcast
In “UPS at the Crossroads: Finding Profit in a Disrupted Landscape with Bloomberg's Devin Leonard”, and , Senior Writer on the global business team at Bloomberg News, discuss how the logistics giant is navigating shifting markets, intense competition, and rising labor costs. About Devin Leonard is a senior writer on the global business team at Bloomberg News. His work appears regularly in Bloomberg Businessweek where he has written periodically about the logistics industry. His 2011 cover story, "The End of Mail," about the existential crisis at the U.S. Postal Service was a...
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REPOST: Real-World Supply Chain AI Applications with Gather AI's Sankalp Arora
The Logistics of Logistics Podcast
In “Real-World Supply Chain AI Applications with Gather AI's Sankalp Arora”, and , CEO and Co-founder at Gather AI, discuss how Gather AI's combination of drone-collected visual data, AI analysis, and WMS integration is revolutionizing warehouse inventory management. About Sankalp Arora is the CEO & Co-Founder of Gather AI. With 14 years of experience, Sankalp developed safety and sensor planning for the world's first safe autonomous helicopter, funded by DARPA, a project that won the Howard Hughes award, AUVSI Xcellence award and was nominated for the Collier...
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Freight Tech Strategy: Avoiding the Implementation Trap with JBF's Brad Forester
The Logistics of Logistics Podcast
In “Freight Tech Strategy: Avoiding the Implementation Trap with JBF's Brad Forester”, and , Founder and Managing Partner of JBF Consulting, discuss the critical need for a strategic roadmap to ensure logistics technology delivers real ROI rather than becoming a costly mistake. About Brad Forester is the Founder and Managing Partner of JBF Consulting, bringing more than 25 years of leadership experience in transportation strategy, logistics technology, and supply chain transformation. A recognized industry expert, Brad has advised Fortune 500 companies and high-growth...
info_outlineIn “Freight Tech Strategy: Avoiding the Implementation Trap with JBF's Brad Forester”, Joe Lynch and Brad Forester, Founder and Managing Partner of JBF Consulting, discuss the critical need for a strategic roadmap to ensure logistics technology delivers real ROI rather than becoming a costly mistake.
About Brad Forester
Brad Forester is the Founder and Managing Partner of JBF Consulting, bringing more than 25 years of leadership experience in transportation strategy, logistics technology, and supply chain transformation. A recognized industry expert, Brad has advised Fortune 500 companies and high-growth brands on complex global transportation initiatives, from network design and technology selection to implementation and value realization. His background spans senior roles in consulting, software, and shipper operations, giving him a uniquely balanced perspective on strategy and execution. Brad is a frequent industry speaker and thought leader on TMS, visibility, and logistics innovation.
About JBF Consulting
JBF Consulting is a leading logistics strategy advisory and technology integration firm that partners with shippers to transform their logistics and supply chain execution operations. We empower clients to achieve operational efficiency and scalable, sustainable value through strategy development, roadmap orchestration, unbiased technology selection, expert implementation, data-driven insights, and ongoing managed services. For over two decades, our client-centric approach and alliances with best-of-breed solution providers have ensured that every strategy and solution we deliver drives measurable impact, long-term success, and customer satisfaction.
Key Takeaways: Freight Tech Strategy: Avoiding the Implementation Trap
- In “Freight Tech Strategy: Avoiding the Implementation Trap with JBF's Brad Forester”, Joe Lynch and Brad Forester, Founder and Managing Partner of JBF Consulting, discuss the critical need for a strategic roadmap to ensure logistics technology delivers real ROI rather than becoming a costly mistake.
- The Trap is Set Early: Implementation failures (going over budget or missing ROI) are usually symptoms of a missing strategy months prior, rather than errors made during the setup itself.
- Strategy as Insurance: Investing just 1% to 2% of your budget in a strategic assessment acts as an insurance policy, potentially mitigating up to 80% of common implementation risks.
- "Slow is Steady, Steady is Fast": Rushing to execute without "future-casting" (planning for growth or acquisitions 5–10 years out) leads to the "$10 million mistake"—having to rip out and replace a system that no longer fits.
- Create a Shipper Profile: Use a "matchmaking" approach to tech. A tool that works for a retail giant might fail for a bulk chemical shipper; you must find the specific vendor that matches your unique mode mix.
- The Hybrid Tech Trend: Large shippers are increasingly owning the software and data while outsourcing physical operations, allowing them to switch 3PLs without losing their historical data or visibility.
- Beware of Shiny Objects: Avoid "AI for AI's sake." Don't buy a hammer and then go looking for a nail; ensure any new tech solves a defined problem statement rather than just chasing industry hype.
- Phase Two is a Myth: Brad warns that "Phase Two never comes." If you don't build the necessary capabilities into the initial launch, the project often stalls at 75% completion, and the promised ROI is never realized.
Learn More About Freight Tech Strategy: Avoiding the Implementation Trap
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