Building a $1B+ multimodal 3PL brokerage in a deregulated, brutally cyclical trucking market doesn’t happen by accident. Doug Waggoner, Chairman & CEO of Echo Global Logistics, walks through one of the most dramatic long-run arcs in transportation — from three-martini LTL sales calls and rolls of quarters for pay phones to cloud-optimized networks, data-driven pricing, and AI as a “task killer, not a job killer.”

Doug takes us through the real strategy behind Echo’s rise: building lane density the hard way, turning small acquisitions into consistent growth engines, and developing a managed transportation model with 96%+ renewal rates — all while embracing technology and AI as the next leap forward for brokerage productivity. (echo.com)

If you care about where brokerage is actually headed (AI, managed trans, multimodal, PE ownership) and what separates durable platforms from the next roll-up casualty, this is a masterclass.

What you’ll learn

• From tariffs to true competition: How deregulation shattered ICC pricing, wiped out legacy LTL players, and forced the industry to learn real pricing strategy for the first time.
• The birth of modern brokerage: Why asset-light truckload brokerage emerged only after deregulation—and how innovators like American Backhaulers reshaped the market around backhauls and empty miles.
• Echo’s real origin story: How Echo began as an outsourced transportation department for enterprise shippers before evolving into a tech-enabled, multimodal 3PL spanning managed trans, LTL, TL, partials, and intermodal.
• Why density is destiny in truckload: The hard-won journey from “calling around for rates” to building lane density and database pricing—and how acquiring Command doubled scale overnight and unlocked true competitiveness.
• The M&A playbook that actually works: Culture-first integration, treating founders like entrepreneurs, when to rebrand vs preserve identity, and how Echo consistently doubled/tripled acquired revenue by giving teams more modes and better tech.
• Managed transportation as a moat: How Echo embeds teams inside customers, integrates TMS-to-ERP, runs QBRs, and achieves ~96% renewal rates—creating long-term, high-stickiness relationships.
• AI as the next step-change in freight: Why AI is a task killer, not a job killer; how workflows happening 600,000 times a month get automated; and why adoption, incentives, and change management matter more than the model itself.

Time-stamped highlights

• (00:00) From three-martini lunches to deregulation shock and Doug’s early LTL years.
• (07:45) Deregulation fallout: bankruptcies, unions, and the rise of non-union carriers.
• (13:20) The tech turn: optimization, math, and the shift to data-driven networks.
• (18:40) The dawn of brokerage and how American Backhaulers changed the game.
• (23:30) Echo’s unexpected start as an outsourced transportation department.
• (29:10) Convincing LTL carriers to work with a broker—when most hated brokers.
• (34:55) Bootstrapping truckload: Echo’s early struggles and the path to $600M TL revenue.
• (39:30) The Command acquisition and unlocking the density flywheel.
• (43:50) Echo’s M&A playbook: talent, tech, and multimodal upsell.
• (49:20) Why Echo trains reps to sell both LTL and TL—and the payoff in share of wallet.
• (54:10) Inside managed transportation: design, integration, QBRs, and 96% renewals.
• (1:01:40) Public vs. private: life on the earnings treadmill and going private with TJC.
• (1:08:15) AI’s real impact: automating 600,000 tasks/month and freeing real capacity.
• (1:15:00) What makes automation stick: adoption, incentives, and change management.
• (1:20:00) Playing the long game: culture, trust, and the tech that truly endures.

Guest

Doug Waggoner — Chairman & Chief Executive Officer, Echo Global Logistics
Doug has led Echo through one of the most transformative runs in modern freight—guiding the company from its early days as an outsourced transportation startup through an IPO, 30+ acquisitions, the expansion into a multimodal 3PL, and ultimately a take-private deal. Under his leadership, Echo has become one of North America’s largest tech-enabled brokerages and managed transportation providers.

LinkedIn: https://www.linkedin.com/in/dougwaggoner/

Links & references

• Echo Global Logistics — tech-enabled multimodal 3PL and managed transportation provider: https://www.echo.com/
• Echo Global Logistics CEO Bio (Doug Waggoner) — official profile and background: Echo CEO page (echo.com)
• Article: Catching up with Doug Waggoner, CEO Echo Global Logistics — on freight conditions, capacity, M&A, and tech. (Logistics Management)
• Press: Echo Global Logistics CEO Doug Waggoner named a Notable Leader in Sustainability by Crain’s Chicago Business — recent recognition and sustainability highlights. (PR Newswire)

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