03-07-2025
Chain Reaction: RXO's Brian Dean on the Power of Real-Time Data for a Leaner Supply Chain
Chain Reaction is Sourcing Journal's discussion series with industry executives to get their take on today's logistics challenges and learn about ways their company is working to keep the flow of goods moving. Here, Brian Dean, president of managed transportation at transportation provider RXO, discusses how brands can optimize performance and build more resilient supply chains through technology and a data-driven strategy.
Name: Brian DeanTitle: President of managed transportation Company: RXO What is RXO?
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RXO is a leading provider of asset-light transportation solutions and is the third-largest provider of brokered transportation in North America.
The company offers tech-enabled truck brokerage services together with complementary solutions, including managed transportation and last-mile delivery. RXO combines massive capacity and cutting-edge technology to move freight efficiently through supply chains across North America.
In 2024, RXO acquired Coyote Logistics. The newly combined company's expanded market position and technology integration increased capacity for customers and access to freight for carriers.
What industries do you primarily serve?
RXO serves a range of industries, including automotive, industrial manufacturing, food and beverage, retail and e-commerce.
Which industry do you think has the most to teach others about improving their supply chain logistics?
The pharmaceutical industry has the most mature supply chain operations by necessity and has a lot to teach others. This industry faces stringent requirements on traceability, quality control, handling sensitive goods and managing recalls, on top of a list of nuanced complexities with global regulations. Succeeding in this industry requires a strong and adaptable supply chain that ensures traceability and visibility throughout the network.
What is the main thing brands and retailers could do right now that would immediately improve logistics?
One action brands can take is to improve data visibility and analytics across the entire supply chain.
In a traditional supply chain, teams work from demand forecasts, which can lead to various stakeholders being disconnected throughout. This can cause the end consumer data—such as consumer behavior—to get lost or not make its way back to earlier stages in the supply chain that could improve processes to maximize opportunity and revenue.
Access to real-time data is a critical area of opportunity for improvement and will help companies achieve a lean supply chain. Sharing data across the network based on customer demand makes demand consumable within all nodes of the supply chain and allows companies to rapidly and accurately adjust to demand patterns fueled by analytics, boosting collaboration with stakeholders.
When it comes to creating efficiencies, there are quick wins and longer plays. What are a few things your company is doing to help its partners succeed on both fronts?
From a long-term perspective, RXO helps our customers forecast, determine long-term transportation priorities for their organizations and then identify the kind of infrastructure or capabilities they need to address those priorities.
We then conduct current-state assessments on a regular basis, which helps shippers take smaller steps needed to reach long-term goals. This involves building out the infrastructure and capabilities that help them achieve their ideal future state.
From there, we also work closely with shippers on scenario planning to help them prepare for and respond to supply chain disruptions to minimize risk. To help partners succeed, striving for continuous improvement is critical to short- and long-term success. Tracking key performance indicators (KPIs) effectively can help the team identify where they may be missing the mark, what's driving that and ultimately determine corrective action that drives improvement.
What is your company doing to make the movement of goods more sustainable?
We are…prioritizing transportation efficiency through route and network optimization strategies that reduce miles and carbon emissions.
RXO was recognized as a SmartWay High Performer by the U.S. Environmental Protection Agency (EPA) in 2024. We're honored to be among a select group of carriers who demonstrate significant reductions in carbon emissions, as the SmartWay program focuses on enhancing the efficiency and sustainability of supply chain transportation.
What is the one thing brands and retailers could be doing to make better use of technology to improve logistics?
Companies can maximize the benefits of leveraging technology in their supply chain by first ensuring they have strong process discipline in place to build the robust data sets required to drive valuable artificial intelligence (AI) outputs.
Data collected across the supply chain will not add value unless it is integrated into the entire end-to-end process.
Are you optimistic about the state of supply chains in the next few years?
I am optimistic. The past few years have been turbulent, but they've also driven meaningful change. Massive national and global events forced supply chains to become more agile, resilient and data driven.
Time and time again, the industry has shown it can adapt quickly under pressure—and that adaptability is exactly why I'm facing the future with a glass-half-full mentality.
