SeaNews Unboxed is a series of interviews featuring exclusive conversations with experts, bringing you closer to the people behind the world of logistics.

Interview overview

• Kuehne+Nagel serves customers of all sizes. Multinational and complex customers through Key Account Management, and Small and Medium-sized Enterprises (SMEs) through field sales teams from Sea, Air and Road Logistics.
• Customers increasingly seek advisors who understand their business and supply chain, as well as their needs, challenges and priorities, and can develop tailored solutions beyond transport services or competitive rates.
• Staying close to customers, communicating transparently and delivering consistently are presented as essential to building trust and lasting partnerships.

Full interview

Q: Please tell us more about your role and what you enjoy most about it.

Martin Jacobi: I lead Kuehne+Nagel’s global Sea Logistics sales community, and what I enjoy most is that everything we do starts and ends with our customers. Our role is not simply to sell logistics services; It is about understanding our customers' goals, challenges and ambitions and finding the right solutions that help them. I also enjoy supporting and developing our sales colleagues around the world, empowering them to make a positive impact on our customers.

Q: How is the sales organisation at Kuehne+Nagel structured?

Martin Jacobi: At Kuehne+Nagel, the sales organisation is primarily structured around two core customer segments. Multinational and complex customers are served by our Key Account Management organisation. Small and Medium-sized Enterprises (SMEs), which often require logistics solutions centred on one specific mode of transport, are served by our field sales teams from Sea, Air, and Road Logistics.

Q: How many sales contact persons does an SME customer have?

Martin Jacobi: Almost all of our customers have a single sales colleague as their point of contact, as cross‑selling is an important part of their role. Although our sales colleagues are specialised in sea freight, they are also equipped to support customers with air and road freight solutions. For special customer requests, subject‑matter experts for the other modes of transport are available to support.

Q: What do customers value most today?
Martin Jacobi: Today, customers value logistics service providers that understand not only their own business, but also the business and supply chain of their customers. They are looking for advisors who can offer more than transportation services or competitive rates. Customers are looking for someone who understands their needs, challenges and priorities, as well as can develop tailored solutions that help them achieve their objectives. This ability to create meaningful value for our customers is the foundation for evolving from a provider to a partner.
Q: Do you still engage with customers directly?
Martin Jacobi: Absolutely – For me, staying close to our customers is essential, regardless of the role or level within Kuehne+Nagel. While I am not directly responsible for specific customers, I regularly meet customers together with our colleagues around the world. These interactions provide valuable insights into the expectations of our customers and help me to stay connected to the realities of business. The next level for me is building trust with these customers, which requires more than a single meeting or conversation. Trust is earned through consistent engagement and a commitment to deliver as promised.

Q: Can you share a customer success story that best reflects what your team stands for?

Martin Jacobi: One customer experience serves as an example of what we strive to achieve with our sales community globally. During a period of significant market disruption, a customer faced severe delays in the delivery of FCL (Full Container Loads) shipments, which began to impact its supply chain and production operations. Our first priority was to maintain transparent communication and to provide regular updates, even when there were no major changes. At the same time, we worked proactively to find ways to mitigate the impacts for the customer. By shifting parts of the shipment volume from FCL to LCL (Less than Container Load) in Kuehne+Nagel's consolidation services network, we were able to establish an additional and more reliable flow of goods. This approach strengthened the operational stability and resilience for the customer.

Q: What has been the most challenging period for your team in recent years?

Martin Jacobi: In recent years, our industry has experienced a series of unprecedented disruptions and challenges. From my perspective, it is important to recognise that uncertainty and volatility have become a part of today’s business and logistics environment. As a result, we must stay informed, agile and proactive. Our responsibility is to provide customers with relevant market insights, guidance and practical solutions that help them to navigate this environment, manage their risks and make informed decisions.

Q: How would you describe the culture within the global sales community?

Martin Jacobi: Sales is at the forefront of all customer-related activities. Our sales colleagues operate in different countries, markets and cultures and are united by a common purpose – Creating value for our customers. I would describe our culture as collaborative, entrepreneurial and supportive. They work closely within their sales community and also with their colleagues in our CCLs (Customer Care Locations). They regularly share customer insights, look for tailored solutions and exchange best practices. and develop tailored solutions that go beyond transportation. For example, they also address information flows through myKN and transport insurance, which are both becoming more relevant to our customers. Ultimately, it is this combination of customer focus and teamwork that enables us to create value for our customers and build lasting partnerships.

Q: If you were hiring a new team member tomorrow, what is the one characteristic you would look for above all others?

Martin Jacobi: Listening – Our most successful sales colleagues understand that success begins with listening. They take the time to understand their customers' priorities, challenges and objectives before talking and providing solutions. By truly understanding what matters most to their customers, they can develop tailored solutions that create value and build trust.

Thank you, Martin, for your time and for sharing this valuable insight with us.