In most B2B operations, the customer calls sales, sales calls logistics, and logistics checks the transporter portal before an answer makes its way back. Each step adds delay, and the sales rep looks uninformed in the meantime.
Giving sales direct visibility into shipment status — LR, invoice, current location, ETA and delivery/POD status — removes the relay entirely. The rep can answer the question directly, or at minimum know whether a shipment needs escalation.
The highest-value version of this is a "customers needing attention" view: a short list of accounts with delayed, at-risk or POD-pending shipments, so sales can reach out proactively instead of waiting for the complaint.