4PLs, Paul Van den Brande says, were initially launched by the "big four" logistics consultants, and try as they might, they were unable to successfully market the idea, primarily because they failed to understand and address the concerns of logistic teams inside organizations. As you might imagine, those concerns were, and still are, tied to job loss and loss of knowledge.
To address those issues and determine other barriers that keep organizations from pursuing outsourcing, Paul conducted a survey on LinkedIn. Proof of cost savings came in first, followed by convincing C-levels.
Telling a CXO, CEO, CFO or CPO that you are trying to save 20% per square foot on 10 pallets per load liter has very little meaning to people in those position -- it is also why very few logistics and supply chain professionals are actively involved at the board level. The key to the pitch is to speak the language of your audience.