CASE STUDY
How Syzl optimized its outbound playbook to book meetings within 30 days
Industry: Marketplace
Location: Toronto, Canada
Company Size: 5-10 Employees
Intro
Syzl is an all-in-one platform for food makers to search and book a certified kitchen space. It’s difficult for chefs and food entrepreneurs to find temporary certified kitchens.
Meanwhile, kitchen operators miss the opportunity to generate revenue when their kitchen spaces are underused. Syzl meets kitchen and food makers in the middle by providing a streamlined, scalable path to pay, insure, and certify kitchen bookings on demand.
The Challenge
Syzl was growing in popularity amongst kitchens and food makers. However, Azrah Manji-Savi, Syzl’s CEO, faced several roadblocks as the company approached the next stage of growth. Syzl’s dependency on inbound lead channels—such as social media, word-of-mouth, and referrals—limited its reach to potential kitchen owners.
As a busy founder, Azrah had a lot of responsibilities on her plate and limited time. A founder-led sales approach left little bandwidth for developing crucial sales resources like building an outbound sales process or playbook. They also didn’t have the time or resources to test the messaging, targeting, and volume.
Azrah knew Syzl’s reliance on their current efforts for growth wasn’t enough to get to their next stage of growth. They needed to build an outbound sales playbook and enable the sales team.
Working together
Partnership with Revenue Reveal
Syzl’s collaboration with Revenue Reveal started with analyzing their existing sales processes. The partnership aimed to refine Syzl’s outbound sales process by reviewing their buyer personas and crafting compelling messaging that would resonate with them.
Revenue Reveal introduced a multi-channel strategy, emphasizing the importance of empathy in communications with Syzl’s target audience of kitchen owners and restauranteurs.
Through targeted outbound campaigns across different locations and establishment types, Revenue Reveal conducted A/B testing to fine-tune email messaging and subject lines. A structured cold call script was also developed to enhance engagement. These were foundational pieces for their business development reps to reach out to potential kitchen owners.
The Revelation
Revenue Reveal’s iterative campaigns shed light on the outbound sales process, highlighting key improvement areas:
- Data-Driven Sequences: Tailored outreach campaigns that resonated with potential customers. Different messaging, subject lines, types of establishments, and channels were tested to find the most optimal approach for outreach.
- Engaging Copy: Different copy was written to capture the attention of busy restaurant owners, leveraging personalization to build trust. All the messaging was specific to the type of establishment, pain points, and needs. Different value propositions were tested to see what resonates the most.
- Segmented Targeting: Different types of establishments were tested to identify the right targets to go after. More importantly, finding kitchens with underutilized space.
How we helped
Outcomes
The collaboration bore fruit within just 30 days, achieving remarkable metrics:
- 6.3% Email Response Rate
- 18.1% Conversion from Email to Meetings
- 25% Win Rate from Meetings Booked
Next Steps: Growing Syzl
Armed with an outbound sales playbook and a clear set of KPIs, Syzl is now positioned to scale its business development efforts. The company looks forward to leveraging its newfound outbound sales capabilities to grow and expand its market presence.
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