Situation
A Taiwan-headquartered POS SaaS vendor selling into multi-location QSR and beverage chains wanted to win more chain customers in APAC and the US. They had strong product and happy early customers, but outbound was ad-hoc and founder-led. There was no clear ICP list, message house or repeatable SDR motion.
Challenge
They were hitting a common ceiling:
Limited bandwidth on the founder side to run consistent outbound.
No clear, prioritised account list by region or store count.
Messaging that sounded generic and “feature-first” instead of solving an operator’s daily headaches.
What we did
Over 90 days, I:
Tightened their ICP around 10–200+ store QSR and beverage chains in priority markets.
Built targeted account lists and contact maps (COO, Head of Ops, IT) for each chain.
Designed multi-touch email + LinkedIn sequences focused on store-level impact: faster rollouts, fewer manual errors, better reporting.
Ran a structured SDR-as-a-Service sprint: daily activity, weekly iteration on copy based on replies, and transparent reporting around meetings and pipeline created.
Results
In the first 90-day sprint:
20 qualified meetings with target-fit chains.
7 progressed into real sales opportunities.
2 converted into closed-won deals within the initial window.
The campaign now runs at 9–12 qualified meetings per month on a rolling basis as they expand into new regions.
Why it mattered
The client moved from “random founder outbound” to a repeatable pipeline engine focused on the right chains and personas. They now have both net-new revenue and a reusable outbound playbook they can run with internal hires, partners or continued SDRaaS support.
Snapshot
Industry: POS / retail SaaS
ICP: Multi-location QSR & beverage chains (10–200+ stores)
Region: APAC + US
Personas: Founder, COO, Head of Operations, IT Lead
Service: SDR-as-a-Service (90-day ICP Meetings Sprint)
Timeframe: 90 days
Key outcomes:
20 qualified meetings
7 sales opportunities
2 closed-won deals
Now 9–12 meetings/month on a rolling basis
Qualified meetings in 90 days
Sales opportunities created
Closed-won deals from the sprint
Situation
An Australian cross-border payouts platform selling into SME finance teams wanted to create a steady flow of conversations with companies paying overseas AP and payroll. Most of their business came from referrals and founder networks; outbound was sporadic and not targeted by function or use case.
Challenge
They needed to:
Reach the right finance owners (CFO, Financial Controller, Head of AP) instead of “spray and pray” to generic contacts.
Focus on clear, simple use cases (paying overseas suppliers and remote staff) instead of pitching the entire platform.
Prove that outbound could work before hiring a full in-house SDR team.
What we did
Over a 90-day SDR-as-a-Service sprint, I:
Defined the ICP as SMEs with regular cross-border AP/payroll, starting with Australia and Singapore.
Built a 500-account target list with named finance decision-makers.
Crafted messaging around very specific pains: spreadsheet-driven payouts, reconciliation overhead, FX fees and approval bottlenecks.
Ran multi-touch outbound via email + LinkedIn, with weekly reviews to refine segments, subject lines and call-to-actions.
Results
In 90 days, the sprint delivered:
High-teens number of qualified meetings with finance leaders at target-fit SMEs (roughly 15–20, depending on the month).
Around one in three meetings progressing into late-stage sales opportunities.
Multiple new customers closed in the initial window, validating the outbound motion.
A repeatable outbound rhythm they could continue running to keep finance-leader pipeline moving.
Why it mattered
The client validated that outbound could reliably generate conversations with the exact finance personas they care about. They now have a proven outbound motion they can scale with more SDR capacity and reuse across new markets.
Snapshot
Industry: Fintech / cross-border payouts
ICP: SME finance leaders (CFO, Financial Controller, AP Lead)
Region: Australia + Singapore
Personas: CFO, Financial Controller, Head of AP/Finance
Service: SDR-as-a-Service (90-day ICP Meetings Sprint)
Timeframe: 90 days
Key outcomes:
15–20 qualified meetings with SME finance leaders
~30% of meetings progressing to opportunities
Multiple new customers closed in the first 90 days
A repeatable outbound motion for SME finance in AU + SG
Qualified meetings with SME finance leaders
Meetings progressing to late-stage opps
New SME customers closed in 90 days
Regions validated for outbound motion
Situation
A developer-first SDK/API vendor had strong traction in their home market and some inbound from APAC, but no structured way of reaching product and engineering teams in the region. Most deals came via word of mouth or marketplace listings, and APAC remained a “nice to have” rather than a focused motion.
Challenge
They needed to:
Narrow down which verticals and company sizes to prioritise in APAC.
Reach technical decision-makers (VP Product, CTO, lead engineers) without sounding like a generic sales pitch.
Build an outbound engine that respected developer time and buying behaviour.
What we did
We started with a short GTM advisory phase, then moved into SDR-as-a-Service:
Worked with leadership to define a tighter APAC ICP: which verticals, stack, team size and integration patterns made the best customers.
Mapped personas (Product vs Engineering vs Platform teams) and tailored messaging to each.
Built target account and contact lists in key APAC markets (SG, HK, TW, selected SEA).
Designed multi-touch outbound that led with technical use cases and quick “developer-friendly” next steps (e.g. docs, sandbox, light technical discovery), not heavy sales cycles.
Ran a 90-day SDR sprint to test segments, refine messaging and prove where the strongest pull was.
Results
By the end of 90 days, the combined advisory + SDR sprint delivered:
A clear APAC ICP and outbound playbook grounded in real conversations, not internal assumptions.
Low double-digit qualified meetings with product and engineering leaders in target accounts (around 10–15 over the sprint).
A healthy six-figure pipeline of evaluations and POCs that the internal sales/solutions team could own and mature.
Why it mattered
Instead of treating APAC as an opportunistic region, the vendor now has a focused GTM and outbound motion they can invest behind. They understand which segments respond, what messages resonate with technical buyers, and how to scale meetings without burning developer goodwill.
Snapshot
Industry: Developer tools / SDK / API
ICP: Product & engineering teams at SaaS and platform companies Region: APAC (Singapore, Hong Kong, Taiwan, SEA)
Personas: VP Product, CTO, Head of Engineering, Lead Developer Service: GTM Advisory + SDR-as-a-Service
Timeframe: 90 days
Key outcomes:
Defined a clear APAC ICP and outbound playbook for developer buyers
10–15 qualified meetings with product/engineering leaders
Six-figure pipeline of evaluations and POCs across target accounts
Qualified meetings with product/engineering
Evaluation & POC pipeline created
Defined ICP & outbound playbook for developers
From no APAC motion to live pipeline
Google Cloud
(Infra)
12–16 CIO/Infra meetings per month from outbound, with 30–40% reply rates and a tight SDR→AE handoff process.
Vault Dragon Medical (HealthTech SaaS)
Built a Singapore healthcare ICP and message house, launched outbound and handoff to client AEs, and mapped 4 HealthTech partners; sustained 10–12 first meetings per month with 25–35% SQL rate.
hCaptcha (Security/Privacy SaaS)
Positioned a privacy-first alternative to reCAPTCHA; delivered 10–15 enterprise meetings per month and 30–40% progressing to qualified evaluation.
ServiceDott (ATS SaaS)
Designed and installed an SDR engine for SMB/MM ATS buyers; achieved stable meeting cadence in 2–4 weeks and 32–38% SQL→demo acceptance, with clean handover to AEs.
Across these projects, the teams that saw the best results had a few things in common:
A clear, narrow ICP and target persona set (not “everyone at every company”).
Willingness to refine messaging weekly based on real replies, not internal opinions.
Basic operational readiness: someone on your side to handle booked meetings and next steps.
An appetite for honest pipeline math instead of vanity metrics.
When those pieces are in place, a typical 90-day sprint looks like:
Low double-digit qualified meetings with your ICP (often 10–20, depending on ACV, region and list size).
Roughly 25–40% of those meetings progressing to late-stage opportunities or evaluations.
Around US$300–500K of qualified pipeline that you and your AEs can work.
If that sounds like you, a 90-day SDR sprint is usually enough to prove whether outbound can be a reliable growth channel for your ICP.