About the Company
LiquorSplit is a SaaS platform that helps retailers deliver their liquor directly to consumers while assisting them in maintaining margins, retaining and growing their customer base, and driving business improvements through dashboard analytics, reporting, and inventory management.
The Challenge
LiquorSplit aims to expand its customer base to 1,000 liquor stores throughout 2024. Existing demand generation efforts were insufficient to meet the current needs for expansion. As a result, LiquorSplit engaged FullFunnel to enhance demand generation efforts through outbound sales. FullFunnel conducted an audit and design phase, which determined that LiquorSplit must be able to have meetings booked with liquor stores using only 4 hours (or less) of sales execution time within our testing phase, the Flex program, to scale the program in a financially effective manner.
The Solution
LiquorSplit utilized the FullFunnel Flex program, designed to systematically test and experiment with various levers of outbound demand generation, including activity volume, BDR talent, targeting, messaging, and data sources. The goal was to determine if it is possible to make outbound prospecting productive under the 4-hour per SAL benchmark of productivity.
FullFunnel initiated a comparative analysis within their FLEX program, focusing on the performance of U.S.-based versus non-U.S.-based representatives. Both representatives were seasoned members of the FLEX team and had demonstrated their capabilities in prior successful demand-generation initiatives. Additionally, each representative achieved the ambitious target of less than four hours per Sales Accepted Lead (SAL), effectively engaging liquor stores to initiate discussions with the client.
In addition to testing representative efficacy, the program rigorously evaluated different messaging strategies, including exclusive partnership offers, value-first propositions, and fear-of-missing-out (FOMO) tactics. The goal was to determine which messaging style most effectively persuaded liquor stores to join the liquor delivery program. This strategic messaging refinement significantly contributed to reducing the hours per SAL, consistently staying below the four-hour target.
Moreover, the program systematically explored various data sources and targeting techniques to capture the most current and relevant information on an Ideal Customer Profile (ICP) not typically accessible through conventional data sources like Apollo or ZoomInfo. Utilizing platforms such as Clay, the team extracted data from broadly available sources, including Google Maps, through scraping methods. This approach not only enriched the quality of the data but also enhanced targeting precision, further driving down the time spent per SAL.
The Results
FullFunnel averaged 3.5 hours per SAL output at the onset of the Flex program, achieving 108 meetings set with the client within the testing program. The FullFunnel team built a scalable and repeatable model of outbound prospecting through the Flex program, establishing the playbook for a scalable and successful outbound demand generation program.