Optimizing Frontline Sales: Bridging the SDR Gap in Heavy Industry Through Targeted Outbound Outreach

5 months - ongoing

Campaign Duration

Outbound

Campaign Type

2

No of SDRs

Key Performance Indicators

$150K

$ value of pipeline generated

Meetings Scheduled

20

No. of meetings scheduled

Estimated SQL ROI

4X

Estimated Return On Investment

Revenue Growth Realized

30K

Estimated Revenue Generated

Series A

Funding Stage

11-50

Headcount

Sweden

HQ location

Construction / Manufacturing

Target Industry

EMEA / USA

Target Location

Managers/Directors

Target Persona

Table Of Content

Overview

Challenges Faced

Our Solution

Results Achieved

Future Outlook

CheckProof is a mobile-first digital platform that streamlines maintenance, safety, and compliance workflows for asset-intensive industries. They partnered with Whistle to address a lead generation shortage caused by an inconsistent inbound pipeline and a lack of internal SDR support for their UK-based Account Executives. Whistle implemented a multi-channel outbound strategy, utilizing mobile-centric communication like WhatsApp to successfully engage deskless personas and build a consistent sales pipeline.

Challenges Faced

  • Internal Resource Gap: The company lacked an internal SDR team and had recently downgraded its AE team, leaving existing staff overextended with prospecting tasks.
  • Inconsistent Pipeline: Marketing activities in Sweden were not producing a consistent flow of inbound leads for the UK AEs.
  • Stalled Deals: A simplistic HubSpot pipeline resulted in a "quote sent graveyard" where deals frequently lost momentum.‍
  • Persona Accessibility: The Ideal Customer Profile (ICP) consists of deskless workers who are often on-site "putting out fires," making them difficult to reach via traditional desk-bound channels.

Our Solution

  • Strategic Budget Reallocation: Director reallocated budget from hiring additional AEs to an external SDR service to prioritize lead volume.
  • Multi-Channel Outreach: Implementation of a "Sales Attack Plan" focusing on phone outreach and customer lookalikes.
  • Mobile-First Communication: Introduced WhatsApp Business to send meeting reminders, specifically catering to the mobile-active nature of frontline managers.
  • Pipeline Professionalization: Supported the transition to a MEDDIC-style pipeline to improve conversion rates and deal tracking.

Results Achieved

  • Proven Strategy Success: Outreach strategies for "Customer Lookalikes" have been confirmed as working well.
  • Channel Optimization: The phone has emerged as the highest-performing channel for this specific ICP.
  • Improved Lead Quality: Managed to navigate the challenge of reaching deskless personas and securing commitments for meeting times.
  • Expansion Readiness: Initiated competitor outreach and prepared for further expansion into the U.S. market.

Future Outlook

The success of the current lookalike strategies and the shift toward competitor outreach indicate a maturing outbound engine ready for scale. With a new MEDDIC-style pipeline launching to prevent stalled deals and the recent opening of the Houston office, CheckProof is positioned to aggressively expand its footprint in the North American construction materials industry. Whistle’s continued role in generating consistent lead volume will be critical as the company seeks to increase its win rate beyond the current 14% average.

Key Learning

Channel Alignment for Deskless Personas

Checkproof's target audience is frequently in the field, traditional email is less effective than phone and WhatsApp, which align with their mobile-first work environment.

Strategic Flexibility

When AEs prefer to handle specific high-intent lists (like event attendees) themselves, SDR efforts should be pivoted toward competitor outreach and lookalike modeling to maintain efficiency.

Operational Rigor Over Lead Quantity

Addressing pipeline "graveyards" requires more than just more leads; it requires a structured qualification framework like MEDDIC to ensure leads move through the sales cycle.

Proven success with companies
in your industry

Real world results from companies that partnered with Whistle to generate qualified pipeline faster.
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