Outbound SDR Support Through a Mid-Campaign Rebrand

3 Months

Campaign Duration

Outbound

Campaign Type

1

No of SDRs

Key Performance Indicators

$252K

$ Value of Pipeline Generated

Meetings Scheduled

10

No. of Meetings Scheduled

Estimated SQL ROI

15X

Estimated Return On Investment

Revenue Growth Realized

$50K

Estimated Revenue Generated

Private

Funding Stage

1-10

Headcount

Australia

HQ location

Call Centres

Target Industry

Australia/New Zealand

Target Location

Customer Service/Support

Target Persona

Table Of Content

Overview

Challenges Faced

Our Solution

Results Achieved

Future Outlook

Kaizn (formerly MaxContact Australia) is an independent contact centre, CX, AI, and communications technology advisory firm serving the ANZ market. The company engaged Whistle for outbound sales development to build its client base and grow brand recognition, a task complicated midway through the campaign by its rebrand from MaxContact Australia to Kaizn. Whistle adapted its outbound approach around the transition and generated qualified meetings within a narrow, highly specific ICP.

Challenges Faced

  • The target ICP was very narrow and specific: contact centres operating within ANZ only
  • Regulatory and compliance differences meant the US market had to be excluded entirely
  • A limited outreach window
  • The company underwent a rebrand from MaxContact Australia to Kaizn partway through the campaign, requiring outreach to adapt mid-flight

‍

Our Solution

  • Ran an outbound campaign targeting contact centres across the ANZ region
  • Drew on the client's own standing and recognition in the industry to support outreach credibility
  • Supported engagement through events, which performed well over the course of the campaign
  • Adjusted outreach and positioning as the company transitioned from MaxContact Australia to Kaizn

‍

Results Achieved

  • Generated 10 meetings with target ANZ contact centre prospects
  • Of these, 7 converted into qualified sales opportunities (SQLs)
  • Outreach performed particularly well through event-based engagement
  • Outreach continued to support brand recognition through the company's rebrand from MaxContact Australia to Kaizn

‍

Future Outlook

Both Whistle and Kaizn saw outbound SDR support as a channel that could continue alongside, and support, the company's ongoing rebrand and broader positioning as an independent CX and AI advisory firm. There was shared agreement that starting or continuing SDR-led outreach ahead of the rebrand's completion could be beneficial, with outbound activity also seen as a way to re-engage previously unqualified leads as Kaizn's product and service offering expands beyond its original MaxContact-only scope.

Key Learning

Niche ICPs

A narrowly defined target market, contact centres within ANZ only, made outreach more difficult than initially anticipated, even though the campaign performed well through events.

Company Rebranding

Shifting from MaxContact Australia to Kaizn partway through outreach meant messaging had to evolve without losing the momentum already built.

Incumbency as a Barrier

Many prospects were already satisfied with their existing technology stack, which shaped how outreach needed to be positioned.

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