Scaling Hospitality Tech Through Proactive Outbound Sales for Obee

Obee is Australia’s leading reservation and table management system designed for restaurants, bars, and wineries. While they held a premium reputation with iconic venues, they partnered with Whistle to transition from a reactive, word-of-mouth sales model to a proactive "hunting" motion. Whistle implemented a full outbound sales engine to help Obee cut through a competitive market and reach busy decision-makers at scale.

4 Months

Campaign Duration

Outbound

Campaign Type

1

No of SDRs

Key Performance Indicators

$340K

$ value of pipeline generated

Meetings Scheduled

24

Number of Meetings Scheduled

Estimated SQL ROI

11X

Estimated Return On Investment

Revenue Growth Realized

$68K

Estimated Revenue Generated

Private

Funding Stage

11-50

Headcount

Australia

HQ location

Hospitality (restaurants, bars, and wineries)

Target Industry

APAC

Target Location

Owners and General Managers

Target Persona

Table Of Content

Overview

Challenges Faced

Our Solution

Results Achieved

Future Outlook

Obee is Australia’s leading reservation and table management system designed for restaurants, bars, and wineries.

Challenges Faced

  • Lack of Outbound Infrastructure: Obee possessed a world-class product but lacked a proactive "hunting" motion or outbound sales engine.
  • Reactive Sales Model: Historical sales were largely reactive, creating a need for a more predictable system.
  • Competitive Market: The restaurant tech space is crowded, making it difficult to gain the attention of busy decision-makers.
  • Limited Bandwidth: The internal team lacked the capacity to execute the high volume of targeted outreach required for expansion.

Our Solution

  • Strategic Process Implementation: Built an outbound engine from scratch, including CRM setup, automated sequences, and data sourcing for high-intent leads.
  • High-Activity SDR Outreach: Deployed a dedicated SDR to handle heavy lifting, such as cold calling and email outreach.
  • Niche Targeting: Focused outreach on specific segments like fine dining and multi-site groups where Obee’s features offered the highest value.
  • Qualified Appointment Setting: Managed the top-of-funnel to ensure the Obee team focused exclusively on high-quality demos with ready-to-switch venues.

Results Achieved

  • Successfully transitioned Obee from a reactive sales model to a proactive growth engine.
  • Established a predictable system for ongoing market expansion.
  • Facilitated high-quality demos by filtering for venues ready to switch systems.

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Future Outlook

With the transition from a reactive model to a proactive outbound engine now complete, Obee is positioned to aggressively scale its footprint across Australia and into international hospitality markets. The implementation of a repeatable, data-driven sales playbook ensures that the company can continue to capture market share by targeting high-value venues with precision. Moving forward, Obee can leverage this established infrastructure to maintain a predictable pipeline of qualified opportunities, ensuring long-term growth in an increasingly competitive landscape.

Key Learning

Infrastructure is Foundational

Moving from reactive to proactive sales requires a dedicated outbound engine, including CRM and automated sequences.

Specialization Drives Quality

Niche targeting in specific segments like fine dining allows for higher-value outreach.

Outsourced SDR Efficiency

A dedicated SDR can manage top-of-funnel heavy lifting, allowing leadership to focus on closing.

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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