The Challenge
The initial goal was to sell ERP implementation services to Food and Beverage Manufacturers. The hypothesis was that growing manufacturers needed better systems.
❌ Result: 0 positive replies.
We tried reverse-engineering the problem by finding companies using QuickBooks that were outgrowing it. While the logic was sound, the total addressable market (TAM) was simply too small to run an effective cold outreach campaign at scale.
The Analysis
We identified two critical friction points:
- •ERP systems are expensive and complex—hard to sell over email without existing trust.
- •We were trying to sell two things at once: the software AND the implementation service.
The Solution
We pivoted to target companies already using Odoo (ERP).
Research showed many existing users were unhappy or lacked support. We stopped selling the software and positioned the client as the expert problem solver for their existing setup.
The Results
Cost Per Opportunity Comparison
| Channel | Spend | Opportunities | Cost / Opp |
|---|---|---|---|
| Cold Outbound | $200–300 | ~6 | $40–50 |
| Google Ads | $3k–8k | ~6 | $500–1,200 |
| LinkedIn Ads | $10k–25k | ~6 | $1.5k–4k |
Campaign Performance Data
Campaign metrics showing 33.3% positive reply rate