Pendula, a next-gen customer engagement platform, was in a phase of fast-paced growth. Their platform, specializing in engaging, retaining, and delighting customers at scale, was attracting significant attention. However, their internal Sales Development Representative (SDR) function was inadvertently pulling top individual contributors away from closing deals.
Given the growth rate, Pendula was also poised for international expansion which required the leaderships focus, and would present new challenges with stretching the company’s leadership across timezones
The challenge for Pendula was to maintain the momentum in their sales efforts without compromising the productivity of their top salespeople. They needed a partner who could manage the SDR function effectively, especially in working with large enterprises and maintaining the high standard expected of the Pendula brand. The time required to administered the function well meant both a new SDR as well as dedicated SDR management. Even then, the time taken to get the internal program to speed meant outsourcing was a good decision.
Finally when entering new markets, there are lots of variables to consider. For the sake of clear decision making, you need to know that everything is being done well. That way you can measure strategies without considering if the strategy itself was implemented as intended
Pendula chose to collaborate with a trusted partner for scaling the SDR function. This partnership began in Australia, then extended to New Zealand, and, following another funding round, expanded into Singapore and the UK. By outsourcing the SDR leadership, particularly for the UK expansion, Pendula was able to avoid the complexities of managing time zone differences and focus on their core business operations. Importantly, while working out their Go To Market processes and messaging, they remove a main variable, that being the SDR’s capabilities and processes.
The decision to outsource the SDR function proved to be highly beneficial for Pendula. It allowed their top salespeople to focus on closing deals, enhancing overall productivity. The expansion into new markets was handled efficiently, with the partner providing the necessary support and expertise. This strategic move not only facilitated Pendula's growth in existing markets but also laid a strong foundation for successful entries into new international markets.
