Partner-led opportunities reduced profitability and kept the agency dependent on third parties.
CLIENT RESULT / Marketing agency
A direct outbound system reduced partner dependency and created the first client in month one.
SalesSourcers built a complete franchise market, used advertising activity as an intent signal and created a direct route to prospects that had previously been reached through partners or paid channels.
INDUSTRYMarketing agency
HEADQUARTERSSydney, Australia
COMPANY SIZE11-50 employees
WEBSITEfranchiserocket.io ->
qualified leads23
sales meetings10
new client1
closed in first month$15K MRR
Results reflect the campaign records and client materials supplied to SalesSourcers.
THE COMMERCIAL SITUATION
Partners and paid channels created demand, but reduced margin and control.
The agency depended on partners that took a meaningful share of commission, while competitive advertising channels produced too little quality and volume to support predictable growth.
Paid channels were competitive and generated insufficient lead quality.
The business needed a direct route to active franchise operators that could grow with it.
THE CAMPAIGN DESIGN
Map every franchise business and start with those already paying for advertising.
Before outreach
How the market was prioritised.
- 01
Signals used
Franchise directory presence, active advertising spend, expansion signals and franchise brands already trying to generate more applications.
- 02
Account logic
Build the franchise universe first, then prioritise operators already spending on acquisition but likely frustrated with lead quality or cost.
- 03
Outreach angle
Replace partner dependency with direct conversations by showing the prospect why their current acquisition activity could be improved.
During the campaign
How the campaign was run.
- 04
Build the market
Aggregate active franchise businesses from relevant directories across three regions.
- 05
Add intent
Prioritise franchises already spending on advertising and therefore more likely to value marketing support.
- 06
Tailor the message
Open with the prospect's current advertising and acquisition activity.
- 07
Create a direct channel
Manage outreach and follow-up without relying on partners to introduce each opportunity.
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CLIENT QUOTEI didn't think we would close a deal and have the amount of conversations we are having in the first month.
THE COMMERCIAL IMPACT
The business gained ownership of a direct pipeline and closed recurring revenue in its first month.
In the first month the campaign produced 23 qualified leads and ten meetings, and closed the first new client at $15K in monthly recurring revenue.
The agency reduced its dependence on commission-taking partners.
Advertising behaviour became a practical signal for prioritising the market.
Closing a client in the first month showed direct outbound could keep the pipeline full.
WHY IT WORKED
What turned activity into qualified pipeline.
Build the whole addressable market
Directory data made the opportunity visible and measurable.
Use spend as a signal
Existing advertising investment indicated both belief in marketing and potential dissatisfaction.
Own the relationship
Direct outreach protected margin and gave the agency more control over growth.
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