CPG · Food & Beverage · Outbound buildout

ReadySet Mushrooms

Built a cold outbound system from zero: prospect list, scripts, sequences, and full CRM integration, so ReadySetMushrooms could convert restaurants at scale without relying on referrals.

Client ReadySetMushrooms
Industry CPG · Food & Beverage
Engagement type Sales System Buildout · RevOps Retainer
Prospect list size 400+ contacts
Deliverables 5 core workstreams
CRM HubSpot
01 · The challenge

A strong product with no outbound infrastructure to sell it.

ReadySetMushrooms had the product and the expertise, premium gourmet mushrooms for restaurants, but no systematic way to reach the buyers who needed them. Their pipeline was reactive, dependent on word of mouth and existing relationships, with no repeatable process for generating new conversations at scale.

They needed a full outbound foundation: the right prospect targets identified and researched, a calling approach their team could execute consistently, and the operational backbone to deploy the system without starting from scratch every time.

Impello was brought in to build the engine.

02 · Deliverables
Five interconnected workstreams, each built to operate independently and plug into the next. Every asset was built specifically for ReadySetMushrooms’ buyers, language, and sales motion.
01
Full Prospect List
400+ verified restaurant contacts, each record including a verified email address, direct phone number, contact name, and restaurant type, every contact sourced and verified specifically for ReadySetMushrooms’ buyers.
Individual restaurants ~400 contacts Email + phone
02
Cold Calling Campaign
A detailed, structured cold calling campaign covering call sequencing, follow-up cadence, voicemail strategy, objection handling paths, and disposition tracking, designed to execute without guesswork.
Call cadence Voicemail strategy Objection handling Disposition logic
03
Cold Calling Script
A tailored, ICP-specific cold calling script written in ReadySetMushrooms’ voice and built around the pain points of their buyers, with branching paths for gatekeepers and decision-makers.
ICP-tailored Opener variants Gatekeeper path DM path
04
HubSpot Integration
Full CRM setup: contact imports from Google Sheets, pipeline stages, call disposition properties, sequence enrollment, and task automation, so every touchpoint is captured and every prospect moves through a trackable workflow.
Sheets migration Pipeline stages Sequences Task automation
05
ICP Pivot & Repositioning
Midway through the engagement, market signals showed individual restaurants carried high churn risk. Impello led a full ICP pivot to restaurant groups and franchise operators, where a single deal represents 5–20 locations. List, scripts, and sequences rebuilt around the new target without losing momentum.
ICP redefinition Restaurant groups Franchise operators
03 · Prospect list
One initial ideal customer profile, researched and built to ensure message-to-market fit. Pivoted mid-engagement to a higher-value segment. Every contact includes both a verified email address and a direct phone number.
Initial ICP
~400 contacts
Independent Restaurant Buyers
Chefs, owners, and operators at independent restaurants within delivery range, typically owner-operators or purchasing managers who make direct sourcing decisions on ingredients.
Email addresses~400 verified
Phone numbers~400 direct
Data sourceApollo · manual enrichment
FormatCSV · HubSpot-ready
Post-Pivot ICP
Groups
Restaurant Groups & Franchise Operators
Multi-location operators and franchise directors, where a single conversion represents 5–20 locations and dramatically improves unit economics per deal closed.
Deal multiplier5–20 locations / close
Decision-makersGroup owners, franchise ops
Pivot triggerChurn risk in individual segment
OutcomeStronger pipeline economics
Trial conversion rate
25%
cold outbound only, no warm intros
Calls executed
400+
cold calls
Emails sent
300+
automated
In trial pipeline
100+
restaurants
04 · How we built it
Each workstream was built in sequence: research and targeting first, then the messaging layer, then the operational infrastructure to run and scale it.
1
Discovery
ICP definition & buyer research
Audited existing contacts and mapped the buyer segment in detail: restaurant types, decision-maker titles, buying process, and the language they use to describe their sourcing decisions, which shaped every other deliverable.
ICP mappingBuyer researchContact audit
2
List build
Prospect sourcing, enrichment & verification
Sourced contacts from Apollo, manually enriched and cross-referenced for accuracy, and verified both email addresses and phone numbers before delivery. Output: one clean, dial-ready CSV formatted for HubSpot import.
ApolloManual enrichmentEmail verificationPhone validation
3
Messaging
Script writing & campaign design
Wrote the cold calling script from scratch in ReadySetMushrooms’ voice, then built the full campaign structure around it: call cadence, voicemail scripts, objection handling trees, and follow-up timing.
Opener variantsObjection treesVoicemail scriptsFollow-up cadence
4
Infrastructure
HubSpot setup & workflow configuration
Migrated all contacts from Google Sheets into HubSpot, configured contact properties, pipeline stages, call outcome dispositions, sequences tied to campaign steps, and automated tasks to keep the system in motion, all structured so the team can manage it without a dedicated RevOps hire.
HubSpot CRMPipeline stagesSequence enrollmentTask automation
5
Pivot
ICP repositioning & rebuild
When market data showed individual restaurants carried high churn risk, Impello led a full ICP pivot to restaurant groups and franchise operators. The list, scripts, and sequences were rebuilt around the new target: higher deal value, better unit economics, same outbound infrastructure.
ICP pivotRestaurant groupsFranchise operatorsRebuilt sequences
05 · Tools used
HubSpot CRM
Apollo.io
Google Sheets
Shippo
Squarespace
NeverBounce
Zapier
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