Square needed to rapidly scale outbound pipeline generation in ANZ without the complexity and cost of building an internal SDR function.

Key challenges included:

• Speed to market — needed outbound activity generating pipeline quickly, not months of recruitment and onboarding
• Headcount constraints — scaling an internal SDR team required hiring managers, recruiters, trainers, and ongoing HR overhead
• Cost efficiency — the cost per lead of an in-house team (salaries, benefits, office space, technology, management layers) was prohibitive at the scale needed
• Flexibility — needed the ability to scale up or down based on market demand without the rigidity of permanent headcount
• Operational complexity — managing SDR performance, call quality, data hygiene, and campaign optimisation internally would pull focus from core business priorities

Square needed a managed partner who could deploy trained SDRs fast, scale on demand, and handle the full operational stack — from data build to qualified meeting handoff.