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Case Study

"Field sales was already a key growth channel for us in other markets. J2 gave us the ability to launch it in Australia without building the infrastructure from scratch. Ten reps in, it's now a long-term strategy for us here."
Dylan Pike
Square
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Overview

Square partnered with J2 Group to launch a field sales program in Australia, replicating a growth channel that had already proven successful for Square in other global markets. Starting with 2 field reps in June 2025, J2 scaled the program to 10 reps within 10 months — building the territory strategy, training the team, and managing execution end-to-end. Square now views the Australian field program as a long-term strategic growth channel.

The Challenge

Square had proven that field sales was a high-performing outbound channel in international markets and wanted to replicate the model in Australia. However, launching a field program locally came with significant execution challenges.

Key challenges included:

  • No existing field sales infrastructure in Australia — no reps, no territories, no local playbook
  • Recruitment complexity — finding, hiring, and training field-ready sales reps takes months when done internally
  • Territory planning — needed structured geographic coverage across key Australian markets from day one
  • Speed to market — wanted to move fast and prove the model quickly before committing to large-scale permanent headcount
  • Management overhead — running a distributed field team requires local leadership, route planning, performance tracking, and ongoing coaching

Square needed a partner who could build and run the entire field program from the ground up — fast.

 

Our Approach

J2 Group designed and deployed a fully managed field sales program tailored to Square’s Australian market entry.

The strategy focused on:

  • Deploying 2 trained field reps to prove the model in key territories within weeks
  • Building territory maps and route plans covering high-density commercial areas
  • Training reps on Square's products, value proposition, and face-to-face sales methodology
  • Managing all field operations: daily routing, activity tracking, lead handoff, and performance reporting
  • Scaling from 2 to 10 reps as territory demand and pipeline performance justified expansion

The Results

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Client Testimonial: "Field sales was already a key growth channel for us in other markets. J2 gave us the ability to launch it in Australia without building the infrastructure from scratch. Ten reps in, it's now a long-term strategy for us here."
Dylan Pike
Square

Client Outcome

By replacing manual outreach with a structured outbound system, Square established a reliable flow of franchise and referral opportunities.

This gave leadership greater visibility into pipeline growth and allowed the business to focus on national expansion.

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