How hyrise’s Training Enabled Shopify to 3X Outbound Revenue

Targeted training across SDRs, AEs, and leadership helped Shopify grow the outbound pipeline from 11% to 38%

In Their Words

“We started at roughly 11% outbound, and now we’re on target to do about 38%.”

“I’ve recommended hyrise across teams and just pitched it again to my boss today.”

“What I really like about hyrise is that they seem to have that footprint across EMEA and that matters to me, because that’s how I need to lead this team.”

The Challenge: Shifting from Inbound to Outbound

As a global brand, Shopify is used to high growth, but that growth often came from inbound.

In EMEA, Matt’s team was tasked with building a strong outbound motion. But the conditions weren’t easy:

• The team was remote-first and globally distributed
• New hires were onboarded virtually
• They had no dedicated outbound playbook
• The tech stack was intentionally lean
• Teams had to juggle inbound, outbound, and partner leads

“Finding talent in itself is difficult. Onboarding that talent in-region can be tough because of it being a remote-first business.”

“Shopify is a very different organization to work for. It’s constantly changing internally… I was looking for a way to continuously enable SDRs for that outbound motion.”

Matt wanted help enabling reps, not just with theory, but with day-to-day support on execution. He needed training that would meet teams where they were and build confidence over time.

“I think it was roughly around 9%, and my first port of call was: by the end of the year, I need to be at 30%. How do we do that?”
- Matt Saxon, Head of Business Development EMEA

The Solution: Tailored, Practical Training

Matt teamed up with hyrise to design a training program that was rooted in how Shopify actually works - minimal tooling, multilingual reps, regional nuance, and high expectations.

The partnership kicked off with workshops in London and evolved into ongoing team and 1:1 training for SDRs, AEs, and leaders across EMEA.

Training Overview

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Focus Areas

For SDRs:

• Balancing inbound/outbound in a single workflow
• Outbounding with limited tooling (LinkedIn, Salesforce)
• Structuring daily outreach
• Objection handling and rejection resilience

For AEs:

• Qualification frameworks like MEDDIC
• Stakeholder management in large accounts
• Velocity and deal structure

“Dom and his team really helped me shape those pillars to go to market with internally. It was really, really helpful.”

The Results: A Repeatable Outbound System Across Regions

3X Growth in Outbound Pipeline

The outbound share of pipeline grew from 11% to 38% across the region. Reps learned how to manage outbound consistently and confidently - despite a lean tech stack.

“The good news is I can look back over that year and a half and hyrise has been a great partner for me.”

Region-Specific Training at Scale

With a footprint across EMEA, having trainers who understood local markets made a difference. Matt could request support for a specific region (e.g., Italy), and hyrise had someone ready.

“If I zoom into a team, let’s just say it’s the Italian team, I know I could reach out to Dom and say, ‘What does your roster of trainers look like here?’”

Long-Term Partnership, Not a One-Off Training

What began as a training experiment evolved into a strategic enablement track. hyrise supported Shopify with everything from SDR masterclasses to AE deal training to 1:1 onboarding for reps in Australia.

“I really believe in enablement. I think it's such a good thing, and I love working with hyrise.”

Takeaways for Sales Leaders

• Outbound is a muscle. You don’t need more tools - you need better routines.
• Local teams need local support. Training works best when it respects region, language, and culture.
• Sales enablement is ongoing. The best ROI comes when training evolves with your team.
• Start lean, scale smart. Shopify built outbound with just Salesforce, LinkedIn, and the right training.
• Train the reps - and the leaders. hyrise worked with Matt directly to shape a scalable approach.

What’s Next?

The team has just launched a new 6-month AE enablement sprint for senior reps working on large accounts. The focus? Faster qualification, stronger stakeholder engagement, and deal velocity.

With proof of success behind them and systems now in place, Shopify is treating enablement as a growth engine - not just a side project.

👉 Want to scale your outbound like Shopify? Train your team with hyrise

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