How hyrise Sales Training Helped gastromatic Book 50+ Demos

From inbound to outbound: How gastromatic transformed its sales team, improved conversion rate to 45%, and built a scalable outbound engine with hyrise.

“Every hire eventually asks: how will I develop, what are my options, how will I be coached? hyrise is the perfect answer.”

Scaling Beyond Inbound: The Need for Change

gastromatic had an experienced sales team, but one that relied almost entirely on inbound leads. Sales reps were comfortable working with warm leads and conducting structured demos, but outbound sales was completely new territory for them.

To achieve their ambitious growth goals, the company needed to develop a repeatable outbound strategy, sharpen their qualification process, and implement a training system that could scale alongside the team.

That's when gastromatic decided to partner with hyrise.

“We were very far away from methodologies like proper discovery. We always went strongly over the product and pitch, instead of really engaging with the customer.”

Within 9 months, gastromatic went from 5 to 50+ demos/month with 5% increase in CVR from AEs and a scalable training model.

gastromatic’s SaaS platform helps shift-based companies manage workforce planning, time tracking, and HR processes in real time. The solution gives decision makers full visibility and control over operations.

By 2022, gastromatic had a strong base of customers. But inbound alone was not enough to secure long-term growth.

The Challenge for Sales Teams

When Christian joined, the sales team had eight reps. Many had years of sales experience, but they had worked almost exclusively with inbound leads. Their demos were professional, but too focused on features. Sales reps explained the product, instead of showing how it could solve their problems.

Christian identified three main risks:

• No outbound process – SDRs had never built pipeline from scratch.
• Superficial discovery – calls were product-first, not customer-first.
• Pipeline risk – relying on inbound created uncertainty for long-term growth.

“Our SDRs were used to warm opportunities. Cold calling was completely new for us.”

He also saw a leadership challenge.

“Every leader brings knowledge and experience. But over time, you work in your own bubble. You can coach a team, but you don’t have the full perspective anymore.”

Scaling required more than internal coaching. It required a professional partner who could modernize methods and introduce proven outbound frameworks.

Building a Scalable Sales Training Program

gastromatic partnered with hyrise in January to launch structured training, starting with SDRs and later expanding to AEs & Expansion Managers and Key Accounts & Customer Success.

The goal was clear: enable outbound prospecting, strengthen discovery, and create a repeatable sales process that could grow with the team.

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Focus Areas

• Shifting mindset from inbound comfort to outbound resilience
• Building confidence in cold calls and outreach
• Handling gatekeepers and objections
• Deep discovery with the SPICED framework:
  • Situation – understand the customer’s current context
  • Pain – identify challenges and frustrations
  • Impact – quantify what those challenges cost
  • Critical Event – define why action is needed now
  • Decision – uncover how the customer will make a choice
• Asking follow-up questions instead of stopping at first answers
• Defining the ideal customer profile (ICP) to reach the right product market and decision makers

At a high level, SPICED helped sales teams move from pitching features to uncovering needs. It gave them the tools to show how gastromatic could solve their problems and create urgency for change.

Christian explains the first step:

“At the beginning, it was important to shift the mindset. Outbound feels very different when you’re used to inbound. hyrise helped our SDRs move past the frustration barriers and actually enjoy acquisition.”

Training by Team

• SDRs: The starting point. Eight SDRs trained with Theresa, focusing on outbound fundamentals - mindset shift, cold outreach, handling rejection, and building consistency.
• AEs & Expansion Managers: In parallel, 11 AEs and 3 Expansion Managers trained with Jamaine. The focus: advanced discovery with SPICED, objection handling, and structured qualification. Managers were directly involved, ensuring alignment at a leadership level.
• Key Accounts & Customer Success: After early success, the contract was extended. A Key Account group (4 reps and 1 Manager) joined in July, followed later by a Customer Success group with a focus on churn reduction.

Step by step, coaching expanded from SDRs to managers and customer-facing teams, turning outbound into a shared language across the entire commercial organization.

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Sales Pipeline Before vs. After hyrise

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The Impact

50+ Qualified Demos Monthly

Before hyrise, SDRs generated only a few inbound demos per month. With structured outbound, the team now books 50+ qualified demos every month.

“Where we had maybe three, four, five qualified demos a month, now we’re at 50 to 55. That is definitely due to the training and the mindset shift we achieved with hyrise.”

AE Conversion Rate Increased to 45%

The team feared that more outbound leads would lower quality. Instead, conversion improved.

“We were always at about 40 percent from opportunity to closed won, which is already good. With hyrise, and with outbound becoming bigger, we feared this would go down. But it was the opposite - the rate is now around 45 percent, which is top of benchmark.”

A Training Program that boosted Team Satisfaction

Performance improved across the board: more demos, higher conversion, and stronger discovery. But equally important, the feedback was overwhelmingly positive.

“We quickly realized the colleagues weren’t just getting better - they really liked the training. The feedback was extremely positive.”

Leaders also saw long-term value. By extending the contract, Gastromatic sent a clear signal: professional development was not a one-off project, but a continuous investment.

“Since we’re planning for further growth, it was important to provide sustainable training and fully commit long term.”

The result: a training framework that not only lifted performance but also strengthened motivation, retention, and culture across sales teams.

Leadership Feedback

Christian also saw the value from a leadership standpoint.

“As a leader, you can recognize strengths and challenges and coach people one-on-one. But when it comes to breadth, hyrise is much closer to the market and to how sales is developing.”

At a high level, external training provided sales managers with a broader perspective on product-market fit, benchmarks, and modern methods. This perspective helped align strategy with daily execution.

Team Feedback

Feedback from sales reps was enthusiastic. They found the sessions practical, relevant, and easy to apply in real conversations. The team built confidence and even started to enjoy outbound calls.

“Outbound has a very different quality. It doesn’t work overnight. That’s why it was important to convey how we understand outbound, how to approach conversations, and how to enable people to actually have fun with acquisition.”

This cultural shift turned outbound from a source of hesitation into a driver of motivation.

Key Takeaways for Sales Leaders

The gastromatic experience offers clear takeaways for sales leaders building scalable processes:

• Treat outbound like a new language. Sales reps need practice and resilience, not just scripts.
• Use real conversations. Training that reflects actual objections and friction makes learning stick.
• Develop sales teams, not just headcount. Growth requires investing in skills, not only hiring more reps.
• External training adds perspective. Sales managers coach well, but external experts bring benchmarks and proven frameworks.
• Keep perspective at a high level. Align sales teams with product market fit to solve their problems and drive impact.
• Make development long term. Continuous training improves sales experience, strengthens retention, and secures pipeline growth.

What’s Next?

gastromatic is planning further expansion and new hiring. With hyrise as a long-term development partner, the company now has a scalable system that supports onboarding, continuous training, and sustained sales performance.

“It was important for us to commit to sustainable training. It’s a huge added value for employees and for the company as a whole.”

👉 Want to empower your team like gastromatic did? Train your sales team!