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Outbound audit · Triptease · September 2026

Turn 11,714 reachable hotel buyers into 9–20 meetings a month.

You already pay for Clay, Outreach and Gong. We found one person in a dedicated sales role to run them. This is what we saw, and the funnel we would run in the first 90 days.

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Outbound built for
  • Helply
  • Louper
  • Juno
  • GrooveHQ
  • Mailin
  • ProcureDesk
  • Posted
  • Skillfully
  • PlanitEasy
  • Provision
[ 01 · Findings ]

What we've seen

Observation only. Evidence is attached to each point.

01

One identified seller, six marketers

Sample
1 dedicated sales role identified

Of 11 people identified in sales, marketing and executive functions, 1 holds a dedicated sales title. Six hold marketing titles. Two sales roles are advertised, both self-sourcing.

8% of headcount. Counts are floors, not totals.

Evidence (5)
  • Public profile sample: 11 of 138 employees.
  • Vice President of Sales, Americas — started September 2024. No SDR, BDR or account executive titles in the sample.
  • Five Market Directors and a Performance Marketing Director.
  • SMB Sales Executive, United States, open since May 2026: “Own your territory: Create and execute smart engagement strategies and cadences.”
  • Head of Partnerships (NORAM), open since February 2026 — channel is being built, not harvested.
Exhibit 01.1 Roles identified — 11 of 138 employees
FunctionIdentifiedNote
Dedicated sales at least 1 Vice President of Sales, Americas
Business development / SDR 0 None identified in the sample
Account executive 0 SMB Sales Executive role open since May 2026
Marketing 6 Five Market Directors and a Performance Marketing Director
Customer success 3 Global VP and two regional directors
Executive 2 Chief Executive Officer and Co-Founder

Individuals identified

NameTitleStarted
James Osmond Chief Executive Officer Nov 2019
Charlie Osmond Co-Founder Jun 2013
Albert Vasquez Vice President of Sales, Americas Sep 2024
Larry Hogan Global VP, Customer Success & Support Sep 2025within 12 months
AJ Shantiratnam Market Director Apr 2026within 12 months
Nigel Haig Performance Marketing Director Jun 2023

Counts marked “at least” were observed in a sample and are floors. A zero means the role did not appear in the sample; it does not establish that the role is unfilled.

02

Outbound tooling is licensed but unoperated

Verified
10 tools detected, no operator

Ten technologies were detected, including a sales engagement platform, an enrichment platform and two paid advertising platforms. The advertised rep is expected to operate four of them personally alongside a quota, and no operations title appeared in the sample.

Detection is positive-only — infer no absence from it. The operator gap rests on the sample.

Evidence (3)
  • Outreach, Clay, Gong, Salesforce, HubSpot, LinkedIn Ads, Google Ads detected.
  • SMB Sales Executive description: “Leverage tools (like Salesforce, Outreach, Apollo, Clay) and experiment with AI-driven outreach.”
  • No RevOps, GTM engineering or growth operations title in the sample.
Exhibit 02.1 Technologies detected
VendorCategoryDetected inNote
Outreach Sales engagement job posts Sequencing and dialling platform
Clay Enrichment and signals job posts Operated by the selling rep, not by an operations function
Gong Revenue intelligence job posts
Salesforce CRM job posts
HubSpot CRM website
LinkedIn Ads Paid advertising job posts
Google Ads Paid advertising job posts
Mixpanel Product analytics job posts
FullStory Session analytics job posts
Google Tag Manager Tag management website

Detection is positive-only. Website detection reads the published page source; job posting detection reads technologies named across indexed postings, which indicates use but not necessarily current use.

03

Demand is bought, not generated

Sample
6:1 marketing to sales, in the sample

Two paid platforms run alongside the outbound stack, and the marketing function is six times the size of the identified sales function. Nothing in the evidence shows a loop between paid audiences and outbound lists.

Team ratio is from the 8% sample. Platform detection is positive-only.

Evidence (4)
  • LinkedIn Ads and Google Ads both named in job postings.
  • A Performance Marketing Director has been in post since June 2023.
  • Six marketing titles against one dedicated sales title in the sample.
  • No marketing automation or audience-sync layer detected between the two.
[ 02 · Why outbound ]

Why outbound works here

The conditions that make this market answerable by email.

  1. 01

    The buyer is measured on the number the product moves

    Revenue managers report the direct-versus-OTA mix weekly. The offer needs no education step, because the metric is already on their dashboard.

    Based on Sections 03, 04

  2. 02

    The market is too large to cover by dialling

    11,714 reachable contacts against one identified seller. No headcount plan closes that gap; coverage has to come from a system.

    Based on Finding 01 · Section 03

  3. 03

    The tooling is already paid for

    Outreach, Clay, Gong and a CRM are licensed. Standing the motion up is an operating change rather than a procurement one.

    Based on Finding 02

  4. 04

    The market is fragmented

    Tens of thousands of independent properties and small groups, with no concentration that a named-account plan could exploit. Segmented volume is the only route that reaches all of it.

    Based on Section 03

  5. 05

    Paid spend is already creating attention we can convert

    Two ad platforms are running into the same market. Outbound engagement feeding those audiences makes spend already committed work harder.

    Based on Finding 03

[ 03 · Market ]

The market

Counted, not estimated. The filter set is shown.

11,714 contacts, verified email address Supersedes a modelled estimate of 180,000+
Commercial leadership 7,376 Largest group and the budget holder. Distribution channel cost sits in their P&L.
Revenue management First 4,123 Measured on the direct-versus-OTA mix, which is the metric the product moves.
Digital and ecommerce 485 Smallest group. Closest existing familiarity with metasearch mechanics.
Industry
Hospitality; Hotels and Motels
Titles
Revenue Manager; Director of Revenue; Director of eCommerce; Ecommerce Manager; Digital Marketing Manager; Director of Sales and Marketing; Commercial Director; Director of Marketing; VP Marketing; Director of Sales
Geography
United States; United Kingdom; Canada; Spain; France; Germany; Italy; Netherlands; Portugal; Ireland
Contactability
Verified-valid email address required

Earlier versions of this audit carried a modelled market estimate of 180,000+ contacts. That figure was inferred rather than counted and has been replaced.

[ 04 · Offer ]

The offer

What you sell, why it carries cold, and the two things that stop it.

What you sell

A platform sold to hotels and hotel groups for recovering direct bookings from online travel agents, comprising metasearch bidding automation, rate parity enforcement and on-site personalisation. Sold as an annual licence, with a CPA model on traffic-driving channels.

Why it carries cold

Revenue recovery

Commission on OTA bookings runs 15–25% of booking value. Bookings moved to direct retain that margin. The outcome is expressed in a figure hotel revenue teams already report weekly.

Claims we can make, and what backs them

Recovers 15–25% commission on bookings moved to direct

Standard OTA commission range

Automated metasearch bidding using live rate and intent data

Published product capability

180+ booking engine integrations, no surcharge for standard connectors

Stated on the website

What stops it working cold
01

Nobody owns the research

Enrichment and sequence construction sit with the selling rep. At volume that produces templated personalisation rather than researched personalisation.

02

The only next step is a demo

No lower-commitment entry point is published. A cold contact is asked to commit before the case has been made to them.

The first step we would lead with

A direct booking assessment, run as the front-end offer

The assessment is the research: OTA exposure, rate parity gaps and metasearch position are observable from outside, so the email can quantify a hotel's leak before they reply. It also replaces the demo request with a step that asks for their input rather than their commitment, which converts materially better from a cold start.

[ 05 · Process ]

The process we'd run

Six steps. Five are ours.

Step 1

Map the market

Segment 11,714 contacts by function, room count and OTA exposure into testable cohorts.

GTM Co
Step 2

Test messages against each cohort

Each cohort receives a different claim, so the market tells us which pain converts rather than us guessing.

GTM Co
Step 3

Identify signals

Hiring, paid spend and traffic thresholds promote accounts out of the base list into a warmer play.

GTM Co
Step 4

Diagnostic offer

Positive replies receive a direct booking assessment. The asset does the qualifying before a call is booked.

GTM Co
Step 5

Call the replies

Your rep works a list where every contact has already responded. No cold dialling.

Triptease
Step 6

Retarget everyone who engaged

Opens, clicks and replies enter paid audiences, so nothing decays between touches.

GTM Co

Scroll for remaining steps →

Five of the six steps are ours. The step your team keeps is the one it is paid to do.

[ 06 · Playbook ]

The playbook

Five plays, ranked by reach and signal strength.

Our opinion, not observation. Ordered by reach in the contact database, weighted by how warm the signal is.

# Play What fires it Contacts Live in
01 Full TAM, segmented Lead with the segment's specific economic pain and test which slice replies fastest. The full reachable market, run as three segmented cohorts. Contact database filtered to the ideal customer profile 11,714 14d
02 Hiring for the problem They have already written down the problem in a job description. Quote it back and offer the system instead of the headcount. Accounts advertising marketing or revenue roles. Open roles advertised, by function 3,363 21d
03 Volume makes it worth fixing Draft Quantify the leak at their volume. The number does the persuading — a percentage does not. Accounts above 20,000 monthly visits. Website traffic estimates 1,811 28d
04 Paying for the traffic already Draft They are already paying to acquire this demand. Open on the cost per acquisition they are absorbing, not on the product. Accounts spending $2,000 or more monthly on paid search. Paid-search spend estimates 1,662 21d
05 New in role A new leader has a mandate and is benchmarking vendors now. Open on the first-90-days problem, not the product. Contacts who started in a target title within the last twelve months. Job-change data on the target titles 274 21d

Plays marked draft are in our library but have not yet been run end to end for a client.

[ 07 · Proof ]

Comparable engagements

Where we have run this shape of motion before.

40+ B2B SaaS campaigns run
$25M+ Pipeline generated
3.2% Average reply rate
18 days To first booked meeting
Clients we run this motion for
  • Helply
  • Louper
  • Juno
  • GrooveHQ
  • Mailin
  • ProcureDesk
  • Posted
  • Skillfully
  • PlanitEasy
  • Provision
Organisations our clients have booked meetings with
  • Microsoft
  • Uber
  • Manchester City
  • The FA
  • Miami Dolphins
  • Reuters
  • The Guardian
  • Supabase
  • Sports Business Journal
  • Nas Daily
  • Chilly's
Closest comparable Video Collaboration SaaS · United Kingdom · 7 weeks to results

400 qualified leads in 7 weeks

A founder doing 4 hours of outbound a day at $1M ARR. We took over the top of funnel entirely — and booked meetings with Reuters, The Guardian and Nas Daily.

400+ Qualified leads
100+ Booked meetings
7 wks To 100 meetings
Helply AI Customer Support SaaS 435 demos booked from pre-revenue
Juno AI / Accounting Technology $350k MRR in 6 months, up from $30k
Skillfully HR Tech / AI Skills Assessment $1M+ pipeline generated

Posted, ProcureDesk, PlanitEasy, Provision are current clients for whom no written engagement record exists. They are therefore not cited as evidence in this audit.

[ 08 · Economics ]

The economics

What each sending volume produces, and what it costs to check.

Meeting volumes are the rates we run to, given per tier. The implied cost in emails per meeting is shown so it can be checked. Rates taper at the top of the range: this market is 11,714 buyers, so at 250,000 sends a month each one is contacted 21.3 times rather than anyone new being reached.

Per month 25k50k100k250k
Emails sent 25,00050,000100,000250,000
Meetings booked 9–2018–4036–8070–120
Deals closed at 15% 1–33–65–1211–18
Pipeline value $24,300–$54,000$48,600–$108,000$97,200–$216,000$189,000–$324,000
Emails per meeting 1,250–2,7781,250–2,7781,250–2,7782,083–3,571
Sends per contact, whole market 2.1×4.3×8.5×21.3×
Estimated

$18,000 assumed annual deal value. Triptease does not publish pricing. $18,000 is used as a blended annual value for an independent hotel or small group on a licence plus CPA arrangement. It is an assumption, not a finding, and every figure in this table moves with it.

The last row matters. At 25,000 sends a month every reachable contact receives 2.1 messages; at 250,000 it is 21.3. Past the middle tiers, higher volume reaches the same people more often rather than reaching more people, which is why the meeting rate tapers. For a market this size the variable worth testing is the number of segments and offers in market, not sending volume.

[ 09 · Schedule ]

Implementation

Signature to first meetings.

  1. Days 1–3
    Sending domains acquired, inboxes provisioned, warmup begun.
  2. Days 4–10
    Market segmented into the three cohorts in Finding 03. Copy written per cohort.
  3. Days 11–14
    First play live. Sending begins into the revenue management cohort.
  4. Days 15–30
    Diagnostic offer live. Positive replies begin converting to booked calls.
  5. Days 21–35
    Hiring and paid-spend plays added. Retargeting audiences begin to populate.
  6. Day 60
    Target of 9–20 qualified meetings a month at entry volume, sourced from replies rather than dials.
[ 10 · Pricing ]

Commercial

Three ways in. Cancel any month.

Each option fixes how many plays run at once and how many experiments a week. Sending volume is the ceiling, not the plan; meeting ranges are modelled on the rates in the economics section.

Option Monthly fee Plays live Experiments Sending volume Expected meetings Includes
Launch $5,000 4at any time 20a week 25,000 emails / month 20–44 meetings / month Technical config · TAM mapping · Signal tracking · Copywriting · Email + LinkedIn · Reply management · Weekly reporting
Scale Recommended $7,500 6at any time 30a week 50,000 emails / month 18–40 meetings / month Everything in Launch · Multi-segment testing · Custom lead magnet · Higher sending infrastructure · Channel expansion · ICP expansion
Dominate $10,000 8at any time 30a week 100,000 emails / month 36–80 meetings / month Everything in Scale · Full market coverage · Multiple offers in market · Dedicated strategist · Retargeting layer
Saturate $15,000 10at any time 50a week 250,000 emails / month 70–120 meetings / month Everything in Dominate · Multi-region coverage · Inbound sign-ups scored and routed · Founder-led LinkedIn play

Next step

Review this audit with us

Forty-five minutes. We walk through what we found, agree which segment runs first, and show you the contact list before anything is committed.

Book the review call

No commitment on the call · Monthly terms · List shown before launch

Open questions for that call

  1. Who currently builds the Outreach sequences and Clay workflows while the SMB Sales Executive role is open?
  2. Are the LinkedIn Ads and Google Ads audiences built from the same account lists used for outbound sequencing?
  3. Is the NORAM channel strategy contingent on the Head of Partnerships hire, or are reseller conversations already in progress?
  4. What is the current conversion rate from cold sequence to first call, and what is a typical week in meetings booked?

GTM-2026-0912-TRIP · The GTM Company · Prepared for Triptease · 2026-09-12

Scope and method

Assesses outbound capacity against addressable market: the sales team as far as identifiable, sales and marketing technology, advertised roles, the reachable contact market, and the offer as published. Excludes product, pricing strategy, inbound and retention.

SourceCoverage
Company websitePublished pages and page source
Employment profiles11 of 138 employees, sales/marketing/executive functions
Job postings2 advertised sales roles, full text
Technology detectionWebsite source and 222 indexed job postings
Contact databaseExact-match counts, verified email addresses only

Limitations

What this audit could not establish

Stated so that no finding above is read as broader than the evidence supports.

  1. Employment data covers 11 of 138 employees. Headcount figures by function are floors, not totals.
  2. Technology detection is positive-only. A technology not listed may still be in use; no absence should be inferred from this audit.
  3. Job posting dates are as indexed and may lag the date a role opened or closed.
  4. No access to CRM configuration, current sending volume, deliverability, reply rates or pipeline data.
  5. Deal value is assumed, not observed. Triptease does not publish pricing.
  6. Time allocation in Exhibit A is modelled from role and tool evidence. No time data was available.
  7. Contact counts are exact for the filters stated and will change if the filters change.