Rapid growth exposed the limits of a manual outbound process.
As Dutch Barn and Ellers Farm expanded, their ability to generate pipeline was constrained by manual work.
The team was spending too much time on:
- Researching venues and building lead lists
- Identifying the right decision-makers
- Sending and managing outreach manually
- Tracking replies and following up
- Moving information between systems
This created friction across the pipeline.
- Valuable sales time was being lost to admin
- Warm opportunities were harder to prioritise and respond to quickly
- Pipeline generation lacked consistency and scale
What they needed was not just more activity, but a better system - one that could turn their commercial knowledge into repeatable execution and support growth without increasing headcount.
System⁷ engineered a scalable GTM system for Dutch Barn & Ellers Farm, turning manual outbound into a connected sales engine directly integrated into their tech stack.
Dutch Barn and Ellers Farm needed a smarter way to reach hospitality buyers, venue owners, and premium stockists across the UK without increasing workload.
System⁷ designed and implemented a tailored GTM engine that orchestrated data, outreach, and internal workflows into one connected system.
Instead of adding more tools or complexity, the system worked behind the scenes to:
- Identify high-fit accounts and decision-makers
- Continuously enrich and update prospect data
- Run structured, personalised outreach at scale
- Monitor replies and buying signals in real time
- Route warm leads instantly to the right person
- Sync qualified opportunities into the sales pipeline
This removed the need for manual list building, chasing, and coordination - allowing the commercial team to focus on conversations, relationships, and closing.
Beyond lead generation, it also created a stronger operational layer across sales and revenue workflows, giving the business a foundation to scale and improve over time.
More leads, less manual work, and a system that scales with the business.
System⁷ helped Dutch Barn and Ellers Farm move from fragmented outbound to a scalable GTM engine.
At a performance level, the system generated:
- 125+ warm conversations with decision-makers
- 17% reply rate (vs 9% benchmark)
- 36.4% acceptance rate (vs 22% benchmark)
At a business level, the impact was more significant:
- 2,660% more leads
- 85%+ less manual prospecting
- 16 hours saved per rep, per week
The operational shift was just as important as the numbers.
By automating prospecting, monitoring signals, and routing opportunities in real time, the system:
- Reduced dependency on manual effort
- Increased speed of response to warm leads
- Improved consistency across the pipeline
- Freed up the team to focus on higher-value sales work
It also created a stronger base for future growth, enabling the business to refine targeting, improve performance, and expand its revenue operations without rebuilding its processes.
