Reditus Case Study
"We Tried Almost Every Way to Do Cold Calling. One Kept Working."
~ Craig Watkins
Co-Founder, Reditus Group
Why a revenue systems company now uses Hunter Consultants for our clients and ourselves
At Reditus Group, we build revenue systems for B2B technology companies.
Cold calling is sometimes part of those systems. And over the years, we’ve tried just about every way there is to make it work.
We’ve hired callers internally. We’ve used inexpensive hourly callers. We’ve tried pay-per-lead and pay-per-appointment programs. We’ve worked with outsourced firms at several different price points. We’ve managed callers ourselves and paid other companies to manage them for us.
Some approaches worked better than others. Some were certainly cheaper than others. But none worked as consistently as Hunter Consultants.
We didn’t reach that conclusion by choosing Hunter from a shortlist. We tested them in the real world, across multiple clients, alongside years of experience with other approaches. Hunter kept working.
Eventually, we stopped thinking of Hunter Consultants as another cold-calling vendor we were testing and started thinking of them as part of the revenue systems we build.
And ultimately, we made perhaps the strongest endorsement we could make: we hired them to cold call for us.
The problem wasn't finding people willing to make calls
There is no shortage of ways to buy cold calling. You can hire an SDR internally. You can find callers for less than $20 an hour. You can outsource the function offshore. You can pay by the lead or appointment. You can hire a sophisticated outsourced SDR firm for thousands of dollars a month.
We’ve tried versions of all of them.
The problem is that the hourly rate, number of dials or even cost per appointment tells you surprisingly little about whether your outbound program is actually working.
A cheap caller who requires constant management isn’t necessarily cheap.
A pay-per-appointment program that fills calendars with poorly qualified prospects isn’t necessarily producing value.
And an expensive outsourced program doesn’t become effective simply because it has better technology, more activity or a polished reporting dashboard.
Over time, we came to believe we were asking the wrong question. The question wasn’t, “Who can make the calls?” It was, “Who can make the entire outbound system work?”
Why Hunter was different
Jeremy Lamb, founder of Hunter Consultants, describes outbound as a six-link chain: Data. Messaging. Cadence. Tech stack. Human. Management.
His premise is simple: outbound is not a role. It’s a system. If any link in that system is broken, the entire program can underperform. That immediately made sense to us because it is fundamentally how we think about revenue.
At Reditus, we don’t view marketing, lead generation, sales, channel and customer success as independent functions. They’re interconnected components of a revenue system. Optimizing one component while ignoring the others doesn’t necessarily improve the system.
Cold calling works the same way. You can put an excellent caller against bad data and fail. You can have perfect data and weak messaging and fail. You can have good data, good messaging and a capable caller but the wrong cadence and underperform. And you can get all of those things right initially, then watch performance deteriorate because nobody with the right experience is watching the system and recognizing what changed.
The real value is diagnosis
One of the biggest differences we’ve experienced with Hunter isn’t simply the quality of the people making the calls. It’s the ability to figure out why something isn’t working.
When an outbound campaign underperforms, the caller is an easy target. Calls aren’t producing meetings, so the natural conclusion is that the caller isn’t good enough. Replace the caller. We’ve done versions of that ourselves.
But if the actual problem is the data, replacing the caller doesn’t fix anything. If prospects answer but the message doesn’t resonate, making more calls doesn’t solve the problem. If qualified meetings occur but never turn into pipeline, the problem may be somewhere else entirely.
Jeremy’s Chain approach forces the diagnosis upstream: Where is the chain breaking?
That distinction sounds simple. In practice, it requires pattern recognition that comes from seeing a lot of campaigns and understanding how the pieces interact. And that’s difficult to replicate by simply hiring another SDR.
Hunter isn't the cheapest option we've tried
Not even close. We’ve paid dramatically less for cold calling. But after trying enough approaches, we’ve concluded that the cost of the caller is the wrong unit of measurement. What matters is the value of the outbound system.
A $17-an-hour caller may look inexpensive on a spreadsheet. But someone still has to provide the data, develop the messaging, configure and maintain the technology, establish the cadence, listen to calls, coach the caller, diagnose problems and continually adjust the program. Usually, some combination of those responsibilities ends up with senior people whose time costs considerably more than $17 an hour. Or worse, nobody really owns them.
Hunter does. That’s why, in our experience, Hunter has delivered substantially better value than less expensive alternatives. We’re not buying hours of someone’s time on the phone. We’re buying an outbound function that works.
The test that mattered most
We could have written this after Hunter performed well for one of our clients. We didn’t. We used them again. And again. Different situations gave us more opportunities to see how the approach performed and how Jeremy responded when something wasn’t working as expected.
Eventually, the accumulated evidence changed our relationship with Hunter. They stopped being one of the cold-calling options we might deploy. They became the option we trusted. And then we turned the test around.
Reditus needs pipeline too. So today, Hunter Consultants doesn’t just cold call for companies whose revenue systems we help build. They cold call for us. For a company whose business is building revenue systems, we can’t think of a stronger endorsement than that.
Why we recommend Hunter Consultants
We don’t recommend Hunter because cold calling is complicated and nobody else can do it. We’ve seen plenty of people do parts of it well. We recommend Hunter because Jeremy approaches cold calling as what our own experience tells us it actually is: a system.
The caller matters. But so do the data, messaging, cadence, technology and management surrounding that caller. And when results aren’t what they should be, the answer isn’t automatically more activity or another person in the seat.
The first job is finding the broken link. We’ve tried enough different approaches to outbound to know the difference. That’s why we use Hunter Consultants for our clients. And it’s why we use them ourselves.
Ready to build outbound that actually compounds?
We build and manage all six links of the outbound chain so your team can focus on closing.