How Owner.com Scaled From Founder-Led Sales to $30M ARR

See how Owner.com went from founder-led sales to launching a structured outbound motion, and grew to $30M ARR in the restaurant SaaS space.

Read time: 6 min

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Welcome to a new 🔒 subscriber-only edition 🔒 of my weekly newsletter of Outbound Kitchen. Each week, I dive into reader questions about scaling outbound and making it your #1 growth engine. For more: Live Outbound Classes | Podcast

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Before diving into the details of Owner.com's outbound strategy under CRO Kyle Norton, here's a quick summary of their remarkable journey: they scaled from $2M to nearly $30M ARR in just 2.5 years, with outbound becoming a critical growth driver that contributed up to 79% of new ARR during their peak scaling period.

By the way, If you're curious about how Owner scaled outbound to over $30 ARR, I wrote a detailed breakdown of exactly how they did it.

Check it out here.

1. Why outbound?

Owner didn’t start outbound because inbound failed, they barely had an inbound engine to begin with.

As Kyle put it:

“Very few companies are so good at marketing they can survive on inbound alone.”

Owner’s ACV was $5.5K. Sales cycle: 4–7 days.

Perfect conditions to scale pipeline with outbound, fast, focused, controllable. But it wasn’t about volume. It was about building the right growth engine from day one.

“Outbound lets you control your destiny when you’re building the plane mid-flight.”

2. Company Context at Outbound Launch

Owner.com initiated its outbound push in June 2022 when Kyle Norton joined as CRO.

At the time:

• ARR: $2M

• Sales Team: 1 manager, 4 reps (2 of whom were mismatched and exited quickly)

• Product-Market Fit: Established post-pivot to address restaurant pain points with third-party delivery apps (e.g., 30%+ fees, loss of customer data).

• Early churn was a massive drag on efficiency

The company had just rebranded from ProfitBoss and faced high churn due to indiscriminate customer acquisition. Kyle’s first task was rebuilding the team and implementing a data-driven strategy to prioritize quality over volume.

3. Outbound Impact

• Growth: $2M → $30M ARR in 2.5 years.

• Outbound Contribution: 79% of new ARR (Jan–Jul 2023).

• Efficiency: $72K ARR/month per BDR

• 4.5:1 LTV:CAC ratio

• Hiring: <3-month ramp time

• 83% BDR retention rate

4. How did Owner.com launch outbound, and what lessons can you apply immediately?

Now, let's focus on what specific actions Owner.com took to fix churn, scale efficiently, and build outbound from scratch.

In the paid edition, I break down exactly:

• The ICP frameworks they used (with scoring model examples).

• Team structures, specialized roles, and hiring strategies.

• The tech stacks they used at an early stage.

• Clear “What Worked vs What Didn’t,” with actionable takeaways.

🔒 It’s for paid subscribers only, but you can start a 7-day free trial now and get everything.