Rosa Wholesale
Developing a National Go-to-Market Strategy for Coffee Roasters
Client Overview
Rosa Wholesale is an Australian distributor specialising in commercial equipment for the food and beverage sector. The company sought to expand its reach by partnering with independent and boutique coffee roasters nationwide, supporting them with a structured wholesale growth strategy and efficient sales systems.
Challenges Identified
Lack of a clear go-to-market plan tailored for wholesale coffee equipment and consumables.
Disconnected sales processes with minimal visibility over lead sources and performance.
Repetitive manual tasks limiting the sales team’s productivity and response speed.
Difficulty converting marketing leads into long-term B2B partnerships.
Impressd Consulting Solution
Impressd worked closely with Rosa Wholesale’s leadership and partner roasters to design and execute a national B2B go-to-market strategy.
The engagement included
Market mapping and targeting of specialty roasters, hospitality distributors, and coffee equipment suppliers across Australia.
Development of a comprehensive HubSpot CRM system, integrated with automations for lead capture, deal progression, and activity tracking.
Creation of sales playbooks and pipeline SOPs ensuring every rep followed a consistent process from outreach to onboarding.
Deployment of Impressd’s own sales team to execute the strategy on behalf of Rosa, including cold outreach, partner acquisition, and account nurturing.
Results & Impact
Established national partnerships with leading coffee roasters and hospitality suppliers.
Improved CRM adoption and visibility, allowing management to monitor deals in real time.
Increased team efficiency through automated task assignments and follow-ups.
Delivered a 25% uplift in qualified B2B leads and reduced administrative workload by over 40%.
Enabled Rosa’s sales operations to scale systematically while maintaining relationship quality.
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What kind of businesses do you work with?
We work with SMBs in energy, logistics and manufacturing to streamline their sales processes.
How is your coaching different from traditional consulting?
We don’t hand you a slide deck and disappear. Our approach combines hands-on coaching, strategic advisory, and systems design. You get both high-level vision and operational execution, guided in real time.
What does the coaching process look like?
It begins with a discovery phase to assess your current state. From there, we co-create a growth blueprint, hold recurring strategy sessions, and offer ongoing implementation support. Everything is tailored to your context.
What metrics do you focus on?
That depends on your goals. Common metrics include team performance velocity, sales forecast accuracy, client retention, time-to-decision, cost per outcome, and operational efficiency.
Is this right for early-stage companies?
We work with established businesses, if you're pre-revenue or early stage we're probably not for you.