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Syrve Case Study (ex iiko)

Globalisation of Russian POS provider including repositioning and rebranding for the
international markets using Revenue Operations, Revamped Partner Program &
implementation built on the HubSpot Enterprise CRM suite.

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About Syrve

Syrve is a comprehensive POS and Restaurant Management Software solutions that can be tailored to your needs and specialises in helping bars, restaurants, takeaways, and other hospitality businesses achieve more with less.

Syrve's POS system provides a streamline system that can run your entire operation with one platform, from Front of House to Back of house, to Above Store & the Head Office to Ecommerce.

Read how we assisted the executive management team and regional heads across five countries to restructure their brand, and put in the foundations of a revenue operations framework that provides Syrve with a platform to scale globally.

The Challenge

As an established SaaS POS provider, the brand iiko despite it being well known in Russia and its neighbouring CIS regions, it had a less mature presence in the MENA, Italian and UK markets despite its local office.

With the unfortunate situation around the Russian and Ukraine conflict in early 2022, iiko as an organization and as a brand had to evolve to provide a platform to scale globally. Iiko being part of a Revenue Operations implementation had to adapt fast. 

The environment required a mid-implementation pivot including:

  • New Brand (iiko to Syrve)

  • New Messaging

  • New Online presence and brand collateral

  • New Partner program redesign

The iiko Russian and international management teams were outstanding during these immensely difficult times, supporting their own team, its relocation and continued commitment to globalisation and rebranding.

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The Process

As with any RevOps implementation, we started with a ‘strategy precedes everything’ approach. 

After auditing each region's operations, assets and systems we engaged in a series of workshops. 

Through these workshops, we created for each of the regions in Italy, the Middle East and the UK their Ideal Client Profiles, Personas, and revamped their buyer and customer journeys.

Further workshops were undertaken to create the value proposition of ‘Success Built In’ which embodies the value of and a wealth of hospitality experience embedded in the SaaS platform.

Workshops to revamp the basic partner program were completed with a globalized partner program being designed,

Further workshops helped the management team revamp their organization's mission, vision and culture with the Syrve CMO building a messaging framework, and brand identity supported by an external brand agency Pace Comms.

From this wider strategy, the new CMS Growth Driven Design website was designed and built on the HubSpot CMS in three languages and regions (MENA) (UK) and (Italy).

Utilizing the upgraded HubSpot Enterprise CRM suite alignment of sales to market was achieved with an automated pipeline, sales sequences and ABM campaigns supported by Paid Search.

Supported by a ServiceHub Knowledge base to assist existing clients accessing information 24/7 completed the alignment.

Tech upgrades included a region-focused and customized HubSpot CRM for globalization for individual teams, with permission sets and team partitioning, supported with custom integration to the Xero app marketplace.    

The process we undertook is to establish a base language English approach to all strategies, content and assets including blog, social and email content.

A total of 32 lead-generation funnels, supported by short and long-term nurture sequences, were created to link to the Growth Driven Design website.

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Audit of Operations, by Region
Stage 1
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Audit of Assets & Systems
Stage 2
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Creation of Ideal Client Profiles by region (UK, Middle East & Italy)
Stage 3
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Creation of Personas, by Region
Stage 4
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Revamp of Buyer & Customer Journey
Stage 5
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Creation of Value Proposition 'Success Built-In'
Stage 6
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Workshops to Revamp Partner Program into Globalized Partnership
Stage 7
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Workshop to Revamp Vision, Mission & Culture
Stage 8
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Utilizing HubSpot Enterprise CRM to Sales with Automated Pipeline, Sales Sequences & ABM Campaigns
Stage 9
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Creation of Service Hub Knowledge Base
Stage 10
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Customized HubSpot CRM with Focus on Segmentation and Region-Specific Data with Permission Sets, Team Views and Partitioning
Stage 11
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The Results

The foundation of RevOps was achieved over the first 18 months (despite almost 6 months) with severe restrictions as a result of the relocation from Russia, and rebranding to the Europe and MENA region.

Each region has a CMS and CRM-centered led framework to build upon with the Syrve internal marketing, sales and client success teams.

See how Syrve can assist you with their all-in-one restaurant management system.

Key Outcomes

From a disparate regionalised model, Syrve now has an internationally scalable brand, centralized one source of truth HubSpot CRM platform, and international RevOps foundation framework implemented.

A clearer value proposition with automation serving the buyer and client journey.


% Multi-Regional RevOps Platform Implemented


% Traffic Increase


% Aligned Teams


% HubSpot Enterprise Implement

Client Testimonials

I recommend 6teen30 to anyone who needs a marketing agency that will not only drive the bus, but also map out the route and point out the significant landmarks.

With 6teen30, one gets a highly talented and professional marketing team – plus Mike’s strategic direction. Mike’s recommendations for structuring our first promotion were so successful at bringing in new customers that I have adopted the same technique to closing every sale.

Beyond Mike, the rest of the team is incredibly dedicated to their work and delightful to work with. Jamie coordinates them like the experienced maestro he is, ensuring the delivery of intricately structured campaigns with every piece in place.

Jamie and Mike are also two of the most responsive people I have ever met. We are in the USA, so their ability to erase the five-hour time difference has been much appreciated.

Jeff Grody
President and Chief Executive Officer, EasyExport
Jeff Grody

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'I thoroughly recommend 6teen30 Digital for any organization wanting to grow market share and revenues and grow quickly.

They invest time in getting to know each of their customers very well.

Their focus on all the moving parts that contribute to growth is awesome, they have a well-thought-through and tested methodology, and they really deliver.’

Richard Wood
CEO: Safran
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'I highly recommend these guys, I can honestly say we would have not achieved our success if it wasn't for Mike and his team.

Their ability to understand the immediate priorities and deliver growth and scale up programs that get results is outstanding, helping us scale up to £12m in revenue in less than five years!'

Jason Buckley
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'From initially helping us understand our market and our place in it, creating a USP, branding, business strategy, client journey, and personal and staff development - 6teen30 Digital has been of immeasurable value to me personally and to the business.

They are a huge reason behind our success in turning KeyFleet from a Ford to Ferrari which also resulted in us being acquired, If you get the chance to work with Mike you won't regret it.'

Marc Mcloughlin
Managing Director: KeyFleet
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'We began working with 6teen30 Digital at the start of our Company's life and journey. The level of detail in terms of the research and campaigns put together was significantly better than we initially expected and ensured we came out of the blocks at a fantastic rate.  I have no doubt that without this we would not be where we are today. 

A great team who went out of their way to deliver results, over and above those initially planned.'

Joff Ward
Managing Director: CorkSol UK
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'Mike's ability and experience are second to none, he has a unique manner that I can only admire and attempt to copy. His solutions and advice for our sales and marketing was a key factor in my success and subsequent successful exit for me.

I could not have done it without him and his team at 6teen30 Digital, I will be eternally grateful for his friendship, support, and genius!'

Simon Doderer
Senior Recruiter: Microsoft
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The Bear Trail

'Mike’s knowledge of the SaaS, finance & leasing sector is very impressive. He and his team have an excellent ability to seek out new products and services, even in mature market sectors.

The team is meticulous in marketing and sales delivery and successfully delivering GTM strategies. Finally, their passion and commitment to any project or client are beyond question.'

Philip R Jordan
Non-Exec Director: The Bear Trail
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'I would highly recommend Mike and his team at 6teen30 Digital for anyone wanting to up their game and take their business to the next growth or scale up level.'

Lucy Barrow
Marketing Director: Mix & Twist
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