How Sunrero built a sales-led acquisition path for hospitality SaaS.
Venture Compass connected lead capture with a separate book-a-call funnel, giving hospitality buyers two ways to explore Sunrero’s reservation platform.
B2B hospitality SaaS · Venture Compass
Sunrero is an online reservation platform for sunbeds, beach zones and VIP cabanas. It serves hospitality and leisure operators, from beach bars to resorts, hotels and aquaparks. Venture Compass helped the sales-led SaaS build a paid acquisition path with lead capture and a separate route toward booking a call.
Sales-qualified leads (SQLs)
Average cost per SQL
Landing-page views on the book-a-call path
Cost per landing-page view on that path
The challenge: connect a niche product to a familiar need
Hospitality buyers evaluate software in the context of the operation they run. For a reservation platform, the buying conversation can involve availability, guest experience and the way staff manage premium spaces. Those are useful product stakes to explain before asking an operator to evaluate a new platform.
Sunrero’s sales-led motion called for room between discovering the product and speaking with the team. The acquisition challenge was to create that room: capture initial interest, while also providing a more direct evaluation path for visitors considering a conversation. A single traffic number would hide the different jobs those stages perform.
What Venture Compass built
The acquisition work combined lead capture campaigns with a dedicated book-a-call funnel. These layers shared a commercial direction—helping operators explore Sunrero—but served different moments in the buying journey.
A lead-capture layer
Lead-generation campaigns gave prospective buyers a way to express interest in the platform. This created a measurable response to acquisition activity at the lead-event stage, providing an initial signal to work with.
A booking-oriented evaluation path
Venture Compass built a separate book-a-call funnel for buyers considering the next step. Campaign traffic into that path gave visitors a place to learn about the offer and move toward a sales conversation.
The structure matched a product that buyers may need to discuss before adopting. It allowed early interest and visits to the booking-oriented funnel to be reported in their own terms. That makes it easier to see where acquisition is creating a response and where the next sales step needs its own measurement.
The results: two distinct layers
Excluding the campaign named “Sunrero (Creative Testing),” the measured export recorded 33 sales-qualified leads (SQLs) at an average of €18.65 each. The lead-generation layer used €615.43 in spend. Within that layer, the strongest campaign produced 24 SQLs at €15.05 each.
| Layer | Measured response | Average unit cost |
|---|---|---|
| Lead generation | 33 SQLs | €18.65 per SQL |
| Separate book-a-call funnel | 529 landing-page views | €0.84 per landing-page view |
The separate book-a-call path recorded 612 link clicks and 529 landing-page views from €446.33 in spend. The €0.84 figure describes the cost of a landing-page view on that path. It is a traffic-efficiency observation for the evaluation stage.
These export figures exclude creative testing. SQLs and landing-page views are separate measures; the SQL count is distinct from evaluation-page traffic, completed bookings and closed revenue.
Why the separation matters
An SQL records a sales-qualified lead. A view of a booking-oriented page records a visit to a place where the buyer can evaluate a next step. Giving each its own place in the report makes the acquisition story useful: the team can see both demand capture and traffic into the sales path.
That distinction also shapes the next measurement question. A team looking to grow conversations needs to connect booking completions with the visits that precede them. Sunrero’s documented work established the separate funnel and measured traffic reaching it, creating a practical starting point for that analysis.
The lesson: give the buyer a next step that fits
Niche SaaS acquisition works better when the funnel reflects how someone considers the product. Early interest needs a way to be captured; a buyer exploring a conversation needs a clear route to take it. Sunrero’s case brings those stages together in one acquisition approach while keeping their results distinct.
For founders selling specialist software, the opportunity is to make the product understandable and the next step easy to find. Build the lead-capture and evaluation routes around that ambition, then measure each action for the job it actually performs.