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Case studyGrowth Cab × Quanture

6 buying signals and 4 buyer roles in Quanture’s outbound playbook

Growth Cab turned Quanture’s onboarding into a written outbound playbook for its Microsoft services: who to call in IT, the signals to look for, an offer that sells the meeting and written answers to 3 objections.

The pipelinePipeline flow
Microsoft advisory servicesFor CIOs, IT managers, CTOs and CISOs Client
  1. 01Target
  2. 02Engage
  3. 03Qualify
Run by Growth Cab by phone and emailThe playbook stays with Quanture
  • 6 Buying signals written into the playbook
  • 4 IT buyer roles, from IT managers to CISOs
  • 3 Objections answered before the first call
Quanture homepage hero with the headline lead the change over a starry sky and mountain peaks, under a menu of IT Design & Engineering, Smart Productivity, Cyber Security, Microsoft Advisory Services and Dev & Apps
FIG. 01Quanture’s homepage, with its five practice areas in the menu.

At a glance

Quanture
Client
Quanture
Sector
Managed IT Services & Cybersecurity
Scope
Buyer personaBuying signalsMessagingObjection handlingOutbound campaign
Team
About 70 people
Product
Microsoft advisory services
Certification
ISO 9001
Channels
Phone and email
Growth CabQuanture
01 /The goal

Give Quanture a written way to reach the IT leaders who buy Microsoft services

Quanture is a managed IT services provider with about 70 people and ISO 9001 certification. It designs and runs infrastructure on premises, hybrid and as a service, with networking and business continuity, a cybersecurity practice with a security platform, ethical hacking and managed security, and Microsoft environments from SQL Server to Azure and Azure Virtual Desktop.

Its Microsoft advisory services help companies get the full value of the Microsoft tools they already use, with strategic consulting, tailored implementation and continuous support. A project runs over a few months, with several pre-sales exchanges before a decision.

The goal was a playbook on paper that brings this offer to the IT leaders of larger companies and gives a first call a clear reason to become a meeting.

02 /The execution

From an onboarding form to a playbook Quanture keeps

Growth Cab built the playbook with Quanture during onboarding. Quanture filled in an onboarding form, a working session turned it into a buyer persona, and Growth Cab wrote the call script, the email sequences, the objection answers and the reminders. Quanture reviewed the list and the copy before launch, then a Growth Cab business developer ran the calls.

TargetStep 01

  1. A written persona for the IT department

    The persona names four roles: CIOs, IT managers, CTOs and CISOs, at C-suite, director, manager and senior level in the IT department. It targets companies of 501 to 10,000 employees in 20 industries: manufacturing; food and beverages; glass, ceramics and concrete; health, wellness and fitness; import and export; logistics and supply chain; machinery; management consulting; mechanical or industrial engineering; mining and metals; nanotechnology; oil and energy; package and freight delivery; packaging and containers; plastics; railroad manufacture; retail; transportation; utilities; and warehousing.

    The exclusions are on paper too: IT and telecom companies, government and public administration, and a list of Quanture’s own customers and prospects, removed before the first call.

    1. CIOs
    2. IT managers
    3. CTOs
    4. CISOs
    Five Quanture practice area marks over a starry background, labeled IT Design & Engineering, Smart Productivity, Cyber Security, Microsoft Advisory Services and Development & Business Apps
    FIG. 02Quanture’s five practice areas, as its homepage presents them.
    Output4 buyer roles in 20 industries, with the exclusions agreed before launch.
EngageSteps 02–03

  1. Six buying signals and four message angles

    Quanture’s answers in the persona point to 6 buying signals that a company is ready for the offer, from Microsoft tools only partly adopted to AI plans that need well-governed data first.

    The message works four angles, all taken from the persona. Adoption: Microsoft tools only partly used, with little link between tools and processes. Skills: too few people in-house to optimize and evolve them, while expert support with direct Tier 1 escalation to Microsoft is scarce. Security: rising threats put identities, data and compliance at risk, and delay exposes the company to critical risk. AI readiness: without a secure, well-governed data foundation, a company cannot use the AI that is coming.

    1. Adoption
    2. Skills
    3. Security
    4. AI readiness
    Quanture cybersecurity page hero with the headline we protect your future over a close-up of a blue eye
    FIG. 03We protect your future, a line from the hero of Quanture’s cybersecurity page.
    Output6 buying signals to look for and 4 angles for the message.

  2. A free roadmap as the reason to meet

    The playbook sells the meeting on what the prospect gets: best practices from other Microsoft-centric companies, ideas to improve security, adoption and governance right away, and a free journey and adoption proposal built on the current setup. The meeting is a 1-to-1 session with a certified strategist, with a free roadmap for hardening, adoption or identity protection and a benchmark of how similar companies run Microsoft security and adoption. Even without a purchase, the prospect keeps practical recommendations.

    Behind the offer sits the difference Quanture wrote down: consulting, implementation, continuous support and hardening in one offer, certified skills across the whole Microsoft offer with five active designations, and direct Tier 1 escalation to Microsoft.

    1. Certified strategist
    2. Free roadmap
    3. Benchmark
    4. Practical recommendations
    Four Microsoft Solutions Partner badges from Quanture's site: Data & AI Azure, Infrastructure Azure, Security, and Digital & App Innovation Azure
    FIG. 04Four of Quanture’s Microsoft Solutions Partner designations, as its site shows them.
    OutputA free roadmap and a 1-to-1 session with a certified strategist as the offer.
QualifyStep 04

  1. Three objections and three questions before the meeting

    Three objections have their answer on paper. An existing Microsoft partner? Quanture can add to or strengthen what the company has, with a tailored approach, continuous support and Tier 1 escalation. No budget? Start from the free roadmap and high-impact, low-cost actions, with Microsoft funding or credits where available. No time? A light assessment and a roadmap that keep the load off the internal team.

    Three pre-sales questions come before the meeting: which Microsoft solutions the company uses and which areas are underused or critical, whether it has an internal plan or a partner for security, data governance and adoption, and which IT goals matter most for the next 6 to 12 months. The first sales call then follows five points: who Quanture is, the prospect’s adoption, security and in-house skills, best practices from similar companies, the priorities, and a tailored roadmap with first steps, whether or not the two work together.

    The business developer’s playbook holds it all, with the call script, the email sequences, an email with Quanture’s deck, and two email and two mobile reminders for each meeting booked.

    1. Existing Microsoft partner
    2. No budget
    3. No time
    4. Pre-sales questions
    Output3 objections answered and 3 pre-sales questions, all in the business developer’s playbook.
03 /The results

6 buying signals, 4 roles and 3 objection answers, all on paper

Growth Cab ran the playbook by phone and email. The campaign booked 5 meetings and held 3, and the meetings booked were with IT managers, a CIO-CISO, an infrastructure and security manager and a SQL Server DBA.

  • 016buying signals written into the playbook
  • 024IT buyer roles in the persona: CIOs, IT managers, CTOs and CISOs
  • 033objections answered before the first call: an existing partner, no budget, no time
  • 0420industries in the written target definition
  • 055meetings booked by the campaign, 3 of them held
04 /What stays

What Quanture owns today

Who runs it todayRun by Growth Cab; the playbook stays with Quanture

What Quanture owns

  1. 01The written persona: CIOs, IT managers, CTOs and CISOs at companies of 501 to 10,000 employees
  2. 02The target list of companies and IT decision-makers, with verified emails and its own customers removed
  3. 03Four message angles: adoption, skills, security and AI readiness
  4. 04The call script, email sequences and reminders built around a free roadmap
  5. 05Written answers to 3 objections: an existing Microsoft partner, no budget, no time
  6. 063 pre-sales questions and a five-point agenda for the first sales call

The signals in the playbook

  • A Microsoft-centric company, with a Microsoft tenant, Azure or Business Applications in place
  • Microsoft tools only partly adopted, with little link between tools and processes
  • Too few in-house skills to optimize, customize and evolve the tools already in place
  • Identity protection, governance and hardening at risk, with no cyber-resilience strategy
  • AI plans that need secure, well-governed data before they can start
  • IT goals for the next 6 to 12 months in security, AI readiness or operational efficiency

Key takeaway

A playbook outlasts its campaign when every line comes from the client’s own words.

Growth Cab turned Quanture’s onboarding into a persona, 6 buying signals, a free offer and written answers to 3 objections, ran it by phone and email, and left the whole method with Quanture.

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