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Case studyGrowth Cab × TendersTool

From zero to $700K+ pipeline in 90 days for TendersTool with 25 qualified opportunities

Growth Cab opened qualified conversations with public sector sales teams. It positioned TendersTool as the way to spot demand before tenders are published.

The pipelinePipeline flow
TendersToolFor public sector sales teams Client
  1. 01Target
  2. 02Message
  3. 03Position
25 companies across 8 industriesMeetings booked by two Growth Cab BDRs
  • $700K+ Pipeline generated
  • 25 Qualified opportunities opened
  • 18% Average close rate
Laptop on a white desk next to a coffee mug, showing the TendersTool dashboard with tender cards and bar charts of top award winners and contracting bodies, with the TendersTool logo in the top right corner
FIG. 01The TendersTool dashboard: recent awards and tenders, plus last month’s biggest winners and public buyers (Spanish interface).

At a glance

TendersTool
Client
TendersTool
Sector
Public Sector Intelligence
HQ
Madrid, Spain
Scope
Market positioningAccount targetingOutbound campaignMeeting booking
Headcount
11 to 50 employees
Channels
LinkedIn and email
Growth CabTendersTool
  • “Dynatrace done too. Great contacts.”
    Gaia M., Head of Business Development, TendersTool
01 /The goal

Generate opportunities with public sector sales teams

TendersTool is a market intelligence platform for the public sector. It collects and analyzes tenders, contracts and budgets. Companies use it to find and win government deals.

The goal was clear: generate qualified opportunities with public sector sales teams and position TendersTool as the way to identify demand before tenders are published.

Stop reacting to tenders. Start anticipating demand. TendersTool lets you act before competitors and enter deals earlier.
Core campaign message written by Growth Cab for TendersTool
02 /The execution

From reacting to tenders to anticipating demand

Growth Cab designed and ran a focused outbound campaign. It rested on one core idea: move from reacting to tenders to anticipating demand. Three pillars carried the strategy.

Step 01

  1. Precision targeting

    Growth Cab targeted decision-makers in public sector sales and business development. They worked at companies in IT infrastructure, cybersecurity, system integration and large-scale digital services.

    1. IT infrastructure
    2. Cybersecurity
    3. System integration
    4. Large-scale digital services
    OutputThe right buyers: public sector sales and business development leaders at technology companies.
Step 02

  1. One core idea

    The campaign told one story, built on a single idea, and every touchpoint repeated it:

    • Before: chase tenders once they are published
    • After: see demand before the tender is out
    TendersTool banner on dark blue reading Your platform for market intelligence on public procurement in the ICT sector, next to a glowing AI chip illustration
    FIG. 02TendersTool in its own words: a market intelligence platform for public procurement in the ICT sector.
    OutputA single message that cut through the noise.
Step 03

  1. Outcome-driven positioning

    Growth Cab positioned TendersTool around one clear outcome: act before competitors and enter deals earlier. Every conversation was about the prospect’s competitive advantage. The pitch pointed to three signals:

    • Public bodies that buy IT
    • Budget already allocated
    • Contract renewals spotted before the tender is published
    TendersTool search for tenders not yet awarded: a green panel of filters for keywords, value, technology area, region, vertical market, contracting body and procedure type, then tabs by technology area, month, region and top contracting bodies, and a black search button
    FIG. 03TendersTool filters tenders not yet awarded by technology area, region and contracting body (Spanish interface).
    OutputA pitch about the prospect’s edge: act before competitors and enter deals earlier.
03 /The results

$700K+ in pipeline from qualified conversations

The campaign had a measurable impact on pipeline. It opened doors to leading enterprise players in IT infrastructure, cybersecurity, system integration and large-scale digital services.

The campaign dashboard records 25 qualified meetings with decision-makers at 25 companies across 8 industries. Two Growth Cab BDRs booked them.

  • 01$700K+pipeline generated
  • 0218%average close rate
  • 0390 daysfrom zero to pipeline
  • 0425companies across 8 industries
Growth Cab outbound pipeline dashboard prepared for TendersTool: 25 meetings booked, 25 unique companies, 8 industries covered and 2 active BDRs
FIG. 04The Growth Cab dashboard for TendersTool: 25 qualified meetings at 25 companies in 8 industries.
04 /What stays

What TendersTool owns today

Who runs it todayRun by Growth Cab

What TendersTool owns

  1. 01A verified list of public sector sales and business development leaders at IT vendors
  2. 02The outbound sequences built on anticipating demand before tenders are published
  3. 03Every opportunity and reply logged in its own CRM
  4. 04The written playbook to sell TendersTool with its own team

Key takeaway

When the message is sharp and the targeting is precise, outbound becomes a pipeline engine.

Growth Cab focused on one core idea and one clear outcome, and that opened enterprise-level conversations for TendersTool at scale. The result: 25 qualified opportunities, an 18% close rate, and $700K+ in pipeline generated from public sector sales leaders who were ready to act.

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