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Account Qualification
Accounts were evaluated for organisation type, fleet and maintenance characteristics, process maturity, and signs that fragmented systems were limiting operational control.
The Background
Connecting the Data That Keeps Aircraft Airworthy
OASES provides aviation maintenance software for airlines, continuing airworthiness management organisations, and MRO providers. The platform connects maintenance planning, continuing airworthiness, materials, compliance, work activity, and commercial data through one governed source of information.
A shared master data set gives teams a consistent view of aircraft and component status while building an audit trail as maintenance activity progresses. This replaces fragmented paper, spreadsheets, and disconnected records with a traceable operational environment.
The Challenge
Reaching a Narrow Group of Maintenance Decision-Makers
OASES represented a high-value and operationally significant purchase. MRO requirements could carry annual values of $25K+, while broader MRO and CAMO deployments could exceed $50K. The SDR programme therefore needed to create credible conversations with organisations where maintenance complexity justified the investment.
Core Requirements
- Identify airlines, CAMOs, and MROs with relevant maintenance complexity
- Reach technical, maintenance, airworthiness, planning, and compliance leaders
- Recognise operators moving away from paper and spreadsheets
- Adapt the business case to each prospect's operating model
- Prioritise qualified enterprise meetings over broad lead volume
Ideal Customer Profile
Targeting Organisations Ready to Modernise Maintenance Control
The ICP combined organisation type, maintenance maturity, fleet characteristics, and seniority. Smaller MROs could be relevant when manual processes were limiting growth, while newer airlines offered an opportunity to establish more connected maintenance operations.
Organisations
Airlines, CAMOs, MRO providers, and aircraft maintenance organisations
Decision-Makers
Directors of Maintenance & Engineering, VP Technical, CAMO Managers, Continuing Airworthiness Managers, Maintenance Managers, and Planning Managers
Additional Roles
Quality and compliance leaders, materials stakeholders, and other aircraft-maintenance decision-makers
Buying Signals
Paper or spreadsheet dependency, growing aircraft portfolios, fragmented records, audit pressure, and inefficient planning
Commercial Fit
Operations capable of supporting $25K+ MRO or $50K+ combined MRO and CAMO requirements
The Solution
Role-Specific Maintenance and Airworthiness Outreach
Upturnly built the SDR programme around the operational problems behind maintenance digitalisation. Messaging connected the OASES platform to the day-to-day priorities of technical, airworthiness, planning, materials, and compliance teams.
- ✓Selected accounts using organisation, fleet, and process-maturity signals
- ✓Mapped senior maintenance, engineering, CAMO, planning, and compliance leaders
- ✓Positioned OASES around operational control instead of generic MRO software features
- ✓Built messaging around planning effort, aircraft availability, AOG response, audit readiness, parts, and inventory
- ✓Adjusted the value proposition for airline, CAMO, and MRO operating models
What Changed
From Software Features to Maintenance Outcomes
The outreach became more specific by prospect type. CAMO conversations emphasised traceability, compliance, and managing larger aircraft portfolios without equivalent growth in administrative workload. MRO conversations focused on planning, work orders, materials, turnaround, and operational efficiency.
This reflected OASES' product architecture: connected planning, airworthiness, and materials processes supported by one master data set and an automatically generated compliance trail.
The Transformation
Across five months, the focused SDR campaign generated 23 meetings with aviation organisations where replacing fragmented maintenance processes represented a meaningful operational and financial decision.