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Operational Account Selection
Potential accounts were assessed for baggage scale, transfer activity, compliance requirements, operational complexity, and the likely cost of failure.
The Background
End-to-End Visibility Across the Baggage Journey
Quantum specialises in enterprise baggage management for airlines, airports, ground handlers, and system integrators. Quantum BRS provides the foundation for compliant baggage reconciliation, while Quantum Reflight helps redirect mishandled bags and Quantum Relay extends tracking into arrival operations.
The connected platform is designed to improve control from check-in through arrival. That focus places Quantum at the centre of operational issues that can affect labour, departure performance, compliance, passenger experience, and wider network reliability.
The Challenge
Creating Access in a Concentrated Enterprise Market
With a typical opportunity expected in the 60K–100K range, the campaign needed quality rather than volume. The addressable market was concentrated, sales conversations were operationally complex, and the relevant buyers were senior aviation stakeholders.
Core Requirements
- Prioritise airlines and airports with complex baggage environments
- Reach senior baggage, ground-operations, airline, and airport leaders
- Connect Quantum's platform to measurable operational problems
- Use enterprise credibility to support high-value conversations
- Generate qualified meetings without broad-market prospecting
Ideal Customer Profile
Targeting Operators Where Baggage Complexity Justified Investment
The ICP focused on aviation organisations where baggage volume, transfer complexity, compliance demands, and the cost of operational failure made a dedicated enterprise platform relevant.
Organisations
Larger airlines, airports, ground handlers, and aviation system integrators
Geography
Europe and India
Decision-Makers
Baggage leaders, Directors of Ground Operations, airport and airline operations leaders, and senior technology stakeholders
Priority Signals
Mishandled baggage, transfer complexity, arrival tracking, reconciliation gaps, compliance pressure, and fragmented visibility
Commercial Fit
Operational environments capable of supporting a 60K–100K enterprise opportunity
The Solution
Problem-Led SDR Outreach
Upturnly built the SDR programme around the cost and operational consequences of baggage failure. Targeting and messaging were refined as the engagement revealed which operating environments and stakeholder priorities created the strongest fit.
- ✓Selected accounts with meaningful baggage scale and operating complexity
- ✓Mapped leaders responsible for baggage, ground operations, and airport or airline performance
- ✓Positioned Quantum around operational outcomes instead of a generic software pitch
- ✓Built messaging around mishandling, visibility, transfer baggage, arrival tracking, and IATA Resolution 753
- ✓Used campaign feedback to narrow the market toward accounts with stronger problem-solution fit
What Changed
From Baggage Software to Operational Business Case
The campaign shifted attention away from software features and toward the combined cost of baggage failures: additional labour, disrupted transfers, delayed departures, compliance exposure, and damaged passenger trust.
Quantum's established aviation credibility strengthened that positioning. Its public customer references include Air New Zealand, Lufthansa Group, Japan Airlines, and Budapest Airport, giving senior prospects relevant evidence that the platform could support demanding aviation environments.
The Transformation
Across seven months, the focused SDR engagement generated 22 meetings with aviation prospects where the baggage problem and commercial opportunity justified a substantive enterprise conversation.