Crumbs

From Data to Deals – How Crumbs & WeTransact enabled Hive CPQ to Expand Its Partner Network

Crumbs is a Belgium-based go-to-market consultancy turned AI-powered outbound engine. Founded by sales and marketing veteran Ruben Vleurick, the company was born from a simple observation: tech companies often struggle with the same two problems — not knowing exactly who to target and not knowing how to reach them effectively.

Crumbs solves this by combining AI, data enrichment, and market mapping to build targeted outbound workflows that go far beyond list building. They deliver context-rich, high-priority leads and create outreach strategies that connect sales teams with the right prospects, at the right time, and through the right channels.

From SMB innovators to mid-market and enterprise tech firms, Crumbs helps clients across Belgium, the Netherlands, and France — and beyond — to shorten sales cycles, reach new geographies, and maximise the ROI on their go-to-market efforts.

By replacing manual and time-heavy work from prospecting processes with automated, data-driven workflows, Crumbs gives sales teams more time to focus on what they do best: having meaningful conversations and closing deals.

The Challenge: Scaling Hive CPQ beyond local borders

Hive CPQ is a next-generation Configure, Price, Quote platform built for manufacturers with complex products. By combining powerful 3D product visualization, real-time pricing, and instant quote generation, Hive CPQ enables manufacturers worldwide to boost efficiency, shorten deal cycles, and deliver a seamless buying experience.  

While the company had already established a strong partner network in Belgium, their ambition was to scale far beyond local borders. They wanted to expand into other European markets and the US, but while doing so, their partner recruitment process faced three key blockers:

1. Limited visibility into potential implementation partners outside their home region
2. Lack of a unified, high-quality data source to accurately identify those partners — especially ones already active in the Microsoft ecosystem with relevant ERP expertise (their target audience)
3. No strategy on how to use the data to reach these partners effectively.

Hive CPQ knew that growing its partner channel was essential if they wanted to go internationally, but without the right data, there was a risk that the process become slow, inefficient, and resource heavy.

Enter WeTransact + Crumbs

To break through the data and targeting challenge, WeTransact and Crumbs joined forces into supporting HIVE CPQ.

• On the WeTransact side, we delivered a verified, enriched database of all Microsoft ERP implementation partners across Europe and the US — forming the total addressable market foundation that Hive CPQ needed to scale its partner network.
• Crumbs took that foundation and layered AI-driven enrichment and segmentation to highlight the top-priority accounts most aligned with Hive CPQ’s value proposition.
• With rich data on the right target audience, Crumbs designed and executed multi-channel campaigns (email + LinkedIn) tailored to each segment, using intent signals and outreach triggers that enabled HIVE CPQ to connect with prospects at exactly the right time.

With WeTransact’s market intelligence + Crumbs’ go-to-market execution, Hive CPQ could quickly identify, prioritise, and engage high-value partners in markets where they had no previous presence.

This gave HVE CPQ a clear, actionable partner acquisition plan — backed by data and optimised with AI — making them ready for international expansion. And, most importantly, identify new partners within their target and start real conversations faster — without exhausting internal sales resources.

Why This Works

For many ISVs, data without execution is just a static asset. WeTransact provides the who — a clean, enriched view of the total addressable market in Microsoft’s ecosystem. Crumbs delivers the how — activating that data through targeted outreach that aligns with each company’s unique value proposition.

“WeTransact provides the base data, and we help companies get the most out of it. Together, we turn information into opportunity.” - Ruben, Founder @ Crumbs

This approach ensures that every record in the dataset is a potential door opened — not just another name on a prospect list.

Crumbs + WeTransact = <3

Crumbs sees the partnership with WeTransact as a long-term growth driver. From partner recruitment to account-based marketing, the combination of market intelligence and AI-powered engagement is a formula that can be applied across many industries and geographies. And can benefit any partner looking to reach new targets, speacially within the Microsoft ecosystem.

For Hive CPQ, this is just the first step toward building a broader, more diverse partner network — one that speeds their reach and impact in the manufacturing tech space.

Discover how using WeTransact + Crumbs helps ISVs identify, engage, and win with the right partners. Talk to us