Brackwell Freight Ltd / BB-Demo – Renewal
Callcompleted
Brackwell Freight Ltd: documents · 2025-11-03 11:45
Liam Doherty is paying for forty licences and uses about eight a day. Finance will question that. Marcus and Tom agreed a depot session and a usage page to support a straight Growth renewal at £44,000.
What was said
What this says
Current to 10 Oct 26Liam Doherty is paying for forty licences and uses about eight a day. Finance will question that. Marcus and Tom agreed a depot session and a usage page to support a straight Growth renewal at £44,000.
What happened: Marcus Bell reviewed usage with Liam Doherty, covered one high priority ticket and Tom Ashdown walked through the renewal of the Growth term ending 30 Nov 2025.
Customer view: Liam is content with support and the data refresh. His concern is value: he is paying for forty and using eight, and his finance people will ask what the money buys.
Commercial: Tom described a straight renewal of Growth at forty licences and £44,000 a year, to be checked against the order form. He explicitly did not push extra seats.
Watch: Liam says many of the questions in the brain are his own, so this is key-person risk. A depot manager also asked about seeing only her own accounts' calls; Marcus owes an answer.
Themes
Current to 9 Oct 26Theme
Growth renewal, value case
Importance
renewal
Sentiment
mixed
Voice
champion
Who was there
BB-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
Current to 9 Oct 26- Marcus Bell sends the suggested questions note and a one-page usage summary this week.
- Tom Ashdown sends the renewal order form this week, confirmed against the existing order form.
- Marcus Bell checks access settings and replies on per-account call visibility for the depot manager.
Risks
Current to 9 Oct 26- Forty licences against about eight daily users invites a value challenge from Liam's finance team.
- Liam asks many of the questions in the brain, so usage depends on one person.
- The renewal order form is not yet confirmed against figures quoted from memory, with the term ending 30 Nov 2025.
Opportunities
Current to 9 Oct 26- A depot manager session and a dashboards builder view per depot could widen use within the Growth tier.
- Wider depot use gives Liam a usage page to take to finance alongside the order form.
Transcript
Tom Ashdown NoneMorning, morning. Can you both hear me alright? I've got that echo again, give me a second.
Liam Doherty NoneMorning Tom. Yeah, you're fine, just a bit tinny. Marcus, are you on?
Marcus Bell NoneI'm here, sorry, I've been fighting with the screen share. Right. Can you see that? It's the usage summary for Brackwell.- Liam Doherty NoneYep, got it. Love that, straight in with a dashboard.
- Tom Ashdown NoneHow's your week been, Liam? Is it still mad with the busy period coming?
- Liam Doherty NoneDon't. Every retail customer wants a forecast yesterday and the depots are flat out, Trafford Park especially. But good, honestly. Can't complain. I've had about three meetings already and it's not even lunch.
- Tom Ashdown NoneNo drama, then. Appreciate you giving us the time in the middle of it.
- Marcus Bell NoneThanks, Liam. So, what I wanted to cover. Three things really. The usage numbers, which I've pulled for the last quarter. The one ticket you've had this month. And then the renewal, which is why Tom's here. Happy to go in whatever order suits you.
- Liam Doherty NoneNo, that order's fine. Go on.
- Marcus Bell NoneOkay. So active users are up on the prior quarter, a decent bit up. You're averaging around eight people a day in the brain. Now, you've got forty licensed, so I'm not going to pretend eight is huge, but the direction is right, and it's been climbing steadily rather than one big spike.
- Liam Doherty NoneYeah. Eight out of forty, I know. I know. It's the thing I keep coming back to.
- Marcus Bell NoneIt's not a criticism. Plenty of accounts at this stage have a core group and then the wider rollout takes a while.
- Liam Doherty NoneNo, no, it's fair. Honestly, the core group is me and a handful of the depot account managers who've really got it. The rest are still doing it the old way, ringing round or asking someone in my team to pull something together. And that's what I want to change. One view, that's the point.
- Marcus Bell NoneRight. And that's where I think I can be useful. What's holding the others back, do you think? Is it not knowing what to ask, or not having the time, or...?
- Liam Doherty NoneBit of both. Mostly I think they don't know what's in there. They think it's a reporting tool for head office. When one of them sees it flag a retail contract that's gone quiet on calls and has a pile of delivery exceptions building up, they get it straight away. It's just getting them to see it once.
- Tom Ashdown NoneThat's the bit I like. Honestly, when we first sat down, that's the story you told me. Spot the contract going wrong before the customer rings you. I still think about that.
- Liam Doherty NoneStill is. That's still the story.
- Marcus Bell NoneSo here's a thought. What if I run a short session for the depot managers? Nothing fancy. I'd walk through three or four questions they'd actually ask about their own accounts, on your data, and leave them with a one-pager. Shall we book thirty minutes, and you pick who comes?
- Liam Doherty NoneLove that. Can we get the depots on it, yeah, I'd do that. Maybe do it in two goes so the early shift can join as well. Let me check who's free and I'll come back to you.
- Marcus Bell NonePerfect. I'll send you a short note after this with some suggested questions, so you can see what I'd cover.
- Liam Doherty NoneCheers.
- Marcus Bell NoneSecond thing, the ticket. You've had one this month and it was marked high priority, so I wanted to check you were happy with how it went.
- Liam Doherty NoneOh, that. Yeah. It was annoying at the time, because I'd got a couple of people waiting on it, but it got picked up quickly, I chased it once and that was that. I'm not fussed.
- Marcus Bell NoneGood. I've looked at the timings and there's nothing hanging. It's the only one in the last month, so I'd call that a quiet stretch. If it ever comes back I'd want to know straight away.
- Liam Doherty NoneYou'll be first to know. I never let one sit.
- Tom Ashdown NoneWhich, to be fair, is why you're our favourite to support.
- Liam Doherty NoneHa. Flattery.
- Liam Doherty NoneWhile I've got you, Marcus, one question. The early shift at the depots start really early, so if they're going to use it first thing, is the data fresh by then? That's the first thing they'll ask me.
- Marcus Bell NoneGood question. The nightly refresh is meant to be finished by 07:00 your time on business days. That's in the service levels, every tier. I look at that when I do the numbers and I've not seen anything that worries me. If a depot manager opens it and thinks the data's stale, tell me and I'll look at that particular day.
- Liam Doherty NoneRight, good. That's what I'll tell them, then.
- Tom Ashdown NoneRight, shall I do the boring bit? Renewal. So, as it stands, you came on in December 2023, you're on Growth, and the current term ends 30 Nov 2025. So the new term would start 1 Dec 2025, which is four weeks on Monday, or thereabouts. It's down on my side as a straight renewal. Same tier, same forty licences, forty-four thousand a year. I don't like quoting from memory, so I'll check that against the order form before anything goes out, but that's the shape of it.
- Liam Doherty NoneSame? I half expected you'd come with a different number.
- Tom Ashdown NoneNo, nothing like that. Straight renewal, no drama. Unless you want to change something, of course. Is there anything you'd want to add or take away?
- Liam Doherty NoneNot really. Well. Honestly, the only thing is I'm paying for forty and using eight, and my finance people will notice that. They're not daft. So I need to be able to say what we actually get for the money.
- Tom Ashdown NoneFair. Very fair.
- Marcus Bell NoneThat's actually a good reason to do the depot session first. If I can show you the numbers before and after, you've got something concrete for your finance team. I can put a one-page summary together. What's in the brain, who's using it, what it's picked up. You can take it in alongside the order form.
- Liam Doherty NoneThat would help loads. If I'm honest it's easier to get a yes when I've got a page with the usage on, rather than me stood there saying it's brilliant.
- Tom Ashdown NoneWell, it is brilliant, but I take the point.
- Liam Doherty NoneHa. Yeah. And, I mean, a lot of the questions in there are mine. If I'm hit by a bus the whole thing goes quiet. That's partly why I want the depots on it.
- Marcus Bell NoneI'd rather not say it's a risk, but yes, it's worth spreading. The more people asking from the depots, the more the brain's useful to the business and not just to you. So the session does two jobs.
- Liam Doherty NoneRight. Yeah. Good. Okay.
- Liam Doherty NoneHow tight is the timing, though? Our finance team's got their own cycle and I don't want it landing in the last week of November and everyone panicking.
- Marcus Bell NoneThe contract ends 30 Nov 2025, so ideally it's signed before then and there's no gap in the service. That's mostly Tom's side, but I'd say sooner is easier for everyone.
- Tom Ashdown NoneLeave that with me. I'll send the renewal order form later this week and I'll flag anywhere it differs from what you've got now. If it's not with you by Friday, chase me, because paperwork is my weak spot. Everyone knows it.
- Liam Doherty NoneI will. I always do.
- Tom Ashdown NoneI know you do.
- Liam Doherty NoneDoes it need anything else from us, beyond a signature?
- Tom Ashdown NoneJust the signed order form back. It sits under the agreement you already have, so nothing new on the legal side. Invoice comes on the usual terms, annually in advance, thirty days to pay. Same as last time.
- Liam Doherty NoneGood. That's easy.
- Tom Ashdown NoneOne other thing worth saying, and I mean it. If the depot rollout goes the way you want, forty licences gives you plenty of headroom, so there's no need to change anything now. I'm not going to try and sell you more seats on the back of eight a day.
- Liam Doherty NoneAppreciate that. Honestly.
- Marcus Bell NoneCan I show you something else while I've got the screen up? The dashboards builder. It's part of your tier and I don't think the depot managers have really touched it. I could show them a simple one, say a view by depot, so each manager sees their own retail accounts and the delivery exceptions in one place. It's the same thing you do for them by hand now.
- Liam Doherty NoneA view per depot. Oh, that'd go down well. They'd actually open that. Yeah. Can we do that in the session?
- Marcus Bell NoneI'd say let's do the questions first and then build one live with them, so they can see where the numbers come from. People trust it more if they watch it get made.
- Liam Doherty NoneRight, that's true. Okay, yes. One view, that's the point.
- Tom Ashdown NoneCan I ask something a bit open, Liam? Over the next year, what do you want us to get right? Not the contract, just what would make you say, yeah, that was worth it.
- Liam Doherty NoneGood question. Okay. Mostly it's what I said at the start. I want to open it and see the big retail accounts with the calls and the delivery exceptions sitting next to each other, and have it tell me before the customer does that something's off. If it does that, and the depot managers are in it every morning, I'm happy. Everything else is a nice-to-have.
- Marcus Bell NoneThat's pretty much what it's built for, so it's about making sure the right people are looking at it. I'll bring a couple of real examples from your own accounts to the session so it isn't theory.
- Liam Doherty NonePlease. Real examples, not the demo ones.
- Marcus Bell NoneOf course. And after the renewal I'll get your next review in the diary, so we can look at the same numbers again and see whether eight has moved.
- Liam Doherty NoneEight better be a lot more than eight.
- Tom Ashdown NoneHa. We'll hold you to it.
- Liam Doherty NoneHold the depots to it, not me.
- Marcus Bell NoneRight, so let me say back what I've got, so I don't forget any of it. I'm sending you a note today with suggested questions, and a one-page summary of usage for your finance team before the end of the week. You're checking who from the depots can join, ideally in two sessions. Tom's sending the renewal order form later this week and will confirm the figures against it. And you take it to your finance team once you've seen it. Have I missed anything?
- Liam Doherty NoneNo, that's it. I'll shout if my finance team comes back with questions.
- Tom Ashdown NonePlease do. Send them straight over if they want to talk to me directly. I'm happy to jump on with them, no problem.
- Liam Doherty NoneWill do. They'll probably just want to know it's the same as before.
- Tom Ashdown NoneIt is. Same as before. That's the whole pitch, to be honest.
- Marcus Bell NoneAnything else you want to raise while we've got you? Anything on the connectors, anything annoying that's not made it into a ticket?
- Liam Doherty NoneNot really. It's been a quiet one, which is how I like it. Oh, actually. One of the depot managers asked whether she could see the calls from her own accounts only and not everyone's. I said I'd ask.
- Marcus Bell NoneOkay. I'd want to look at how you've got access set up before I answer that, rather than guess. Can you send me her name afterwards and I'll have a look? I won't promise an answer today, but I'll come back to you this week.
- Liam Doherty NoneYeah, I'll send it. Cheers.
- Tom Ashdown NoneWhile we're at it, how's the rest of the team doing? Still the same crew in revenue operations?
- Liam Doherty NoneSame crew, yeah. Small but they know what they're doing. We were short for a bit over the summer but we're sorted now. Keeps me out of trouble, mostly.
- Tom Ashdown NoneGood. That's what I like to hear. And you've survived the weather, I take it? It's been sideways down here.
- Liam Doherty NoneManchester's just Manchester. Rain, and then a bit more rain. It's been a grim few days. I keep saying I'll get a better coat.
- Marcus Bell NoneI'm up here as well, it's the same. Nothing but grey. Anyway, I won't keep you much longer.
- Liam Doherty NoneNo, you're all right. This is useful, actually. I always get more out of these than I expect, and I walk away with a list.
- Marcus Bell NoneGood. That's the aim. A list that's short enough to get done.
- Tom Ashdown NoneRight, let's get something in the diary for a catch-up once the order form's back with you, so it's not hanging. Nothing long. Ten minutes, just to make sure it's landed.
- Liam Doherty NoneYeah, fine. Put it in for the end of next week and I'll move something.
- Tom Ashdown NoneDone. I'll send the invite after this. And look, thanks for being straight about the usage. It makes it easier for us to be useful.
- Liam Doherty NoneWell, it's not going to get better if I pretend it's fine. Thanks both. I mean it. I'll get the depots sorted this side.
- Marcus Bell NoneBrilliant. I'll get that note over to you within the hour, so the questions are fresh while it's still in your head.
- Liam Doherty NonePerfect. Right, I've got my next one in a couple of minutes, so I'd better run.
- Tom Ashdown NoneGo on, off you go. Enjoy the rest of the week.
- Marcus Bell NoneThanks Liam. Speak soon.
- Liam Doherty NoneCheers both. Speak soon.
- Tom Ashdown NoneMarcus, stay on a second. Let's make sure we're agreed who sends what, so nothing slips.
- Marcus Bell NoneYep. I'll do the summary, the session and the question about the depot manager's access. You've got the order form and the diary invite. Anything I should keep out of the note, price-wise?
- Tom Ashdown NoneLeave the price to me, I'll put it in with the order form. Just keep it to usage and what they get. That's the bit he can take to his finance people.
- Marcus Bell NoneUnderstood. I'll copy you in so you've got the page as well.
- Tom Ashdown NoneCheers, mate. Nice and tidy. Right, I'll let you go. Speak later.
- Marcus Bell NoneThanks, Tom. Bye.
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