Brakkevoort Logistics / BB-Demo – Renewal
Callcompleted
Brakkevoort Logistics: documents · 2026-01-06 15:00
First renewal conversation on 6 Jan 2026. The CFO confirmed £44,000 a year and wants the renewal in writing. Active users have fallen to around eight on a 40-user Growth plan, and the customer's own training action is unfinished.
What was said
What this says
Current to 11 Oct 26First renewal conversation on 6 Jan 2026. The CFO confirmed £44,000 a year and wants the renewal in writing. Active users have fallen to around eight on a 40-user Growth plan, and the customer's own training action is unfinished.
What happened: Esther Quaye opened the first renewal conversation and was open that active use had dropped sharply. Marloes Hendriks confirmed contract end, price and billing match the invoices, and nothing is overdue.
Customer view: Pieter van Dam put part of the fall down to the holidays but not all of it. He named a poor result and untrained new account managers, and owned the training action as unfinished.
Commercial: Marloes will not discuss the product and will agree nothing verbally. She wants the renewal terms in writing before the end of the quarter, matching the contract. Tom Ashdown said the CRM deal is the renewal at forty-four thousand, expected to close on 16 Mar 2026.
Watch: The call does not show the renewal outcome. Money risk looks low, but value risk is real if usage stays low against 40 licensed users.
Themes
Current to 9 Oct 26Who was there
BB-Demo
Them
Follow-up
Next steps
Current to 9 Oct 26- Tom Ashdown to confirm the renewal terms in writing before 16 Mar 2026.
- Esther Quaye to set up the training session and send a written answer on the two tickets.
- Pieter van Dam to send the nominee names the day after the call.
Risks
Current to 9 Oct 26- Active users have fallen to around eight on a Growth plan licensed for 40, which puts the value case at risk.
- Some users lost confidence after a poor result, and new account managers were never trained.
- The CFO will agree nothing verbally, so any slip on written terms before the end of the quarter could hurt the renewal.
Opportunities
Current to 9 Oct 26- A training session for the new account managers and two planners can restore adoption before renewal.
- A report on who is asking questions and who has gone quiet gives Pieter a way to re-engage users.
Transcript
Tom Ashdown NoneAfternoon, everyone. Happy new year, a bit late. How's the week been, Pieter? Marloes, good to see you.
Pieter van Dam NoneGood afternoon, Tom. Busy. Everyone is back and the shippers are all asking for things at the same time.
Marloes Hendriks NoneGood afternoon. I have the contract and the invoices open in front of me, so we can be precise.
Esther Quaye NoneHello all, Esther here. Just so we're aligned, this is the first renewal conversation. Nothing needs to be decided today. I wanted to go through how the year has gone, and then Tom will pick up the commercial side. Is that all right?- Marloes Hendriks NoneBefore that, I state what I have checked. Contract end is 31 Mar 2026. Subscription is £44,000 a year, billed quarterly in advance, as agreed. Every invoice has matched. Nothing is overdue.
- Tom Ashdown NoneThat matches what I have, Marloes. Forty licensed users on Growth, forty-four thousand, order form and invoices in line. Easy so far.
- Esther Quaye NoneThank you. I've logged that. So on usage, and I want to be open about this, because it's not where I'd like it. The average number of active people has dropped quite sharply compared with the quarter before. It's now somewhere around eight.
- Pieter van Dam NoneYes. I saw it. I want to be clear about what I think. Part of it is the holidays. December is quiet in logistics for planning, and many people are away. But I do not think it is only that.
- Esther Quaye NoneThat's helpful, and I agree it's part of it. Honestly, I'd be wary of explaining all of it away. The questions asked have fallen as well, and I'd like us to understand it properly. Pieter, what are you hearing from your team?
- Pieter van Dam NoneTwo things. A few people had a problem with a result. The answer was not what they expected. Since then they use it less. And some of the new account managers never had the training. I should have done it. That is my action, and I did not finish it.
- Tom Ashdown NoneNo drama, Pieter, that's really honest of you, thank you. It's fixable. Esther, there were a couple of tickets this month, weren't there?
- Esther Quaye NoneTwo, neither high priority. Both about results that looked wrong to the person asking. I've logged them, and I'll chase engineering today for a clearer explanation. I can't promise a date for any fix, I'll tell you what I hear as soon as I hear it.
- Marloes Hendriks NoneI will say one thing. I do not discuss the product. I want to know what the renewal is, in writing, before the end of the quarter. And I want the number to match the contract.
- Tom Ashdown NoneFair enough. For now the deal in our system is the renewal at forty-four thousand, expected to close on 16 Mar 2026. I'll confirm everything in writing before then, and I won't quote anything from memory that I haven't checked. Leave that with me.
- Marloes Hendriks NoneWritten confirmation. Quarterly in advance, as agreed. I will not agree anything verbally.
- Tom Ashdown NoneUnderstood. Nothing's being agreed on this call, Marloes, it's just where we are.
- Pieter van Dam NoneEsther, what is the plan for the usage? Let's make it concrete. I do not want to be in the same place in March.
- Esther Quaye NoneRight. So three things. One, I'll set up a proper training session for the people who missed it, and I'd like you to nominate who. Two, I'll review the two tickets with engineering and give you a written answer. Three, I'll send you a short report on who is asking questions and who has gone quiet, so you can speak to them directly.
- Pieter van Dam NoneGood. I nominate the new account managers and two of the planners. I send names tomorrow.
- Esther Quaye NonePerfect. And I'll write it all up today, so everyone has the same list. Anything else anyone wants on it?
- Marloes Hendriks NoneThe renewal terms in writing. Put it on the list.
- Tom Ashdown NoneOn the list. Cheers, everyone, thanks for being straight with us.
- Pieter van Dam NoneThank you. Groet.
- Esther Quaye NoneMany thanks, all. Speak soon.