Penmaen Software / BG-Demo – Demo
Callcompleted
Penmaen Software · 28 May 2024 14:30
Demo of the Growth tier to Penmaen's customer success team. They want tickets, renewals and usage per operator in one place. Price of £52k all-in was restated, decision targeted for 11 Jul 2024, CFO Huw still to be won.
What was said
What this says
As at Fri 9 Oct 2026Demo of the Growth tier to Penmaen's customer success team. They want tickets, renewals and usage per operator in one place. Price of £52k all-in was restated, decision targeted for 11 Jul 2024, CFO Huw still to be won.
What happened: Hannah Lowe demoed chat, sources and the dashboards builder on Penmaen's own extracts. Cerys Llewellyn, Rhian Morgan and Ffion Rees all recognised their operator list.
Customer view: The pain is manual reconciling across helpdesk, CRM and usage. Rhian valued that the tool states when notes do not give a cause rather than guessing.
Commercial: Tom Ashdown restated £52k all-in, implementation included, to be confirmed in the proposal. Cerys wants help building a usage case for Huw, the CFO, and agreed to start with three connectors.
Watch: The call is a demo, so no contract exists. Data location and security controls were promised in writing, and the exact user number is still to be confirmed.
Themes
As at Fri 9 Oct 2026Theme
Growth demo, usage case
Importance
upsell
Sentiment
positive
Voice
champion
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Tom Ashdown to send the proposal confirming the figure and user number.
- Hannah Lowe to send the security note and build a view of five or six operators once Cerys sends the list.
- Tom to arrange a session with Huw Bevan.
Risks
As at Fri 9 Oct 2026- Huw Bevan, the CFO, has not yet seen a usage case and will want one.
- Security and data-control detail was promised in writing and is not yet delivered.
- The exact Growth user number was left to the proposal.
Opportunities
As at Fri 9 Oct 2026- Growth tier with the dashboards builder, which Ffion Rees said would save her a day a week.
- Starting with three connectors leaves room to add more as value shows.
Transcript
Tom AshdownAfternoon, everyone. Can you hear me alright? I've got a bit of an echo on mine.
Cerys LlewellynAfternoon, Tom. Yes, loud and clear. Ffion and Rhian are just joining now, I can see them in the lobby.
Rhian MorganHi, sorry, I was finishing off a renewal call. Is Hannah here as well?
Hannah LoweI'm here. Hello, all. Thanks for making the time.
Ffion ReesHi, sorry, my camera's being slow. Can you hear me?- Tom AshdownPerfect, no drama. How's your week been? Cerys, last time you said it was all month-end chaos.
- Cerys LlewellynHa, same chaos, different month. My team asked me on Monday which of our leisure operators were at the edge before the quarter closed, and honestly I couldn't tell them without three spreadsheets. So that's really why we're all here.
- Hannah LoweThat's a good place to start, then. Before I share anything, what do you most need to know by the end of this call?
- Cerys LlewellynLet's start with the team who'll use it. Rhian, Ffion. Rhian, you live in tickets and renewals, what do you want to see?
- Rhian MorganOne place, honestly. A renewal comes up and I have to open the helpdesk, then the CRM, then ask someone in support whether the operator's been grumbling. By the time I've done it I've lost half a morning.
- Ffion ReesAnd from my side it's the reconciling. I build the usage reports per operator and every one is a manual join. I'd like to stop doing that. Well, I'd like to stop doing it by hand, at least.
- Hannah LoweUnderstood. So, to be precise, three things: tickets per operator, renewals per operator and product usage per operator, in one place you can question. Is that fair?
- Cerys LlewellynThat's it exactly.
- Hannah LoweRight. I'm going to share my screen. What you'll see is built on the extracts you sent over last week, so these are your operators, not made-up ones. Tell me if it doesn't look like your world.
- Rhian MorganMm, yes, that's our list. That's, er, that's a lot of leisure centres.
- Hannah LoweIt is. So this is the chat page. I'll ask something plain: which operators have had an unusual run of tickets and also have a renewal coming up? I'll let it run.
- Hannah LoweThere we are. It's given me a short list, and for each one it shows the tickets it used, the renewal date from your CRM data and a line on usage. If I click through, the sources are listed underneath, so you can check it isn't just telling a nice story.
- Cerys LlewellynI've seen this work before, that bit about showing the source. It's what stops people arguing with it. Rhian, does that list look right to you?
- Rhian MorganTwo of those I'd have guessed. The third I wouldn't. Can you open that one?
- Hannah LoweOf course. This is the operator's page. Tickets by category on the left, so you can see it's mostly how-to questions and a couple about booking sync. Usage in the middle, and the renewal on the right. The short answer is it's quiet, the longer answer is that quiet on a big operator can be the silence before something.
- Cerys LlewellynWhich is exactly which customers are at the edge. Sorry, go on.
- Hannah LoweNo, that's the point. Let me show you the dashboards builder, because Growth includes it and Ffion, I suspect this is yours.
- Ffion ReesOh, that's nice. So I could build the per operator usage view once and it just refreshes?
- Hannah LoweIt refreshes overnight, yes. You build it once, from the same data the chat uses, so the numbers on the dashboard and the numbers in an answer can't drift apart.
- Ffion ReesThat would save me a day a week. And where does the data actually live? Our CTO will ask.
- Hannah LoweGood question. It's built and run inside your own Snowflake account. We don't copy it out to a platform of ours. Anything more detailed than that on controls I'll put in writing rather than answer from memory, so it's right first time.
- Tom AshdownAnd that's usually the bit IT want in a document anyway, so leave that with me and Hannah, we'll get it over.
- Cerys LlewellynLovely. Now, can I ask it something awkward? Can you ask it why a particular operator's renewals slipped last time?
- Hannah LoweI can ask. Whether it can answer depends on what's in the data. Let me try one.
- Hannah LoweSo it's pulled the renewal record and two ticket threads and it says there was a long gap in contact before the date moved. What it won't do is guess the reason, and I'd rather it said so. See, it says the notes don't state a cause.
- Rhian MorganThat's honest. Our current tool would just make something up, to be fair.
- Cerys LlewellynRight, so let's talk about getting going. Ffion, you'd be the admin. What would worry you?
- Ffion ReesHonestly, connecting the sources. How long does that take, and how much of it lands on me?
- Hannah LoweThe short answer is a few weeks, the longer answer is that it depends how tidy the sources are. Growth comes with a set number of connectors and I'd start with the helpdesk, the CRM and your usage data, then add as you see value. I'll do the design with you, you wouldn't be on your own.
- Tom AshdownAnd I'd say start small. No point connecting everything on day one.
- Cerys LlewellynAgreed. Let's keep it to the three.
- Rhian MorganCan I ask about users? There's the three of us, but a couple of account managers would want to look as well.
- Tom AshdownGrowth gives you room for that, a good few more than the three of you. I'll confirm the exact number in the proposal so I'm not quoting from memory.
- Cerys LlewellynFine. And on the money, we've had the indicative figure, is that still the thing we're looking at, Tom?
- Tom AshdownIt is. Fifty-one thousand six hundred, all-in, implementation included. I'll confirm that on paper in the proposal, and then we can go through it properly with Huw.
- Cerys LlewellynYes, Huw will want a usage case, he always does. I'll be honest, that's where I'd like some help from you, to show him what we'd lose without it.
- Hannah LoweWe can do that. If you give me a list of five or six operators you care most about, I can build the view for those, so Huw sees it on his own customers.
- Cerys LlewellynBrilliant. I'll get you that list this week.
- Tom AshdownSo the plan is I send the proposal, Hannah sends the security note, and we get something in the diary with Huw. We're aiming at 11 Jul 2024 for a decision, but there's no rush if you need longer.
- Cerys LlewellynThat works. Anything else from you two?
- Ffion ReesNo, that's all I had. Thank you, that was clearer than I expected.
- Rhian MorganSame. Thanks, both.
- Hannah LoweThanks, all. I'll put the notes in writing today.
- Cerys LlewellynDiolch, everyone. Speak soon.
- Tom AshdownCheers, all. Bye now.
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