Penmaen Software / BG-Demo – Renewal
Callcompleted
Penmaen Software · 9 Jun 2025 12:30
Penmaen's CFO Huw Bevan asked what Growth is worth as a budget line. About nine of forty licensed users are active daily, and Tom Ashdown owes a written explanation of why the CRM shows £48k against £44k contracted.
What was said
What this says
As at Fri 9 Oct 2026Penmaen's CFO Huw Bevan asked what Growth is worth as a budget line. About nine of forty licensed users are active daily, and Tom Ashdown owes a written explanation of why the CRM shows £48k against £44k contracted.
What happened: Renewal call held on 9 Jun 2025. Huw Bevan, the CFO, opened on adoption and asked what Penmaen would lose by going down a size or stopping.
Customer view: Cerys Llewellyn defended the forty seats and the habit the team has built. Huw said he wants the facts rather than a decision on the call.
Commercial: The order form and invoices say £44k a year, while BG-Demo's system shows the renewal deal at £48k. Tom has not yet explained the gap, and Dylan Price wants it in writing to reconcile against the order form.
Watch: Usage is a touch down on last quarter and the case rests on Cerys's team. The paperwork target was 30 Jun 2025. The evidence does not show the outcome.
Themes
As at Fri 9 Oct 2026Theme
Renewal value and price
Importance
renewal
Sentiment
mixed
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Marcus Bell sends a one or two page usage summary to Huw that week.
- Tom Ashdown confirms what is behind the £48,500 and writes to Dylan Price and Huw.
- Cerys Llewellyn sends Marcus the names of the heaviest users.
Risks
As at Fri 9 Oct 2026- The CFO questions whether Growth is worth a budget line and is weighing a smaller size or stopping.
- The CRM renewal figure of £48,500 differs from the contracted £44,100 and is unexplained to the customer.
- Daily use is about nine of forty licensed users and slightly down on last quarter.
Opportunities
As at Fri 9 Oct 2026- A short written usage summary can give the CFO the value case he asked for.
- Cerys's team shows a clear use case in preparing renewals per operator.
Transcript
Tom AshdownHello, hello. Can you all hear me alright?
Cerys LlewellynLoud and clear, Tom. Good afternoon.
Marcus BellAfternoon, all. Bear with me a second, I'm just getting my screen shared.- Tom AshdownNo rush at all. How's everyone's week been? Huw, you've had month end, haven't you?
Huw BevanWe have, yes. Quieter than usual, thankfully. Afternoon, everyone. If I may, could we start with adoption? Who is actually using it at the moment?- Marcus BellYeah, fair place to start, Huw. I've pulled the numbers. You've got forty licensed users on Growth, and on a typical day it's roughly nine of those people in there asking things. That's a touch down on last quarter, so I'm not going to dress it up.
- Huw BevanNine of forty.
- Cerys LlewellynCan I jump in, Huw? Forty was the number we chose at the start because we wanted room for the account managers and the finance side to come in as well. The people who use it every day are customer success and ops, and nine is about right for that group. The others dip in around renewals and board packs.
- Huw BevanUnderstood. And what would we lose if we went down a size? Or stopped?
- Tom AshdownThat's a fair question, Huw, and I'd rather we talked about it straight. Can I say where we are on paper first? The contract runs to 24 Jul 2025 and the renewal date is 25 Jul 2025. The order form and the invoices both say £44,100 a year.
- Tom AshdownNow, our own system has the renewal deal sitting at £48,500, which is a different number, and I don't want to quote you something from memory. So I'll go and confirm exactly what's in that figure before anything lands with you. Leave that with me.
Dylan PriceSorry, I'm a couple of minutes late. Dylan here. Did I catch that right, forty-four one hundred is the annual figure and the forty-eight five hundred is something else?- Tom AshdownYes, that's it, Dylan. Forty-four one hundred is what's contracted and invoiced each year. The other is the deal total in our system and I need to check what's in it. I'll come back to you in writing.
- Dylan PriceThank you. I'd like it in writing, yes, because I'll need to reconcile it against the order form. For what it's worth, I have the last invoice as paid on time and nothing outstanding.
- Marcus BellThat matches what I see. Nothing overdue, and no tickets raised in the last month either, which for a team your size can mean it's ticking along.
- Huw BevanOr that nobody's looking at it.
- Marcus BellCould be, honestly. Which is why I'd rather show you what people are asking than just give you ticket counts. Give me a moment, I'll bring up the questions by team.
- Marcus BellRight. So this is the last quarter. Most of the questions are customer success people asking about renewals coming up per leisure operator, and then a smaller group asking about ticket themes. The pattern is steady. It's not growing, but it's not falling off a cliff either.
- Cerys LlewellynThat's what I see in my own team. When we've got a renewal coming, the first thing they do is ask the brain what's happened with that operator. Tickets, usage, the lot. Before, that was half a morning in spreadsheets.
- Huw BevanI'm not asking about the product, Cerys. I'm asking whether it's worth a line in the budget.
- Cerys LlewellynOf course. Then I'd say, it's the difference between knowing a renewal is coming and finding out the week before. That's what I'd point to.
- Huw BevanMm. Could we have that written down somehow? Something I can read without being on a call.
- Marcus BellYeah, happy to do that. I'll put together a short usage summary, who's asking, how often, and what for, and send it over this week. Nothing fancy, a page or two.
- Huw BevanThat would help. Let's not rush this. I'd rather have the facts in front of me than decide on a call.
- Tom AshdownNo drama, Huw. That's absolutely fine. We're not up against the wire yet. The date I've got pencilled for getting the renewal paperwork settled is 30 Jun 2025, which leaves you room to the end of the contract.
- Dylan PriceOn the finance side, can I check how it's billed? Annually in advance, thirty-day terms, same as this year?
- Tom AshdownSame as this year, yes. If you'd rather go quarterly we can do that on request, but I'll confirm how that would look before I promise anything.
- Dylan PriceAnnual is probably fine. I just want to know the option's there.
- Cerys LlewellynCan I say one more thing, since Huw's asking what we'd lose? The thing I worry about is the history. If we stop, we lose the habit, and I'd have to explain to the team why we went back to doing it by hand.
- Huw BevanNoted. That's a fair point, though I'd still like to see it in the numbers.
- Marcus BellTotally. Cerys, would it help if you sent me the names of the people who really rely on it? Then I can show Huw usage for those people specifically, rather than the average across forty seats.
- Cerys LlewellynYes, I'll do that. I'll send you the list tomorrow, and Ffion can help with the detail if you need it.
- Tom AshdownBrilliant. So just to land it. Marcus sends the usage summary this week. Cerys sends Marcus the names. I confirm what's behind the forty-eight five hundred and write to Dylan and Huw. Then we get something in the diary before the end of the month.
- Huw BevanThat's acceptable. Thank you, all.
- Dylan PriceThanks, everyone. I'll look out for the email.
- Cerys LlewellynDiolch, all. Speak soon.
- Marcus BellThanks, all. Speak soon.
- Tom AshdownCheers, everyone. Take care.
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