Penmaen Software / BB-Demo – Check In
Callcompleted
Penmaen Software · 2025-07-04 16:30
On 4 Jul 2025 Cerys Llewellyn said Growth seats were only a quarter used, from habit rather than a fault. Renewal falls on 25 Jul 2025 at £44k. She wants a small training session for account managers first.
What was said
What this says
Current to 13 Oct 26On 4 Jul 2025 Cerys Llewellyn said Growth seats were only a quarter used, from habit rather than a fault. Renewal falls on 25 Jul 2025 at £44k. She wants a small training session for account managers first.
What happened: Marcus Bell took Cerys through usage, one closed how-to ticket and the renewal. Her team had asked whether the renewal was in hand.
Customer view: Average active users were just under ten against 40 licensed. Cerys put it down to habit, with most of the team still on old spreadsheets.
Commercial: Growth is contracted at £44k a year and matches the invoices. The term runs to 24 Jul 2025, with renewal on 25 Jul 2025. Tom Ashdown sends the order form, and Cerys asked for early warning for her finance team.
Watch: Seat use is the question finance may raise at renewal. Cerys says the sale internally rests on showing which customers are at the edge.
Themes
Current to 9 Oct 26Theme
Renewal and seat adoption
Importance
renewal
Sentiment
positive
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 usage summary the same day and runs the account manager session before the renewal.
- Tom Ashdown sends the order form early the following week so Cerys's finance team has notice.
- Cerys Llewellyn sends names and time slots for the session.
Risks
Current to 9 Oct 26- Only about a quarter of the 40 Growth seats are in active use, which weakens the value case at renewal.
- Most of the customer success team still use old spreadsheets rather than the brain.
Opportunities
Current to 9 Oct 26- A short live session for four or five account managers on their own operators could widen use before renewal.
- Cerys sees the at-the-edge customers question as the way to sell the brain internally.
Transcript
Marcus Bell NoneHello, Cerys. Can you hear me alright?
Cerys Llewellyn NoneI can, yes. Hiya Marcus. Sorry, one second, I'm just sorting my headphones. There. Better?- Marcus Bell NonePerfect. Good afternoon. It's got a proper Friday feel to it already.
- Cerys Llewellyn NoneHasn't it just. Half the office has gone home early because of the heat. I'm still here, obviously. Anyway, my team asked me this week whether the renewal was all in hand, so I thought, well, this call is nicely timed.
- Marcus Bell NoneGood, that's exactly what I wanted to cover. I'll share my screen, hang on. Right, can you see the usage page?
- Cerys Llewellyn NoneI can, yeah. It's a bit small but I can make it out.
- Marcus Bell NoneI'll make it bigger. So I've pulled the numbers for the last few months. Three things I want to go through: usage, the one ticket you've had, and then the renewal, so you know what happens next and who you'll hear from.
- Cerys Llewellyn NoneLovely. Go on.
- Marcus Bell NoneUsage first. You've got forty licensed users. Over the last month the average number of people active was just under ten. That's up a little on the previous quarter, so it's heading the right way, but it's still a quarter of the seats.
- Cerys Llewellyn NoneMm. Yeah, that's about what I'd have guessed. To be honest, the forty was me being optimistic when we signed. I wanted the whole customer success team and the account managers who look after the leisure operators to have it.
- Marcus Bell NoneAnd who's actually in there day to day?
- Cerys Llewellyn NoneMostly my renewals people and a couple of the senior account managers. They use it before an operator review, to see tickets and usage and when the contract is up, all in one place. The rest of the team still go back to the old spreadsheets out of habit. It's a habit thing, not a, you know, a problem with the brain.
- Marcus Bell NoneThat's useful to know. So it's not that people tried it and gave up.
- Cerys Llewellyn NoneNo, no. They just haven't started. I've seen this work properly at other places when the whole team uses it, so I know what good looks like. We're not there yet.
- Marcus Bell NoneOkay. Happy to jump on a call with the wider team, if that would help. Half an hour, show them the two or three questions your renewals people ask most, and let them have a go.
- Cerys Llewellyn NoneI'd like that. Let's start with the team who'll use it, so the account managers. Not everyone at once, or it turns into a lecture and nobody asks anything.
- Marcus Bell NoneFair. Small group, their own operators, live data. Much better than slides.
- Cerys Llewellyn NoneExactly. And the question I always come back to is, which customers are at the edge? If it can tell me that without me opening four tabs, I can sell it internally.
- Marcus Bell NoneIt can do that, with the tickets, the renewal dates and the usage side by side. I'll show your people how to filter by operator. Which actually brings me to the ticket.
- Cerys Llewellyn NoneOh, the filtering one. Yes, that was one of my account managers. She couldn't work out how to split things by operator.
- Marcus Bell NoneThat's the one. It was a how-to, it's been answered and closed, and there's nothing urgent open. So the support side is quiet. Nothing high priority at all in the last month.
- Cerys Llewellyn NoneGood. Quiet is what I like.
- Marcus Bell NoneRight, the renewal. Your current term runs to 24 Jul 2025, and the renewal date on our side is 25 Jul 2025. You're on Growth, contracted at £44,100 a year, and that matches what's been invoiced, so there's nothing odd to untangle.
- Cerys Llewellyn NoneOkay. And paperwork-wise, who do I speak to? Is that you?
- Marcus Bell NoneThe commercial side is Tom Ashdown. He'll send the order form. I look after the usage and the conversation about whether it's working for you. I don't want to get into price on this call, that's really his, but I'll make sure he knows what we've talked about.
- Cerys Llewellyn NoneThat's fine. I just don't want it landing on my finance team's desk the day before. They like a bit of warning.
- Marcus Bell NoneUnderstood. I'll ask Tom to send it over early next week, so they've got a couple of weeks. Shall we say you'll look at it with your finance people and come back to him?
- Cerys Llewellyn NoneYes. I'll copy you in, so you can see where it's got to. Is there anything you need from me before then?
- Marcus Bell NoneJust names. Four or five account managers for the training session, and a time that suits them. I'd rather it was before the renewal than after, so the value is fresh.
- Cerys Llewellyn NoneRight, I can do that. I'll check diaries on Monday and send you a few slots. Mid-week afternoons work best for them, usually.
- Marcus Bell NonePerfect. So, to recap. I'll send you the usage summary today, Tom sends the order form early next week, and you send me names and some times.
- Cerys Llewellyn NoneThat's it. Thanks, Marcus. Have a good weekend, go and find some shade.
- Marcus Bell NoneYou too, Cerys. Thanks. Speak soon.
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