Fulford Ings Software / BB-Demo – Renewal
Callcompleted
Fulford Ings Software · 2026-09-10 15:45
Renewal call with Fulford Ings Software on Starter. Active users fell after the main user left and the role is unfilled. William Coultas questioned the move from £20k to £22k and will speak to finance. No decision was made.
What was said
What this says
Current to 13 Oct 26Renewal call with Fulford Ings Software on Starter. Active users fell after the main user left and the role is unfilled. William Coultas questioned the move from £20k to £22k and will speak to finance. No decision was made.
What happened: Amara Obi opened with the usage dip, three active users a month over the summer against four in the spring. Eleanor Pickering said the main user left the customer success team and has not been replaced.
Customer view: William Coultas called the price rise a significant jump and asked what had changed. Eleanor backed the support quality and put the saving at an hour or two a week, not quantified.
Commercial: Sophie Ling quoted Starter at £22k against £20k signed, about thirteen per cent as she put it, and promised an order form that evening. William took it to finance and no decision was given.
Watch: The signing target Sophie gave has passed and the evidence does not show a signature. Usage rests on one open role and one possible new user, the operations manager.
Themes
Current to 9 Oct 26Theme
Starter renewal price pushback
Importance
renewal
Sentiment
mixed
Voice
decision-maker
Who was there
BB-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
Current to 9 Oct 26- Amara Obi to provision the operations manager once Eleanor Pickering sends a name and email.
- Sophie Ling to confirm with William Coultas where the order form stands after his finance conversation.
- Amara Obi to build a short value case from the hour or two a week saved and the usage figures.
Risks
Current to 9 Oct 26- The main user left and the role is still open, so usage and questions asked are falling ahead of renewal.
- William Coultas questioned the Starter increase to £22,000 and the value is not quantified beyond an hour or two a week.
- The signing target Sophie Ling gave has passed and the evidence does not show the order form signed.
Opportunities
Current to 9 Oct 26- Onboarding the operations manager under the existing 15-user Starter licence would widen use and support a value case.
- Eleanor Pickering's praise of support response gives a basis to justify the price rise.
Transcript
Amara Obi NoneHi William, Eleanor. Thanks so much for joining. I'm Amara Obi, the Customer Success Manager here at BB-Demo, I've been looking after your account since we signed in October. Sophie Ling from our sales team is on the call too. I know we're coming to renewal, so I wanted to make sure we all talked through where we are, what's working, and what comes next.
Eleanor Pickering NoneHi Amara, hi Sophie. Good to talk to you both. Yeah, October feels like yesterday, and now we're here at renewal already.
William Coultas NoneHow's the platform running for you both? Any issues on your end, Amara?- Amara Obi NoneNo issues technically, the system's been solid. But I did want to flag something I'm seeing in the usage numbers. Here's what the numbers say. Your active users averaged three people per month over the summer, and that's down from four in the spring. So you're at about a quarter decline quarter on quarter. Eleanor, what's driving that?
- Eleanor Pickering NoneYeah, that's, we had someone leave the customer success team in August. She was the primary user of the brain, if I'm honest. She'd run queries most weeks to check our support cases against the actual customer interaction history. So when she left, we lost a bit of momentum. But we're still using it. I reckon we're just in a bit of a dip while we figure out the team structure.
- Amara Obi NoneRight, that makes sense. Personnel moves always create a wobble. But you're on Starter, which gives you fifteen licensed users. Did the new hire in that role get onboarded to the brain?
- Eleanor Pickering NoneWe haven't hired a replacement yet, actually. The role's still open. We're in the process, but it's taken longer than we'd hoped. We're probably looking at end of quarter before we've got someone in place.
- Amara Obi NoneOkay. That's a fair timeline. In the meantime, who else could have access? I don't need to see everyone using it every day, but spreading it across a couple of people makes a real difference. Is there someone in operations or product who could benefit from having a look at the data?
- Eleanor Pickering NoneThat's a good point. Yeah, our operations manager might find it useful. She handles the escalations and complex cases, and being able to see the history on a customer would actually help her diagnose what's going on. Let me chat to her and come back to you.
- Amara Obi NonePerfect. Just let me know and I'll get her set up straightaway. Right, Sophie, why don't you walk through the commercial side?
Sophie Ling NoneSure. So William, Eleanor, you came on in October last year on the Starter tier at nineteen thousand five hundred per year. Your contract runs through the nineteenth of October, which means we're at renewal. I want to be transparent about where the pricing sits now.- William Coultas NoneOkay. What's the number for year two?
- Sophie Ling NoneStarter is now twenty-two thousand annual. So that's an increase of about two and a half thousand, or roughly thirteen per cent.
- William Coultas NoneMm. That's a significant jump. I need to understand what's driving that. We signed at nineteen five, and now it's jumped to twenty-two. What's changed?
- Sophie Ling NoneGood question, and I want to be straight with you. We've updated our product pricing across the board since October. The reason is that we've shipped a lot of new capability. We've built the dashboards builder, so you can create custom reporting without having to ask us for help. We've added new connectors so you can plug in more systems. And we've improved our support: faster response times, better onboarding, more proactive check-ins. Also, we've hardened the platform for stability and security. So the increase reflects genuine product investment.
- Eleanor Pickering NoneI'd say the support piece is real. When we've had questions or issues, the response has been genuinely helpful and quick. That wasn't always the case.
- Sophie Ling NoneThat's what we want to hear. And William, I hear the concern. But this is a moment where if you can bring Eleanor's operations manager on board, that becomes meaningful. If they're using the brain to resolve cases faster, that's a real saving that might more than cover the licence increase. Have you thought about how much time the tool saves you today?
- Eleanor Pickering NoneWe haven't quantified it, to be honest. But I'd say it's buying back maybe an hour or two a week that would've been spent reconciling our support tickets against the call recordings. It's not huge, but it is real.
- William Coultas NoneOkay. An hour a week is something. What's the timeline here? Do we need to decide immediately?
- Sophie Ling NoneWe'd love to have this signed by the fifth of October. That gives us a bit of breathing room before your contract expires on the nineteenth.
- William Coultas NoneThat's two weeks away. That's tight but doable. Let me chat with finance, and I'll let you know where we stand.
- Sophie Ling NoneGreat. I'll send you the order form this evening. It's straightforward, just the subscription renewal, same terms as before.
- Amara Obi NoneAnd Eleanor, once you've chatted to the ops manager, just give me a name and email and I'll get them provisioned. No extra cost, they're part of your fifteen-user licence. Then we can do a proper hand-over call with them to show them how to use it.
- Eleanor Pickering NoneWill do. I'll get back to you by Friday.
- Sophie Ling NonePerfect. Cheers, both. Really appreciate it.
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