Brackwell Freight Ltd / BG-Demo – Check In
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Brackwell Freight Ltd · 28 Jul 2025 11:45
On 28 Jul 2025 Liam Doherty said he wants to renew Growth but needs a value case for his finance director, with about eight of forty licences active on an average day. Depot adoption is the agreed lever.
What was said
What this says
As at Fri 9 Oct 2026On 28 Jul 2025 Liam Doherty said he wants to renew Growth but needs a value case for his finance director, with about eight of forty licences active on an average day. Depot adoption is the agreed lever.
What happened: Marcus Bell reviewed usage with Liam Doherty on 28 Jul 2025. About eight of forty Growth licences are active on an average day, and Liam called that not great.
Customer view: Liam wants to renew but needs something to show upstairs. He asked for a usage summary plus his own examples of retail contracts caught early.
Commercial: The Growth contract runs to 30 Nov 2025 and renews on 1 Dec 2025 at £44k a year, which matches the order form and invoices. Commercial terms sit with Tom Ashdown, named on the call as account owner.
Watch: A small revenue operations group carries the usage. Putting depot staff on the seats already paid for is the adoption lever.
Themes
As at Fri 9 Oct 2026Theme
Depot adoption and renewal
Importance
renewal
Sentiment
mixed
Voice
champion
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Liam Doherty picks two depots, Trafford Park and a smaller one, and messages Marcus Bell by the end of the following week.
- Marcus Bell runs a 30-minute session per depot on their own accounts and sends the usage one-pager.
- Marcus Bell briefs Tom Ashdown that the renewal is on Liam's mind and copies Liam on the note.
Risks
As at Fri 9 Oct 2026- Low daily use (about eight of forty licences) is hard to justify to the finance director at £44,000 a year.
- A small head-office group carries the usage, so a fortnight of absence dips the numbers.
- Liam mentioned a later CRM field tidy-up that could affect a connector; he promised to warn BG-Demo first.
Opportunities
As at Fri 9 Oct 2026- Depot staff can use the existing forty Growth seats with no extra cost, which Liam will use with his ops director.
- A usage one-pager plus Liam's retail contract examples can form the value case before the renewal.
Transcript
Marcus BellHi Liam, can you hear me alright?
Liam DohertyYeah, loud and clear. Can you hear me? There's a forklift going somewhere behind me, sorry. I've walked to the quiet corner of the office but it's following me.- Marcus BellJust a bit of a rumble, it's fine. How's the week starting?
- Liam DohertyBusy. Monday's always the big one, every retail customer wants something moving by Tuesday, so the exceptions queue is lively. Love it really. You all right? Is it chucking it down in Manchester?
- Marcus BellSame as you, I'd guess. Grey and a bit damp. Anyway, thanks for making time. I'll share my screen in a second and say what I'd like to cover. Can you see that okay?
- Liam DohertyYep, I can see it. Bit small but I can see it.
- Marcus BellI'll make it bigger. Right. Three things, really. First, I've pulled the numbers on how the team's using the brain over the last few months. Second, anything that's been annoying you or getting in the way. And third, the renewal, just so it's on both our radars and nobody's surprised in the autumn. Does that work for you?
- Liam DohertyWorks for me. Can we also do five minutes on getting the depots on it? That's the thing I keep coming back to.
- Marcus BellDefinitely, that's probably the most useful bit. Let's start with the numbers though. So you've got forty licensed users on Growth. Over the last thirty days or so, about eight of them are active on an average day. And that's up a touch on the previous quarter, a few percent.
- Liam DohertyEight. Right. Yeah, that sounds about what I'd expect, and also it's not great, is it? Forty seats and eight people.
- Marcus BellI wouldn't put it that harshly. Active on a given day isn't the same as having logged in at all this month, and the trend's going the right way. But yes, there's room. Lots of the forty are people who've been given access and just haven't built it into their routine.
- Liam DohertyThat's the depots. The revenue ops team lives in it. Me, the two analysts, a couple of the key account people at head office. That's most of your eight right there.
- Marcus BellYeah, that matches what I see. Which is fine, but it does mean a small group is carrying the usage. If one of you is off for a fortnight, the numbers dip.
- Liam DohertyFair. Holiday season, in fact. Half the office is away from now till September.
- Marcus BellRight, so I'd expect August to look a bit soft and I wouldn't read anything into it. Okay. Second thing. Tickets. There's been one in the last thirty days, nothing high priority, and it's closed. Did that one feel all right on your side?
- Liam DohertyYeah, it was sorted quickly. Honestly, I'd forgotten it was last month. No complaints. It's one of the nice things about it, I don't spend my time chasing.
- Marcus BellGood, good. And the invoices are all up to date on our side, so no issues there that I can see. Nothing you've been waiting on from finance?
- Liam DohertyNothing that I know of. Our finance people would shout if something was off.
- Marcus BellHa, I'm sure they would. Right, so then the bit you wanted. Depots. Tell me where your head is, and then I'll tell you what I think might work.
- Liam DohertyOkay. So we've got Trafford Park and five other depots. Each one has an account manager, or someone doing that job alongside something else, and they're the people who actually pick up the phone when a retailer is cross about a late drop. And right now they ring me, or they ring the head office team, or they dig around three different systems. One view, that's the point. That's what we bought it for. The brain should be the first place they look.
- Marcus BellYeah. And what's stopping that? Is it that they don't know how, or they don't see why, or it's just not part of how the depot runs?
- Liam DohertyBit of everything, if I'm honest. Some of them did the intro session and then never opened it again. Some of them think it's a head office tool. And one or two are just so flat out that anything new is a no.
- Marcus BellThat's pretty normal, for what it's worth. The ones that stick, in my experience, are where someone picks one real problem the depot has and shows them the brain answering it. Not a general tour. Something like, a retailer's chasing you about exceptions this week, here's the account, the delivery-exception tickets and the last call, all on one page.
- Liam DohertyLove that. That's exactly the sort of thing. Seeing an unhappy retail contract before the customer rings us. That's the whole reason I wanted this.
- Marcus BellSo how about this. You pick two depots, ones where the manager's likely to give it a go. I'll run a short session for each, thirty minutes, on their own accounts, not a demo dataset. Shall we book thirty minutes for each of them?
- Liam DohertyTwo. Right. Trafford Park would have to be one, that's the biggest, and they've got the most retail volume. I'd say the second should be a smaller one where the manager's keen. I need to think about which.
- Marcus BellThat's sensible, a big one and a small one. Then we see which one sticks and why. And no rush on picking. If you let me know by the end of next week, that's plenty of time.
- Liam DohertyYeah, I can do that. I'll ask around and message you. And, sorry, can I ask, with the forty seats, is there any sense in us giving the depot people seats and not the head office ones? Or is it just all one pool?
- Marcus BellOne pool. Forty users across the whole company on Growth, it doesn't matter where they sit. So you've got plenty of room to add depot people without needing anything extra. That's actually a good argument for doing it, you've already paid for those seats.
- Liam DohertyRight, good. That's what I'd hoped. I'll say that to our ops director, actually, it helps. Here's a thing we've already got, let's use it.
- Marcus BellExactly. Okay, the third thing. The renewal. So your contract runs to 30 Nov 2025 and renews on 1 Dec 2025. You're on Growth at £44k a year, which matches the order form and what we've invoiced. I'm not coming to you with a number or a new price today, that's something Tom Ashdown would pick up with you, he's the account owner. I just want to flag that it's coming and ask what you'd like it to look like.
- Liam DohertyRight. And Tom's the one to talk to for the commercial side?
- Marcus BellYes, commercial terms are with Tom. I look after how it's being used, the check-ins, and I'll be the one sending the formal notice around ninety days ahead. So you'd hear from me first, then probably the two of us together.
- Liam DohertyOkay. Look, I'll be straight with you. From my side I want to renew, I think it's useful. But I'm going to need something to show upstairs. Our finance director's going to ask what we got for forty-four thousand, and 'eight people use it' isn't a brilliant answer.
- Marcus BellNo, understood. And that's helpful to know. So what would help you most? A summary of usage, or something more about outcomes, like the retail contracts you caught early?
- Liam DohertyBoth, ideally. Usage over the term, who's asking what, and then I can add my own examples. I've got a couple of contracts where we spotted something. I'll need to dig them out, I don't have the dates in my head.
- Marcus BellOkay. Here's what I'll do. I'll put together a one-pager from the usage side, the trend, who's active, the ticket history. You bring the examples, and we'll tidy it up together before the autumn. Happy to jump on a call to do that, whenever suits.
- Liam DohertyPerfect. That's what I need. Cheers. Honestly that takes a weight off.
- Marcus BellNo problem. One more thing, and then I'll let you go. Is there anything about the data itself, anything feeling out of date or missing? Because the nightly refresh should be done by seven each morning and I'd rather hear it from you than find it in the numbers.
- Liam DohertyNo, it's been fine. I look first thing, it's always there. If the exceptions from the weekend weren't in I'd have been on to you.
- Marcus BellHa, I know you would. Great. And no systems changing on your side that I should know about? New CRM fields, a different helpdesk set-up, anything like that? Those are what usually knock a connector.
- Liam DohertyNot that I'm aware of. There's been talk of tidying some fields in the CRM, but that's a later thing, and I'll tell you before it happens. Doing things properly and all that.
- Marcus BellBrilliant, thank you. That's all from me, really. Shall I recap who's doing what?
- Liam DohertyGo on.
- Marcus BellYou'll choose two depots, Trafford Park and one smaller, and message me by the end of next week. I'll then set up a short session with each. I'll send you the usage one-pager, you add the examples. And I'll let Tom know the renewal's on your mind so he can get in touch in good time. Did I miss anything?
- Liam DohertyNo, that's it. Oh, actually, can you copy me on whatever you send Tom? Just so I know what he's been told.
- Marcus BellOf course. I'll copy you in on the note.
- Liam DohertyGreat. Right, I'd better get back to the exceptions queue before it eats my afternoon. Thanks, Marcus. Speak soon.
- Marcus BellThanks, Liam. Speak soon. Cheers.
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