Brakkevoort Logistics / BG-Demo – Renewal
Callcompleted
Brakkevoort Logistics · 6 Jan 2026 15:15
Renewal call on 6 Jan 2026. Active users are down about two fifths, and the CFO asks what forty paid users and eight active means for value. Pieter wants to renew if usage recovers; Marloes agrees nothing yet.
What was said
What this says
As at Fri 9 Oct 2026Renewal call on 6 Jan 2026. Active users are down about two fifths, and the CFO asks what forty paid users and eight active means for value. Pieter wants to renew if usage recovers; Marloes agrees nothing yet.
What happened: Renewal call on 6 Jan 2026 with Pieter van Dam and Marloes Hendriks. Marcus Bell reported active users averaging around eight a day, down by about two fifths on the previous quarter.
Customer view: Marloes pays for forty users and sees eight, and asks what that means for the value received. Pieter says he wants to renew but cannot argue with her if usage stays low.
Commercial: Contract and invoices both stand at £44k a year for forty users, billed quarterly in advance, with the term ending 31 Mar 2026. Marloes accepts 16 Mar 2026 as a target, not an agreement, and will compare the draft line by line.
Watch: Marcus noted the thirty days include the holiday weeks, so the cause is not established. Pieter will ask his account managers, and the per-person split is due by next Tuesday.
Themes
As at Fri 9 Oct 2026Theme
Usage drop, value question
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 per-person usage by next Tuesday and the invitation for the account manager session.
- Tom Ashdown sends Marloes and Pieter a draft by the end of next week, with differences flagged and the invoicing schedule and payment terms stated.
- Marcus books a short review call for February after the session.
Risks
As at Fri 9 Oct 2026- Active users are down about two fifths against forty licensed, and the CFO is questioning what that means for value.
- The CFO will not agree anything on the call and treats 16 Mar 2026 as a target only, with the term ending 31 Mar 2026.
- The cause of the drop is unknown; the holiday weeks may explain part of it, and Pieter is not sure.
Opportunities
As at Fri 9 Oct 2026- Pieter says he wants to renew and finds the brain useful, so the champion is on side if usage recovers.
- A short session for the account managers built around the weekly shipper review targets where they got value before.
Transcript
Tom AshdownHello, hello. Can everybody hear me? Pieter, Marloes, happy new year to you both. How's your week been, getting back into it?
Pieter van DamHappy new year, Tom. Busy. Everybody is back and everybody has questions.
Marloes HendriksGood afternoon. Thank you for the invitation.
Marcus BellAfternoon all. Marcus here too. I'm on mute mostly until we get to usage.- Marloes HendriksMay I start with the figures? I have checked them against our records. The contract is forty-four thousand pounds a year. The invoices are forty-four thousand pounds a year. Forty users are licensed. The term ends 31 Mar 2026. Is that also your understanding?
- Tom AshdownThat's exactly what I've got, Marloes. Forty-four thousand a year, forty users, and the renewal date is 1 Apr 2026. No drama there. I'll confirm it all on the paper though, I don't like quoting from memory.
- Marloes HendriksThen we agree on the starting point. According to the contract, billing is quarterly in advance, as agreed. I expect that to remain.
- Tom AshdownUnderstood. Quarterly in advance, I'll make sure that's written into whatever we send you.
- Pieter van DamTom, can I say something before the paper? Marloes asked me last week, is it worth it. I would like Marcus to show the usage first. Then we talk about the renewal. To be clear, I want a straight answer.
- Tom AshdownFair enough. Marcus, over to you.
- Marcus BellThanks, Tom. Okay. I'll share my screen. Right. So I'll be straight too. I've pulled the numbers and they're not where we were in December. Active users over the last thirty days are averaging around eight a day. That's down by about two fifths on the previous quarter.
- Pieter van DamTwo fifths. That is a lot.
- Marcus BellIt is. I'd like to be careful about what it means, because the last thirty days takes in the holiday weeks. But I wouldn't want to hide behind that either.
- Marloes HendriksI do not discuss the product. I will only say that I pay for forty users and I see eight. I would like to know what that means for the value we receive.
- Marcus BellThat's a fair question and it's mine to answer. The licence is for forty, and the average is well under that. What I can say is that nothing's broken on our side. No high priority tickets, two tickets in the last month overall, and neither was urgent.
- Pieter van DamTwo tickets is nothing. So it is not a technical problem. It is us. It is my team.
- Tom AshdownHang on, Pieter, let's not jump to blaming anyone. Do you have a sense of why? Was it the break, people away, a change in the weekly review?
- Pieter van DamI think the break, mostly. Some people were away. But I am not sure and I do not want to say it is only that. I need to ask my account managers. I will do it this week.
- Marcus BellThat'd help a lot. And it'd be worth me looking at it per person, so we know whether it's everyone using it a bit less or a few people who've stopped.
- Pieter van DamYes. Do that. And let's make it concrete. When?
- Marcus BellI can have that to you by next Tuesday.
- Marloes HendriksI have a question for Tom. If usage is lower, does the price change? I need to understand what I am being asked to sign.
- Tom AshdownGood question. As things stand your contract is for forty users at forty-four thousand a year, and that's the basis for the renewal. I'm not going to quote you something off the top of my head, so I'll put the figures on paper and confirm them properly. What I would say is, I don't want you renewing for something you're not getting value from. That helps nobody.
- Marloes HendriksThen please send a draft. I will compare it with the existing contract line by line. I will not agree anything on this call.
- Tom AshdownWouldn't expect you to. I'll get a draft to you and Pieter, and I'll flag anything that differs from the current order form so you don't have to hunt for it.
- Marloes HendriksThat is helpful. Please also state the invoicing schedule and the payment terms.
- Tom AshdownWill do. Both in there.
- Pieter van DamNow my side. Marcus, what is the plan to bring usage back? I don't want to go to renewal with eight people and hope.
- Marcus BellRight. So I'd suggest three things. One, the per-person numbers, so we know where it's dropped. Two, a short session with your account managers, maybe thirty minutes, built around the weekly shipper review, because that's where they got the value before. And three, we check in again after that and look at the trend, not just the level.
- Pieter van DamThe session. I like it. It should be on the day of the weekly review. Then they use it at the right moment.
- Marcus BellPerfect, I'll build it around that. Shall we book thirty minutes for next week?
- Pieter van DamYes. Send me the invitation. I will make sure they come.
- Marloes HendriksMay I ask about timing? When does this need to be settled?
- Tom AshdownWe've pencilled 16 Mar 2026 as the date to have it done, which gives everybody a bit of room before the term ends on 31 Mar 2026. If it needs longer, tell me and we'll sort it, no drama.
- Marloes HendriksSixteenth of March is acceptable as a target. It is not an agreement.
- Tom AshdownUnderstood, a target. I'll write it that way.
- Pieter van DamOne more thing, for the record. I do want to renew. I think the brain is useful. But I cannot argue with Marloes if the usage stays low. So we fix the usage. That is my commitment.
- Marloes HendriksI note that. Pieter and I will speak separately.
- Marcus BellThat's fair, and I'd rather we looked at this together than found out in March. If it'd help, I can send a note after this call with what we've said, so there's one place to look.
- Pieter van DamYes. Please. Short and concrete.
- Tom AshdownAnd I'll sort the paperwork. Honestly, I'm usually the one who's late with that, so hold me to it. Draft to you both by the end of next week.
- Marloes HendriksEnd of next week. I will expect it then, with the differences stated.
- Tom AshdownRight. Anything else from anyone? Marloes? Pieter?
- Pieter van DamNo. Just that I want to review again after the session. Let's put a short call in the diary for February.
- Marcus BellWill do, I'll send that with the note.
- Marloes HendriksThen I have what I need for now. Thank you.
- Tom AshdownBrilliant. So to recap: Marcus sends per-person usage by Tuesday and the session invite, Pieter asks the team what's changed, I get the draft to Marloes and Pieter by the end of next week, and we aim for 16 Mar 2026. Cheers, all.
- Pieter van DamCorrect. Groet.
- Marcus BellThanks everyone. Speak soon.
- Marloes HendriksGoodbye.
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