Carrowkeel Software / BG-Demo – Discovery
Callcompleted
Carrowkeel Software · 27 May 2025 15:30
Discovery call with Carrowkeel Software. Aoife wants usage beside tickets to see which agency groups are at risk. Conor wants notice of non-renewals and will pay only against an executed order form. Growth was floated at a planning figure.
What was said
What this says
As at Fri 9 Oct 2026Discovery call with Carrowkeel Software. Aoife wants usage beside tickets to see which agency groups are at risk. Conor wants notice of non-renewals and will pay only against an executed order form. Growth was floated at a planning figure.
What happened: Sophie Ling ran discovery with Aoife Mulcahy and Conor Daly. Aoife described pulling tickets, CRM renewal dates and usage by hand across three places, and said she finds out about some groups only when they ring up to cancel.
Customer view: Aoife wants tickets, renewals and usage per agency group in one place, and will judge the demo on her own data. Conor said anything that gives notice is welcome, but he will not be asking the brain questions himself.
Commercial: Sophie positioned Growth and gave £54k as a planning figure for the total deal, implementation included. Conor did not accept it and wants the breakdown in writing, with the term and what recurs. He will pay only against the signed order form.
Watch: Agency group names are spelled inconsistently across systems and the mapping may be incomplete. Aoife wants it ready for autumn renewals, and the decision target is 1 Aug 2025.
Themes
As at Fri 9 Oct 2026Theme
Renewal early warning
Importance
upsell
Sentiment
positive
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Aoife Mulcahy to send a short list of sources and owners early the following week.
- Sophie Ling to send a summary, a demo plan and a written breakdown with term and recurring cost.
- Run the demo on Carrowkeel Software's own data.
Risks
As at Fri 9 Oct 2026- Conor Daly will not treat the £53,800 planning figure as agreed and pays only against an executed order form.
- Agency group names are spelled inconsistently across systems, which could undermine trust in the answers.
Opportunities
As at Fri 9 Oct 2026- Growth tier with the dashboards builder for tracking agency groups.
- Aoife Mulcahy wants it running before autumn renewals, so earlier timing helps.
Transcript
Sophie LingHello, Aoife. Afternoon. Can you hear me alright?
Aoife MulcahyHi Sophie, afternoon, yes, I can hear you grand. Conor's just dialling in, he's on mute while he finds the link.
Conor DalySorry, sorry. Hello. I'm here. Is the audio okay? I can see a frozen picture of myself.- Sophie LingAudio's fine, Conor. Picture's fine too. Thanks both for making time. How's the week been?
- Aoife MulcahyBusy! I've a renewal I'm watching with an agency group at the minute and I'm not entirely sure which way it's going to go. Which is, to be fair, kind of why we're talking to you.
- Sophie LingPerfect place to start, then. Tell me about that. What does watching it actually look like for you day to day?
- Aoife MulcahyHonestly? Spreadsheets. I'll pull the support tickets for the group, then I look at the renewal date in the CRM, then I ask someone on the product side how much they're really using it. Three places, three people, and by the time I've got the picture it's a week old.
- Sophie LingAnd that's per agency group, so you're doing that for each one.
- Aoife MulcahyFor the ones I can get to. The rest I find out about when they ring up to cancel. Which agencies are at the edge? I can't tell you with any confidence, and that's the bit that keeps me up.
- Sophie LingRight. And Conor, from where you sit, what does that look like?
- Conor DalyCash, mainly. If a group doesn't renew, I see it in the numbers a quarter later. Anything that gives us notice, I'm in favour. I'll leave how it works to Aoife.
- Sophie LingThat's helpful. So the early warning is the thing. Aoife, what do the tickets tell you, when you do look at them?
- Aoife MulcahyQuite a lot, in fairness. A group that's gone quiet is worse than one that's complaining. But I can't line that up with usage without a lot of effort. Show me the usage, and show me it beside the tickets, and I'd be delighted.
- Sophie LingThat's more or less what the brain does. It sits over your CRM, your helpdesk and the product usage, and it runs inside your own Snowflake account, so the data doesn't leave your environment. You ask it a question in plain English, and it answers from all three at once.
- Aoife MulcahyInside our Snowflake. Okay. That'll matter to the tech people. Does that mean someone on our side has to build it?
- Sophie LingNo, we build and run it. Your side mostly gives us access and tells us which sources matter. There's an implementation phase for that. I'll come back to the shape of it.
- Aoife MulcahyGrand.
- Conor DalyCan I ask, just so I understand where the paperwork sits. Is there a master agreement and then something on top?
- Sophie LingYes. A master services agreement, and then an order form under it that carries the scope, the tier, the term and the price. The order form is the document that counts.
- Conor DalyGood. Then I'd want to see the signed one at the end, and nothing before it counts. I don't pay against a draft.
- Sophie LingCompletely fair. You'll get a draft to review and, when we've agreed it, an executed copy. The executed copy is the one that stands.
- Conor DalyFair enough.
- Sophie LingAoife, can I go back to your sources? Which systems would you want in there first, if you could only have a few?
- Aoife MulcahyTickets, for definite. Renewals, which is in the CRM. And product usage per agency group. If I had those three I'd be most of the way there. After that there's email, maybe, and the calls our team have with agencies, but I'd not want to start there.
- Sophie LingThat's a sensible order. And when you say per agency group, is there one clean way you identify them across all three, or is that messy?
- Aoife MulcahyHa. Messy is generous. The same group can be spelled three ways. Someone on my team keeps a mapping, and I'd not swear it's complete.
- Sophie LingThat's normal, and it's worth knowing early, because it's the sort of thing that decides whether the answers can be trusted. We'd look at that in the first weeks. Is the person who keeps the mapping someone we could speak to?
- Aoife MulcahyYeah, I'd bring them in. They'd probably be thrilled someone's finally asking.
- Sophie LingGood. Let me ask about the people side. Who'd be asking the brain questions? Just you, or the wider team?
- Aoife MulcahyMostly me and my team to begin with. The account managers, maybe, once we trust it. And Conor, for the renewals picture. Though he says he won't.
- Conor DalyI'd look at a summary. I won't be asking it anything.
- Sophie LingThat's fine, summaries can come out of it. Roughly how many people on the customer success side?
- Aoife MulcahyA good handful. Not a huge team. I'd say we'd fit inside what you'd call a mid-size plan, if you have such a thing.
- Sophie LingWe do. It's called Growth. It covers several teams, forty users and eight connectors, and it adds the dashboards builder, which you might like for tracking the agency groups. Does that feel the right size?
- Aoife MulcahyIt sounds right. Show me the usage in a demo and I'll tell you if it feels right.
- Sophie LingThat's exactly how we do it. The demo is on your own data, not a canned one. So you'd see your own tickets next to your own usage.
- Aoife MulcahyNow you're talking.
- Conor DalySophie, I'll need to know the cost at some stage. I understand it's early. Is there a number you can give me to plan around?
- Sophie LingSure. Please treat this as a planning figure, not a quote. For Growth with the implementation, we're looking at something like fifty-three thousand eight hundred pounds. That's £53,800 as the total for the deal, implementation included. It isn't an annual price on its own, and the proposal will break it out properly.
- Conor DalyTotal for the deal, understood. I'll not take that as agreed. I'd want the breakdown in writing, with the term and what's recurring.
- Sophie LingOf course. You'll have it in writing, and nothing is agreed on this call.
- Conor DalyGood. Let's check the order form when it comes.
- Aoife MulcahySophie, what's the timeline? When could we be looking at it live?
- Sophie LingGrowth implementations run about eight weeks. For our side we're working towards 1 Aug 2025 for the decision, so there's a bit of room. Does that fit with your renewals calendar?
- Aoife MulcahyIt could. I've got a few groups coming up in the autumn that I'd really want it ready for. So earlier is better, if I'm honest.
- Sophie LingUnderstood. Then I'd propose we move quickly on the demo. Could you get me a short list of the sources and who owns each one on your side?
- Aoife MulcahyI can. I'll have it for you early next week.
- Sophie LingPerfect. Then, from me, a short summary of what we covered today and a proposed plan for the demo. Conor, I'll copy you so you've got the paperwork steps in one place.
- Conor DalyThank you. That would help.
- Aoife MulcahyGrand, let's do it. Thanks a million, Sophie. Thanks, Conor.
- Sophie LingThanks both. Speak soon. Bye.
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