Pemaquid Analytics / BG-Demo – Discovery
Callcompleted
Pemaquid Analytics · 31 Dec 2025 16:00
Caitlin Mercer wants one view of distributor tickets, usage and calls before renewals. CFO Raymond Tsai wants payback in numbers before signing. Deal as scoped is £62k including implementation; target close 18 Mar 2026.
What was said
What this says
As at Fri 9 Oct 2026Caitlin Mercer wants one view of distributor tickets, usage and calls before renewals. CFO Raymond Tsai wants payback in numbers before signing. Deal as scoped is £62k including implementation; target close 18 Mar 2026.
What happened: Discovery call with Caitlin Mercer and Raymond Tsai. Caitlin described renewal spreadsheets that take most of a day and are stale the next day. Jordan Pike scoped Growth with helpdesk, CRM and call recorder first.
Customer view: Caitlin wants to see what is going wrong before the distributor says so. Raymond held back: he wants a clear total, a clear payback and one readable invoice, and does not pay early.
Commercial: Jordan said the deal as scoped is £62k in total, including the one-off implementation, not the annual price. The target close is 18 Mar 2026, which Jordan called a target, not a promise.
Watch: no payback figure exists yet, and Caitlin would not state the value of a lost distributor. Raymond defers to security and wants numbers before signing. The data lead has not yet been named.
Themes
As at Fri 9 Oct 2026Theme
Renewal visibility and payback
Importance
upsell
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- Jordan Pike to send a short summary and the list of sample data needed.
- Caitlin Mercer to ask the data lead for a helpdesk and CRM sample in early January.
- Jordan Pike to run a demo on Pemaquid Analytics data and send the order form with subscription and implementation shown separately.
Risks
As at Fri 9 Oct 2026- Raymond Tsai wants payback in numbers before signing and no payback figure exists yet.
- Caitlin Mercer would not state the value of a lost distributor, so the value case is unsized.
- The close target of 18 Mar 2026 depends on the demo and on security being comfortable.
Opportunities
As at Fri 9 Oct 2026- Growth tier with helpdesk, CRM and call recorder connectors, then usage and finance later.
- Dashboards builder and quarterly reviews fit the team's Monday meeting.
Transcript
Jordan PikeHi Caitlin, hi Raymond. Good afternoon. Can you both hear me okay?
Caitlin MercerHi Jordan, yes, great. Thanks for doing this on the last day of the year. I can't believe we're doing this at four in the afternoon on the thirty-first.
Raymond TsaiHello. I can hear you. I only have until about quarter to five.- Jordan PikeThat works, we have the slot until then anyway. One-line agenda: I want to understand how your team works today and where it hurts, then I'll tell you what we'd propose and what it would cost. Sound fair?
- Caitlin MercerFair. Let me start with the week's renewals, because that's really why we're here. We had a few this week that I only saw late. That's the problem in one sentence.
- Jordan PikeTell me more. What does late look like?
- Caitlin MercerSo we sell route-planning and field-sales software to beverage and snack distributors. Each distributor has tickets in the helpdesk, usage in the product, a contract in the CRM and calls in the recorder. Nobody has one view. Someone on my team builds a spreadsheet before each renewal, and by the time it's done the distributor has already made up its mind.
- Jordan PikeRight. And how long does one of those spreadsheets take?
- Caitlin MercerHonestly? Most of a day for the bigger ones. And it's stale the day after. What's the signal, right? I want to know what's going wrong before the distributor tells me.
- Jordan PikeOkay. Who does that work, one person or several?
- Caitlin MercerSeveral. The managers each do their own, which is part of the problem. Two people will tell me two different things about the same distributor.
- Raymond TsaiCan I ask the number? What's the payback? I don't need the story, I'll take Caitlin's word on the story.
- Jordan PikeFair question, Raymond, and I'll get to it. To be transparent, I can't give you a payback number yet, because I don't know enough about your renewals. Caitlin, what's the value of a distributor you lose?
- Caitlin MercerI'd rather not say a figure out loud on a recorded call, but it's meaningful. Losing two in a year hurts. And I don't promise the board a number without evidence, so I want to be able to show where retention comes from.
- Jordan PikeUnderstood. So the payback conversation is: fewer surprise losses, and less analyst time before each renewal. We can size that together once I see your data. Raymond, does that work as a first answer?
- Raymond TsaiFor now. I'd want it in numbers before I sign anything.
- Jordan PikeAgreed. Caitlin, let's go back to the systems. Which ones would matter most for the first version?
- Caitlin MercerThe helpdesk, the CRM and the call recorder. Product usage is next. Finance data would be nice, but I'd leave that for later.
- Jordan PikeThat's a sensible order. Those are connectors, and a Growth tier covers several teams and a good number of connectors, so you're inside it. Let me say what the brain actually is, in plain words. It's one layer over those systems, and you ask it questions: which distributors have unanswered tickets and a renewal in the next quarter? It answers from your own records.
- Caitlin MercerCan we get that on a dashboard too? My team likes to look at a screen on Monday.
- Jordan PikeYes. Growth includes the dashboards builder, and your team can build its own view for the Monday meeting. And quarterly reviews with a customer success manager, so the usage gets looked at together.
- Caitlin MercerOkay, let's operationalise it. Who would look after this day to day on our side?
- Jordan PikeGood question. Normally one admin from your team, plus someone who owns the business questions. Here's where we are: that sounds like it could be you for the business side. Do you have someone technical in mind?
- Caitlin MercerI'd need to ask our data lead. I think yes, but I don't want to put a name on it before I've asked.
- Jordan PikeTotally fine. One more thing, and I'd rather say it now than have it come up later in security. The brain is built and run inside your own Snowflake account. Your data doesn't move to us. Whoever looks after security on your side will want to check that, and I'm happy to answer any questions they have, including the awkward ones.
- Raymond TsaiI don't do product detail. If our security people are fine, I'm fine.
- Jordan PikeUnderstood. Then what would make this a yes for you, Raymond?
- Raymond TsaiA clear total, a clear payback, and one invoice I can read. Send me the order form when you're there. I don't pay early, and I don't sign multi-year without a reason.
- Jordan PikeThat's helpful, thank you. So let me give you where the number sits today, and I want to be careful about what it means. The deal as scoped is £62,000 in total. That includes the one-off implementation, so please don't read it as the annual price. When I send the order form, the annual subscription and the implementation will be shown separately.
- Raymond TsaiOkay. Total is £62,000, implementation included. Annual figure on the form.
- Jordan PikeExactly. And Caitlin, you mentioned the board. Is there a date you're working towards?
- Caitlin MercerWe'd like to be live before the next big renewal cycle. So the sooner the better. What are you working to?
- Jordan PikeOn my side I have Wednesday 18 March 2026 as the date we're aiming to close. That's a target, not a promise. It depends on the demo going well and your security team being comfortable.
- Caitlin MercerOkay. That works for me. I'll flag it to Ray and the data lead.
- Jordan PikeGreat. Next step is a demo on your own data. I'd ask you for a small sample from the helpdesk and the CRM so the demo shows your distributors, not mine. Can you check with your data lead about that sample?
- Caitlin MercerYes, I'll ask in the first week back. Early January.
- Jordan PikePerfect. I'll send a short summary of today and a list of what I'd need for the sample, so you can forward it to the data lead.
- Raymond TsaiPlease keep the summary short.
- Jordan PikeShort, got it. Thanks, everyone. Happy new year to you both.
- Caitlin MercerHappy new year, Jordan. Best to you too. Talk soon.
- Raymond TsaiThanks. Bye.
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