Thackwray Logistics / BG-Demo – Renewal
Callcompleted
Thackwray Logistics · 12 Jan 2026 16:00
Finance Director Steven Holroyd questioned 40 licensed users against about six active a day on the £44k Growth plan. Kelly Swainston defended the small review group. No pound value of the benefit could be given.
What was said
What this says
As at Fri 9 Oct 2026Finance Director Steven Holroyd questioned 40 licensed users against about six active a day on the £44k Growth plan. Kelly Swainston defended the small review group. No pound value of the benefit could be given.
What happened: Amara Obi opened the renewal conversation with usage: forty licensed users, about six active on a given day, down roughly two fifths on the quarter before. Steven Holroyd, new to the call series, said he would not nod it through on autopilot.
Customer view: Kelly Swainston said the brain is used by the handful who run monthly service reviews, and that some who got access last spring have drifted off. Asked what it saves, she could not give a pound figure.
Commercial: Sophie Ling confirmed Growth at £44k a year, corrected the CRM showing Enterprise at £110k, and said a smaller tier was possible at renewal only. Lindsey Ward confirmed invoices match £44k and nothing is overdue.
Watch: This is a value problem, not a payment problem. The contract renews on 4 Apr 2026 and Sophie expects close by 31 March 2026.
Themes
As at Fri 9 Oct 2026Theme
Renewal usage and value challenge
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- Amara Obi to send Kelly Swainston and Steven Holroyd a list of seat holders and when they last asked a question this week.
- Kelly Swainston to take the names to her team on Thursday and report back.
- Sophie Ling to meet again before the end of the month to settle the renewal terms.
Risks
As at Fri 9 Oct 2026- Finance Director may push for a smaller tier or fewer seats at the 4 Apr 2026 renewal because only about six of forty users are active.
- No pound value for the benefit was given, so the value case is unproven.
- Zero tickets in thirty days may be silence from users who have stopped opening the brain.
Opportunities
As at Fri 9 Oct 2026- Re-engage the drifted users with a review workflow session for client managers.
- A seat-by-seat list of last activity could show who matters and support a right-sized renewal.
Transcript
Amara ObiHello, can you hear me all right? I can see Sophie, and I think Steven's just joined.
Sophie LingHi both. Yes, loud and clear.
Steven HolroydAfternoon. I can hear you. Camera's off, it keeps freezing on me, so you'll have to put up with the voice.- Amara ObiNo problem at all. Kelly, are you with us?
Kelly SwainstonHere, sorry, just closing off a review pack. Not a gentle start to the year, is it?- Amara ObiIt really isn't. Right, let me introduce myself properly, Steven, because we haven't met. I'm Amara, I'm the customer success manager, and I picked up Thackwray in the autumn. Sophie signed you up last April and she's here for the commercial side. Lindsey, I think you're on as well?
Lindsey WardI am, yes. I'll mostly listen. I just look after the invoices on our side.- Amara ObiLovely. So this is the renewal conversation. The contract runs to 3 Apr 2026 and renews on 4 Apr 2026, so there's time, but I'd rather we weren't doing it in a rush. What would good look like for you this year?
- Steven HolroydBefore we get to good. Who's using it?
- Amara ObiFair question, and it's the thing I'd have raised anyway. Here's what the numbers say. You've got forty licensed users. Over the last month the average number of people active on a given day is about six. That's down by roughly two fifths on the quarter before.
- Steven HolroydForty seats and six people.
- Amara ObiYes.
- Steven HolroydAnd what's that cost us?
- Sophie LingIt's £44,000 a year on Growth, Steven. I'll not dress it up: on paper it isn't a lovely number if only six are logging in.
- Steven HolroydNo, it isn't. I'm not going to nod that through on autopilot, I'll tell you that now.
- Kelly SwainstonCan I come in? Because I think headcount is a slightly misleading way to look at it.
- Steven HolroydGo on then.
- Kelly SwainstonThe client managers I put on this, it was never forty people typing questions all day. It's the handful who run the monthly service reviews. Returns first, then orders. What did the brand see, that's what they ask before they walk into a review. If it's not a review week, they're not in there much.
- Steven HolroydSo are the reviews any better?
- Kelly SwainstonBetter prepared, yes. Less of me going round the team asking who's got the returns figures. But I'll be honest, a few people who got access last spring have drifted off and I haven't chased them.
- Amara ObiThat's really useful, thank you. And that's where I'd like to push a bit. Who else should have access? And who's got a seat who shouldn't? Because if we know the six or so who matter, we can either get the others using it or have a sensible conversation about the seat count.
- Steven HolroydSeat count meaning cheaper.
- Sophie LingIt could mean that, yes. I'd rather think it through than just say it. A smaller tier has fewer connectors and no dashboards builder, so I'd want to check what your team leans on before anyone signs anything.
- Lindsey WardSorry, can I check something? Would that show up as a different invoice mid-term, or only at renewal?
- Sophie LingOnly at renewal, Lindsey. Nothing changes mid-term.
- Sophie LingAnd while we're on money, one thing I should clear up. Our CRM has the renewal opportunity showing as Enterprise at £110,000. That's not what you've signed. The order form says Growth at £44,000 a year, and that's what's been invoiced. I'll correct the record so nobody gets a fright.
- Steven HolroydGood. I don't like surprises on an invoice. Never have.
- Lindsey WardFor what it's worth, the invoices match £44,000 and nothing's overdue.
- Steven HolroydNoted. Pays on time, used by a few. That's the shape of it, then.
- Amara ObiI'd put it slightly differently, if I may. It's paid on time and used by a small group, and I'd like to know why the rest aren't. There are no tickets at all in the last thirty days, which could be healthy, or it could be silence.
- Kelly SwainstonSilence, mostly. People don't raise a ticket about something they've stopped opening.
- Steven HolroydWhat does it save us?
- Kelly SwainstonHonestly, time before a review, and the odd returns problem we spot before the brand rings us. I can't give you a pound figure today and I'd rather not make one up.
- Steven HolroydHm. That's fair. Annoying, but fair.
- Amara ObiSo here's what I'd propose. This week I pull a list of everyone with a seat and when they last asked a question, and send it to you and Steven. Kelly, you tell me who needs it and who doesn't. Then I run a short session for the client managers on the review workflow, so the so, sorry, so the people who've drifted have a reason to come back.
- Steven HolroydAnd then?
- Sophie LingThen we sit down again before the end of the month and decide what the renewal looks like. The price holds either way. Yours renews before the price change that applies to later renewals, so there's no uplift in the way. The expected close on our side is 31 March 2026, a few days before the end date, and I'd like it settled by then.
- Steven HolroydSend me the renewal in good time. And a proper usage number, not a feeling.
- Amara ObiYou'll have both. Chart and all.
- Kelly SwainstonI'll take the names to the team on Thursday and get you answers.
- Steven HolroydRight. I've another call. Anything else?
- Amara ObiNothing from me. I'll get the list out and the next conversation in the diary. Thanks, everyone.
- Sophie LingThanks all, speak soon.
- Kelly SwainstonCheers.
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