Cawthorne Learning / BG-Demo – Discovery
Callcompleted
Cawthorne Learning · 22 Jul 2026 10:00
Discovery with Cawthorne Learning's chief executive and head of customer success. They want one view of provider health. Cost goes to the board first, the deal figure is £62k in total, and the decision date is 18 Nov 2026.
What was said
What this says
As at Fri 9 Oct 2026Discovery with Cawthorne Learning's chief executive and head of customer success. They want one view of provider health. Cost goes to the board first, the deal figure is £62k in total, and the decision date is 18 Nov 2026.
What happened: Priya Raman held the first discovery call with Cerys Llewellyn and, for the first time, Patrick Rowbotham. Cerys described a Thursday spreadsheet that stitches tickets, usage and renewals together and is stale by Friday.
Customer view: Patrick asked how the team would use it day to day and does not want it sitting in a corner. He said the funding rules are changing for their providers, so keeping them matters more than it did.
Commercial: Priya gave a working figure of £62k for the whole deal, including one-off implementation, not an annual price. She mapped the need to the Growth tier. Patrick wants the board to see the cost first, and the decision date is 18 Nov 2026, which is booked, not reached.
Watch: The evidence does not show whether a Snowflake account exists. Hayley, who looks after systems, was not on the call.
Themes
As at Fri 9 Oct 2026Theme
Provider health single view
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- Priya Raman to send the recap and demo dates, with Hannah Lowe and Hayley invited.
- Cerys Llewellyn to gather provider loss and late-warning cost figures for Patrick.
- Hannah Lowe to cover Snowflake and data location questions in writing.
Risks
As at Fri 9 Oct 2026- Patrick wants the board to see the cost and the savings before committing, so the deal depends on a business case.
- The £62,000 figure is a working number for the whole deal and may move after the demo.
- Hayley, who knows the systems, has not yet been involved.
Opportunities
As at Fri 9 Oct 2026- Growth tier fits customer success first, with product operations as a second team.
- Cerys offered to size provider losses and the cost of late warnings to support the board case.
Transcript
Priya RamanMorning both. Can you hear me all right? I've got the recording running, so you'll see the little notice.
Cerys LlewellynMorning, Priya. Yes, loud and clear. Patrick's just finding his headphones, I think.
Patrick RowbothamMorning. Sorry, a bit of a scramble here. Is that better? Can you hear me now?- Priya RamanPerfect, thank you. Right, lovely to have you both. Shall I just recap where we are, so we're all starting from the same place?
- Patrick RowbothamPlease do.
- Priya RamanSo, Cerys and I have spoken a couple of times, and this is the first time Patrick and I have met properly. Today is discovery: your world, your systems, what you'd want the brain to do. Then we'd book a demo on your own data, and the date we're working towards for a decision is 18 November 2026. Happy to make this easy, so tell me if any of that is off.
- Patrick RowbothamNo, that sounds right. Cerys, could you set the scene for us? I think that's the best way to begin.
- Cerys LlewellynOf course. So, what my team asked me this week, and it's the same question every week really, is how we know which providers are at the edge. We sell apprenticeship management software to training providers and colleges, and the signals about whether a provider is happy are scattered. Tickets are in the helpdesk, usage is in the product, renewals are in the CRM, and somebody is stitching it together in a spreadsheet on a Thursday.
- Priya RamanRight, and that's the spreadsheet that's always out of date by Friday.
- Cerys LlewellynExactly that. I've seen this work somewhere else, where the team could just ask a question and get the picture for one provider in one go. That's what I'd love for us.
- Patrick RowbothamCan I ask a basic question? How will the team use it, day to day? I don't want to buy something clever that sits in a corner.
- Cerys LlewellynFair. Let's start with the team who'll use it. It would be my customer success managers, mostly. Before a call with a provider they'd ask what's been going on: what's open in support, whether their users are logging in less, and when the renewal is. Today that's three tabs and a lot of guessing.
- Priya RamanAnd that maps nicely onto the Growth tier, actually, because it's built for several teams looking at the same picture. Customer success is the first, but product operations could use it too.
- Patrick RowbothamHayley, on the product side, will want a say, I'd imagine. But let Cerys lead on this.
- Cerys LlewellynYes, I'd bring Hayley in for the demo. She looks after the systems, so she'll care about what connects to what.
- Priya RamanGood. Can I ask about the current set-up, then? Which systems would we be pulling from, roughly? Don't worry about being exact.
- Cerys LlewellynSo, the CRM for accounts and renewals, the helpdesk for tickets, and then product usage, which comes out of our own platform. Email as well, I suppose, because a lot of the real conversation with a college happens there, and in calls.
- Priya RamanMm. And is any of that already sitting in a warehouse, or is it all in the tools themselves?
- Cerys LlewellynI'd have to ask Hayley. I think some of the usage data is, but I wouldn't swear to it.
- Priya RamanNo problem, that's one for the demo. The thing to know is that we build it inside your own Snowflake account, so your data doesn't leave your walls. If you don't have one yet, that's a conversation we'd have, and not a blocker.
- Patrick RowbothamThat's helpful to hear, actually. Our customers are colleges and training providers, and they're quite careful about where learner data goes.
- Priya RamanCompletely understand. Hannah, our solutions engineer, would take you through that properly, so I won't pretend to be the expert on the internals. She'd put it in writing for you too.
- Patrick RowbothamGood. Now, what's the cost per customer? I'm sorry to jump ahead, but that's how I have to think about it. We're a small team and the funding rules are changing for our providers, so keeping them matters more than it did.
- Priya RamanNo, that's a sensible way to think about it. So, the working number on the deal at the moment is £62,000 in total. To be clear, that's the whole deal value, and it includes the one-off implementation, so it's not an annual price. We'd firm that up once we've seen the demo and you've told us what you actually need.
- Patrick RowbothamUnderstood. I'd want the board to see the cost before we commit to anything, and I'd want a clear sense of what we'd save, or what we'd stop losing.
- Cerys LlewellynI can help with that, Patrick. If I put together how many providers we lose in a typical year, and what we think a late warning cost us, that gives you a number to set against it.
- Patrick RowbothamThat would be very useful. Thank you.
- Priya RamanBrilliant. And if we can get the demo done and the board paper drafted in good time, we'd be nicely placed to get this over the line by 18 November 2026. I'm not going to push you on dates you can't hit, mind.
- Patrick RowbothamThe board meets before then, so that should work. I'd rather we were thorough than quick.
- Cerys LlewellynAnd Priya, one thing. Who else would you want on the demo, from our side?
- Priya RamanHayley, definitely, and maybe one of your customer success managers, so it's someone who'll live in it. I'll send a few dates this week and Hannah will join.
- Cerys LlewellynPerfect. I'll find the manager. Diolch, both.
- Patrick RowbothamThank you, Priya. Thank you, Cerys. Speak soon.
- Priya RamanThanks, everyone. I'll send the recap and the dates today. Best, Priya. Bye for now.
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