Customer folders
Customer folders
Updated 9 Oct 26
Growing · ARR £125,000 · renews 1 Jul 2027 · CRM £118,750
Growing: Enterprise at £125k a year to 30 Jun 2027, with active users up 42% and questions up 72% since May 2026. July refresh misses dented trust and the CRM owner has left. Tom Ashdown takes the expansion deal before the 14 Oct 2026 negotiation call.
At risk · ARR £44,000 · renews 1 Dec 2026 · CRM £88,000
At risk: Brackwell Freight's Growth renewal on 1 Dec 2026 at £50k against £44k (13.6%) meets active users down from 23 to 14, a departed champion and a Finance Director who rejects any increase. Invoices are paid, so the risk is value.
At risk · ARR £45,000 · renews 5 Jan 2027
At risk: Veldmaat Payments' Growth renewal on 5 Jan 2027 is priced at £50k against £45k. Joost Verbeek will not discuss it while BB-Demo's £5,000 over-billing and repeated 07:00 refresh misses stay open, despite rising usage.
At risk · ARR £19,500 · renews 4 Jan 2027
At risk: the Starter renewal on 4 Jan 2027 rises to £22k from £20k. Active users fell from 7 to 3 and questions from 123 to 31, and Rob Ellery says the team stopped using the brain after the move to Salesforce.
Lost · ARR £0 · CRM £44,000
Lost: the Growth subscription at £44k per year ended on 2 Apr 2026 after the group moved to Signalvane, though the CRM still shows a customer. A £50k win-back deal is open, and Nell Ashcombe sends the proposal before the 13 Oct 2026 call.
Lost
Lost. Quillmark Health chose another vendor after a security review BB-Demo never cleared, and the Enterprise deal closed lost on 31 Jul 2026 with nothing signed or invoiced. The need persists, so the next move is closed incident findings sent through procurement.
Lost
Lost: Calderbrook Housing Group did not renew its £44k Growth subscription, which ended on 1 Sep 2026 after notice citing an in-house platform. Invoices were paid within terms. The written handover to Helen Marsden is overdue.
Healthy · ARR £125,000 · renews 1 Oct 2027
Healthy: Enterprise order form signed 4 Sep 2026 at £125k a year to 30 Sep 2027, implementation invoice paid, onboarding under way. Niamh Costello asks 28% of questions; Elena Novak builds a broker dashboard with her by 13 Oct 2026.
Watch · ARR £58,000 · renews 5 Jan 2027 · CRM £58,000
Watch: Harrowden Foods' Growth renewal on 5 Jan 2027 is 88 days away with its price unconfirmed in writing. Rajesh Mistry wants written usage proof before any renewal call. Active users and questions are rising, and all invoices are paid within terms.
Healthy · ARR £50,000 · renews 2 Feb 2027
Healthy: Wexmoor Property Group is on Growth at £50k a year to 1 Feb 2027, with questions up 30% and users from 34 to 37. Finance questions 40 seats and repeat tickets dent trust before the 2 Feb 2027 renewal; Elena Novak owns the fix.
Healthy · ARR £19,500 · renews 1 Jun 2027
Healthy: a paid-up Starter customer at £20k signed to 31 May 2027, with questions asked up 18% over four months. Value leans on Toby Underwood (51% of questions). The next move is a Growth case for operations via Ed Duckworth.
Lost
Lost: Corriemoor Foods' Starter order form at £20k per year ended 31 Jul 2025 and the CRM renewal deal closed lost to an in-house build. Invoices were paid within terms, and the data deletion owed under the data processing agreement is still unconfirmed.
Lost
Lost: Tidecombe Housing declined to renew its £20k Starter subscription on 19 Jan 2026 because the brain was not used day to day, and the term ended on 28 Feb 2026. Tom Ashdown should seek a win-back conversation with Luke Kitching.
Healthy · ARR £44,000 · renews 1 Apr 2027
Healthy: Growth at £44k a year to 31 Mar 2027, users steady at 35, questions up 12% and invoices paid within terms. The £50k renewal from 1 Apr 2027 has no value case yet, and the £44k quoted on 28 Sep 2026 needs correcting.
Healthy · ARR £22,000 · renews 1 Jul 2027
Healthy: Starter renewed at £22k under the order form signed 8 Jun 2026, with questions asked up 15% over four months. Daniel Okafor still owes Hugh Firth a root-cause answer on the July freshness incident.
Healthy · ARR £48,500 · renews 1 May 2027
Healthy: Growth at £48k to 30 Apr 2027, invoices paid within terms and questions asked up 14%. Finance questions seat use, and the account has had no active owner since Priya Raman left. Marcus Bell reconciles usage and names an owner by 15 Oct 2026.
Watch · ARR £19,500 · renews 1 Jan 2027
Watch: the Starter subscription at £20k renews on 1 Jan 2027 at £22k (12.8%). Usage is steady and invoices are paid within terms, but the rise has not been discussed and Asif Nuttall has not replied to the renewal outreach.
At risk · ARR £51,000 · renews 1 Dec 2026 · CRM £58,000
At risk: the Growth term ends 30 Nov 2026 and an unsigned £58k proposal sits above the £50k renewal price. Stuart Kenyon refuses to pay more for falling use, Ruth Ackroyd's account is deactivated and Nathan Booth is the only admin.
Watch · ARR £19,500 · renews 1 Dec 2026
Watch: Silverbeck Energy Services renews its Starter subscription on 1 Dec 2026 at £22k, a 12.8% rise on £20k. Usage is steady, but the main hands-on user left over summer and Kevin Kershaw has not answered the renewal notice.
Lost · ARR £0 · CRM £39,600
Lost: Fairhallow Travel's Growth term under the executed order form ended on 31 Dec 2025 after Simon Ashworth chose not to renew, yet the CRM still shows a customer at £40k. Marcus Bell owns a win-back note and Tom Ashdown the CRM clean-up.
Healthy · ARR £22,000 · renews 1 Mar 2027
Healthy: Wrenfield's Starter brain at £22k is growing in use, with questions up 37% from 2026-05 to 2026-09. Both invoices were paid within terms and renewal on 1 Mar 2027 is unchanged. Next: Amara Obi books the agreed team demo and first QBR.
Healthy · ARR £19,500 · renews 1 Jun 2027
Healthy: Copperlane Payroll renewed Starter at £20k to 31 May 2027 and has 13 steady active users. The CRM owner has left, use leans on one admin, and the price moves to £22k at renewal.
Growing · ARR £120,500 · renews 1 Apr 2027
Growing: Hollowmere Care Group's Enterprise users rose from 72 to 148 and questions from 942 to 3957 since May 2026; the £125k renewal on 1 Apr 2027 needs the freshness credit check and sponsor introduction Natasha Pryor asked for.
Healthy · ARR £44,000 · renews 1 Apr 2027 · CRM £50,000
Healthy: Growth at £44k a year to 31 Mar 2027, users steady at 38 of 40 and questions up 12% since May 2026. The CFO wants a board-ready value case before the 1 Apr 2027 renewal at £50k, and Marcus Bell sends it by 31 Oct 2026.
At risk · ARR £46,800 · renews 1 Nov 2026 · CRM £46,800
At risk: Clonvara's Growth term ends 31 Oct 2026, the champion Siobhán Dunne's platform user was deactivated on 21 Aug 2026, and Brendan Moran is challenging the £55k renewal deal against seat use. Lewis Kerr owes him an itemised quote.
Watch · ARR £113,500 · renews 1 Jun 2027
Watch: Enterprise at £114k a year to 31 May 2027 with every invoice paid, but champion Karin Sjöberg was deactivated on 4 Sep 2026. Marcus Bell brings Mats Eklund a written value case to the booked 15 Oct 2026 check-in.
Lost
Lost: Skovdal Software's Starter term ended on 31 Jan 2026 after the renewal closed lost on budget on 12 Jan 2026. The Managing Director doubted the value justified a price increase, and invoices were paid within terms. Tom Ashdown is to find the current buyer for a win-back.
At risk · ARR £22,000 · renews 1 Feb 2027
At risk: the Starter renewal at £22k falls on 1 Feb 2027, 115 days away. Champion Arnaud Janssens was deactivated on 4 Sep 2026, a CRM sync fault has no cause shown and sole admin Thomas Janssens asks 38% of questions.
Healthy · ARR £47,500 · renews 1 May 2027
Healthy: Growth at £48k a year to 30 Apr 2027, with users up from 14 to 37 and questions from 338 to 2253. The renewal on 1 May 2027 at £50k conflicts with an unexecuted £48k proposal, and Daniel Okafor leads a value review.
Healthy · ARR £50,000 · renews 1 Jun 2027
Healthy: Growth at £50k a year to 31 May 2027, with active users up 113% and questions asked up 408% since June 2026. CFO Mike Delaney wants a one-page ROI before renewal talk, and Hollie Grieve owns it.
Growing · ARR £22,000 · renews 1 Jul 2027
Growing: Tallowfield Health Partners is on Starter at £22k a year to 30 Jun 2027. Questions asked rose 253% and active users rose from 6 to 9. Nicole Hayes has asked for three more users, which points to a Growth upgrade proposal from Jordan Pike.
Healthy · ARR £22,000 · renews 1 Apr 2027
Healthy: Starter at £22k a year to 31 Mar 2027, paid within terms, with users up from 9 to 11 and questions up 41%. The exposures are one unnamed user asking 51% of questions, a single admin and a blank customer signature line.
Lost
Lost: Ambrose Kell Associates' only deal, a Starter new-business deal, closed lost to a competitor on 15 Sep 2023. No order form was executed, no invoices were raised, and there has been no contact since 1 Sep 2023. Nell Ashcombe leads a win-back approach to Priti Priestley.
Lost
Lost: Thornwick Haulage never signed. Its only Starter deal of £26k closed lost to an unnamed competitor on 22 Mar 2024, and there has been no contact since 7 Mar 2024. Tom Ashdown should reopen talks with Dan Firth on a current-price Starter win-back.
Win-back
Win-back: Kestle Bay Hotels never signed. The £26k Starter deal closed lost on 15 Nov 2024 with no decision, after Sam Hollis and Gary Underwood showed real interest. Nothing is recorded since 31 Oct 2024. Tom Ashdown should reopen the deal with Sam on value.
Prospect
Prospect: Ravensholt Capital has an open Growth deal at CRM stage demo for £62k but no executed paper, a price that shifted between calls and no economic buyer engaged. Lewis Kerr must send one reconciled price before the 13 Oct 2026 proposal call.
Lost
Lost: Cairnlea Homes' Growth deal closed lost on 28 Feb 2025 over the security review, and no order form was executed. Webinar invitations since then drew no reply. Tom Ashdown should ask Neil Metcalfe what failed before any win-back.
Lost
Lost: Penvarra Digital chose a competitor and its only deal, a £26k Starter deal, closed lost on 15 Dec 2023. Nothing was executed or invoiced. Tom Ashdown should re-engage Steve Yates with a personal note and a demo offer.
Prospect
Prospect: Rookhaven Asset Management has a final Enterprise proposal at £125k a year and a negotiation call booked for 21 Oct 2026. Nothing is signed, and the security review and a written price split still gate any order form.
Lost
Lost: the Starter deal of £26k with Stannard Vale Recruitment closed lost on 27 Jun 2025 for no decision, after finance sign-off. Lewis Kerr should reopen with Kirsty Carswell at the v2 Starter list of £22k.
Lost
Lost: Ashlowe Medical Group's Growth deal closed lost on 26 Sep 2025 on security review grounds, and nothing was executed or invoiced. Lewis Kerr should reopen with Chris Riley to learn what failed in the review.
Prospect
Prospect: Ivelbridge Software's CFO asked for the order form on 7 Oct 2026 after CEO sign-off. The 28 Sep 2026 Growth proposal quotes £62k for the first year. Nothing is executed, and a negotiation call is booked for 20 Oct 2026.
Prospect
Prospect: Marrowby Foods has no order form or invoices. A £62k Growth deal sits at the CRM's demo stage with Kirsty Priestley as champion. A proposal call is booked for 12 Oct 2026, with Asif Illingworth's timeline question still unanswered.
Lost
Lost: Stourleigh Logistics never signed. The CRM Starter deal closed lost on 26 Jun 2026 to an unnamed competitor. Sophie Ling should seek a win-back call with Neil Ashby to learn why and test a Growth offer.
Prospect
Prospect: Ledgerwood Freight has an open, unsigned Growth proposal at £62k for the first year. Maria Hughes aims to sign by mid-November. Jordan Pike must reconcile conflicting draft terms before the 26 Oct 2026 negotiation call.
Prospect
Prospect: Halberd Point Insurance has an open £155k Enterprise deal after a well-received 7 Sep 2026 demo. A security review gates it and the 15 Jul 2026 proposal has no reply on record. A proposal call is booked for 14 Oct 2026.
Lost
Lost: Brannigan Wolfe's only deal, Growth at £62k, closed lost on 29 May 2026 to a competitor with nothing signed. Jordan Pike is to reopen contact with Danielle Butler and offer a win-back value case.
Lost
Lost: Vossberg Logistik's Enterprise deal closed lost on 12 Dec 2025 on the security review, with no contract, invoice or usage. Sophie Ling should reopen it with Lena Vogel through the promised security review session.
Prospect
Prospect: Strandvig Energi has an open Growth deal at CRM stage demo (£62k, expected close 13 Nov 2026) and no contract. The £44k v1 figure pitched at discovery must move to the £50k v2 list before the proposal call booked for 27 Oct 2026.
Prospect
Prospect: Kilcarra Medical's Starter deal is at CRM stage negotiation for £28k. Nothing is signed. The CFO is taking a three-month discount to the board while the offer holds for ten days.
Lost
Lost: Maison Vercourt's only deal, Growth tier at £44k a year, closed lost on 18 Jul 2025 on security review. There is no order form, invoice or usage. Tom Ashdown is to write to the Chief Financial Officer before the 15 Oct 2026 webinar.
Lost
Lost: the Starter deal at £20k a year closed lost on 20 Feb 2026 for no decision, after the CFO agreed to move to signature. Nothing was executed or invoiced, and Lewis Kerr now reopens with Sara Forsberg.
Lost
Lost: Muskwa Insurance Group never signed. The CRM's Growth deal, ACV £50k, closed lost on 17 Jul 2026 with no decision and no sign the finance director was engaged. Jordan Pike should send Dylan Tremblay the proposal he asked for.
Prospect
Prospect: Tanjong Arc Logistics has a Growth proposal at £50k a year plus £12k implementation but nothing executed. Tom Ashdown must send a corrected order form to Hao Goh before the negotiation call on 29 Oct 2026.
Lost
Lost: the Enterprise new-business deal with Qasr Daleel Facilities Management closed lost on price on 12 Jun 2026, with nothing signed or invoiced. Lewis Kerr should reopen contact with Huda Haddad on price and Gulf refresh timing.
Lost
Lost: Trevanion Marine never signed. Its only Starter deal at £20k a year closed lost on 24 Nov 2023 for no decision, after Chris Openshaw made data security the gate. Tom Ashdown is to reopen through Ian Nuttall with a security answer.
Prospect
Prospect: an unsigned £62k Growth proposal is with Fiona Gledhill, who has made a security review with her Head of IT the gate. SSO and access control scope are unresolved, and a negotiation call is booked for 23 Oct 2026.
Lost
Lost: Fosdyke Packaging's only Starter deal closed lost to a competitor on 31 Oct 2025 with no executed order form. Tom Ashdown should reopen with Sam Entwistle, citing the senior appointment effective 19 Jun 2026.
Healthy · ARR £137,500 · renews 28 Feb 2027 · CRM £137,500
Healthy: Enterprise at £128k a year to 27 Feb 2027, invoices paid and questions asked up 13% since May 2026, but the CFO doubts what 200 seats return. Daniel Okafor owes Deepa Chauhan a value case before the 23 Oct 2026 check-in.
Lost
Lost: Delancey Haig's Growth subscription at £44k per year ended on 2 Jul 2026 after its 19 May 2026 notice cited an in-house data platform and falling use. Daniel Okafor must close the exit cleanly to keep a win-back open.
Growing · ARR £50,000 · renews 3 Feb 2027 · CRM £125,000
Growing: Brenneck Pay uses all 40 Growth seats, and questions rose from 1430 to 2100. It signed an Enterprise order form on 7 Oct 2026 at £125k a year from 3 Feb 2027. The written governance and exit pack for Matthias Ebner is still owed.
Growing · ARR £50,000 · renews 30 Apr 2027
Growing: Growth at £50k a year to 29 Apr 2027, with active users up from 15 to 46 against 40 licensed and invoices paid within terms. Danielle Okonkwo is the only active admin, and the £12k expansion waits on privacy approval.
Prospect
Prospect: an open Enterprise deal at £155k including implementation, at CRM stage proposal, with nothing executed. Signature waits on Euan Rattray's open security finding, written exit and audit terms for procurement, and PRA notification.
Watch · ARR £47,500 · renews 28 Dec 2026
Watch: the Growth renewal on 28 Dec 2026 moves to £50k from £48k, and Finance Director Philip Annear cannot say what the brain saves. Active users hold at 37 and invoices are paid within terms.
Healthy · ARR £48,500 · renews 1 May 2027
Healthy: the executed Growth form at £48k runs to 30 Apr 2027, invoices are paid within terms and 36 users are active, but Stuart Haworth is challenging value before the 1 May 2027 renewal and the account has no active commercial owner.
Watch · ARR £119,000 · renews 6 Jan 2027
Watch: Kingdon Diagnostics renews Enterprise on 6 Jan 2027 at £125k against £119k today, while the CRM deal carries £135k. Usage is holding and invoices are paid, but CFO Graeme Charlton wants a business case first.
Healthy · ARR £129,000 · renews 10 Jul 2027 · CRM £130,000
Healthy: Vellacott Payments renewed Enterprise at £129k a year to 9 Jul 2027 and pays within terms. Questions asked rose 20% while active users held at 124 of 160 licensed seats, and both current-term P1 first responses missed target.
Healthy · ARR £50,000 · renews 15 Aug 2027
Healthy: Growth at £50k a year on the order form signed 23 Jul 2026, invoices paid within terms and questions asked up 13%, but a broken product usage connector and a narrow group of askers weaken the value case Carrowkeel's leadership want.
At risk · ARR £48,000 · renews 24 Nov 2026 · CRM £48,000
At risk: Brinkerhof Distributie's Growth term ends 23 Nov 2026 with an unsigned £54k renewal proposal. Ruud Verhoeven has questioned value and Femke van Gestel questions fifty users, while active users held at 42.
Healthy · ARR £58,000 · renews 1 Apr 2027 · CRM £58,000
Healthy: Pemaquid Analytics is on Growth at £50k a year plus two 10-user packs, and active users rose from 19 to 41 since May 2026. The CFO wants seat use and payback shown before the 1 Apr 2027 renewal.
Lost
Lost: the £44k Growth term ended 8 Feb 2026 without renewal. The CRM records the renewal as lost for budget after the Finance Director rejected the value case, and no questions were asked in the last 90 days.
Lost · ARR £0 · CRM £39,600
Lost: the executed Growth order form ended on 21 Nov 2025 with no renewal paper and no questions were asked in the last 90 days. The CRM still shows stage customer at £40k. Marcus Bell is to follow up Abi Coombes for win-back feedback.
Prospect
Prospect: Hallam Ferrier has an open Growth proposal at £50k a year, £62k total with implementation, and no order form. Richard Staniforth will not sign before the partners agree. A negotiation call is booked for 15 Oct 2026.
Prospect
Prospect: an open Enterprise proposal of £125k a year, £155k total with implementation, nothing signed. Frank Delgado, COO, gates the deal on a security review that has not started. A negotiation call is booked for 16 Oct 2026.
Lost
Lost: Haverkamp Kontraktlogistik's Enterprise deal closed lost on price on 12 May 2026, with no contract, invoices or usage. The works council's monitoring concerns were never resolved. Matteo Ricci should reopen with Stefan Meyerhoff by 9 Oct 2026.
Healthy · ARR £19,500 · renews 22 Jun 2027
Healthy: Garrow Lusk is on Starter at £20k to 21 Jun 2027, questions asked are up 27% since May 2026 and the late renewal invoice is paid. The v2 price of £22k at the 22 Jun 2027 renewal needs a value case.
Watch · ARR £22,000 · renews 19 Aug 2027 · CRM £41,500
Watch: the Starter renewal at £22k runs to 18 Aug 2027 and is paid, and questions recovered to 276 in September 2026. Adoption rests on one admin and one heavy user, and a duplicate CRM record overstates ARR at £42k.
Watch · ARR £44,000 · renews 23 Apr 2027
Watch: Ellerby Dental Group holds Growth at £44k and pays on time. Champion Rebecca Oakes's account was deactivated, Megan Statham is the only admin, and the CFO says only about ten people use the brain. Renewal is 196 days away at £50k.
Watch · ARR £22,000 · renews 22 Jul 2027
Watch: Kadewerk Software renewed Starter at £22k to 21 Jul 2027 and pays within terms, but champion Sanne de Wit has left the platform and sole admin Yara El Idrissi reported missing fields and stale data on 20 Aug 2026.
Growing · ARR £118,750 · renews 28 May 2027 · CRM £118,750
Growing: Enterprise at £119k a year to 27 May 2027, with active users up from 9 to 90 and questions from 60 to 5495. Phil Catterall wants more users and 13 connectors exceed the cap of 12. Matteo Ricci owns the amendment.
Healthy · ARR £50,000 · renews 13 Mar 2027
Healthy: Growth at £50k a year to 12 Mar 2027, invoices paid within terms, and questions asked up from 647 to 1094 since May 2026. Open points: Javier Ortiz's 28% share of questions and an unresolved Salesforce connector error.
Watch · ARR £47,500 · renews 7 Jan 2027
Watch: Kesselfeld Software's Growth renewal moves from £48k to £50k (5.3%) after a £44k renewal quote on the 9 Dec 2025 call. Usage is steady, and Florian Becker has not replied to the renewal email ahead of the 27 Oct 2026 call.
Healthy · ARR £22,000 · renews 17 Jul 2027
Healthy: Starter at £22k a year to 16 Jul 2027, with users up from 4 to 11 and questions from 33 to 301 since 2026-07 and invoices paid within terms. Amara Obi should scope a Growth upgrade with Ellie Rowcliffe and Ben Tozer.
Healthy · ARR £22,000 · renews 13 May 2027
Healthy: Coorabell Logistics is on Starter at £22k a year to 12 May 2027, with active users up from 3 to 11 and questions from 36 to 472. Hollie Grieve is preparing a Growth upgrade discovery for the 27 Oct 2026 check-in with Brooke Dawson.
Healthy · ARR £22,000 · renews 26 Jun 2027
Healthy: Moycullen Recruitment pays £22k a year for Starter, renewing 26 Jun 2027. Questions rose from 4 to 376 in four months, but Ciara Joyce asks 78% of them and is the sole active admin, so naming a second admin is the next move.
Lost
Lost: Tannahill Systems' Starter order form at £20k a year ended on 5 Apr 2025 after the CRM renewal deal closed lost for budget. Usage stopped and all invoices were paid. The next move is a Starter win-back through Kenny Lockhart.
Lost
Lost: Marchbank Couriers' Starter term ended on 23 Nov 2024 after the renewal closed lost to an in-house build on 18 Oct 2024. No questions in the last 12 months. Tom Ashdown is to approach former champion Lorna Wishart about a win-back.
Prospect
Prospect: an open Growth deal at the CRM proposal stage, £62k for year one then £50k a year, with Lydia Ashurst reporting Jonathan Brice ready to proceed. Nothing is signed, and a negotiation call is booked for 28 Oct 2026.
Prospect
Prospect: Tamar Crossing Freight has an unsigned £28k Starter order form sent on 2 Oct 2026. Sarah Northcott wants a lower first-year figure, and Sophie Ling is to send a revised order form before the 14 Oct 2026 negotiation call.
Prospect
Prospect: Conover Lending Group has an open £62k Growth deal at demo stage, expected to close 4 Dec 2026, with nothing signed. Tasha Merriweather is keen but pricing is open, and a proposal call with Bill Hamrick is booked for 26 Oct 2026.
Prospect
Prospect: a Starter proposal at £22k a year plus £6,000 implementation is unsigned, with CRM expected close 6 Nov 2026. Finance wants an ROI case before the negotiation call booked for 19 Oct 2026.
Prospect
Prospect: Demerdal Facility Services has an open Growth deal of £62k at the CRM stage demo, with nothing signed. An Peeters needs management approval, and Matteo Ricci should send Koen Janssens a proposal pack before the 26 Oct 2026 call.
Prospect
Prospect: a warm £62k Growth deal at the CRM stage demo, with the champion keen to move forward. Nothing is signed, and the second-year price and the tier must be settled before the proposal call booked for 12 Oct 2026.
Lost
Lost: Ouseburn Media's only Starter deal closed lost on 8 Sep 2023 at security review, with no order form, invoice or usage. Tom Ashdown should reopen contact with Erin Milburn, the 2023 champion, to learn what the review objected to.
Lost
Lost: Carnwath Haulage's only deal, a Growth opportunity of £56k, closed lost to a competitor on 4 Dec 2023. No order form, invoices or usage exist. Tom Ashdown should send Margaret Cleland a finance reconciliation win-back note.
Lost
Lost: Pelham Rowe never signed the Starter proposal of 18 Dec 2023, and the £26k deal closed lost on 2 Feb 2024 with no order form or invoice. Cost, not security, stalled it. Tom Ashdown should write to Naomi Fordham to test a win-back.
Lost
Lost: Stenhouse Physiotherapy Group's only deal, for Growth, closed lost to a competitor on 22 Apr 2024, and nothing was ever signed or invoiced. Tom Ashdown should reopen Growth through Rhona Aitken, the convinced champion, with a call that includes Bruce Lamont.
Lost
Lost: the Growth deal closed lost on 9 Sep 2024 at security review, with the 31 Jul 2024 proposal at £44k a year unsigned and nothing invoiced. No contact is recorded since 5 Aug 2024; Tom Ashdown should reopen contact with Gillian Woolnough.
Lost
Lost: Irwell Payroll Services never signed. The Starter deal closed lost on 1 Nov 2024 with reason no decision, and there has been no contact since 1 Oct 2024. Tom Ashdown should reopen a Starter win-back with Keith Partington by 9 Oct 2026.
Lost
Lost: Ardfinnan Freight Services' £56k Growth deal closed lost on 6 Feb 2025 for no decision after a signing promise on 24 Jan 2025. No order form was executed. Lewis Kerr leads a win-back on margin by client and route.
Lost
Lost: the Growth deal for Ravel-Delmotte Logistique at £56k closed lost on 26 Jun 2025 on security review. Nothing was executed or invoiced. Sophie Ling is to reopen the conversation on the 15 Apr 2026 expansion news.
Lost
Lost: the Starter deal for Wickersley Building Supplies closed lost on 5 Aug 2025 for no decision, nothing was signed or invoiced, and Lewis Kerr should reopen it with Diane Pashley on a v2 Starter offer with quarterly invoicing.
Lost
Lost: Cadnam Rise Recruitment's £26k Starter deal closed lost on 12 Sep 2025 for no decision after signature waited on board approval. Nothing was executed or invoiced, and Lewis Kerr is to reopen talks with Phoebe Lacey at the v2 Starter list of £22k.
Lost
Lost: Kinbasket's £56k Growth deal closed lost in the CRM on 22 Jan 2026 for no decision. No order form, no invoices, and no contact since 7 Jan 2026. Jordan Pike is to reopen with Darryl Kozak at the v2 Growth list of £50k.
Lost
Lost: the Growth deal closed lost on 13 Mar 2026 for no decision, after COO Arvind Pillai asked for an order form on 4 Feb 2026. Nothing was executed or invoiced. Sophie Ling is to reopen the conversation at the v2 Growth list.
Lost
Lost: Pawtuxet Foodservice chose an unnamed competitor and the £155k Enterprise deal closed lost on 22 Apr 2026. Nothing was signed or invoiced, and no contact is recorded since 31 Mar 2026. Jordan Pike is to reopen contact with Gina Ferraro.
Lost
Lost: the CRM closed Greer Ocampo Staffing's Growth deal lost on 3 Jun 2026 for security review, after Brianna Ocampo asked for the order form. Nothing was executed or invoiced. Jordan Pike should reopen contact with Brianna.
Lost
Lost: the Starter deal closed lost on 6 Jul 2026 for no decision, with no order form or invoices, although Robin Hatherell agreed staged payments on 5 Jun 2026. Sophie Ling should reopen it with Fran Whiting.
Lost
Lost: Lathom Sands Leisure Parks' only deal, Growth at £56k, closed lost on price on 3 Nov 2025. No order form or invoices exist, and Antony Rimmer's year-two price question is unanswered. Lewis Kerr owns the win-back.
Lost
Lost. Ostwalder Versicherungsmakler's Growth deal closed lost to an unnamed competitor on 16 Feb 2026. There is no contract, usage or invoices, and nothing has been recorded since 7 Jan 2026. Matteo Ricci is to reopen contact with Miriam Theisen.
Lost
Lost: Hvidbjerg Logistik's Growth deal, amount £62k, closed lost on 7 May 2026 for no decision, with nothing signed or invoiced. Both buyers were positive, so a written price offer from Matteo Ricci is the win-back route.
At risk · ARR £41,800 · renews 2 Dec 2026 · CRM £22,000
At risk: Carnmoor Fleet Leasing has signed a Starter renewal at £22k a year from 2 Dec 2026, down from £42k on Growth. Active users fell from 34 to 22 (-35%) and the CIO has questioned the brain's place.
Healthy · ARR £52,000 · renews 11 Apr 2027 · CRM £52,000
Healthy: Growth at £44k a year plus 20 users to 10 Apr 2027, every invoice paid within terms, and active users up 48% since May 2026. CFO Andrew Sugden wants a written value case, and Marcus Bell takes one to the 14 Oct 2026 check-in.
Prospect
Prospect. Security is cleared and Enterprise is proposed at £125k a year, but nothing is executed. CFO Laura Kessler questions adding a vendor beside Signalvane and wants a year-two price hold before the negotiation call on 20 Oct 2026.
Watch · ARR £120,500 · renews 10 Jan 2027
Watch: Brimscombe Energy's Enterprise renewal is 93 days away with a price rise and conflicting renewal paper. Usage is rising and invoices are paid within terms, but Graham Tovey wants a measured value case before he signs.
Lost
Lost: Ashwell Mercer Interiors entered administration and the joint administrator declined renewal, so the Growth term at £44k per year ended on 22 Aug 2026. The final £11k net invoice was written off; data confirmation and an invoice query remain open.
Healthy · ARR £125,000 · renews 28 Aug 2027 · CRM £130,000
Healthy: Kenmure Business Telecom renewed Enterprise at £125k a year on 18 Aug 2026, pays within terms and holds 138 active users with questions up 14%. The CFO's value question is the main risk, and Marcus Bell owes him a written value case.
Watch · ARR £110,000 · renews 4 Apr 2027
Watch: Thackwray Logistics pays £110k a year on Enterprise with broad use. Its champion Kelly Swainston has gone, and Finance Director Steven Holroyd ties the 4 Apr 2027 renewal at £125k to usage and a saving he can show his board.
Healthy · ARR £45,000 · renews 10 Apr 2027
Healthy: Hartside Student Living's Growth subscription at £45k a year is gaining users and questions. The CFO is weighing cost against seats before renewal on 10 Apr 2027 at £50k, so Hollie Grieve takes a value measure to the 19 Oct 2026 check-in.
Lost · ARR £0 · CRM £23,000
Lost: Ardenmore Pension Administration's Starter term at £23k a year ended on 29 Aug 2025 after the renewal deal closed lost for budget. It asked no questions in the last twelve months. Marcus Bell is to open a win-back through Matthew Grice.
Watch · ARR £52,500 · renews 5 Feb 2027 · CRM £52,500
Watch: Growth at £48k a year plus connectors, renewing 5 Feb 2027 in 119 days at £50k against £52k today. Usage is rising and invoices are paid within terms, but CFO Pieter de Groot still lacks the written value case he asked for.
Healthy · ARR £125,000 · renews 1 May 2027
Healthy: Kaltenbrunn Medizintechnik is on an executed Enterprise order form at £125k a year, renewing 1 May 2027, with active users up 185% since May 2026. The CFO's challenge over unused licences needs a reconciled rollout and value note from Matteo Ricci.
Healthy · ARR £50,000 · renews 26 May 2027
Healthy: Growth at £50k a year, paid within terms, with active users up from 2 to 30 since May 2026. Allison Pereira has raised the 26 May 2027 renewal and wants a value case, which Hollie Grieve brings to the QBR booked for 27 Oct 2026.
Watch · ARR £22,000 · renews 18 Sep 2027 · CRM £40,525
Watch: Clashmore Recruitment renewed Starter at £22k to 17 Sep 2027 and pays within terms, but two CRM records carry £41k and one unnamed user asks 46% of questions. Elena Novak is to widen consultant use before the 4 Nov 2026 check-in.
Lost
Lost: Penmaen Software's £48k Growth subscription ended 24 Jul 2026 after CFO Huw Bevan let the renewal lapse on budget, questioning value against forty licences. All invoices were paid. The move is a right-sized Starter win-back led by Marcus Bell.
Prospect
Prospect: Cawthorne Learning has an unsigned Growth proposal at £50k a year within a £62k deal total. The chief executive wants the board to see cost per provider first, and a negotiation call is booked for 14 Oct 2026.
Prospect
Prospect. Willet Creek Senior Living has an open Enterprise proposal at £125k a year and nothing executed. The champion is convinced, but the COO will not sign until privacy and security approve. The negotiation call is booked for 19 Oct 2026.
Watch · ARR £20,900 · renews 7 Jan 2027
Watch: Haddon Rook Logistics renews its Starter subscription on 7 Jan 2027 at £22k against £21k today (5.3%). Usage is steady and invoices are paid, but Janice Haddon has not replied to the 8 Oct 2026 renewal email.
Watch · ARR £22,000 · renews 23 Sep 2027
Watch: Starter at £22k under the order form signed 11 Sep 2026 is paid, but champion Charlotte Haigh has left, Shannon Lockwood is the sole admin and Jonathan Marsden's 14 Sep 2026 price query awaits a reply before the 19 Oct 2026 check-in.
Healthy · ARR £19,500 · renews 1 May 2027
Healthy: Wellbrook Facilities renewed Starter at £20k to 30 Apr 2027 and pays within terms, with questions up 14% over four months. The gaps are no active owner since Priya Raman left and an open HubSpot duplicates fix before the £22k renewal.
Watch · ARR £19,500 · renews 30 Jan 2027
Watch: Tarnbeck's Starter renewal on 30 Jan 2027 rises from £20k to £22k (12.8%). Questions are up 18% but lean on two people, and the CRM owner has left. Daniel Okafor takes the price case to the booked 26 Oct 2026 check-in.
Watch · ARR £50,000 · renews 10 Sep 2027 · CRM £91,800
Watch: Pelton Grange Care renewed Growth at £50k on executed paper and pays within terms. The only hard signal is two CRM records carrying £92k, and a slowness ticket from 2 Oct 2026 is pending with engineering.
Watch · ARR £19,500 · renews 20 Oct 2026 · CRM £30,000
Watch: Fulford Ings Software renews Starter on 20 Oct 2026 at £22k against £20k today. William Coultas wrote that he signed, but the renewal order form on file has blank signature lines. Usage is steady.
Healthy · ARR £50,000 · renews 25 Feb 2027
Healthy: Tilden Marsh Logistics is on Growth at £50k a year to 24 Feb 2027, with usage rising and invoices paid within terms. The call recorder connector, down since 17 Sep 2026, must be restored before the 25 Feb 2027 renewal.
Healthy · ARR £22,000 · renews 25 Jun 2027
Healthy: a Starter customer at £22k a year since 25 Jun 2026, with questions up from 13 to 564 and both invoices paid within terms. The main risk is reliance on Hector Villarreal, the only active admin, who asked 71% of questions in the last 90 days.
Healthy · ARR £50,000 · renews 29 Dec 2026
Healthy: a Growth customer at £50k a year with questions up 17% and 36 of 40 licensed users active. The risk is price: Jeroen Coenen was told renewal stays at £44k, and Matteo Ricci must settle it before the 13 Oct 2026 renewal call.
Healthy · ARR £47,500 · renews 7 Apr 2027
Healthy: Growth customer on £48k with active users up from 26 to 38 and questions from 406 to 1116. Renewal on 7 Apr 2027 moves to £50k. Daniel Okafor is to book a first QBR with a value case.
Watch · ARR £22,000 · renews 29 Aug 2027
Watch: Kilcolgan Payments renewed Starter at £22k to 28 Aug 2027 and questions rose 19%, but champion Clodagh Fitzgerald's platform user was deactivated on 28 May 2026 and Eoin Hegarty is the only active admin.
Healthy · ARR £22,000 · renews 5 Feb 2027
Healthy: Starter at £22k a year to 4 Feb 2027, with questions asked up 22% and 9 users active. Riley Tran is the sole admin, and the executed order form has a blank customer signature and no renewal mechanism.
Healthy · ARR £22,000 · renews 6 Mar 2027
Healthy: Leiekant Accountants is on Starter at £22k a year to 5 Mar 2027. Questions rose 44% and active users 25% over four months and both invoices were paid within terms, but renewal intent is untested. Amara Obi must book the renewal QBR with Els Van Damme.
Lost · ARR £0 · CRM £19,500
Lost. Stainmore Haulage's Starter renewal closed lost on 27 Oct 2025 for an in-house build and its last term ended 27 Nov 2025, with no questions in the last 90 days. Tom Ashdown should correct the CRM and ask Ronald Hetherington why the build won.
Lost
Lost. Whitlingham Wealth's Growth term at £40k a year ended 21 Nov 2025 after the CRM renewal deal closed lost for budget, with both invoices paid within terms. Daniel Okafor should reopen a Growth win-back with Hugo Bacon.
Prospect
Prospect: Thorverton Creamery has a Growth deal at CRM proposal stage for £62k, with nothing executed. Finance signed off on a verbal forty-four thousand a year against the £50k proposal, so the price must be settled before the 22 Oct 2026 negotiation call.
Prospect
Prospect: nothing is signed, but a £28k Starter deal sits at the CRM proposal stage and Anne Kirkhope said Starter is right. The £20k quoted on 8 Oct 2026 conflicts with the £22k proposal, and Sophie Ling must correct it before the 20 Oct 2026 negotiation call.
Prospect
Prospect: Gatcombe Lees has a new £62k Growth deal at the CRM demo stage with nothing signed. Tom Ashdown owes a written proposal before the 26 Oct 2026 proposal call with Julian Gatcombe.
Prospect
Prospect: Clifford Rastrick asked for the Growth order form on 17 Sep 2026 against a £62k first-year proposal, but nothing is signed, the records show no contact since, and a negotiation call is booked for 26 Oct 2026.
Prospect
Prospect: an open Enterprise deal at £155k after Heidi Krueger said she was pretty convinced at the 10 Sep 2026 demo. Nothing is signed or invoiced, the signatory is unknown, and a proposal call is booked for 13 Oct 2026.
Prospect
Prospect: Brazos Point Physical Therapy has an unsigned Growth proposal at £50k a year plus £12k implementation, with close expected 20 Nov 2026. The buyers are positive, but the 9 Oct 2026 call misquoted the fee, connectors and response time.
Prospect
Prospect. A Growth new deal for £62k is at the CRM's demo stage, with expected close on 4 Dec 2026. Champion Iris Bosch asked for pricing, but finance director Gerrit Kromhout missed the demo. A proposal call is booked for 12 Oct 2026.
Prospect
Prospect: Wiesenthal Software has an open Starter proposal of 1 Oct 2026 at £22k a year plus £6,000 implementation, with nothing executed. The champion says 9 Nov 2026 works, but approval is unconfirmed ahead of the 12 Oct 2026 negotiation call.
Prospect
Prospect: Lindesvik Logistik has an open Growth deal at £62k after a well-received demo on 17 Sep 2026. A proposal call is booked for 19 Oct 2026. There is no executed paper, no invoice and no usage yet.
Lost
Lost: Gilberdyke Freight's Growth deal at £56k for the first year closed lost on 14 Nov 2023 for no decision, with no order form, no invoices and £0 ARR. Tom Ashdown is to reopen a win-back with Carole Ellerker.
Lost
Lost: Cuckfield Insurance Brokers never signed. The Starter deal closed lost on 23 Jan 2024 for no decision after Giles Hammond asked what to sign. Tom Ashdown should reopen the conversation on a fresh Starter proposal.
Lost
Lost: Hampton Lucy Estates never signed. Its only Starter deal closed lost on 11 Jul 2024 for no decision, Priya Raman who ran the sale has left, and Sophie Ling should reopen with Camilla Dewsbury on a Starter win-back.
Lost
Lost: Ryhope Catering Supplies' Growth deal, amount £56k with an ACV of £44k, closed lost on price on 8 Nov 2024. Nothing is recorded since the 18 Sep 2024 demo. Tom Ashdown should approach champion Julie Wardhaugh for a win-back.
Lost
Lost: Fulbourn Underwriting's £140k Enterprise deal closed lost on 6 Feb 2025 with no decision. Nothing was signed or invoiced. Lewis Kerr is to reopen it through Octavia Blake, bringing the security review scope.
Lost
Lost: the Growth deal for Pendle Valley Academies, £56k in year one, closed lost on price on 11 Jul 2025 with no order form executed and nothing invoiced. Sophie Ling is to reopen it through champion Amanda Holt.
Lost
Lost: Kittatinny Payments' Growth deal closed lost on 2 Jan 2026 on security review, with no order form executed and no invoices. The 26 May 2026 growth news gives Tom Ashdown a reason to reopen talks with Alyssa Romano.
Lost
Lost: the only Enterprise deal, £140k with ACV of £110k, closed lost on 23 Mar 2026 on the security review. No contract, invoices or usage exist. Jordan Pike should ask Rhonda Stierwalt for an introduction to Brent Overholt to learn which control failed.
Lost
Lost: the Growth deal closed lost in the CRM on 10 Aug 2026 to a competitor the records do not name. Nothing was signed or invoiced. Jordan Pike should hold a loss review with Gabriela Montoya this week.
Lost
Lost: the only deal, Growth tier for £56k, closed lost on 28 Mar 2025 for no decision. No order form, invoice or usage is held. Lewis Kerr is to book a fresh discovery call with Jolien van Dijk and Willem Arts.
Lost
Lost: Ballyvourney Software's new Growth deal, amount £62k, closed lost on price on 1 Jul 2026 with no order form on file. The champion wanted to move forward at the 28 May 2026 demo, so Matteo Ricci should take her a priced win-back offer.
Win-back
Win-back: Kempenland Distributie liked the product but the £56k first-year Growth deal closed lost on 3 Dec 2025 on price. No reply is shown since 21 Feb 2026. Matteo Ricci should reopen Growth with Lien Verstraete on a budget-fit offer.
Lost
Lost: the CRM's only Growth deal closed lost on 10 Apr 2026 over the security review. There is no order form or invoice, and nothing is recorded since the 18 Feb 2026 demo. Matteo Ricci should reopen the conversation through Claire Vasseur.
Lost
Lost: Pasir Laut Logistics' Growth tier deal at £56k closed lost on 14 Feb 2025 for no decision. No order form was executed, nothing was invoiced, and there has been no contact since 16 Jan 2025. Lewis Kerr leads a win-back approach to Mei Xin Lim.