Brackwell Freight Ltd / BG-Demo – Negotiation
Callcompleted
Brackwell Freight Ltd · 29 Oct 2024 13:30
Mark Siddall, Managing Director, said yes to Growth from 1 Dec 2024 after pressing on price. The £44k is a total deal value, and finance wants the subscription and implementation split in writing.
What was said
What this says
As at Fri 9 Oct 2026Mark Siddall, Managing Director, said yes to Growth from 1 Dec 2024 after pressing on price. The £44k is a total deal value, and finance wants the subscription and implementation split in writing.
What happened: On the 29 Oct 2024 negotiation call, Mark Siddall joined late and asked for the bottom line. After questions on value and price he said: Growth, from 1 Dec 2024.
Customer view: Mark called the price a lot more than they pay now, but backed Liam Doherty's account of rising question volume and depot adoption. He asked what happens if they stay on Starter, and Tom Ashdown said they could.
Commercial: Tom said £44k is the total value of the deal, not a straight annual number, with the split to follow in writing. The current Starter term is £20k a year, running to 30 Nov 2024.
Watch: This is a verbal yes, not a signed order form. The finance director has not seen the numbers, and Liam mentioned a setup note in case someone else picks it up.
Themes
As at Fri 9 Oct 2026Theme
Growth upgrade decision
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- Tom Ashdown sends the order form with the split shown to Liam and Mark by the end of that week.
- Liam Doherty sends the list of systems to connect and briefs finance.
- Marcus, the customer success manager, arranges onboarding of the extra teams and the depot training.
Risks
As at Fri 9 Oct 2026- The yes is verbal: the order form with the subscription and implementation split has not yet been sent or signed.
- The finance director has not seen the numbers and Liam expects questions.
- Liam Doherty is the champion and hinted that someone else might pick up the setup from him.
Opportunities
As at Fri 9 Oct 2026- Growth from 1 Dec 2024 with dashboards for depot managers.
- Further systems to connect, to be listed by Liam and written into the order form.
- A depot training session in the first couple of weeks after the Growth term starts.
Transcript
Tom AshdownAfternoon, Liam. Can you hear me alright? I've got the little bars jumping about on my side.
Liam DohertyLoud and clear, Tom. Afternoon! Mark's just grabbing a coffee, he said start without him, but he's about two minutes.- Tom AshdownNo drama. How's your week been? Busy?
- Liam DohertyMad. Month end, a couple of depots short on drivers, and the retail team want a view on everything by Friday. Love it really, but yeah. You?
- Tom AshdownSame sort of thing. Diary Tetris, mostly. I've been trying to get a proper lunch since Monday and it's not happening.
- Liam DohertyHa. Right, I can see him coming down the corridor. Mark, we're on, mate.
Mark SiddallAfternoon. Sorry. Right. Bottom line?- Tom AshdownAfternoon, Mark, good to see you. Bottom line is you've outgrown Starter, and we'd like to move Brackwell to Growth when the current term ends. That's what today's about. If we can get it agreed, I'd love to.
- Mark SiddallOutgrown. What does that mean?
- Tom AshdownIt means more of your people are using it than the plan was built for. You're licensed for fifteen users on Starter, and Liam's been getting the depot account managers on, which is exactly what we hoped. Liam, you want to say how that's gone?
- Liam DohertyYeah. So when we started it was me and a couple of the revenue ops team. Now the account managers from the depots are in there most days. Trafford Park first, then the others picked it up. Honestly, can we get the depots on it, that was always the question, and they're just doing it.
- Mark SiddallGood. What's it doing for us?
- Liam DohertyFair. Short version, Mark. Before, if a retail customer was getting unhappy, I'd find out when they rang you. Now I can see the delivery exception tickets, the calls and the account notes together. We've caught a couple of contracts going wobbly before anyone phoned. One view, that's the point.
- Mark SiddallI remember the one. The big retailer.
- Liam DohertyThat's the one. We got in early, sorted the delivery windows, and nobody had to ring you at seven in the morning.
- Mark SiddallLove that. Go on, Tom.
- Tom AshdownSo the picture is this. You've been with us since 1 Dec 2023 on Starter. You pay nineteen and a half thousand a year, that's £19,500, and the contract runs to 30 Nov 2024. You've never been late on an invoice, which, between us, isn't something I can say about everyone.
- Mark SiddallWe pay people. Crack on.
- Tom AshdownHa, noted. So what Growth gives you is room for more teams, more users, more connectors if you want to bring other systems in, and the dashboards builder. You also get a proper quarterly review with Marcus, rather than the six-monthly check-in you get now.
- Liam DohertyThe dashboards are the bit I care about, to be honest. Right now I'm building the view for the depot managers by hand and sending it round. If they could open their own dashboard first thing, that's the end of my Monday morning.
- Tom AshdownThat's exactly the use case. Depot manager opens it, sees their at-risk contracts, the exception tickets, last conversation with the customer. No emailing round.
- Mark SiddallDo the depot managers want that?
- Liam DohertyThey've been asking. Two of them asked me last week if they could have their own login. I said I'd see what I could do.
- Mark SiddallRight. Price.
- Tom AshdownRight, so, I'll be straight with you. The figure on the deal is forty-four thousand pounds, £44,000. That's the total value of the deal, not a straight annual number, so there's an implementation element in there as well. I'm not going to quote you the exact split off the top of my head. I'll confirm it in writing so you can see what's subscription and what's the one-off.
- Mark SiddallThat's a lot more than we pay now.
- Tom AshdownIt is, and I won't dress it up. It's a different size of plan. You'd be going from one team on Starter to several teams on Growth. But it's fair to ask whether it's worth it, and that's why I wanted you on the call.
- Mark SiddallWhat if we stay on Starter?
- Tom AshdownYou can. No pressure, genuinely. You'd renew at the end of November, you'd keep your fifteen users, and you'd have what you've got now. The fifteen is a soft limit, so nothing falls over if you go a bit above. But you wouldn't get the dashboards, and Liam would still be doing his Monday morning by hand.
- Liam DohertyAnd we're already pushing at the fifteen, Mark. I've been asking people to share, which is not really the point of the thing.
- Mark SiddallSharing logins. Don't.
- Liam DohertyI know, I know. I haven't, not properly. Just saying that's where we are.
- Tom AshdownAnd I'd rather you weren't tempted, Liam. That's what Growth is for.
- Mark SiddallFine. How do I know it's worth forty-four?
- Tom AshdownGood question. Two things. One, the quarterly reviews. Marcus sits down with you and Liam and we look at what's actually being asked, who's asking, and what it's turned up. If it's not earning its keep we'll see it together. Two, you've got a year to see it. Nobody's locking you into something you can't judge.
- Liam DohertyAnd for what it's worth, it's the number of questions that's gone up. People are asking it things I never would have thought of. That's a good sign. If they were bored it'd be flat.
- Mark SiddallI trust Liam on this.
- Tom AshdownI appreciate that, Mark.
- Mark SiddallI'll need finance to see it. In writing. They'll want the split you said.
- Tom AshdownAbsolutely. Leave that with me. I'll send the order form with the numbers laid out properly, subscription and implementation shown separately, so your finance director isn't guessing. Liam, is there anyone in finance you want copied?
- Liam DohertyJust put me and Mark on it for now. I'll forward it on. Easier than a third inbox. He'll have questions, he always does, so I'll flag it first.
- Tom AshdownSound. Now, timing. Your current term runs to 30 Nov 2024. What I'd propose is Growth starts on 1 Dec 2024, so there's no gap and no overlap. You don't pay twice for the same month.
- Mark SiddallWhy not start now?
- Tom AshdownYou could. But then we'd be talking about co-terming and credits and all sorts, and honestly I'd rather keep it clean. Start of December, one contract ends, the next one begins. The prep can happen in the meantime, so the day it starts, you're not at square one.
- Liam DohertyI like that. Gives me November to get the depot lists sorted. Who needs access, who's just looking, that sort of thing.
- Mark SiddallRight.
- Liam DohertyMark, can I just say one more thing?
- Mark SiddallGo on.
- Liam DohertyThe one ticket we've had in the last month, it was a how-to thing. Tom's lot got back to me quickly. It's not been a headache. I'd tell you if it was.
- Mark SiddallYou would.
- Tom AshdownCheers, Liam. That's good to hear. And just so everyone's clear, we're not fixing anything with this. It's you growing into the thing, not us patching it.
- Mark SiddallSo. Is there a catch?
- Tom AshdownNo catch. The order form sits under the same agreement you've already got. I'll go through it line by line with Liam before it comes to you, so there's nothing in there that surprises you.
- Mark SiddallRight. Then yes. Growth. From 1 Dec 2024. Do it.
- Tom AshdownBrilliant. Thanks, Mark. So just to say it back so there's no doubt: Brackwell moves from Starter to Growth, starting 1 Dec 2024, and I'll get you the order form with the split shown.
- Mark SiddallThat's it. Crack on.
- Liam DohertyLove that. Thanks, Mark.
- Mark SiddallDon't thank me. Make it work for the depots.
- Liam DohertyWill do. That's the plan.
- Mark SiddallRight, I'm off. I've got a retailer on the other line. Liam, you've got the rest. Tom, cheers.
- Tom AshdownCheers, Mark. Speak soon.
- Mark SiddallMark.
- Liam DohertyHe's gone. He does that. Never says goodbye properly, just vanishes.
- Tom AshdownHa. That's a yes from Mark Siddall, though, so I'll take it however it comes. Right, Liam, let's use the time we've got left. Practical stuff. What do you need from us before December?
- Liam DohertyOkay. List time. One, I want to know who gets what. Which depot managers get dashboards, which ones just get search. Two, I want to bring more systems in. We've talked about the warehouse side before, and I think there are a couple more. Three, I want somebody to show the depot managers how to use it, because if I do it they'll nod and forget.
- Tom AshdownGood list. On the first, Marcus will want a proper chat about who's in, and he'll take you through the roles. On the second, give me the systems you've got in mind and I'll make sure they're in the order form, so there's no surprise later. On the third, there's a training session we can do. I'll get Marcus to put something in the diary.
- Liam DohertyPerfect. Can we do the depot training in the first couple of weeks after it starts? Before people drift.
- Tom AshdownThat's the plan. Get it in quick while it's fresh. Let's get something in the diary for it, I'll ask Marcus to send you some options.
- Liam DohertyGreat. And I should say, I'll do a proper note on the setup so whoever picks it up from me, if it comes to that, knows how it's all wired. I'd just rather it was written down.
- Tom AshdownAppreciated. That's the sort of thing that saves everyone a headache. So, to recap who's doing what. I'll send the order form with the split shown, to you and Mark, by the end of this week. You'll forward it to your finance director. Marcus will be in touch about onboarding the extra teams and the training. And you'll send me the list of systems you want connected.
- Liam DohertyYep. And I'll tell finance it's coming so it doesn't land cold. Mark's already said yes, so it's more a formality, but you know what finance are like.
- Tom AshdownI do. Any questions before I let you go?
- Liam DohertyNot from me. No, I think that's it. Oh, actually. The extra users, when they're added, they come on at the start of December, yeah? Not before?
- Tom AshdownStart of December, with the Growth term. Until then you stay on the fifteen. Try not to share logins in the meantime, bless you.
- Liam DohertyHa. Right, I'll hold the line. Cheers, Tom. Really good call.
- Tom AshdownCheers, Liam. Speak soon. Mind how you go.
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