Astley Brook Packaging / BG-Demo – Discovery
Callcompleted
Astley Brook Packaging · 9 Dec 2025 09:15
Discovery call with Leanne Partington and Douglas Entwistle. Three systems leave nobody seeing a brand in one place. Sophie pencilled Growth at £60k including implementation. Douglas wants the figure sourced and a written business case.
What was said
What this says
As at Fri 9 Oct 2026Discovery call with Leanne Partington and Douglas Entwistle. Three systems leave nobody seeing a brand in one place. Sophie pencilled Growth at £60k including implementation. Douglas wants the figure sourced and a written business case.
What happened: Sophie Ling ran discovery with Leanne Partington and Douglas Entwistle. Leanne described a short delivery that took most of a morning to trace across the ERP, helpdesk and CRM.
Customer view: Douglas wants margin per customer and debtor days by brand without a day with a spreadsheet. He said he will not sign before the business case is written.
Commercial: Sophie suggested Growth and pencilled the deal at £60k including the one-off implementation. Douglas asked for the source of the figure, and Sophie said it would be itemised. The 22 Dec 2025 decision point is a target, not a commitment.
Watch: Sajid is the one person who knows where the data lives, a key-person risk Douglas has raised before. Mossbrook introduced BG-Demo. The call header says 45 minutes but the transcript ends at 09:42 with one final line at 00:44:20, so the length is unclear.
Themes
As at Fri 9 Oct 2026Theme
Discovery, single brand 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- Sophie Ling sends a note of what was heard and an itemised written outline ahead of the demo.
- Book a demo on Astley Brook's own data before the end of the year with Sajid and Hannah Lowe.
- Agree the business case tests: time saved, fewer credit-note disputes, faster margin and debtor days answers.
Risks
As at Fri 9 Oct 2026- Douglas will not sign without a written business case and a sourced figure.
- Sajid is the single person who knows where the data lives, a key-person risk.
- The 22 Dec 2025 decision point is a target and may slip over Christmas.
Opportunities
As at Fri 9 Oct 2026- Growth tier fits several teams: customer service, key accounts and credit control.
- Margin per customer and debtor days by brand are concrete use cases for B-Viz.
Transcript
Sophie LingHello, can you hear me alright? I can see Leanne, I think we're waiting on Douglas.
Leanne PartingtonMorning Sophie. Yes, loud and clear. Douglas is a couple of minutes behind, he's finishing something on the month-end. He'll dial in. Honestly, can I start with my complaint of the week?- Sophie LingPlease do, that's what I'm here for.
- Leanne PartingtonOne of our drinks brands rang on Monday saying a pallet of cases arrived short. Short on the delivery note, fine on the order. And I had to ask three different people, in three different systems, what actually happened. Which brand, which line? Took me most of the morning to answer.
- Sophie LingRight. And what did the customer see, in the end?
- Leanne PartingtonExactly that question. What did the customer see? A short delivery and a call back four hours later. That's the bit I hate.
Douglas EntwistleSorry, sorry. Douglas here. Can you hear me? Good. What decision is needed from this call?- Sophie LingMorning Douglas. No decision today, honestly. This is discovery. I want to understand how you work now, what hurts, and then we'd book a demo on your own data. If it's a fit we'd talk scope and price after that.
- Douglas EntwistleFine. In writing, please, when we get to scope.
- Sophie LingOf course. So, Leanne, tell me about the three systems. What are they?
- Leanne PartingtonThe ERP has orders, deliveries and invoices. The helpdesk is where complaints land, though some come by email and never get logged, if I'm honest. And key accounts keep their notes in the CRM. Credit control has its own spreadsheet on top.
- Sophie LingMm. And nobody sees a brand in one place.
- Leanne PartingtonNobody. We've got two plants in Greater Manchester, lots of food and drink brands, and each one has a different pattern. Some reorder every week, some twice a year. I can't tell you quickly which ones are drifting.
- Sophie LingThat's the core of what we do. B-Viz sits over those sources, inside your own Snowflake account, so the data doesn't leave your control, and people ask questions in plain English. Orders, complaints, invoices, all against the same brand.
- Douglas EntwistleInside our Snowflake. Meaning we own the data.
- Sophie LingYes. It's built and run in your account. We don't hold a copy somewhere else.
- Douglas EntwistleGood. What's the margin on that customer is the question I get asked, and I can't answer it without a day with a spreadsheet. Board prices move every quarter, so the cost side moves under me.
- Sophie LingRight, so margin per customer is one you'd want to be able to ask quickly.
- Douglas EntwistleAnd debtor days. How many days are we out, by brand. Today that's a report finance builds by hand.
- Leanne PartingtonAnd credit would love to see complaints next to that. If a brand is paying late and also complaining, I want to know before the account manager rings them about something else.
- Sophie LingThat's a good example, actually. Who does the reconciling now? Is it one person?
- Leanne PartingtonSajid, mostly. He's our ERP and data analyst. He's the one who knows where everything lives. Which is a worry in itself, he's one person.
- Douglas EntwistleNoted. Key person risk. I've said so before.
- Sophie LingIt would be worth having him on the demo, then. I'd bring Hannah, our solutions engineer, she does the connector side and she's very good with the IT questions.
- Leanne PartingtonYes, definitely. He'll want to see how it reads from the ERP before he believes any of it.
- Sophie LingFair. How did you come to hear about us? I know Mossbrook mentioned it.
- Leanne PartingtonMossbrook introduced you. They've been helping us tidy our reporting. They said customer service, key accounts and credit all end up asking the same questions of different data, and you'd fix that.
- Sophie LingGood. So just so I've got it right: the aim is one view per brand, orders, complaints and invoices together, for those three teams.
- Leanne PartingtonThat's it.
- Douglas EntwistleWhich tier are you thinking?
- Sophie LingFrom what you've described, several teams, so Growth. It's early, but I'd pencil the deal at £59,500 in total, which would include the one-off implementation. I'll send that in writing with what it covers, so you can see where it comes from.
- Douglas EntwistleSource for the figure, please. I won't take a number without it.
- Sophie LingUnderstood. It'll be itemised.
- Leanne PartingtonI'll leave price to Douglas, that's his side. I just want to know how fast we could be live.
- Sophie LingGrowth implementation is about eight weeks, and that depends on how quickly the connectors can be opened up. Hannah will go through that at the demo.
- Douglas EntwistleAnd the business case. I don't sign before that's written.
- Sophie LingSure. Could we agree what the business case has to prove? Say it back to me and I'll write it down.
- Douglas EntwistleTime saved on reconciling, fewer disputes that turn into credit notes, and a faster answer on margin and debtor days. Those three.
- Leanne PartingtonAnd complaints answered with the facts the same day. Let's close it today, not next week.
- Sophie LingLovely. So next steps. I'll send a short note of what we heard and an outline in writing, with the itemised figure, ahead of the demo. We'll try to get the demo in before the end of the year, with Sajid and Hannah on it. And if all goes well we'd be looking at around 22 Dec 2025 as a decision point, though that might slip with Christmas.
- Douglas EntwistleIt may slip. Write it down as a target, not a commitment.
- Sophie LingTarget, not commitment. Done.
- Leanne PartingtonThanks Sophie, this was useful. I'll ask Sajid about dates.
- Sophie LingBrilliant. Speak soon, both of you. Cheers.
- Douglas EntwistleThank you. Goodbye.
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