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Ambrose Kell Associates

Lost£0
made from

AI facts

As at Fri 9 Oct 2026

Ambrose Kell Associates, a London professional services firm, has no contract, tier or invoices with BG-Demo. Two unsigned Starter proposals from Aug 2023 offered £26k for Year One, then £20k a year. The only deal, a new Starter deal, was closed lost on 15 Sep 2023 because the prospect chose a competitor. There is no tenant and no usage on record. The last recorded interaction was on 1 Sep 2023, and no deal or call is open.

Read from 3 calls · 1 email threads · 1 deals · 3 people · 2 documents, newest 29 Aug 23

AImade from

Profile

Updated 9 Oct 26
  • IndustryProfessional servicesSource: CRM company record
  • Websiteambrosekell.exampleSource: CRM company record
  • CountryUnited KingdomSource: CRM company record · CRM code GB · Region UK
  • HQ cityLondonSource: CRM company record
  • Size160 employeesSource: CRM company record
  • CRM ownerNell AshcombeSource: CRM company record · Chief Executive Officer and Co-founder
  • TypeProspectdiffersSource: contracts and invoices (signals) · CRM stage lost · The sources disagree
  • StateLostSource: AI assessment · As at Fri 9 Oct 2026 · written 21 Oct 2026
CRMmade from

AI opinion

As at Fri 9 Oct 2026

Lost, because the only Starter deal closed lost to an unnamed competitor on 15 Sep 2023 and nothing has been recorded since 1 Sep 2023. The 2023 calls were positive, so a fresh approach to Emma Illingworth could be tested.

SignalsFinance readDocument roll-upQ3 2023 digest

AI · claude-opus-5-5 · as at Fri 9 Oct 2026

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Key facts

Updated 9 Oct 26
  • Last contact1 Sep 2023Email: Starter proposal for Ambrose Kell · 1134 days before 9 Oct 2026
Computedmade from

Next step

As at Fri 9 Oct 2026
What
Nell Ashcombe sends Emma Illingworth a personal re-engagement note that checks she is still in post and offers an adoption-focused conversation about the competitor choice. Re engage
Who
Nell Ashcombe Nell Ashcombe
When
This week by 9 Oct 2026
Why
Nell Ashcombe should write to Emma Illingworth to check she is still Head of Client Services and offer a short adoption-led conversation. The only Starter deal was lost to a competitor on 15 Sep 2023, and there has been no contact since 1 Sep 2023.

AI · claude-opus-5-5 · as at Fri 9 Oct 2026

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The story

As at Fri 9 Oct 2026
Lost

Lost: Ambrose Kell Associates' only Starter deal closed lost to an unnamed competitor on 15 Sep 2023. Nothing was signed or invoiced, and there has been no contact since 1 Sep 2023. Nell Ashcombe is to approach Emma Illingworth about a win-back.

Lost: Ambrose Kell Associates never signed, and its only Starter deal was closed lost to a competitor on 15 Sep 2023. The Aug 2023 proposals offered £26k for Year One, then £20k a year, but both remain unsigned and nothing was invoiced.

There is no tenant, so there is no usage or ticket history. Emma Illingworth, Head of Client Services, called the demo compelling but worried her team would not use it.

Nothing has been recorded since 1 Sep 2023, and the competitor is not named. The evidence does not show whether Emma or Priti Priestley still work there.

Nell Ashcombe should write to Emma by 9 Oct 2026 to check she is in post and offer an adoption-led conversation. Tobias Renwick will prepare a demo outline. Any new Starter offer would be at the v2 list of £22k.

AI · claude-opus-5-5 · as at Fri 9 Oct 2026

AImade from

ARR journey

No ARR history: no order forms or invoices for this organisation.

Accountingmade from

Finance read

As at Fri 9 Oct 2026

Prospect, one lost deal, no billing

Standing No invoices

No ARR and no invoices. The only deal, a new Starter deal, was closed lost on 15 Sep 2023 after the prospect chose a competitor. The CRM stage is lost.

  • No order form, no ARR, no billing
  • Only deal closed lost to a competitor on 15 Sep 2023
The analysis

Recurring revenue: no order form has started, so there is no ARR and never has been.

Next commitment: none. There is no contract, renewal or open deal.

Billing: there are no invoices, so nothing is overdue or disputed.

Deals: the new Starter deal had an amount of £26k and an annual value of £20k. It is closed lost with the reason chose_competitor, and the evidence does not name the competitor. Its owner, Nell Ashcombe, is active in HR. CRM ARR, the invoiced run rate and order-form ARR are all £0.

Ambrose Kell Associates – NewARR by monthCRM reconciliation

Made from 1 deal · 2 fact tables

AI · claude-sonnet-5-5 · as at Fri 9 Oct 2026

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History by quarter

As at Fri 9 Oct 2026

Each earlier quarter in one AI digest of its calls, email threads, tickets and news, newest first; from 1 Jul 2026 the assessment reads every one of them itself.

  1. Q3 2023

    Q3 2023: Starter proposal open, no signature

    Three calls and one email thread took Ambrose Kell Associates from discovery to an open Starter proposal. Sentiment was positive, adoption was the stated worry, and no signature is recorded by the end of the quarter.

    The analysis

    Discovery: On 5 Jul 2023 Emma Illingworth (Head of Client Services) and Priti Priestley (Finance Director) described client, project and billing data scattered across systems. Nell Ashcombe pitched Starter and quoted a verbal figure in the region of twenty-five thousand pounds all-in for year one.

    Demo: On 31 Jul 2023 Nell and Tobias Renwick demoed to Emma and Ian Walsh, Sales Manager. Emma said "This is pretty compelling actually." The customer has no Snowflake account, so BG-Demo would set one up.

    Proposal: On 25 Aug 2023 Nell quoted £26k for setup and the first year, then £20k a year, matching the v1 Starter list. Priti called the deal workable and said they were close, while Emma worried the team would not use it.

    Sign-off: Emma was to take the proposal to Mark for sign-off, with an MSA and order form still to send. The evidence does not show who Mark is.

    Email: On 29 Aug 2023 Priti asked whether the fee covers training her team. Nell confirmed the four weeks include training and documentation.

    Open at the end: the Starter proposal is an open item. No acceptance, signature or follow-up date is recorded.

    Ambrose Kell Associates / BG-Demo – DiscoveryAmbrose Kell Associates / BG-Demo – DemoAmbrose Kell Associates / BG-Demo – ProposalStarter proposal for Ambrose Kell

    Made from 3 calls · 1 email thread

    AI · claude-sonnet-5-5 · as at Fri 9 Oct 2026

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Platform usage

No platform usage: this organisation has no tenant in product analytics.

Usagemade from

Documents

Updated 9 Oct 26

2 documents in 1 folders; 1 drafts hang on their executed paper. All documents

  • presales

Size is importance: state 40%, category 20%, recency 25% (18-month half-life on the as-of date) and usage 15%. There are no view counts: usage means how many of our own analyses cite the document, saturating at 5. A draft hangs on the executed or issued document it drafts for, in the same folder. A draft with nothing executed behind it stays a small leaf on its own.

Folders and documents as a list
Documentsmade from

Open deals

No open deals.

CRMmade from

Open tickets

No open tickets.

Helpdeskmade from

Activity

CRMmade from

Contacts

CRMmade from

Evidence trail

Updated 9 Oct 26
Key
  • Source rows
  • Raw things
  • People
  • Organisation
  • Organisation AI
  • Pages
  • AI-written record (ring)
  • AI record not written yet
  • belongs to the organisation (one line per group)
  • Size: how many records a group holds
  • Columns, left to right: Source rows, Raw things, AI summaries, People, Organisation, Organisation AI, Narratives, Pages

Ambrose Kell Associates' pages are written from 3 organisation-level AI texts (assessment / next steps), 1 period digest and 1 narrative-level AI text, which in turn draw on 6 AI summaries of 7 raw things (calls, tickets, emails, news), 1 usage read, 1 finance read, 3 people (3 with an AI write-up) and 2 staff (0 with an AI write-up), shown on 3 pages. 1 AI record in this trail is not written yet.

The trail as a list (block, record, entity, raw row)
Computedmade from
Sources AI · Calls · CRM · Documents · Events · Email
made from

BG-Demo is a fictional company; every organisation and person here is invented. B-Viz is the tool. Data as of Fri 9 Oct 2026. Help & Support

Help & Support

Open as a page

Help & Support

B-Viz is one place to read everything the company knows about its customers: the CRM, calls, emails, support tickets, product usage, invoices, documents, news and HR. Every page is built from those systems and the data is current to Fri 9 Oct 2026.

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What the data covers

DataRecords
Organisations300
People at customers1,880
BG-Demo staff records (in post and leavers)65
Calls2,593
Email threads3,882
Support tickets1,502
Documents1,582
Deals403
Invoices365
Events49
News items147

Data as of Fri 9 Oct 2026. Text marked AI was written by the AI from the records listed in its made-from link; an AI output that cannot cite its evidence is refused and the previous text kept. Where two systems disagree (for example a contract and the CRM), the key facts show both values and mark the difference.

BG-Demo is a fictional company: every organisation, person and figure here is invented for this demonstration. B-Viz is the tool that reads its data.

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