Friday 22 May

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Module 1 · Commercial engine · MD view

William — where you’re needed this week.

Where William is needed this week. Weighted forecast, retention concentration, the deals that need an MD voice. For the full board, ICP breakdown and won/lost analysis — see Pipeline.

For your seat · MD

Weighted forecast + retention concentration.

Stage probabilities applied — lead 5%, qualified 20%, discovery 35%, proposal 55%, negotiation 75%. The two figures that matter from the MD chair: what closes this quarter, and how much of the book sits in the top three accounts.

Raw pipeline

£5.7m

Weighted

£2.7m

47% conviction

Closing this quarter

£2.1m

Next quarter · £404k

By stage · weighted £

Lead
£21k
4
Qualified
£181k
5
Discovery
£481k
5
Proposal
£748k
4
Negotiation
£1.2m
3

Top 10 · revenue share

£7.8m

Top 3 hold 47% · 3 on watch

Marker Beverages
22%
Drift Coffee
13%
Trove Botanicals
12%
Saltrose Skin
9%
Pure Foundry
8%
Refill Republic
7%

Two of the top six are on soft-touch watch. Refill Republic and Brimstone — both your relationships, both queued in today’s actions.

Today

4 actions

~32 min of William’s time

Meetings · this week

2 agenda-ready · 1 in prep

Pulse · last 24h

2 need attention · the rest is in your favour

Last week

3 follow-ups

Sent within 90 min of each meeting · all actions extracted

Today

4 actions to dispatch — about 32 minutes of William’s time.

MD-shaped. Three escalations, one retention call, one parking decision. Ordered by impact.

01
EscalationSupplements · £350k / yrDraft ready~10 min
Vital Element Supplements — TSP counter-pitch live
Marcus’s deal but William’s involvement requested. Priya signalled TSP came back with a counter at ~7% below our proposal v2. Decision now expected by end of next week. Predictability story needs an MD voice.
Suggested · Brief call to Priya — frame the predictability + service-grade angle that TSP can’t structurally match. Don’t engage on price; reframe the question.
Email draft · preview the message
Email · from william@walkerlogistics.com
Vital Element · brief call this week?
Priya, Marcus mentioned you’ve had a counter through from a competitor. Wanted to offer a brief call this week — not to re-quote, but to walk through one number that’s easy to miss in a pure-price comparison: returns cost as a share of fulfilment cost. For supplements specifically (where we have a benchmark across nine clients now), the gap between a 98.6% and a 99.5% provider compounds quickly through Q4. Happy to share the actual figures if useful. Fifteen minutes any time Thursday or Friday. William
02
Meeting prepEco-FMCG · £410k / yrDraft ready~15 min
Tidewater Eco — CFO walkthrough Fri 11:00
David Tidewell (CFO) is the unblock; Maxine has sold internally. Eco-FMCG vertical — sustainability metrics in the brand portal are the differentiator. William joins to anchor the year-1 commit + escalation clauses from the MD side.
Suggested · Walk in with the Marker Beverages sustainability tab as the live demo — they cite it in two Trustpilot reviews this month. Anchor on board-visibility, not granular metric mix.
Pre-meeting brief · preview
Pre-meeting brief · 30 min · video
Tidewater · CFO walkthrough · Fri 11:00
1. Walk David through the Marker Beverages sustainability tab live (open in second window). 2. Year-1 commit · 24-month standard, 12-month fallback prepared. 3. Escalation clauses — annual CPI cap with notice. 4. Signing window — they want to close before their Q3 board meeting (12 June). David rates board-visibility over metric mix. Don’t over-rotate on packaging-weight detail; lead with the single composite metric.
03
RetentionEco-FMCG · £320k / yrDraft ready~5 min
Refill Republic — quarterly check-in overdue
Won last quarter, subscription model live. Last QBR was eight weeks ago — drifting toward the “out of sight” zone where churn risk quietly compounds. William’s relationship; Sasha rates the MD presence.
Suggested · Soft message scheduling a half-hour catch-up. Bring the brand portal stats to the call so the next QBR feels properly anchored.
Email draft · preview the message
Email · from william@walkerlogistics.com
Sasha — overdue catch-up
Sasha, Quick one — we’re about eight weeks past the last proper catch-up. Long enough that it feels like it’s drifted; not so long that I’ll pretend it hasn’t. Have got the Q1 portal pack ready (subscription growth, carrier mix, the Trustpilot tie-back). Twenty minutes whenever suits — Wednesday afternoon or Thursday morning my end if that works. William
04
EscalationCosmetics · £180k / yr~2 min
Lumière Skincare — intro call held back · sample brief overdue
Anaïs accepted Charlie’s connection request two weeks ago; intro call was meant to land last Friday and didn’t. Sample brief sent has gone quiet. Decision: chase or park.
Suggested · Recommendation: park into the Q3 nurture sequence. Custom packaging requirement makes this a low-fit lead unless the volume scales.

Pulse · last 24 hours

What the system caught while you weren’t looking.

Inbound replies, LinkedIn engagement, calendar accepts, news mentions, website visits — all tied back to the deal in scope. The signal you’d otherwise miss in your inbox.

Today · earlier this morning

Yesterday

Meetings

The next three are prepped. Last week’s notes and actions are tracked.

Note-taker joins automatically. Action items get extracted and routed to owners — no manual write-up.

Next up · negotiation

Pure Origin Nutrition — £620k / yr

Tue 19 May · 10:00 · 45 min · video

Brief · agenda readyNote-taker · invited

Charlie Walker

Director, Sales & Marketing

Aidan Forrest

Head of Supply Chain

Hannah Beale

CFO

Agenda

·Volume trend recap (last 8 weeks vs forecast)
·Three-tier commitment structure — 12 / 24 / 36 months
·European network · European network · NL hub: phased onboarding from Q4
·Pricing — base + variable on returns volume
·Walk-out sequence and signing window

What we know

·Aidan flagged flexibility on EU clauses last Friday — Hannah wasn’t on that call.
·Subscription volumes up 9% over the last two weeks (LinkedIn + their public investor update).
·TSP pitched them 11 weeks ago at ~9% lower headline rate — Aidan declined on service grade.
·Hannah is the budget holder. She rates predictability over headline price (per her own board notes in their last shareholder letter).

Key questions to ask

·What does “predictable” look like for Hannah’s board reporting — by month, by quarter?
·Where does the EU launch sit on their Q3 / Q4 product roadmap?
·Is there budget headroom for the cold-chain trial we discussed?

Conversation hooks

·Drift Coffee is now live with us — onboarded March, +12% vs their own forecast. Their CFO had the same predictability question.
·Northampton runway-side warehousing — same volume of EU shipments we run today is moving 18% faster through NL than direct UK->NL.

discoveryThu 21 May · 14:00Agenda ready

Skinhouse London

Charlie · Jen

negotiationFri 22 May · 11:00In prep

Tidewater Eco

Charlie · Maxine · David

Last seven days · notes + actions

negotiation · 14 May · 8d ago

Trove Botanicals

Follow-up sent

·Final terms walkthrough on the EU clause — Trove Botanicals ship to 17 countries, European network · NL hub timing is the binding question.
·Adrian walked Rohan through the live NL warehouse footage (T2-style refurb, mirrors Northampton). Landed well.
·Pricing held. Signing decision moved from “late May” to “Mon 19 or Tue 20.”

2 open actions · 1 done

Send the NL warehouse 90-second walkthrough video to Rohan + his MD.Charlie · 15 May
Have legal pre-flight the EU clause variant Rohan asked for.William · 16 May
Schedule the kickoff slot for week of 2 June pending signature.Charlie · 20 May

discovery · 15 May · 7d ago

Cobalt Cosmetics

Follow-up sent

·Cobalt run a hybrid model — UK DTC + Iberia stockists. EU shipping pricing is the unlock.
·Daniela rates Growth Fulfilment on heritage + the Marker Beverages brand portal — sees it as a CFO sell.
·Next stakeholder is their CFO Marisol Albeniz. Procurement-led, slow but rigorous.

2 open actions · 0 done

Build the EU shipping pricing table for the 4-country rollout Daniela described.Charlie · 20 May
Source a Spanish-language version of the brand portal screenshot pack for the CFO walkthrough.Marcus · 22 May

discovery · 13 May · 9d ago

Genesis Vitamins

Follow-up sent

·Genesis evaluating us alongside an existing northern provider. Six-week timeline.
·Two further stakeholders need to be in the room — Operations Manager + Head of Customer Experience.
·Sustainability is rising up the brief — packaging spec is being tightened.

1 open action · 1 done

Schedule the multi-stakeholder call across the next 10 days.Marcus · 19 May
Send the packaging-spec capability deck (Growth Fulfilment can run their preferred fibre-based mailer).Marcus · 16 May

Pipeline at a glance

21 open deals · the board, ICP scoring and a year of won/lost lives on the Pipeline page.

£5.7m raw · 57% win rate · 47-day average cycle

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