VC-1266 · East of England
Company AM
Account since 14 Dec 2019 · Norwich · 1 branches · Buyer Joanne Pemberton
Sales, last 12 months
£361k
Gross profit
£101k
Orders placed
51
Days since last order
21
Returns rate
3.12%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
4.3
Best month
£45k
Last 3 months trend
-1.2%
Category mix against similar installers
Share of the account's spend by category, benchmarked against the trade base average.
| Category | Sales LTM | Prior year | Change | Margin | Share of spend vs similar installers |
|---|---|---|---|---|---|
| CCTV | £149,026 | £173,084 | -13.9% | 22.9% | 41.3% peer 43.2% |
| Fire | £63,352 | £69,313 | -8.6% | 28.6% | 17.6% peer 15.8% |
| Emergency Lighting | £41,006 | £46,813 | -12.4% | 30.5% | 11.4% peer 9.6% |
| Intruder | £37,948 | £42,931 | -11.6% | 25.3% | 10.5% peer 14.9% |
| Access Control | £36,163 | £41,269 | -12.4% | 35.0% | 10.0% peer 7.8% |
| Accessories | £33,151 | £39,594 | -16.3% | 40.9% | 9.2% peer 8.6% |
Account activity and commercial position
Everything the platform holds about this account beyond order value, including where consent has — and has not — been recorded.
Branches & contacts
1 branches · 2 named contacts
Primary buyer: Joanne Pemberton, Technical director
Credit status
Good standing
£34,552 of £116,000 limit in use (30%)
Support enquiries
1 in the last 90 days
Technical support tickets raised by branch staff
Training attended
5 of 6 invitations
Product and installation training days
Returns rate
3.12%
Trade average is 2.1% of sales value
Installer Portal activity
7 designs · 5 proposals · 2 opportunities claimed
Last activity 17 Oct 2025
Marketing engagement
Not consented
No marketing consent recorded against this account, so engagement is not reported
Account since
14 Dec 2019
East of England · Norwich
Contacts
Joanne Pemberton
Technical director
contact1@companyam.co.uk 01197 379567
Yusuf Sutcliffe
Branch manager
contact2@companyam.co.uk 01911 540492
Public activity and signals
The company's recent public activity, and the concrete actions it suggests. All of it is sample data, and none of it comes from an individual's personal profile.
Sample dataCompany-level public activity only, compiled from illustrative sources for this demonstration.
LinkedIn and social posts
The last 3 company posts. Company pages only, never an individual's profile.
- FacebookProject completed15 Sept 2026
Posted about a small retail CCTV refresh, the only installation update this quarter.
- LinkedInEvent11 Sept 2026
Shared a post about a local trade event attended earlier in the year.
- LinkedInProduct post17 Aug 2026
Promoted a surveillance range that is understood to be supplied by a competing distributor.
Roles advertised
Public job adverts from the company, with what each one usually signals.
- No roles advertised in the last twelve months, which is itself a signal.
Google reviews
Public review score for the company, with the six-month trend.
3.7
from 67 Google reviews
Comments are consistent: stock availability and counter service.
Companies House
Recent register changes and filings for the company.
Charge registered
2 Apr 2026A charge was registered in favour of a secured lender.
New director
17 Mar 2026A director resigned, leaving one active director on the register.
Accounts filed
11 Mar 2026Accounts were filed showing turnover broadly flat on the prior year.
Latest website news
Items the company has published on its own news page.
Trade counter hours updated
2 Aug 2026The only news item posted this year, confirming reduced Saturday opening.
Services page simplified
7 Apr 2026The services page was trimmed back to core installation work.
AI signals
The public activity above turned into the actions worth taking, each with the reason it was raised.
CCTV range review and price comparison for the Norwich branch
HighA public post promotes a rival surveillance brand, so at least part of the CCTV range is being sourced elsewhere.
Category manager · This week
Invite the branch team to the next product training day
LowPublic activity shows no recent product posts from this account, so training is the lowest-friction way back into the conversation.
Training team · Next training cycle
How this would work live. In a live version, company posts would come from an approved social data provider or the customer's own consent, alongside Google reviews, job advert data, Companies House and website news. Links and handles would come from the customer's account record in the ERP, or be picked up automatically from the links on the installer's own website. Personal profiles are never collected.
Open actions
What the rules are saying about this account today, with the evidence and the value at stake.
Nothing is open on this account today. No rule is firing.
Basket gaps
Spend by product family against the median for installers of the same size. Amber is spend going elsewhere.
An estimated £4,027 a year of spend in these families is going to another distributor, measured against the developing median. The marker is the peer median.
Recent website signals
What this account has been looking at, pricing and leaving behind on the trade website.
- Repeat product viewBrand 15 PIR Motion Detector viewed on 6 separate days£3942026-11-06
Basket, quote, search and product-view events from the trade website. None of this appears in the ERP reports.
Local competition
Other installers working the same area and trades, how this account compares with them, and where the next conversation should start. All sample data, from public business sources in a live version.
Sample data5 other installers in the same area and trades, from the fictional installer base.
Long Lever Supply share of this area
2 of 6 installers in and around Norwich buy from Long Lever Supply.
4 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
3.7
local average 4.3
Below the local average
Growth, year on year
-12.7%
local average +13.5%
Growing more slowly than the area
Hiring now
No
local 2 of 5
2 of 5 local peers are recruiting
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 37 | Chelmsford2.86 miles away | Access Control, CCTV, Intruder | BAFENSISSAIB | 4.811 reviews | 5 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 38 | Norwich4.88 miles away | CCTV, Intruder | BAFE | 4.642 reviews | 38 | No | Strong review scores and regular project posts. | Long Lever Supply customer | Already supplied |
| Installer 50 | Chelmsford14.63 miles away | CCTV, Emergency Lighting, Fire | BAFESSAIB | 4.864 reviews | 22 | No | Strong review scores and regular project posts. | Prospect | |
| Installer 49 | Ipswich15.49 miles away | Emergency Lighting, Fire, Intruder | SSAIB | 3.7183 reviews | 3 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 39 | Ipswich17.51 miles away | CCTV, Fire, Intruder | SSAIB | 3.7205 reviews | 37 | Yes | Hiring field engineers and posting new contract wins. | Prospect |
AI insights
- Company AM is losing ground to Installer 39, a Ipswich CCTV installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 39 to the prospect list.
- Long Lever Supply supplies 2 of the 6 installers tracked in and around Norwich, an estimated 42% of local equipment spend.
- 5 of 5 local installers are growing faster than this account at -12.68% year on year.
How this would work live. In a live version this would use public business data only: Companies House filings filtered by security installation SIC codes, Google business listings, and the NSI, SSAIB and BAFE public registers of approved companies. Company level only, never personal profiles.
Preferred brands and ranges
Where this account's spend sits across the manufacturer ranges.
Brand 1
CCTV
Brand 2
CCTV
Brand 10
Fire
Brand 9
Fire
Brand 12
Intruder
Brand 13
Intruder
AI account assessment
Interpretation of the movements above, the possible causes, and the actions the sales team should take.
AI account assessment
Company AM is a developing trade account in East of England, buying predominantly CCTV and Fire. Over the last 12 months they placed 51 orders worth £361k at 27.9% gross margin (-12.7% year on year). CCTV purchases are down 13.9% year on year, while fire and intruder spend held broadly steady — the surveillance range looks to have moved to another distributor rather than the account closing. No immediate intervention is required, though the range mix is worth a conversation at the next review.
Possible causes
CCTV purchases are down 13.9% year on year, while fire and intruder spend held broadly steady — the surveillance range looks to have moved to another distributor rather than the account closing.
Returns at 3.1% sit above the 2.1% trade average, which can point to specification or installation issues on recent jobs.
Prioritised action plan
CCTV range review and price comparison against the incumbent
HighCategory manager · Next 14 days
Invite to the next product training day
LowTraining team · Next training cycle