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- NFL Team Success Story
NFL Team Goes “Wall-To-Wall” With Salesforce
V2 Strategic Advisors partners with an NFL franchise to enhance the way they leverage their Salesforce organization.
One revenue operation across ticketing, sponsorship and service
Read through a RevOps lens, this program was less a CRM rollout than the construction of a single revenue operation. Ticketing, premium, sponsorship, marketing and service teams that had each kept their own records were put on one operating model, so a fan or a partner looked the same to every team that touched revenue.
One account and contact record shared by ticketing, sponsorship, marketing and service, replacing department-level lists.
A connected path from first touch through sale, activation, service and renewal rather than separate departmental workflows.
Training and change management by user group, so the operating model held after go-live across every front-office team.
The Challenge
A renowned professional sports franchise recognized the need to streamline its operations and enhance customer relationships through the implementation of a CRM system. With numerous departments involved in customer interactions, including Marketing, Corporate and Premium Sales, Service, Community Relations, Ticketing, Merchandise, and more, the chosen CRM platform had to offer flexibility and adaptability to cater to diverse user needs.
While the franchise had a robust ticketing solution in place, many other areas of the business still relied on manual processes and Excel spreadsheets. The absence of a centralized relational database resulted in inefficiencies, hampering timely analysis and decision-making. Recognizing the importance of data-driven insights and streamlined workflows, the organization sought a comprehensive CRM solution to optimize its B2B2C relationships and drive operational excellence.
The Approach
V2 embarked on the program by leveraging its D(3P) Management Consulting framework, meticulously assessing the state of data, people, processes, and platforms. Our team developed a comprehensive technical blueprint tailored to the unique complexities of the sports franchise's B2B2C data model.
Cleansing, deduplication and migration, with data integrity and fidelity preserved throughout.
Tailored training by department, from small group sessions to 1:1 coaching.
Post-sales activation, service and stadium operations workflows made explicit.
A blend of Salesforce B2B Accounts and Person Accounts, built to scale.
A wall-to-wall Salesforce program, built for the way the franchise operates
- Holistic 360-degree view of season ticket holders
- Advanced revenue modeling for sponsorship sales
- Streamlined post-sales activation workflows
- Incident tracking for stadium operations
- Management of premium sales and services
- Ticketing platform ↔ Salesforce integration
- Department-specific reports and dashboards
This included a strategic blend of Salesforce's B2B Account model and Person Accounts functionality, ensuring scalability, optimized data storage, seamless user experience, and robust integrations with third-party solutions. The solution architecture comprised a sophisticated mix of standard objects, custom objects, and meticulously crafted code-based extensions to accommodate complex feature sets not native to the Salesforce platform at the time.
Data architecture and integration stood as pivotal pillars of success for this transformative program. Given the varied definitions of accounts spanning the B2B2C spectrum and the imperative for summary-level ticketing data to seamlessly flow into CRM for enhanced customer service, V2 engineered, rigorously tested, and seamlessly deployed an integration solution between the leading ticketing platform and Salesforce. Additionally, our team undertook a substantial initiative encompassing data cleansing, deduplication, and meticulous data migration, ensuring data integrity and fidelity throughout the implementation process.
Moreover, V2 significantly bolstered the development of integrations to fortify marketing automation capabilities and streamline eCommerce transaction mappings, driving unparalleled efficiency in the daily processing of transactions. Finally, our team meticulously crafted custom reports and dashboards tailored to the specific needs of each department, catering to executive-level decision-making, managerial oversight, and individual contributor performance tracking.
In addition to the robust technical solution, V2 delivered extensive and tailored training programs designed to empower each department for success. Leveraging a blend of small group training sessions, personalized 1:1 coaching sessions, quick reference guides, and other innovative methods, we fostered high user adoption rates and maximized operational efficiency across the organization.
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