Football Teams

NFL Team Goes “Wall-to-Wall” with Salesforce


  • Management Consulting
  • Employee Engagement
  • Data & Analytics
  • CRM
  • Marketing
  • Quote-to-Cash
  • Architecture & Integration

  • Salesforce

Salesforce Deployed to Support 14 Departments Including Corporate Sales, Guest Services, & Stadium Operations


The Challenge

A well-known professional sports franchise recognized it was time to deploy a CRM to manage its B2B2C relationships. Many departments touched customers, and therefore, the platform of choice needed to be flexible and adaptable to the needs of its user base. Key departments identified as potential users included Marketing, Corporate Sales, Corporate Service, Premium Sales, Premium Service, Interns, Community Relations, Ticketing, Merchandise, Cheerleaders, Mascot, Social / Digital, Guest Services, and Stadium Operations.


From a technology perspective, while a robust ticketing solution was already in place, many other areas of the business were run off a series of Excel spreadsheets. The organization was finding the lack of a relational database to be time consuming and preventing the timely analysis of key data.

The Results

V2 began the program by leveraging its D(3P)™ Management Consulting framework to assess the state of data, people, processes, and platforms. V2 developed a technical blueprint for Salesforce with special focus on the complex modeling of the sports B2B2C data model. V2 combined Salesforce’s B2B Account model with Person Accounts functionality, taking into consideration scalability, data storage, UX, and integrations with third-party solutions.


The solution itself leveraged standard objects, custom objects and even some code-based extensions for more complex feature sets not native on the Salesforce platform at the time. Key features included a 360 degree view of season ticket holders, advanced revenue modeling for sponsorship sales, post-sales activations workflows, stadium operations incident tracking, and premium sales and service management.


Data architecture and integration were critical for the success of the program. Accounts had myriad definitions spanning B2B2C and summary-level ticketing data needed to flow back into CRM for viewing by staff who aimed to provide top-notch customer service. V2 designed, tested, and deployed an integration between a leading ticketing solution and Salesforce and performed a significant effort around data cleansing, deduplication, and data migration for the program. In addition, V2 supported development of integrations to support marketing automation and mappings to support the nightly download of eCommerce transactions. In addition, V2 designed custom Reports and Dashboards for each department spanning executive-level, manager-level, and individual contributor use cases.


Needless to say, training was extensive and tailored to each of 10+ departments. V2 combined small group training, with follow up 1:1 sessions, quick reference guides, and other methods to drive high user adoption.

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