Football Teams

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

Services

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

  • 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.

About Us

V2 Programs

V2 Clients

Our Industries

Magazines & Digital Publishers
Newspaper
Radio & Podcasts
Streaming Services & OTT
Television & Film
Business Information Services
Book Publishing
Gaming & eSports

V2 Transform

Large-Scale Transformation

V2 Optimize

Reinvigorate Your Salesforce

V2 Evolve

Retainer-Based Partnership

V2 Extend

Day-To-Day Maintenance

V2 D(3P)

Management Consulting Services

V2 Accelerate

Accelerators + Advisory

V2 Blueprint

A Well-Thought-Out Design

Game Day 360 CRM

Powered By Salesforce

V2 Thrive Blog

Creating & Sharing Knowledge

CXO Media Ebook

Operational Excellence

V2 Clients

Case Study: Advertising Company

Powered By Salesforce & Einstein Analytics

Case Study: NFL Team

“Wall-To-Wall” With Salesforce

Case Study: Streaming Service Provider

Amplifies Salesforce With Advanced Analytics

Case Study: American Broadcast Company

Rides The Salesforce Wave With Analytics

Case Study: Major Magazine Publisher

Defines Print Media Trends

Case Study: Digital Publisher

Consolidates Six Salesforce Orgs

View All >>

V2 People

V2 Careers

Join V2