ABSTRACT
A primary goal of every sales and marketing organization is to maximize revenue, customer retention, and the footprint of the company brand. is business objective is especially di·cult to achieve in the sport business industry as teams ‚ght for entertainment dollars and against high-de‚nition television, which makes it more convenient for fans to consume professional sports from the comfort of their home and more di·cult for teams to sell tickets to games. If you are the head of sales or marketing for any professional sport team or any other organization in the sport business industry, then it is imperative you use every tool at your disposal to learn as much as possible about the marketplace and the potential customers you are trying to
Introduction ....................................................................................53 What Are CRM and Database Management? ................................55 What Are Some Common CRM Tools?.........................................56 What Information Should Sport Business Companies Track? ........57 Growing the CRM Database ..........................................................60 Catering to the Individual, Not the Masses .....................................61 Targeted Campaigns ........................................................................62 CRM Snapshot-Examples Utilizing Microsoft Dynamics CRM ..............................................................................65 Practical Application Case Study ....................................................67 What Does CRM Help Teams to Achieve? ....................................68 References .......................................................................................68
sell to. Let me share a story of the ‚rst time I realized the importance of this lesson.
