CRM

How much is your customer database worth?

A rightsholder client recently asked us how they could negotiate a sponsorship deal with a potential client who wanted to include a VIK (Value in kind) element for access to/use of his customer database. I also had a conversation last year with a gentleman involved in the sale and purchase

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CRM

Football League Audiences Down – Step Forward CRM

Deloitte recently published their inimitable Annual Review of Football Finance, yet again providing us with mountains of content to read, re-read, debate, discuss and analyse. Deloitte are masters – not only of producing a high quality publication that perfectly demonstrates the quality and range of their services in this sector

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CRM

WE DON’T NEED HiPPOS – WE HAVE DATA, WE HAVE FACT

Most  sports organisations are still trying to understand how they can use CRM within their sales-focussed environments – clubs, NGBs, and events are used to thinking “sell, sell, sell” and customer service (or in this case, fan engagement) has taken a backseat for the longest time.  But things are changing

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CRM

The Sports Industry: Top of the Email Marketing League?

The sports industry really leads the way when it comes to some of our off-the-field activities:  we’ve been supporting our communities for years (before CSR ever became a watchword), 70% of all sponsorship budgets are spent on sport, and regardless of which member of the Royal family gets married, it’s

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CRM

THE SINGLE CUSTOMER VIEW – IT’S NOT THAT COMPLICATED

“Experts” have a habit of making things sound more complicated than they are – this allows their expertise to appear even more valuable than it actually is.  So let me dispel a myth that seems to be perpetuated by the CRM industry – achieving the holy grail of data driven

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