It’s refreshing to read about the use of CRM to increase the number of people playing and volunteering in sport, in addition to the more traditional rationale. It’s important we continue to focus on the growth of our sports – some of the methods discussed in the book can be easily applied to that task. I recommend this for other professionals with a responsibility for sports development.

Sunil Gulati, United 2026 Committee Member, FIFA Committee Member, Senior Lecturer, Columbia University

Data driven marketing

9 Steps To Customer Journey Mapping

When we talk about the customer journey, we refer to the different touch points between you and your fans/customers as they go through the process of engaging or transacting with you.

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