Our Blog Posts

We hope you enjoy our blog posts - they demonstrate the way we think and work.

CRM trends that will be big for the sports industry in 2021

If you read my recent post about the history of CRM, you’ll know that I don’t like using the term CRM. This is because the acronym's meaning has evolved significantly since the mid-1990’s when it was first introduced as contact management software, to now, when we can use it to refer to the widest definition of digital transformation.  But I’m not going to let that stop me writing a post about #sportsbiz CRM trends in 2021 – I’m just going to look at the different areas that, to me, represent the different ways we apply CRM today. More, more, and...

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How can Data-Driven Marketing Change the Way you Communicate?

In this short post we’ll look at why you need to use data change the way you communicate, how you use data and technology to achieve this, and three steps you need to take.  When we refer to data-driven marketing we mean using data to “get the right message to the right person at the right time” or as Don Peppers, the globally recognised authority on marketing and business competition, succinctly stated “treating different customers differently”. This means securing, maintaining, analysing, and using your customer data, then actively segmenting it to enable better targeting and engagement with your customers.  This need to ensure our marketing is customer-centric has...

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Changing the Sponsorship Dialogue – Winners’ Framework to Help you Sell More Sponsorships for More Money

There’s been a lot more discussion going on about sponsorship than normal – no doubt driven by our post-lockdown concerns about how the sports industry will be impacted, and along with that, how it will affect sponsorship. First there was TwoCircles’ widely quoted piece on Sponsorship’s Digital Revolution, and more recently sponsorship stalwart Giles Morgan talking on behalf of Pumpjack Dataworks in SportsPro’s piece Sponsorship still “massively valuable” with right data, says Giles Morgan. Both pieces – and many more that have been published in between – have led me to put pen to paper and introduce you to our...

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