Our Blog Posts

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

Software Procurement Process – the Winners Way

Those of us working in the sports industry know that rights owners often must operate with very lean teams – this is certainly true of national governing bodies, some international federations, clubs that sit lower down in their respective leagues, and any organisation in a niche sport. This often results in people doing more than one job or taking on tasks outside their traditional domain and, particularly when it comes to IT, you won’t find many rights owners that have Gartner’s recommended ratio of 5% of full-time employees as a percentage of total employees. This often leads to an absence...

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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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Creating your Customer Personas – the right way and the wrong way

In case you missed it, the talented Tom Fishburne, under the brand name @marketoonist, released this as his “cartoon of the week”. It’s supported by a great article that introduces an approach to customer personas, “jobs-to-be-done”, credited to Clayton Christensen, a US academic and management consultant who unfortunately passed away earlier this year. This post isn’t about the principle of jobs-to-be-done – to be honest, I’d never even heard of it until last summer when I interviewed the brilliant Charlie Sung Shin for the second edition of my book  - it’s about the different ways to create customer persons. (I’ll...

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History of CRM

If you’ve ever tried to track the history of CRM it’s not exactly a clear path – the vast number of definitions of the term is the issue because while we know the acronym stands for “Customer Relationship Management”, what that actually means has morphed over time. For example, Salesforce suggest that if you want to define CRM as a transaction between a seller and a buyer then you can go back 20,000 years to the first recorded example of a trade. Apparently volcanic glass that was great for making knives was traded between islands that had this valuable natural...

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Learn More about CRM with our Online Course: Winning with Data

Do you: Need to upskill your team to be better prepared for our data-focussed world?Want to increase your chances of having a job for life? Want to improve your skills to secure that longed-for promotion?Need to ensure your CV stands out amongst everyone else’s applying to work in sports? If you answered yes to just one of these questions, you’ll be pleased to know I’ve got the solution for you right here as we’ve just launched our online course Winning with Data. What will you Learn? Great question! In this course, which mirrors the approach we took in our best-selling...

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What is Data Visualisation?

I’m often asked how I define data visualisation so here’s my description – see what you think:  It’s the visual presentation of data, using graphs, charts, or other formats. What are the Benefits of Data Visualisation? That’s really easy, to sum up – data visualisation enables: Communication of information clearly and efficientlyEasier and quicker analysis and assessment of situationsThe identification of patterns or trendsComplex and copious datasets become more accessible. Data visualisation nowadays The first example we have of statistical data visualisation is a 1644 diagram by cartographer Michael Van Langren’s showing estimates of the difference in longitude between the...

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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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What does a Single Customer View mean?

I don’t mind admitting that when I first entered the world of data at the end of 2011, I didn’t quite understand the difference between a data warehouse and a single customer view (“SCV”), often using the references interchangeably. Fast forward nine years and not only do I know the difference between these two, I can also talk about data lakes, client data platforms (CDPs) and data management platforms (DMPs) – but let’s face it, if I couldn’t do that, you’d be wondering how I’ve been spending my last nine years, right? So what I’ve attempted to do below is...

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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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Legacy Planning ACV (“After Coronavirus)

To quote the great Mark Ritson (and when I say “great”, I mean my absolute favourite columnist who doesn’t hesitate to say it exactly as it is) “we should not shy away from talking about customers and business in the age of coronavirus.” That’s the theme of this post – that while I love reading about all these creative ideas rights owners have come up with to beat the COVID-19 blues, from Leyton Orient’s Quaran-Team to the Utah Jazz Player Podcasts, I’m looking at these executions and wondering  why they’ve been put together with a short term view: where’s the...

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