A professional sports franchise operating in a fast-moving, season-driven environment. Six revenue-generating staff drive all ticket sales, account management, and fan engagement — with no dedicated technical or operations resource in-house. Box office operations are outsourced. When it comes to data and systems, there's no one to assign it to.
The team managed fan relationships through a CRM layered with a third-party ISV package — a wrapper that buried native CRM objects behind a proprietary UI and limited what the team could customize or report on. Ticketing data lived in a completely separate platform. Getting the two to talk meant someone manually exporting files, then re-entering records.
Over time, the gaps compounded: 560+ duplicate fan records had built up with no automated way to clean them. Campaign creation required jumping between systems. Leadership had no unified view of season ticket holders without reconciling data by hand. The CRM subscription was being paid in full — and used at a fraction of its capacity.
With both platform contracts coming up for renewal at the same time, the window to modernize was open — and closing fast. The team needed a clean, all-or-nothing decision: keep the status quo, or go full CRM with a live ticketing integration and no legacy dependencies left behind.