“We Try to Eliminate Anonymous Buyers”: Basketball Team Official

Many consumer companies discover as they try to develop integrated marketing and sales programs that their customer and prospect data is scattered among five or more repositories around their companies.

Nowhere is this problem more pronounced than with professional sports teams, which have customer information within software databases handling accounting, bulk email, season tickets, point-of-sale and, not coincidentally, their Microsoft Dynamics CRM software, among others.

"Most of us are dealing with the concept of software integration," Scott Jeffer, assistant general manager of the Toledo Mud Hens, a minor league baseball team, told a webinar gathering of the CRM User Group Sports SIG, formed last...