How a Professional Sports Team Uses Microsoft Dynamics CRM and GP to Prospect for Top Season Ticket Candidates

Customer prospecting is tough for any business, but is a special challenge for professional sports teams trying to sell more season tickets.

Recently a member of a National Football League team told a web gathering of the Dynamics Sports Special Interest Group how his team is integrating third-party software with Dynamics CRM to increase corporate and season ticket sales.

Because the team wants to ensure that its prospective individual customers can pay for season tickets, it has integrated the Prospector tool from Turnkey Sports & Entertainment LLC.

"We integrate with Turnkey prospector, which scores [people] on their ability to spend on seasons tickets and seat licenses," the team official said.

Sales people can upload lists of new leads into Prospector, which then processes and scores those leads and returns the results in Dynamics CRM. The team representative said the CRM system displays multiple star ratings for each contact Prospector has evaluated.

Additionally, sales people can search the CRM system for specific Prospector ratings. For example, they can ask the CRM system to return a list of records that have three-star, four-star, or five-star ratings.

Prospector also enhances the information that it sends nightly to the CRM system, including income, credit rating or other pertinent factors so it can evaluate the team's sales leads.

In addition, the team has integrated Turnkey's Surveyor survey software with Dynamics CRM.

"With this tool, a sales rep can look at the details of the surveys a customer has taken on the account page-as long as the rep has tagged it with his account ID," the team representative said. "And we can highlight certain questions we feel are important and automatically display ...