Scribe Software and Texas Rangers Case Study To continue thriving among the many Texas sports teams competing for fan market share, the Texas Rangers launched an effort to improve the efficiencies of its targeted marketing and sales campaigns. Senior management realized success depended heavily on integrating an advanced customer relationship management platform with external customer and prospect data sources. INTEGRATING TICKET-BUYING HISTORY AND CUSTOMER DEMOGRAPHICS WITH CRM The Texas Rangers deployed Microsoft Dynamics ® CRM by collaborating with Scribe partner, Hitachi Solutions. Hitachi Solutions then utilized Scribe Insight to pull information into the CRM database from ticket and demographic data sources. All the information that sales and marketing requires now automatically flows into Microsoft Dynamics ® CRM. IMMEDIATE INFORMATION-ACCESS STREAMLINES SALES AND MARKETING PROCESSES When management creates new marketing campaigns for ticket packages and stadium suites that sales then implements, corporate/ individual geographic and demographic information as well as ticket-buying history are immediately available. Gaining this capability enables the sales and marketing teams to improve process efficiencies, which accelerates the sales process and increases ticket sales. CHALLENGE: STREAMLINE SALES PROCESSES • Previous CRM solution and no integration with data sources forced sales reps to manually manage multiple marketing campaign spreadsheets. • Sales could not easily collect information to pinpoint key customers, industry segments, and geographies for specific ticket and corporate suite packages. • The organization needed to go beyond core CRM capabilities by augmenting customer data with ticket and demographic information from other sources. TEXAS RANGERS www.texas.rangers.mlb.com TEXAS RANGERS Based in Arlington, Texas within the Dallas- Fort Worth metroplex area, the Texas Rangers professional baseball team competes in the Western Division of Major League Baseball’s American League. The organization won the American League championship in 2010 and 2011. Texas Rangers Improving sales and marketing processes by integrating CRM with customer data sources “ We receive real-time data from one precise source that lets us produce accurate client reports. ” - Paige Farragut, Vice President-Ticket Sales & Service, Texas Rangers