• Faced with the rising costs of implementing a CRM solution and the time lag involved in deploying it, this sports federation, organizer of one of the four Grand Slam tournaments, wanted to review its marketing and sales organization.
• This project is part of a wider review of the evolution of the tournament’s infrastructure and business model (new courts, night lighting, new B2C and B2B pricing models, etc.).
• This review should clarify the organization and functional scope of the CRM.

• Review and flash audit of the CRM project currently being implemented.
• Workshops with marketing & sales teams: customer segments, product & service offers (companies, sponsors, players, general public, sports federation members…), ways of entering into relationships, sales and after-sales, support during the tournament and post-tournament…
• Recommendations for changes in marketing and sales processes, and tools to support teams.
• Action plan to change organization, processes and operating modes, and CRM functional architecture.

• Decision to stop the CRM program after 2 years of delayed deployment.
• Control of the development budget & deployment of the new CRM tool.
• Evolution of the existing organization, finely integrating marketing & sales teams to address B2B segments.
• Adaptation of the B2C sales organization, particularly in terms of support and new services during the tournament.

* this project was led by one of our Partners before joining Antheus