Texas Rangers Improve Sales and Marketing Processes by Integrating CRM with Customer Data Sources

1. 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

2. © 2015 Scribe Software. All rights reserved. All other trademarks are the property of their respective owners.
Scribe Software Corporation
1750 Elm St Ste 200
Manchester, NH 03104, USA
p: 1.603.622.5109
f: 1.603.622.3862
sales@scribesoft.com
www.scribesoft.com
EMEA Office
Scribe Software BV
Bezuidenhoutseweg 161
2594 AG Den Haag, NLD
phone: +31 (0) 70-8200322
SOLUTION: SCRIBE AND MICROSOFT DYNAMICS® CRM
• Leverages Scribe Insight to integrate Microsoft Dynamics®
CRM 2011 with ticketing system and
customer demographic information.
• Downloads unique customer data and ticket purchase history automatically.
• Merges Microsoft Dynamics®
CRM and ticket data with key demographics such as income,
job type, family size, age, and hobbies.
• Recognizes existing customers vs. new customers.
• Generates accurate and timely data with no manual intervention.
• Allows sales reps and management to access all information from one system rather than
searching multiple systems and spreadsheets.
RESULTS: SALES EFFICIENCY
BOOSTS TICKET SALES
• Increases revenues through improved
sales efficiency that accelerates sales
cycles.
• Helps sales reps know instantly who to
call, when, and why for each campaign.
• Helps management understand buying
tendencies of different geographies
and industries to create more effective
marketing campaigns.
• Eliminates manual data entry errors
and duplicate data entries.
• Stores easily-accessible information so
sales processes flow more efficiently.
“Our sales
representatives are
extremely efficient
and able to drive
revenue by knowing
exactly who to
prospect for our
sales campaigns.
”- Paige Farragut, Vice President-Ticket Sales Service,
Texas Rangers
Sales reps no longer lose time searching for customer and prospect
information—everything they need, including note history, is stored
in one single system.