by Brad Sherrill – October 2017
With Apple’s headquarters right down the street, you would expect the teams in Silicon Valley to be digitally-savvy and data-driven. We were not disappointed, as the teams from San Jose demonstrated how they employ business intelligence to generate revenue.
Sharks Leadership Analytics-Driven
Flavil Hampsten, Executive Vice President & Chief Marketing Officer, began honing his sales & marketing analytic skills to drive revenue while completing his MBA at Arizona State in 2009 and serving as Vice President of Ticket Sales at the Phoenix Coyotes, before heading to the Charlotte Hornets and now back in the NHL at the Sharks. Neda Tabatabaie was brought in at the Sharks to implement a cohesive data strategy when Mr. Hampsten arrived in 2015.
CRM Boosts Sales
S3 graduate McKenzie Bryan said, “I really enjoyed hearing from the Sharks on how well they integrate CRM/Analytics into the sales department and all of the ways a solid CRM system helps sales.” The Sharks organization encourages utilization of CRM to achieve more efficient and effective sales numbers. Beyond this, however, the Sharks want salespeople to be analytical and intentional as they attempt to make connections with current and future fans.
49ers Commit Headcount to Analytics
Hayley Di Naso, Hospitality Sales Executive (S3 ’15), hosted us at the 49ers. Following a stadium tour, Demar Amacker and Paul Epstein explained the organizational structure and integral nature of CRM as strategy working hand-in-hand with sales. The Business Strategy & Analytics group, led by Moon Javaid, includes five staff members with analytics responsibilities.
S3 Senior Jacob Kurian appreciated how “every aspect of the experience at Levi’s Stadium has been thoroughly planned out.” The 49ers have created an authentic atmosphere in the stadium that reflects much of what people in the area value. Levi’s Stadium uses repurposed redwood finishing in its concourses and has 16 (Joe Montana’s number) native plant species growing on the patio atop the building. The stadium also showcases an impressive collection of local artwork.
We completed the S3 StubHub Analytics All-Stars trip with visits with the Warriors and Giants. Stay tuned for our next report!