sell

Baylor S3 Shifts Gears

kirk_wakefield 2018, Lead, S3 , , , , , , , , ,
Baylor S3 Shifts Gears
by Kirk Wakefield – July 2018

Change is good. We can say, “One day….” or “Day one….” Around here, everyday is Day One.

What’s changing with Baylor S3?

New S3 brand

In 2018 we re-positioned as the Center for Sports Strategy & Sales (S3). Why? Because sponsorships is so 2006, when we graduated our first class in Sports Sponsorship & Sales (see below for a fun blast from the past). Brands engage with fans of properties (and S3) as a partnership not a donation. Thanks to Jose Lozano and The Company, we have a cool new logo.

New S3 Tracks

The strategy in S3 is shifting to build career paths in Brand Strategy, Data Strategy & Sales Leadership. Each track has seven senior-level S3 alumni who advise, create and participate in relevant activities. All S3 partners are invited to join us for any and all of these events.

  • Brand Strategy: Corporations design brand strategies as partners with leagues & teams to attract, engage and keep customers. Agencies help guide brand strategy to reach corporate objectives. Media partners execute brand strategies through event broadcasts and related media. We prepare students for careers negotiating, planning and executing strategic partnerships employing branded content and experiences. The best fit for this track are creative strategists. Partners include:
    • Brands: Phillips 66, AT&T, BBVA Compass, SAP,Denny’s, RMC/Pizza Hut, NRG/Reliant, Topgolf, Daktronics
    • Agencies & 3rd Parties: The Company, BAV Consulting, The Marketing Arm, Baylor IMG, Learfield, Peak Sports, Friedkin Group, 4Front
    • Properties/Teams: Dallas Cowboys, Houston Rockets, Houston Texans, New Orleans Saints/Pels, Texas Rangers, PGA Tour, Space Center Houston, On Location Experiences, Circuit of the Americas, Baylor Athletics
    • Media: Fox Sports Southwest, Root Sports
  • Data Strategy: Sound data strategy enables brands, (eSports) teams, media and agencies to (a) plan, lead, organize and control marketing & sales strategies, and (b) execute digital marketing strategies. We prepare students to create, manage, analyze, report, and deliver actionable data insights & campaigns to drive revenue. The best fit for this track are analytical problem-solvers. Partners include:
    • Companies: 4Front, KORE Software, Stone Timber River, E-15 Group, SSB Info, SEAT Consortium
    • Properties/Teams: Madison Square Garden, Cleveland Cavaliers, Dallas Mavericks, Houston Astros, Houston Dynamo, LA FC, LA Kings/AEG, NBA, New York Yankees, Orlando Magic, Texas Rangers, Utah Jazz
  • Sales Leadership: Sales is the lifeblood of any organization. We prepare students to generate revenue through ticket & partnership sales representing professional & collegiate teams, eSports or third-party rights holders (for NCAA properties). As future servant leaders we value people, purpose and performance, in that order. The best fit for this track are competitive high-achievers.
    • This track isn’t new, but our approach to developing sales leaders and professional selling is. We now have eight Premier Partners helping us change the face of sports sales: Las Vegas Golden Knights, Madison Square Garden, Houston Rockets, Houston Texans, Phoenix Suns, San Diego Padres, Spurs Sports & Entertainment and the Tampa Bay Buccaneers. Read more here under “Sales Leadership Partners.”

No Big Board Meeting, but Big Fridays

To enable equal opportunity for students to pursue and partners to recruit to S3 career paths, we have three separate days for partners, alumni and others wishing to join us. These events are on Fridays, typically before an on-campus sporting event.

  • Data Strategy Day
    • October 5, 2018. StubHub, Stone Timber River, KORE, 4Front & SSB join us for a day of data drama and excitement. Read more & register here.
  • Premier Partner Preview Day
    • November 9, 2018. Premier partners are invited to campus to meet students at the S3 Club Lunch (11:45-1:15) and interview juniors (internships) and seniors (careers) in the afternoon.
  • Brand Strategy Day
    • January TBA (until NBA schedule is released) in Houston, TX at BBVA Compass Stadium for day sessions featuring partnership strategy sessions with BBVA Compass, Phillips 66, Toyota, and The Company, followed by activation in action the same evening at a Houston Rockets game. Stay tuned to www.baylor.edu/business/s3 for updates & registration.
  • Sales Leadership Day
    • February 15, 2019. Hands-on training seminars with team sales managers and partnership sales professionals, followed by panel sessions and interviews for internships & careers. Read more & register here.
  • eSports Day

Want to join us?

Our S3 Leadership Partners and many industry friends built Baylor S3 into what it is today. With our highly selective major, we continue to place over 96% before graduation across every major league and among leading agencies and brands. Working with distinctly innovative minds like Tami Walker (Phillips 66), Patrick Ryan (Eventellect), Kelly Roddy (Schlotzsky’s), Derek Blake (LQ), Adam Budelli (StubHub), Mary Hyink (Fox Sports SW), Heidi Weingartner (Dallas Cowboys), Greg Grissom (Houston Texans), George Killebrew (Dallas Mavericks) and Marc Jackson (Madison Square Garden), S3 students intern, learn and work with the best in the business.

Starting this year, Baylor S3 and Baylor Athletics, with Mitch Mann and Ryan Eklund, will work hand-in-hand on data strategy and student ticket sales projects. Thanks to support from Baylor Athletics, S3 graduate Ian Young is on-board as S3 Research Assistant while splitting time as Research Analyst for Team Sports Marketing LLC.

If you’re interested in learning more about our program and potential involvement, please feel free to inquire.

3 Key Insights for Women in the Business of Sports

kirk_wakefield 2014, Careers, Integrity, Lead, Learn, Sales Management, Work ethic , , , , , , , , , , , , 0 Comment
3 Key Insights for Women in the Business of Sports
by Hannah Bouziden – May 2014

Successful Leaders in the Wide World of Sports Business

Women increasingly move up the corporate ladder across America, but have faced a greater challenge in the once male-dominant industry of professional sports. In a world where people like Donald Sterling have been operating, what is it like for females as they progress to the highest executive levels in the business of sports?

On April 14th, 2014, Baylor University’s Sports Sponsorship & Sales Club welcomed three leading women in the world of professional sports to speak about the challenges they have overcome in their careers. The panel included, Paige Farragut (Senior Vice President of Ticket Sales & Service with the Texas Rangers Baseball Club), Tami Walker (Manager, U.S. Fuels Brand Management for Phillips 66, 76, and Conoco), and Amy Pratt (Vice President of Event & Tours with Legends/Dallas Cowboys). During the discussion, the women touched on three main topics they believed to have an effect on women in the business of sports and in corporate America. They shared their insights on how to deal with maternity leave, sexual harassment, and the glass ceiling.

1. Maternity Leave

Paige Farragut
Paige Farragut

Having the ability to balance a family life and working in the fast pace world of sports is a concern for many women. Farragut and Walker were able to handle the pressure and become successful women in their industry while raising children.

Walker’s advice is to make sure you build up enough good will prior to maternity, so that others recognize your value to the team and want to make sure the entire process flows smoothly for your return. She also advises to do what is right for your family and just roll with it!

Farragut decided to wait until she was in management to start a family. According to Farragut, “In sales, time away matters.”  Therefore, her advice is to make sure you are flexible and have the ability to put in the hours, even if that means having to manage work at night.

2. Sexual Harassment

Walker’s advice on how to handle sexual harassment in the workplace: First, define what harassment meant to you. Then, make sure you set boundaries and establish awareness among others in a gracious, but firm manner. Both Pratt and Walker stated that you should always be cautious of what you say and how you say it.  “You have no idea what the experiences of other people are,” stated Walker.

Each of the panelists urged young women to find mentors within the organization, others in whom they confide and seek counsel if/when such situations do arise. Different situations and people may require different approaches.

3. The Glass Ceiling

Amy Pratt
Amy Pratt

Although the panelists are aware of potential glass ceilings, each operates under the assumption that it doesn’t apply to them.

Walker’s advice for young women revolved around the idea of never allowing yourself to become your own worse enemy. Never doubt yourself, but instead ask, “why not me?”

Farragut’s advice was just simply proving yourself, because it will eventually pay off. If you are the very best in every position that you have, then you will not be overlooked. An issue Farragut sees among young women in the business of sports today is that she has never had a woman tell her that she would like to be in management some day.

All three of the women agreed that there are opportunities for women, they just have to have the desire to seek them. Pratt stated, “There are tons of opportunities for women to open new doors . . . to make themselves of value.”

Closing Advice

Tami Walker
Tami Walker

Women increasingly moving into senior positions in corporate America. These three women are an encouragement to all young people, especially young women who aspire to make their own success story in the world of sports. Walker left a great piece of closing advice for these young professionals, “If you have a drive as a woman to excel . . . then the opportunities are there, there is nothing that can hold you back.”

Making Connections: Contact Puts the Ball in Play

kirk_wakefield 2014, Experiences, Luxury Suites & Premium Tickets, Sell, Sponsorships, Tickets , , , , , , , , 0 Comment
Making Connections: Contact Puts the Ball in Play
by Carson Heady – May 2014

How to sell: Put the ball in play

Fundamental to any activity or sport is to put the ball in play. This necessitates action on the part of the participant(s) and begins with how and when we make contact.

On the field, it is about formulating strategy, addressing the ball, following through and studying results to adjust for future shots. Business and sales are no different; prospecting and approaching connections to build relationships must be handled with the same finesse.

As with all facets of sales, the quality of each leg of the process determines quantities of successes. Fashioning the optimum game plan for narrowing our search for prospects, garnering attention in the proper way, reaching out with maximum effectiveness and showing why you or your product is supremely relevant inches you closer to your goal line. Like charging down the field, each possession’s objective is to manage plays effectively enough to get as close to that end zone as possible. We will not reach it every time, but the more masterfully we operate each play and possession, the better our chances.

Three things you must do to win

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Bart Elfrink“Networking is what landed my most prominent directing roles. As a filmmaker, networking is of utmost importance and it is truly all about who you know when it comes to securing interviews. Diversifying the groups I was networking with rather than just one core group made all the difference; taking initiative, starting conversations – you never know where they will lead and deals are made over conversation, coffee and meals.” Bart Elfrink, Director & Cinematographer[/dropshadowbox]From looking to land a job to attempting to market a product or service, it is vital to:

  1. make authentic connections,
  2. showcase unique attributes, and
  3. improve their lives.

Ultimately, you want to prove that your target audience would be better off with what you have than what they have now or have to choose from.

Examine your playing field:

  1. What experience or attributes are being sought in the arena you wish to conquer?
  2. What do you or does your product offer that ensures you are uniquely qualified to fill a gap?

These are the strengths you highlight as you grab attention and carry on throughout the selling process. Learning your audience’s needs through analysis and questions is step one; showcasing how you fill the gap best is the rest. Realize that you and your product are up against considerable odds; this does not rule out victory, but means you must work smart and understand this contact sport.

How to connect

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]laura.wiley“If you don’t put yourself out there, you will never know your fullest potential. Network and connect with everyone (and I do mean everyone) you know as will often be surprised to find what opportunities lie within the those you are closest too as well as farthest away. Connect and engage, talk and share, give and get – it is how trusting and long-term business relationships and strategic partnerships grow.” Laura Wiley, Principal/CMO of Marketing Lift[/dropshadowbox]Connecting today has a different feel with the prominence of social media and ability to quickly pinpoint your target decision maker; with a simple search we can locate VP’s and CEO’s and attempt to make contact. That said, anyone can make contact, so you must ensure your contact counts. Utilization of sites like LinkedIn grant you access to all the movers and shakers across every industry:

  1. Build your network strategically by casting a wide enough net of individuals who could serve as decision makers or point you in the right direction.
  2. Aim high, specifically in small-to-mid-sized businesses where a CEO will be more apt to accept your overtures.
  3. Do it with distinctive, classy flair. Don’t use the generic LinkedIn request.
  4. Never pin all your hopes on just one person for a job or sales decision. Formulate multiple plays across all pertinent companies and industries so you are prepared for whatever obstacles you encounter.

How to approach

Approach requires just as much thought. Using your own conversational style, the approach might go something like this: “Mr./Mrs. X – It is my hope this note finds you well. With your expertise in _____ and our mutual interests, I believe you would be an excellent person with whom to share ideas and learn from. I would be honored to be part of your network.”

Whether by LinkedIn or email, supplanting the generic, average introduction will get your note noticed where others land in the penalty box of the virtual trash can. From there, timely follow up within a matter of days thanking them for the connection and requesting advice on the industry to gain access to them will have far more success than pushing a product or asking for a job up front.

Casting a wide net also means:

  1. researching local networking events,
  2. utilizing your existing network to meet new prospects (i.e, referrals), and
  3. leaving no stone unturned as you put your best quality foot forward in meeting and greeting new contacts with whom to form mutually beneficial relationships.

Like any part of the game, prospecting and connecting determine how far the ball carries, and are integral in your quest to circle the bases.

Cover photo courtesy of Tate Nations.