AFL’s Western Bulldogs Kicks A Winning Goal With Salesforce.com
SYDNEY Australia - July 5, 2007
Deploys Salesforce CRM in three weeks and halves Western Bulldogs
sales closure time
- Salesforce.com, the
market and technology leader in ondemandbusiness services, today announced that leading
Melbourne-based AFL Club, TheWestern Bulldogs, has deployed Salesforce Enterprise Edition and has
halved sales closure time
to 30 days.
The Western Bulldogs is one of the 32,300 companies of all sizes, industries and
geographiesthat comprised the salesforce.com customer base as of April 30, 2007. Revenue and
subscribers will be recognized as the service is delivered.
The move comes as part of an overhaul of the Club’s business operations in order to transform
the sporting organisation into one of the most sustainable and profitable businesses in the AFL
The Western Bulldogs Football Club is using Salesforce to manage its rapidly growing database
of sponsors and commercial relationships which include LeasePlan Australia, WorkSafe Victoria and
EzyBonds Global Payments.
The web-based solution is being used by the sales and marketing divisions of the Club to
enable staff to:
According to Bruce Kaider, General Manager Business Development
and Strategy at the
- Have greater visibility into the sales pipeline – enabling instant, accurate budgeting and
- Systematically track and manage sales leads from beginning to end
- Access a centralised repository of sales information that can be quickly and easily segmented
to meet reporting requirements for its Board, sales managers and event managers and the Club’s
community services team
, “to maintain a highly streamlined level
of operation, Clubs need to model themselves on the corporate world. Having full visibility into
sales pipeline and revenue targets is crucial to running a sustainable business and therefore a
sustainable Club,” said Kaider.
Aging Spreadsheet System Was Inefficient and Couldn't Scale
The Western Bulldogs previously used a spreadsheet system to track and manage a data base of
more than 14,000 contacts. After more than three years of 20 percent annual growth however, this
process was becoming increasingly complex, didn’t scale and was inefficient.
“Spreadsheets are the common
language for sportspeople
and teams but as our sponsor base
grew our existing processes became more and more disjointed,” said Kaider.
“We had multiple spreadsheets to track and manage sponsors so it goes without saying that
there were duplications and inefficiencies. There was also no mechanism to set reminders or track
calls and obviously no single view into the sales pipeline.”
“In order to grow our sponsorship and commercial relationships – and therefore grow revenue –
we needed to take a more sophisticated approach,” he said.
Salesforce.com’s On-Demand CRM Solution Eases Upgrade
“Sporting clubs don’t normally invest time in reviewing CRM packages,” said Kaider. “But we
had immediate buy-in from the board as our Chief Operating Officer could see that an
enterprise-class solution would help us get ahead of the competition.”
The Club reviewed five different CRM packages and considered custom-building its own system,
but Salesforce stood out.
“Salesforce required low up-front costs and minimal new infrastructure. It could quickly and
easily scale as the business grew and integrate seamlessly with our existing applications,” said
One of the strongest selling points for Salesforce however, was the ease with which the Club
could manage regular upgrades.
“Because it is delivered via a Software-as-a-Service (SaaS) model, there are no regular
upgrade demands on our IT team. System updates happen at the backend and are immediately available
to all our users. Five years down the track we won’t be stuck with an outdated CRM system,” said
Once the Club made the decision to go with Salesforce, it was up and running across the
business within three weeks. Said Kaider, “A fast implementation was crucial in the lead-up to the
football season and saleforce.com delivered on this.”Salesforce Halves Sales Closure Time to 30
Days Since implementing Salesforce CRM, the Western Bulldogs Football Club has experienced a range
“We have been closing sales leads in 30 days, when previously they were averaging 60 days,”
said Kaider. “And because there is now a single view of customer data, the team has a new level of
accountability for revenue generation. This will help create a more profitable business.” “As the
Club becomes more profitable we can secure our future by reinvesting in football training and
development, in our community, in retaining existing staff and attracting the best and brightest.”
“We are very happy with Salesforce. It has fulfilled every requirement we had,” said Kaider
Salesforce.com is the world’s largest provider of customer relationship management (CRM) software. For more information about salesforce.com (NYSE: CRM), visit: www.salesforce.com/au/.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase salesforce.com applications should make their purchase decisions based upon features that are currently available. Salesforce.com has headquarters in San Francisco, with offices in Europe and Asia, and trades on the New York Stock Exchange under the ticker symbol “CRM.” For more information please visit http://salesforce.com/au/, or call 1800 667 638 (Australia) or 0800 450 064 (New Zealand).