Detroit Piston's: Competition breeds excellence. Leveraging contests to motivate sales & drive user adoption
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Dreamforce 2012 presentation by Scott Howland, Manager of Sales Analytics for Palace Sports & Entertainment. Scott shares an overview of how the Detroit Pistons ticket sales team uses Salesforce. Includes two case studies, including the Ticket Olympics using LevelEleven
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Detroit Piston's: Competition breeds excellence. Leveraging contests to motivate sales & drive user adoption
- 1. Competition breeds excellence Leveraging contests to motivate sales & drive user adoption Scott Howland, Palace Sports & Entertainment, Manager, Sales Analytics @showland3 www.linkedin.com/in/showland3
- 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward- looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. Scott Howland Manager, Sales Analytics @showland3 www.linkedin.com/in/showland3
- 4. All about Palace Sports & Entertainment
- 5. All about Palace Sports & Entertainment
- 6. All about Palace Sports & Entertainment
- 7. All about Palace Sports & Entertainment
- 9. Case Study #1: Updating Contact Records Incentivize new and updated data input by sales reps • Promoted the shared responsibility for our data and the new collaborative culture • RESULTS: • 4,150 NEW Contact data points • Contest ran for 5 days • 20 Sales Reps • 3 Lunch prizes totaling <$100 Add Email Address Add Contact Add Phone Number Designate Contacts
- 10. Case Study #2: The Ticket Olympics Engaging sales reps and driving revenue through team-based sales • 2 week contest focusing on New Pistons Business that combined Olympic fever with sales efforts • Reps broken out into teams (“countries”) • Points awarded for sales and actual medal victories • RESULTS: • $82,982 in revenue • Averaged $70k each of the past 2 years • Gold, Silver, Bronze prizes totaling approximately $1500.00
- 11. Benefits of moving contests into SF Drive SalesForce awareness through gamification • NO MORE SPREADSHEETS! • Automatic, real-time calculation, updates, and tracking • Show them a better mousetrap • Increased management buy-in and efficiency • One Stop Shop • Keep reps in SF • Use of for updates • Recognition • More than the prize – being on top!
Hinweis der Redaktion
- Detroit Pistons very well known – 3 NBA Championships, twice over the Lakers (1988-89 (Lakers), 89-90 (Blazers) Bad Boys; Most recently in 2004)I started in Oct-2004, 4 months after the last championship.Everyone around me getting their “championship rings”Went back to the finals the next year, so I was pumped to get “my” ring.Robert Horry, Game 5, series tied 2-2, hits 3 with 6 seconds left in OT. Won the next game, but ultimately lost in Game 7.More recently, the Team has experienced a downturn through a perfect storm of issuesAging teamTeam Sale/Leadership transition (analogy of selling house – no improvements) Recently gone through an ownership transition – now Platinum Equity and Tom Gores (also based in California)Economic downturn (auto bailouts)NBA LockoutThings looking up with good drafts and young developing talent
- Palace Sports & Entertainment is annually one of the nation’s top local concert promoters based on total event attendance.Hailed as one of the most innovative and brilliantly designed arenas in the world, The Palace hosts an endless variety of events including the top touring superstar performers and the NBA’sDetroit Pistons. Currently undergoing a $15 million renovation to suites, clubs, concourse areas. One of the 2 oldest arenas, built completely by private funds. Template for future arenas with it’s unique suite placement and design.Currently scheduled for 60 non-Pistons events in 2012, with more being added. (+ Pistons 44 games = over 100 events per year annually)
- Celebrating 40 years of entertaining music lovers, DTE Energy Music Theatre annually hosts the top outdoor concerts on tour and is one of the nation’s busiest amphitheaters year in and year out.Seats approximately 15,000Hosting 50 shows this summer; 50-65 average annuallyThis summer’s highlights include Dave Matthews Band, RascallFlatts, Big Time Rush, Kiss/Motley Crue, and Jason Aldean just last week.
- Meadow Brook Music Festival, located on the campus of Oakland University in Rochester Hills, hosts an eclectic array of musical concerts, comedians, special events, stage productions, and family shows.Hosting 30 shows this summer including Train, Further, OAR, and Sarah McLachlan. In addition to the annual Wine & Food Festival and kids stage performances like Puss in Boots and Aladdin.
- (Because of all this), We are in a unique position because we don’t have to work too hard for sales leads.People come to us (and get into our database) by:Buying ticketsEnter-to-Win contests (autographed memorabilia)Newsletter Opt-ins, etc..GOOD: The opportunity; BAD: Managing it all.Simplified our business model to The 4 P’sProfileAppending Contact records with axiom data, personix clusters, etc.Also using scoring models to rate our records based on Capacity (means) and Priority (likelihood) PackageSegmenting LifestylesBased on Involvement with us (customers)Based on Demographics PushUse of Campaigns ->Tasks->Opportunities to track rep touchpoints, productivity, and success.PerfectLook at buyer info and campaign results to:Identify trends and re-target (ie Pistons Mini buyers skew older, Piston IGO Buyer lower HH income, DTE IGO buyers 53% women)All of this just being implemented and put into play this year, so results to come.
- Sales staff is primary front-end user of Salesforce, but Updating Data is BORING!But the end result is positive for the business.Better communication from the company to those people.Done at a time of transition for reps in sales department. We wanted to use their help for an initial Data Hygiene process. Needed to bridge the information gap from old reps to new reps.New reps are malleable (no bad habits). Set the expectations and reinforce the process of using Salesforce.Promoted shared responsibility for data qualityRESULTS: 4150 new contact data points in 5 days.A LOT of DataIn a short amount of timeBy 20 Sales RepsDriving behavior, not just results.
- Data Hygiene is great, but what about MONEY!!LevelEleven’s app is built for to promote sales.So in August, we wanted to push New Pistons Season Ticket Plans in an otherwise dead time (August, after draft, 3 months before the season)We played off the Olympics and created this contest to mirror the competition for our sales team.Reps divided into “Countries”Sales results ($$ and FSE’s) converted to pointsPoints awarded for actual sales of Pistons season plans, and augmented with points for actual Olympic medal results.RESULTS: $83k in new businessFor just $1500 in prizes = a BIG return
- BenefitsEverything is Automated and Real-timeIt’s starts with Management and filters downYou Have to have a Champion on your staff (management)Showed him once -> off and runningEverything in SalesforceKeep Reps in SFGoing throughintegration project as well Chatter point- Previous contests would have been through emailRECOGNITION!developing throughout our new culturedevelopment of scorecard dashboard“spend 90% of your time praising”Reinforce the right behaviors immediatelyAge-old SF Objection of selling vs recording