The Before
Sunderland AFC used disconnected systems and manual processes for sponsorships, ticketing and merchandise. Lead follow-up was inconsistent, departments could not share a reliable customer view and reporting and forecasting were slow and error-prone.
The After
We implemented Sales Cloud around the club’s commercial workflows, following structured discovery and needs assessment. Lead and opportunity management, dashboards, reporting, staff training and ongoing support brought sales, marketing and operations onto one platform.
The Results
Sponsorship deals increased by 20% in the first year. Teams have better cross-department visibility, faster and more accurate reporting, improved fan engagement and more time for strategy, sales and customer conversations instead of manual admin.
