It’s All About the Creds Meet the Team, Art of Cloud Strategic Consultant and Sports Sector Specialist Daniela Forsyth
We recently welcomed the very brilliant Daniela Forsyth to our Art of Cloud team, to work alongside our existing sports sector specialists.
For those of you who don’t know, she comes to us with some serious sporting creds after years working for top-flight brands and organisations.
In the latest instalment of our sports marketing series, she introduces herself and outlines the experience she’s sharing with clients.
Hello…
I consider myself very lucky to have met so many fantastic people within the sports industry, so I’m incredibly excited to share my experience of working with Art of Cloud with them all!
Already people are reaching out to me to ask for advice or consultation on ways in which a holistic approach to digital platforms, internal user adoption and customer interaction can benefit their long term objectives
and goals.
My role is very much about understanding the wants, needs and objectives of all stakeholders within a sports organisation so I can best advise on what digital elements they need, when they need them and how best to use them.
Some sporting wins
I’ve worked for, or with, sports organisations of all shapes and sizes which gives me a rather unique perspective and insight into where the isolated and shared challenges appear at all levels.
Whilst at Wasps Rugby, I was proud to secure the clubs first Legal Partner by cultivating a strong relationship from fan, to hospitality purchaser, to partner.
Likewise at Stack Sports, I and the team were able to assist the UEFA Foundation in identifying an untapped revenue opportunity and providing them with the platform and marketing support to raise much needed funds during the COVID pandemic.
Cricket as a sport and product is rather unique in its proposition, having so many different formats, opposition and what can appear to be, from a fans perspective, an irregular fixture pattern.
In my role as Head of Hospitality Sales at Edgbaston (Keith Prowse), I had to use every tool at my disposal to not only motivate and sustain focus from a sales team who had multiple KPIs and sales focus, but also to generate and convert interest from a vast database of cricket fans.
Through analysing data and trends from previous sales cycles as far back as 2016, I was able to spot potential missed opportunities in audience interest, but also better guide the marketing team to activate campaigns in line with sales ‘hot spots’, ensuring we maximised the right opportunities at the right time.
Working with the sales leaders within the business, I was able to create incentives within the sales team to drive as much focus and passion as possible towards cricket sales. This resulted in Edgbaston hitting their sales target the earliest in their history, but also exceeding that target by nearly 10%.
The art of effective listening
In any role or situation I’m in, I’m a big believer in using your ears and mouth in the ratio they have been provided to you! By genuinely listening, you build real trust and understanding with your counterpart and can be confident that your feedback, advice and suggestions come from a place of pure support.
This is what I believe has made me so successful when it comes to driving meaningful outcomes for the organisations and individuals I work with.
It’s not an easy task to coordinate different business necessities and requirements, often working with a blend of personality types and characters to obtain an outcome where every stakeholder is content and confident that the solution is the right one.
How I can help you
I plan to use my experience of implementing brand new CRM systems at two very different rights holders, coupled with the ability to spot missed opportunities or perspectives to give Art of Cloud customers a complete sense of safety when making the decision to transform their eco-system.
Drop me a line if you fancy a chat about how we can support your sports business.
