Nissan Motorsport revs up sponsorships with CRM

V8 team's general manager of marketing and sponsorships explains how Nissan ditched spreadsheets to overtake competition

Nissan Motorsport has seen a 22 per cent boost in commercial revenue since March after replacing spreadsheets with cloud-based CRM software, its marketing chief claims.

Nissan Motorsport, based in Braeside, Victoria, is the biggest team in the V8 category with four cars on the grid and large production and technical capability. Ford and GM Holden used to dominate the category but a regulatory change in the last 18 months has allowed Nissan and other new manufacturers to enter.

Sponsorships generate millions of dollars in revenue for Nissan Motorsport, accounting for about 80 per cent of total revenue, the company’s general manager of marketing and sponsorship, Nick Ryan, toldCMO. However, securing racing partnerships is highly competitive.

“Australian sport is heavily populated and there is an enormous amount of competition in terms of teams vying for commercial revenue,” Ryan said. “You have to get smarter with how you operate and what you do.”

Ryan said it’s critical for a racing team like Nissan Motorsport to have an effective sales and CRM tool to find new opportunities and manage existing partnerships.

The GM had worked with Sage CRM in a previous job with a sports marketing agency. When Ryan came to Nissan, he was dismayed to find the racing team relying on spreadsheets for sponsor management.

“We needed to find a process for streamlining what we did,” he said. “When you run natural spreadsheets, things have a tendency to become outdated. Even for the salespeople internally, it’s just not triggering follow-ups.”

Because Ryan had used Sage before and found it easy to use, he said he did not consider any alternative CRMs.

“Once I had initial conversations with Sage and saw the level of support they were willing to provide to assist our business and that it was going to provide more than adequate solution for what we needed to do, we didn’t look to go down any other direction,” he said.

A key benefit is that the CRM is now based in the cloud, a feature that had not been the case when he last used the software. Ryan does a large amount of travel, so it was important to be able to access the CRM from anywhere.

“With so much sales activity on the road, it just assists us in updating things in real-time and then people back here in the office can get those updates without me having to call 15 people,” he said.

At first it had felt daunting to move all the spreadsheet data to the new CRM, but Sage helped out with the process and the transition went smoothly. While the CRM has been in place for less than six months, Nissan Motorsport is already seeing benefits.

“It’s helped us better manage the targeting process and really the follow-up in opportunities we have there, and also the reporting throughout the business,” Ryan said. “It’s allowed us to manage each of these opportunities and assess where each of them are going.”

For sponsor relations, it enables multiple people that manage these relationships to understand at any given point where we sit with those relationships and what the next steps are, Ryan continued.

With Nissan Motorsport barely scratching the surface of the full capabilities of the CRM, Ryan is now looking to take advantage of some of its other features.

“From what we’ve seen so far and how effective it’s been in assisting our business, I think the next step for us is we’ll probably sit down with Sage and understand where else we can take it,” he said.

More customer relationship brand journeys

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in