![]() What you need to do is find out what works for your organization. This can be achieved in many different methodologies or tools. What sales teems need is a collaboration between IT and sales. Q: What do sales teams need most from IT, and what prevents IT from meeting those needs? We were always trying to clean up the pollution downstream. We had people that lived across our different instances which created a data integrity problem. Culture takes precedence over any technical solution, so we had separate environments for each sales and service team to understand their pain points and work on specific solutions. We went from a very manual process to a CRM that could help teams work more effectively. Part of our decision making was around cost, technical relationships, and our sales culture. ![]() Q: What factors contributed most to these pain points? What we realized is we needed a product that was flexible enough that all of our departments could use it while still allowing some departments to create very custom solutions/processes for their unique needs. With each year our sales teams wanted more actionable and accurate data. Since then we have 14 departments using 7 different CRM instances. We started leveraging CRM in 2012 to understand our customers, provide better service, and increase sales. Q: Prior to Salesforce, what key challenges did you face, both with your customers (fans) and with your sales team? We spoke with Jason Lumsden, Director of IT, to discover the advantages – and challenges – of relying on technology to satisfy the Red Sox Nation. When COVID-19 led to a shortened 60-game season for MLB teams, it raised the stakes for the Boston Red Sox. He also won an NCAA hockey championship with Norwich in 2000. Jason earned his Master of Science degree in Information Assurance at Norwich University in Vermont-the same school he attended for undergraduate studies. He was with Accenture globally working closely with Fortune 500 companies. Prior to joining the Red Sox, he held various consultant and business development roles. He also oversees all business and baseball projects. As the Director of IT for the Boston Red Sox, Jason guides the team’s digital strategy and leads an internal Technology Steering Committee. Jason’s experience in technology and business development has afforded him top manager and consultant roles with large organizations across the world.
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