The Miami Dolphins Report Lasting Impact of Hurrah! for their Sales Team.

“Our CMO has a giant TV in his office and has Hurrah! running all day long in his office, he is super invested in it, he loves it!”

Ray Pimienta, Director of Business Systems, Miami Dolphins

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CRM User Adoption

In the first year, the Dolphins estimates saw a significant improvement in CRM adoption, with sales reps striving to gather data and enter it correctly in their system.

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Accelerate Sales Growth

In their first year using Hurrah!, the Dolphins reported a ticket sales growth of 7%, more than any other team in the NFL that year.

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Winning Team Culture

Hurrah! allows the Dolphins to share everything from their most important metrics to highlights of last night’s game and much more, engaging sales staff to the point of applause.

About the Client

The Miami Dolphins is a franchise with a long and proud history in the NFL, boasting such accomplishments as the only NFL team to complete a perfect season, the first team to appear in 3 consecutive Super Bowls, and a team coached by the most successful head coach in professional football, who achieved the largest increase in the NFL in paid attendance in 2014. At the time, Senior VP and Chief Marketing Officer, Jeremy Walls, was organizing sales and marketing to increase revenue which yielded the highest renewal percentage in five years. But they didn’t stop there. Along with with aggressive growth targets for ticket sales and goals to lead the league with continued high attendance rates, the Dolphins focused on the creative use of data and technology to support their sales department. They began searching for a motivational tool that could integrate with their CRM and make CRM data more visible for their sales reps.

The Challenge

The Miami Dolphins set out to find a solution to boost engagement and motivation, while also gathering actionable data to use in decision making. They sought an easy to use motivational tool that would drive successful sales behaviors while maintaining an upbeat atmosphere and culture of success. We were “looking to drive excitement on the floor, really get the team engaged with the CRM and drive that competition between the reps individually,” said Ray Pimienta, Director of Business Systems at the Miami Dolphins, of their initial search for a gamification solution. Hurrah! provided the Dolphins with exactly what they were after, offering a native integration with their CRM and extensive options for sharing key metrics, team news, media, and much more.

“[We were] looking to drive excitement on the floor, really get the team engaged with the CRM and drive that competition between the reps individually,”

The Solution

For the Dolphins, transitioning from traditional sales motivation and communication, to using Hurrah! was a no-brainer. They quickly adopted the solution for their team and immediately received a positive response from reps as well as noteworthy results. Dolphins’ Managers were able to choose the data to display, specific to their goals and business processes, allowing them to drive behaviors that close sales. The Dolphins chose Hurrah! because it reflects and amplifies the culture of their organization. They use it to report their KPI in real time on the sales floor, but they also made use of communication features by sharing daily CRM tips for their team as well as media, graphics, videos of great moments in the team’s history, highlights of last night’s game and much more. The Dolphins were early adopters of the Celebrations feature, which they use to to highlight team and individual achievements, creating an exiting sales floor environment. The team especially enjoys the walk-up song feature. Each rep chooses a song to play with their Celebrations and everyone in the room applauds when a Celebration goes off.

The Dolphins chose Hurrah! because it reflects and amplifies the culture of their organization.

The Results & Looking Forward

The Dolphins initially implemented Hurrah! for their ticket sales team, and during their first year using the product they reported a ticket sales growth of 7%, more than any other NFL team that same year. They also saw significant improvement in CRM user adoption, estimating a 10% improvement in data quality the first year. After over 5 years using Hurrah!, the Dolphins continue to see positive results in both team culture and performance. Improvement in CRM user adoption and data quality has been a long-term benefit for the Dolphins. Having a visualization of their data helps make team members more committed to updating their CRM information in order to register their achievements on the screens. “We’ve been surprised how good it is as an auditing tool, I didn’t realize it added so much value in that way.” Ray Pimienta shares about how Hurrah! makes it possible for the team to spot errors not only associated with data entry, but also within their CRM and Ticket Sales System. The Dolphins have also found that Hurrah! helps connect upper management with the sales team’s everyday activities and achievements. “Our CMO has a giant TV in his office and has Hurrah! running all day long in his office, he is super invested in it, he loves it!” says Ray. Hurrah! has become an integral part of the Dolphins' office culture, helping them to create an important sense of camaraderie within their sales team and beyond.

“Our CMO has a giant TV in his office and has Hurrah! running all day long in his office, he is super invested in it, he loves it!”

Favorite Features

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Celebrations

Reps love seeing their achievements on the big screen. Celebrations let the whole team cheer on their successes together.

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Custom Media

The Dolphins use custom media to share everything from CRM tips, to game highlights and team news, which really gets the reps engaged.

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KPI Dashboard

The Dolphins use the multi-channel functionality to create streams for management that help them keep an eye on global metrics as well as day-to-day sales performance.

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