Future Technology for a Sporting League

Overview

Modernising business systems

The Sporting League partnered with 460degrees over a two-year period to modernise its business systems, thus aligning them with its goal of providing a superior experience for all staff, fans and customers. The multi-faceted project included the transformation of their customer relationship management, marketing, finance and HR systems.

ABOUT

The Sporting League Client

The Sporting League is one of the world’s oldest football codes and Australia’s premier sporting organisation. It supports a constantly evolving national competition and strives to progress the game so everyone can share in its heritage and possibilities. The Sporting League employs over 1,000 staff and aims to make every moment matter for both fans and customers

Background

In-house expertise and resourcing

The Sporting League had identified six key areas for improving the organisation’s overall performance:

  1. IT Strategy & Roadmap – planning and executing a digital transformation to modernise the Sporting League’s business systems was critical to achieving their goals of improving fan engagement and growing the sport.
  2. CRM & Marketing – the rollout of a new Salesforce customer relationship management system and marketing platforms would support efforts to improve fan, corporate and customer experience.
  3. ERP (MS Dynamics 365) – implementing a modern Enterprise Resource Planning (ERP) solution, Microsoft Dynamics 365, would increase both productivity and efficiency in all aspects of finance and procurement for the Sporting League.
  4. Portfolio Management – with a large number of new projects to deliver, improved planning, consistency and portfolio management would support major infrastructure and application changes.
  5. Customer Identity Management Business Case – a more consistent approach to login and registration was needed so customers could more easily engage with the organisation via the wide range of channels and technologies.
  6. Human Resources Improvements – the organisation needed to progress the improvement of existing HR and payroll solutions and introduce standardised and modern solutions  for rostering across the diverse range of workforces (Community and Game Development e.g. Auskick, Stadiums and Umpires).
Cloud Data Management

CHALLENGEs

The Sporting League’s major challenges in planning and implementing improvements in these key areas were due to a lack of in-house expertise and resourcing. Achieving their goals within time and budget would have been impossible without external advice and support.

“We have used 460degrees as an extension of our delivery team across a range of large scale digital transformation projects, helping in areas from strategy through to project management, change management and business analysis. They have become key in helping us deliver on an ambitious set of priorities as we modernise our digital capabilities at the Sporting League.”

Head of Technology Planning and Delivery at the Sporting League

Solution

Meeting the priorities

By engaging 460degrees, the Sporting League was able to quickly gain the strategic advice and technical support needed to meet their priorities, including:

  • the implementation and rollout of a new Salesforce customer relationship management system.
  • the planning, procurement, business analysis, testing and end-to-end project management of the CRM , marketing platforms and ERP.
  • collaborating with the Head of Technology Planning & Delivery to define a lean project management framework, fit-for-purpose templates, practices and reporting cadences.
  • supporting vendors and identity consultants to develop a business case and planning artefacts, to implement new single identity solutions across applications. • assisting six vendors across the program of work to plan, prioritise and re-align the delivery plan of new rostering and payroll systems.

Result

  • IT Strategy & Roadmap – the Sporting League’s corporate and customer experience[1]  has improved through the implementation and rollout of a new Salesforce customer relationship management system and marketing platforms.
  • CRM & Marketing – rollout of these projects has been completed with all Sporting League business units live and clubs being enabled from 2022.
  • ERP – a successful go-live of MS Dynamics and a new expense management platform for over 800 users, across the Sporting League.
  • Portfolio Management – project management onboarding, delivery of simple project tracking
    toolsets and project management framework have been standardised.
  • Customer Identity Management Business Case – the business case was developed and approved, with planning underway to execute.
  • Human Resources Program – 460degrees took control of re-planning the project with the new rostering solution delivered in mid-2022.

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