CRM Software Comparison Blog

Scottsdale, Ariz. — September 28, 2006 — Sage Software today announced that LEGOLAND California, a 128-acre interactive children�s theme park, has successfully used Sage CRM SalesLogix to increase its consignment contract and prepaid sales accounts nearly threefold, growing from 250 to 725 accounts, since implementing the solution in 2002. LEGOLAND attributes its growth to prioritized sales activities that employees identify using customized Sage CRM SalesLogix account management capabilities.

�With Sage CRM SalesLogix, our salespeople know exactly where to direct their attention,� said Colin Ross, sales manager for LEGOLAND California. �We can generate reports that clearly identify prime targets, enabling our team to be proactive and more efficient in servicing our customers. Our account growth is directly related to our use of Sage CRM SalesLogix.�

Customized CRM and Employee Adoption Revitalizes Sales Strategy
LEGOLAND California primarily sells theme park admission tickets on consignment, a practice that differentiates the park from its competitors. When a customer such as a hotel or corporation wants to offer its guests or employees discounted tickets to LEGOLAND, it purchases a year-long consignment contract that provides an allotment of tickets and provisions for unused tickets to be returned for credit.

The theme park opened in 1999 using a contact management program to track its customer interactions, but employees never fully embraced the system. LEGOLAND defined and instituted a formal sales methodology in 2002, and selected Sage CRM SalesLogix to support its new focus on identifying and prioritizing sales activities with its most valuable customers.

LEGOLAND worked with Spinnaker Network Solutions, Inc., a Sage CRM Solutions business partner, to implement Sage CRM SalesLogix. Spinnaker customized the system to automate LEGOLAND�s consignment contract sales model, and provided a training program that has achieved 100 percent employee adoption of Sage CRM SalesLogix.

Spinnaker also created a tickets tab for the Sage CRM SalesLogix account detail screen that has further aided LEGOLAND employees� use of the system. Sales representatives can track detailed account information including the number of tickets ordered, price per ticket, how many tickets have been redeemed and when. LEGOLAND management can now more accurately make revenue projections and set sales team priorities based on each account�s running balance, the likely number of tickets to be returned for credit, and identification of customers who need their ticket supplies replenished.

�Sage CRM SalesLogix has become an integral tool that LEGOLAND relies heavily upon,� said Mitch Cannady, president for Spinnaker Network Solutions, Inc. �We customized the system to allow LEGOLAND employees to track complex account information that makes a positive daily impact on the company�s financial success.�

“LEGOLAND�s CRM results are a wonderful example of what is possible using Sage CRM SalesLogix,� added Bob Neeser, vice president of sales for Sage CRM Solutions. �LEGOLAND began with specific customer-focused processes in mind and, leveraging the flexibility of Sage CRM SalesLogix, was able to match the system to their processes and not the other way around.�