Football clubs mainly depend on their fans, partners and sponsors. Marketing is responsible for that, which also plays a leading role for VfB Stuttgart for using new marketing formats and the introduction of new technologies. This time, the marketing team and the IT-department are dedicated to the objective for the club, which is generally otherwise done by the team; to go offensive with the digitization! Thereby, it was necessary to consult the club on the process and application ideas and to implement the same on the technological basis of Salesforce Sales cloud. Thereby, the systematic mapping of fan and customer data was on the top of the priority.
VfB Stuttgart, officially known as Verein für Bewegungsspiele Stuttgart 1893 e.V., is a sports club from Bad Cannstatt, city district of Stuttgart. It is currently the tenth largest sports club in Germany with over 72,000 members and the largest in Baden- Württemberg. The marketing department, which is a part of the divested VfB Stuttgart 1893 AG like the license team, collaborates closely with the IT-department.