How a $10M CRM Gamble Became a Career-Defining Win At An Entertainment Powerhouse
$300K in Immediate Savings and a Retention Engine in 10 Weeks
The Objective
→ Stabilize a $10M CRM transformation that was bleeding resources and creating political risk.
→ Eliminate duplication, fractured data, and campaign inefficiencies that were eroding ROI.
→ Deliver visible, board-ready results before the next quarterly review to protect leadership credibility.
What We Did
#1: Exposed the Structural Breaks
When we stepped in, they had just merged three divisions — casino, hotel, and gaming — into a single group. Instead of synergy, the merger created duplication of teams, processes, and technology.
→Three CRM instances running in silos.
→ No sales–marketing alignment.
→ Campaign build times stretching into weeks.
→ Frequent campaign errors that wasted spend and undermined customer trust.
The $10M portfolio was fractured and politically toxic. The CMO faced scrutiny with no defensible ROI story.
We began with a forensic observation across people, process, and platform: campaign workflows, legacy issues, training gaps, and orchestration. The conclusion was blunt: the platform was not set up for success.
#2: Retention & Growth Without Extra Headcount
We created five recommendations — three immediate tactical fixes and two long-term strategies — split into phases:
Phase 1: Operational Stabilization
Defined a clear go-to-market approach.
Streamlined campaign build processes.
Created reusable campaign assets to cut build time from weeks to days.
Aligned marketing and business knowledge to reduce rework.
Phase 2: Incremental Enhancement
Designed a customer communication strategy tied directly to loyalty and retention.
Established a campaign governance framework to provide guardrails for simpler, faster, and more consistent execution.
Introduced contact management standards to ensure messages reached the right customers at the right time.
This two-phase structure gave the business quick scoreboard wins while laying a foundation for sustainable improvement.
Board-Ready ROI Proof in 90 Days
Every engagement delivers CFO-friendly reporting with quantifiable savings, pipeline lift, and defensible metrics.
Risk-Mitigated Delivery
Our model ensures leadership sees fast wins. Worst case: you still walk away with measurable savings and visibility.