Commercial Optimisation
Description of Project
Chaucer was invited to work alongside the Senior Leadership Team of a major UK football club both to increase the revenue generated from the commercial organisation, and also to formulate and realise improvements to the club’s operational effectiveness.
Chaucer has worked on a large number of business change projects and this experience was used to identify the ‘To Be’ organisation and its structure, and fully scope the roles and responsibilities of key employees within it. In particular, focus was applied to the review of the Sales and Marketing functions and analysing sales data to understand the changes required. The principal conclusions of our work were the need to give each department more day to day support and leadership at the same time as releasing the Chief Executive from managing day to day operations.
Working closely with the Leadership team, Chaucer then went on to implement its recommendations, firstly for a smaller commercial team to ensure effective communications, both across the business and with the football side, and secondly to put a senior commercial management team in place to provide the strategic commercial focus the business requires. Our proposal was also designed to future-proof the club in its ambitions for a return to, and continued presence in, the Premier League.
Chaucer’s Scope
- Review of Sales and Marketing Effectiveness within the organisation
- Marketing segmentation review
- Sales data analysis
- Organisation re-structuring recommendation
- Roles and responsibilities review
- Resourcing and recruitment support
- Created a dedicated company wide communications strategy for roll out
- Program Management, governance and assurance
- Risk Management and Mitigation
- Board level reporting
Benefits
This project was about managing change and expectations and ensuring that the organisation, at all levels, was kept informed of the aims of the project and of the changes occurring thereby paving the way for smooth transition and minimal impact.
Chaucer is very much focused on practical delivery so the project was concluded successfully with a new structure in place and new people recruited where appropriate. Chaucer’s ability to link Change Management skills together with project management rigour ensured that disruption to the organisation was minimised. The senior Leadership Team now has an organisation in place which maximises its commercial effectiveness and allows full focus on other aspects of the Clubs commercial and sporting success.
In-depth reviews of departments and existing roles, together with Chaucer’s expertise, brought clear vision to the shape of the new organisation and clearly identified the roles and responsibilities for existing employees and all of the new individuals. The project has brought direct significant commercial benefit to the club.
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