Brentford FC

Posted by: kevin
Category: Case Studies, Sales Cloud, Travel, Transport & Hospitality

Project Details

  • Region: UK and Ireland
  • Industry: Travel, Transport & Hospitality
  • Sub Sector: Sporting Hospitality
  • Size of company: 50 staff

About the customer

Brentford Football Club was founded on the 10th of October 1889 and is a professional association football club based in Brentford, Greater London, England. The club has played its home games at Griffin Park since 1904 but are currently developing a new state of the art 17,250 seater stadium next to Kew Bridge station (less than a mile away from Griffin Park) and is due for completion in 2020.

Business Requirement and Customer Challenges

To help promote and sell the new stadium the Brentford Commercial team needed a technology solution that would not only help to make sure that they sell all Premium Seats in the stadium but to have visibility of all interactions with their existing Premium Seat customers and to track new enquiries. Brentford were using a variety of tools to manage sales information previously with silos of information held in different locations. They needed a way to consolidate this information and their business processes into one central solution, providing a 360 view of their customers.

Product Review

Ignyto implemented the following:

  • Sales Cloud Enterprise Edition
  • Customised the Lead, Account, Contact, Opportunities, Activities and Campaign objects to manage both B2B and B2C business
  • Person Accounts to manage B2C sales
  • Integration between Salesforce and DueDil
  • Integration between Salesforce and Outlook


  • Vastly improved and streamlined the sales and business processes, providing a 360 holistic and centralised view of customers
  • Ability to manage and report on sales generated from Campaigns and associated ROI
  • Improved productivity and reporting capability
  • Ticket Sales increased

Legacy or replaced system

Hubspot, Zoho, Excel, Smartsheets and Word documents


DueDil, Outlook

Length of project (days)

7 days

Quote from the customer

“Ignyto have been a supportive and trusted partner for Brentford FC throughout the scoping and implementation process and provided a friendly and responsive service.”

Salesforce products implemented

Salesforce Sales Cloud

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