CRMs are used predominantly by sales and service teams to capture the personal interactions with a customer and are a vital piece to the sports business tech stack. Although your CRM contains all the information input from your reps, and may connect to your email or your ticketing system, it was never meant to house all your real-time customer data. Organizations are now engaging with customers through multiple touchpoints (website, apps, digital ads, email, text, etc.) and even by mandating all interactions need to be logged, pieces of the customer journey to purchase will be missed. Customer Data Platforms were designed specifically to start with the source information systems to bring all the data together, in a single customer view, to give the full view of the customer’s relationship with the team. Insights generated in the CDP (lead/retention scores, segmentation tags, data tags, etc). is often pushed back into the CDP to enrich the records used by the sales team, and to drive adoption of this information in their system of record. Further, CDPs are used by more than just sales and service teams. Marketing and analytics teams drive tremendous value in using it to better understand fans and activate on those insights, which makes CDPs the one tool that aligns the three departments. You can read more able the differences between a CDP and a CRM here.