“With Sage SalesLogix, our salespeople know exactly where to direct their attention,” said Colin Ross, sales manager for LEGOLAND California. “We can generate reports that clearly identify prime targets, enabling our team to be proactive and more efficient in servicing our customers. Our account growth is directly related to our use of Sage SalesLogix.”

Customized CRM And Employee Adoption Revitalizes Sales Strategy

LEGOLAND California primarily sells theme park admission tickets on consignment, a practice that differentiates the park from its competitors. When a customer such as a hotel or corporation wants to offer its guests or employees discounted tickets to LEGOLAND, it purchases a year-long consignment contract that provides an allotment of tickets and provisions for unused tickets to be returned for credit.

The theme park opened in 1999 using a contact management program to track its customer interactions, but employees never fully embraced the system. LEGOLAND defined and instituted a formal sales methodology in 2002, and selected Sage SalesLogix to support its new focus on identifying and prioritizing sales activities with its most valuable customers.

LEGOLAND worked with Spinnaker Network Solutions, Inc., a Sage CRM Solutions business partner, to implement Sage SalesLogix. Spinnaker customized the system to automate LEGOLAND’s consignment contract sales model, and provided a training program that has achieved 100 percent employee adoption of Sage SalesLogix.

Spinnaker also created a tickets tab for the Sage SalesLogix account detail screen that has further aided LEGOLAND employees’ use of the system. Sales representatives can track detailed account information including the number of tickets ordered, price per ticket, how many tickets have been redeemed and when. LEGOLAND management can now more accurately make revenue projections and set sales team priorities based on each account’s running balance, the likely number of tickets to be returned for credit, and identification of customers who need their ticket supplies replenished.

“Sage SalesLogix has become an integral tool that LEGOLAND relies heavily upon,” said Mitch Cannady, president for Spinnaker Network Solutions, Inc. “We customized the system to allow LEGOLAND employees to track complex account information that makes a positive daily impact on the company’s financial success.”

"LEGOLAND’s CRM results are a wonderful example of what is possible using Sage SalesLogix,” added Bob Neeser, vice president of sales for Sage CRM Solutions. “LEGOLAND began with specific customer-focused processes in mind and, leveraging the flexibility of Sage SalesLogix, was able to match the system to their processes and not the other way around.”

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Sage SalesLogix
With more than 300,000 users at over 7,300 companies, Sage SalesLogix is the CRM leader for small to medium-sized businesses. Sage SalesLogix delivers easy-to-use and integrated sales, marketing, customer service and support automation solutions that can be tailored to an organization’s unique customer acquisition, retention and development processes.

Sage SalesLogix is part of Sage CRM Solutions, the only family of CRM products designed specifically for the needs of small and medium-sized businesses that also includes ACT! by Sage, Sage CRM and SageCRM.com. For more details, visit www.sagecrmsolutions.com or call 800-643-6400.

About LEGOLAND California
LEGOLAND California is a 128-acre interactive theme park dedicated to families with children between the ages of 2 and 12. Just like with LEGO® play materials, kids are the ones who create the action at the Park. They drive, pedal, squirt, climb, jump, stomp, slide, steer, pull, click, push, gallop, laugh, build and program their way through more than 50 rides, shows and attractions. There are three other LEGOLAND Parks in the world – LEGOLAND Billund in Denmark, LEGOLAND Windsor outside of London and LEGOLAND Deutschland near Günzburg, Germany. The LEGOLAND theme parks are a part of Merlin Entertainments Group, along with other attractions owned by The Blackstone Group. For the most current information, log on to www.LEGOLAND.com or call (760) 918-LEGO.

About Spinnaker Network Solutions, Inc.
Spinnaker Network Solutions is a leading provider of Sales Effectiveness solutions designed to fit the specific needs of small to mid-sized businesses. Spinnaker has fostered relationships with an array of partners in order to offer the most advanced solutions while adhering to its belief in making implementations simple in form. Spinnaker’s product and service offerings award clients with an infrastructure for knowledge capture and sharing that will enable them to develop value-driven relationships with their customers. For more information, visit www.spinnaker.net or call (800) 544-9885.