From “What’s Working?” to “What’s Next?”

The project began as a technical CRM evaluation but soon evolved into a strategic exercise — one focused on unlocking commercial and operational potential across departments.Through interviews and workshops with Djurgården’s management, sales, finance, and marketing teams, we mapped critical challenges:

Clarity through the Discovery

The discovery phase, spanning three weeks, covered stakeholder interviews, current-state mapping, CRM solution evaluation, and a high-level implementation plan.
Key outcomes included:

Delivering value in phases

Rather than replace the CRM outright, AIT proposed a phased roadmap — starting with quick wins in sales operations and financial alignment before expanding into marketing automation and B2C integration.

That simple statement captures the essence of the project. By developing a clear CRM strategy and roadmap, Djurgården moved from uncertainty to clarity — from tactical operations to strategic growth.

Tangible results, lasting potential

The discovery project gave Djurgården a clear direction — not only for improving CRM performance, but for building a connected commercial ecosystem.The resulting roadmap focuses on:

• Enhancing fan engagement through better data insights
• Streamlining sales and financial workflows via system integration
• Laying the groundwork for long-term revenue growth

A smarter future for sports organizations

The Djurgården Hockey engagement is a strong example of how aligning CRM strategy with business goals creates measurable impact — in sports and beyond.