What Do Good CRM Teams Have in Common With Top Tier AFL Sides?

A team of champions rarely beats a champion team, and the same is true across CRM land, with carefully selected roles coming together to create a whole more than just the sum of their parts.

Now, with September AFL and rugby league finals just around the corner, it’s only fair that I take liberties by throwing a few footy analogies into the mix with this month’s thought piece.

Case in point: the Geelong Cats.

The Cat that Got the CR(EA)M

Disclaimer: First of all, apologies in advance to my contacts who aren’t AFL fans or sporting types. Also, just to be super clear, I’m not a Geelong supporter. However, their sustained success over the past decade DOES serve as a great example here! 

So why focus on Geelong? 

Geelong’s system covers all bases: midfielders controlling the play, forwards finishing opportunities, and defenders keeping the opposition out. Without that balance, even the most talented individuals can’t carry the team.

And the stats don’t lie. In the modern AFL era (1990-), Geelong has the highest win percentage across all clubs at 63.5%. The past decade (2010-) looks even better with a close to 70% win rate.

Their success isn’t just down to a single superstar. In their current incarnation it comes from balance across the field — you’ve got the reliability of Jeremy Cameron up forward leading the competition in goals, the experience of Patrick Dangerfield setting the tempo, the explosive speed of Bailey Smith in the mid-field, and the versatility and potential of Max Holmes across halfback. 

Don’t Lose Balance

No matter who is on the team list, Geelong always seems to find a way to make it work by striking the right balance.

Speaking of balance, if there’s a pattern I see time and again when speaking with both candidates and clients, it’s this: unsuccessful CRM projects fail because the team behind the technology isn’t set up right. It’s rarely because of technology. 

When organisations invest heavily in one area like developers, consultants, or architects while ignoring the team cohesion, the result is a CRM system that underperforms, adoption that lags, and teams frustrated that their investment isn’t delivering.

The CRM Positions Every Team Needs

Just as a Cats Coach Chris Scott carefully selects players for Geelong, a successful CRM team relies on three core positions:

• Solution Architects (midfielders): They set the vision, linking business strategy to system capability. Midfielders control the pace, and architects control the flow of the project. Without them, the team lacks direction.
  
• Developers (forwards): They deliver execution, building and configuring the system. Like forwards converting opportunities into goals, developers turn strategy into tangible outcomes. Without them, plans remain on paper.
  
• Implementation Specialists (defenders): They ensure users adopt and engage with the system. Defenders prevent mistakes from undermining play, just as consultants prevent poor adoption from derailing the project.

When these roles work in harmony, projects run smoothly. Architects design with insight from implementation specialists, developers code with a clear roadmap, and consultants make sure the end user is confident and engaged.

Spotting the Gaps

If you’re looking at building a balanced CRM team, ask yourself:

• Do we have a clear roadmap, or are we reacting to issues week by week?
• Are end users adopting the system as intended?
• Are technical and customer-facing teams collaborating effectively?
• Do we need to engage an implementation partner and specialist?

If any of these raise concerns, your team may be missing a critical piece of the puzzle and could drop the ball when a bit of pressure is applied.

Getting the Mix Right

We help organisations build CRM teams that mirror a championship AFL side: strategic thinkers, technical executors, and user-focused specialists. We focus on assembling teams that work together, not just hiring the most talented individuals in isolation.

Because in the end, great CRM teams aren’t about flashy features or expensive licences. They’re about balance, teamwork, and execution. 

Get the mix right, and your CRM can keep kicking goals deep into September! 

– Garth