How a Microsoft FastTrack sports CRM earned the trust of the CTOs who'd never heard of it.

Client

EngageRM is a Microsoft FastTrack CRM platform purpose-built for sport and entertainment rights-holders, including clubs, leagues and venues, running natively on Microsoft Dynamics 365 and Dataverse.

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services

Webflow Design & Development

UX & Digital Experience Design

Performance & Optimisation

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our work

The Situation

A Microsoft FastTrack CRM platform built specifically for sport, with a website that didn't say so

EngageRM is a CRM platform purpose-built for sport and entertainment rights-holders, clubs, leagues and venues, running natively on Microsoft Dynamics 365 and Dataverse. Where generic CRM tools are customised and bent into shape, EngageRM is built from the ground up around membership renewals, sponsorship management and premium hospitality. It is also a Microsoft FastTrack Partner, a credential awarded on demonstrated technical capability and customer outcomes, not a self-declared badge.

The audience is split in two. Commercial and membership leads at clubs and venues need fast proof that EngageRM understands their specific revenue challenges. CTOs and procurement teams, often the final gatekeepers, need direct answers about data residency, security and integration before a deal can close. The existing site was built for neither.

In a category where buyers compare a specialist platform against a generic CRM, the website's job is to prove the specialism is worth paying for.

WHAT WE FOUND

Deep product, thin trust signals

Discovery surfaced a core tension the existing site held: EngageRM's Microsoft FastTrack status and its native Dataverse architecture were genuine differentiators, but neither was surfaced where it mattered. The FastTrack badge sat quietly in the footer rather than being explained as a verified credential. Trust and security questions, the ones a CTO actually asks before signing, had no dedicated home at all.

The content also had nowhere to live. Case studies, club partnerships, testimonials, comparisons against generic CRM vendors and a growing library of thought-leadership content all needed structured homes that EngageRM's own team could maintain.

Key Insight

The audience already knows EngageRM exists. The site's job is to answer two questions before either is assumed: does this work for an organisation like mine, and can I trust it with our data.

OUR APPROACH

A four-stage buyer journey built into the architecture, eight CMS collections the team can run independently, and a voice that earns trust.

01 Map the sitemap to a four-stage buyer journey, not a feature list

We structured every page against how a club, league or venue actually evaluates a platform like EngageRM: Orientation, Consideration, Alignment and Conversion. Wireframes were built and iterated page by page in Figma before a single line of production copy was written.

02 Build eight CMS collections the team can run without a developer

The Webflow build spans Case Studies, Clubs, Solutions, Comparison, Blog, Resources & Guides, Testimonials and FAQs, connected with reference fields so a case study links automatically to its club, its industry and its related solution. EngageRM's team can now publish a new case study, podcast episode or club partnership without touching the template.

03 Write in a voice built to earn trust

Every page was written in EngageRM's Trusted Insider voice: plain language, no jargon, no urgency tactics, and an explicit acknowledgement of what competitors do well. The website answers the CTO's actual questions, where data lives, who can access it, what happens if something goes wrong, with verifiable detail rather than marketing language.

the results

A website that proves the specialism and survives procurement.

21

Pages and templates built

A complete, CMS driven Webflow site structured around a four-stage buyer journey.

8

CMS collections populated

Case studies, clubs, testimonials and FAQs, connected with reference fields and managed without a developer.

4

Buyer journey stages

Orientation, Consideration, Alignment and Conversion, each with a defined role and primary CTA.

For EngageRM, the website now does the job referrals and conference conversations used to do alone: prove the Microsoft FastTrack credential means something, answer the CTO's data questions before they're asked, and give commercial teams case studies that speak directly to their sport.