Landscapes Golf Management sees green with Zendesk CRM

Landscapes Golf Management wanted to take a more strategic approach to business development but needed a CRM platform to make that vision a reality. The company selected Zendesk Sell to build out a fully integrated technology ecosystem that delivers data analytics and identifies leading indicators for the business. The result: nearly 10,000 leads in the first year and 9 million dollars in new revenue.

Landscapes Golf Management

“What set Sell apart was that it felt more nimble, flexible, and better able to fit our industry and our scope.”

Scot Wellman

Director of Marketing and Revenue Management at Landscapes Golf Management

“The key thing about Zendesk is that it helps us paint the picture for future business. It's integral to our understanding of how successful a golf course will be.”

Scot Wellman

Director of Marketing and Revenue Management at Landscapes Golf Management

Company founded

1988

Sales agents

73

Golf properties

60+

Company Headquarters

Lincoln, Nebraska

2 hours

Average training time

$9M

Won revenue 2021

3,357

Deals closed 2021

$4.3K

Average deal size

Since 1988 Landscapes Golf Management, a division of Landscapes Unlimited, has served more than 100 clients as an expert third-party operator of public and private facilities. Today, the company’s active portfolio includes over 60 golf properties in the United States, as well as locations in Canada and China.

Before adopting Zendesk Sell, the company didn’t have a defined sales process, relying on sticky notes and excel spreadsheets. This led to a lot of duplicate work and missed opportunities. Adding Sell has enabled the team to create a streamlined sales process, introduce data analytics, and identify leading indicators for their business. Landscapes Golf Management prides itself on being an early adopter of new technology—a trait which they believe is a true differentiator in their industry—and Sell is at the forefront of that approach.

Integrity and flexibility set Sell apart from the competition

When looking for its first CRM platform, the team considered three vendors. Scot Wellman, director of marketing & revenue management, explains why the team ultimately chose Zendesk. “What set Sell apart was that it felt more nimble, flexible, and better able to fit our industry and our scope. With other vendors, we felt that we were being forced into an approach that didn’t align with our company,” says Wellman. “One of our core values is integrity. And we try to align ourselves with companies that match what we stand for. When you’re going through a sales process, you get a sense of who will be there to support you if things go wrong. Among the group that tested Sell, there was a unanimous decision that Zendesk was the right way to go.”

Landscapes

Doubling down on business intelligence with sophisticated data management

An in-house business intelligence project was a strategic priority for Landscapes Golf Management. However finding a cost-effective partner familiar with their industry to help them build out the project proved challenging until one of the company’s former employees devised a custom solution. Now, a robust API between that custom system and Sell enables the team to generate daily reports on the metrics that matter most to their 60+ facilities. “We use the APIs to pull data down each night on everything that the facility interacts with—from social media, to weather, to demographic data, to revenue, to golf rounds—anything you could think of in terms of KPIs for managing the business,” Wellman explains.

With greater visibility into key metrics, it’s easy to see the impact of Sell, says Wellman. “When a facility isn’t meeting its targets, they’re usually not actively using Zendesk. So it’s very much embedded in the results.”

Access to this level of data has enabled the management team to take a more strategic approach to business development. “The key thing about Zendesk is that it helps us paint the picture for future business. It’s integral to our understanding of how successful a golf course will be. And that allows us to prioritize who we work with and when.”

Key integrations and smart automations for a streamlined sales process

As part of its commitment to embracing new technology, Landscapes Golf Management moved to a cloud-based approach. This shift introduced the opportunity to integrate its new point-of-sale solution, Lightspeed, with Zendesk. Prior to this integration, the team’s work involved a large amount of manual double data entry. Now, as soon as a lead converts in Zendesk, the lead is sent to Landscape’s contracting software Quote Machine, which then triggers account creation in Lightspeed.

The automation capabilities of Zendesk are streamlining the sales team’s workflow from initial inquiry through to conversion. With the added benefit of a robust mobile app, sales agents are able to dip into that streamlined workflow on-the-move. Via the Zapier integration, webform inquiries are automatically converted to leads within Sell. The Active Campaign automation then takes those leads through a preformed email campaign designed to qualify new leads automatically. The big benefit to this automated approach is that while sales agents can focus on converting qualified leads, the company can still actively market to unqualified, potential leads.

“We’re leveraging the different partnerships available through Zendesk, finding different ways of getting systems to talk to one another and making it a fully integrated technology ecosystem,” Wellman explained. Zendesk’s extensibility and connectability have allowed Landscapes Golf Management to truly connect and move data the way they need to, in order to make its business and golf courses successful.