How TIG Sports Chose the Right CRM with Structured Software Evaluation
Dutch Grand Prix. KLM Open. World Championships. TIG Sports & Events needed a CRM as ambitious as their portfolio. Best Byte made sure they chose the right one.
CRM
Software Selection
Change Management
Summary
TIG Sports & Events, organisers of the Dutch Grand Prix, KLM Open, and international World Championships, needed a CRM to manage a growing web of sponsors and stakeholders. Best Byte's structured evaluation delivered a confident decision with full team buy-in before the system even went live.
3 minutes
Overview
TIG Events is a leading Dutch agency that develops, organises, and promotes large-scale international sporting events. Everything from the Dutch Grand Prix and KLM Open to World Championships in beach volleyball, sailing, and urban sports. With a team of over 40 specialists, they handle everything from production and safety to sponsorships and marketing, delivering seamless event experiences on the world stage.
Key stats: 40+ specialists · Events include Dutch Grand Prix, KLM Open, and multiple World Championships · Operating across international markets
The Challenges
As TIG's portfolio of events grew, so did the complexity of managing relationships with sponsors, partners, and stakeholders. Their existing processes involved spreadsheets, email threads, and ad-hoc workflows, and these were slowing them down and creating risk for the increasing number and size of events.
The team knew they needed a CRM, but with multiple vendor options and no in-house expertise, the challenge was clear: how do you select the right system quickly, confidently, and without disrupting ongoing projects?
The Approach
We didn’t just hand them a list of tools. We guided TIG Events through a rigorous and fast-paced yet structured evaluation process:
Scorecard Development
We worked with the team to build an evaluation matrix capturing what mattered most to them.Structured Vendor Demos
A shortlist of vendors were invited to showcase how their systems handled real TIG scenarios.Design the application and infrastructure
Setup so new tools fit seamlessly into their global landscape.Validation Before Commitment
Only after pilots confirmed functionality, adoption potential, and ROI did we move forward with final appointment. This hands-on approach meant Rainforest Alliance could move with speed and confidence, without being bogged down by the pitfalls of custom development or endless vendor promises.
The Result
Through this structured evaluation, TIG Events achieved confidence in the decision.
The chosen CRM was proven to meet their immediate needs and scale with future growth. Team buy-in was established early, with staff involved in demos and pilots ensuring adoption started before the system went live. Risk was reduced through objective scoring and pilot validation, eliminating the chance of costly mistakes.
Key Takeaways
This case demonstrates the power of structured evaluation in high-stakes technology choices. For TIG Events, the process turned uncertainty into clarity, delivering not just a CRM but confidence, buy-in, and a foundation for growth. At Best Byte, we believe the right choice is one that's backed by evidence, validated, and aligned with how your business really works, not just what looks good on paper.
