Transforming event and conference operations with GoMeddo & CBEE Remarkable

Introduction

FC Groningen, a prominent football club in the Netherlands, is celebrated for its athletic accomplishments and commitment to excellence beyond the pitch. Recognising the potential of its state-of-the-art facilities, the club set its sights on the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. However, operational inefficiencies in booking and reservation processes posed significant hurdles. To address these challenges and unlock their full potential, FC Groningen partnered with GoMeddo and CBEE Remarkable for a robust solution to centralise operations, streamline workflows, and elevate the customer experience.

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Challenges

Expanding into the MICE market presented FC Groningen with several challenges. The club’s existing reservation system was labour-intensive and inefficient, making it difficult for staff to manage bookings effectively. Additionally, their reliance on fragmented systems created silos between key departments such as hospitality, sales, and finance. This lack of interdepartmental communication led to operational inefficiencies and an inconsistent customer experience. Navigating the club’s reservation process was frustrating for clients, undermining their ability to build a strong presence in the competitive MICE industry. It became clear that a new, unified solution was necessary to overcome these limitations and achieve their goals.

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Why GoMeddo

Facing these operational hurdles, FC Groningen chose CBEE Remarkable as its implementation partner to drive the digital transformation required for its MICE ambitions. GoMeddo emerged as the optimal solution due to its 100% Salesforce-native architecture and ability to centralise booking and scheduling processes. With GoMeddo’s seamless Salesforce integration, FC Groningen could unify its operations without introducing additional complexities, offering the flexibility and scalability needed for their evolving business model.

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Solution

GoMeddo delivered a comprehensive solution for FC Groningen, centralising all MICE operations into one unified platform. By streamlining booking activities—such as meeting rooms, events, and add-on services—the club significantly enhanced operational efficiency. The system enabled easy tracking of MICE funnel progress, from inquiries to bookings, while optimising resource allocation and improving cross-department collaboration.

CBEE Remarkable played a pivotal role in ensuring the solution’s success. CBEE Remarkable aligned the club’s hospitality operations with other critical business processes within Salesforce. Their in-depth knowledge of both GoMeddo and the Salesforce platform ensured that FC Groningen could maximise the platform’s benefits. Through efficient project management, CBEE Remarkable facilitated seamless communication between the client and GoMeddo, enabling a smooth implementation process.

The streamlined solution also delivered a superior customer experience. A more intuitive and user-friendly booking system allowed customers to easily navigate reservations, creating opportunities for cross-selling additional services. This enhanced the club’s revenue potential while reducing operational costs through optimal resource allocation.

Internally, GoMeddo provided FC Groningen with a single source of truth for all data. This enabled real-time updates and enriched data visibility across hospitality, sales, and finance teams, fostering a collaborative and informed working environment. Enhanced management capabilities, including staff scheduling, food and beverage orders, and other services, further boosted operational productivity and customer satisfaction.

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Results

FC Groningen’s adoption of GoMeddo, supported by CBEE Remarkable, has transformed its event operations. The unified booking platform has streamlined internal workflows, reduced administrative overhead, and mitigated the risk of delays. Teams across hospitality, sales, and finance now collaborate efficiently, thanks to shared data and a centralised system.

The club has also unlocked new opportunities to personalise guest experiences. With a comprehensive 360-degree view of each customer, FC Groningen can tailor services to individual preferences, driving both satisfaction and additional revenue through effective cross-selling.

With GoMeddo’s capabilities and CBEE Remarkable’s expertise, FC Groningen has modernised its operations and established itself as a competitive force in the MICE industry. The shift from fragmented systems to a unified platform has not only improved efficiency but also set a new standard for customer service, ensuring the club’s continued success in this dynamic sector.

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To learn more about our partner CBEE Remarkable please visit their website