Your CRM Database Is Rotting (And What to Do About It)
Reading time:
8 mins
Most video content in sports still follows a simple logic: tell a story and hope fans take action afterwards.
Michal Orsava is building something fundamentally different.
With Webout, video becomes interactive, personalized, and transactional. Fans are no longer just watching. They are part of the story, making choices and even completing purchases inside the video itself.
In this conversation, we explore how this shift works in practice and why it changes how clubs think about engagement, data, and revenue.
In the beginning, we believed in the power of one great story – that if it’s strong enough, it can reach millions of people. And that’s still true.
But over time, we realized something important:
The biggest impact doesn’t come from a story seen by millions.
It comes from a story where the person sees themselves inside it.
The moment someone becomes part of the story – sees their name, their choices, sometimes even their face – everything changes. Their attention, their emotion, their engagement.
Suddenly, it’s not advertising anymore. It’s an experience.
So the shift wasn’t about leaving storytelling behind.
It was about evolving it.
From “I’m telling you a story” → to “I’m telling a story about you.”
And I think that’s a completely new category of communication.
Traditionally, video was the final step - you tell a story and then hope the viewer clicks somewhere.
Interactivity completely breaks that model.
Video stops being just content and becomes an environment where action happens.
Now you can:
So video is no longer just top-of-funnel.
It suddenly covers the entire funnel – from engagement to conversion.
And for brands, that’s a big mindset shift:
It’s no longer “How do we create a video?”
It’s “How do we design an interactive experience that drives action?”
In many ways, video becomes closer to:
If I were working with a football club tomorrow, I’d focus on something that has:
The first high-impact use case would be a personalized fan video around ticketing or membership.
For example:
This works because you combine:
What data do you realistically need?
This is an important point - people often think you need massive amounts of data.
But to get started, you actually need very little:
Minimum:
Ideal level:
And the key insight is:
We often design use cases that work even with minimal data and then use the video interaction itself to collect more data over time
So video is not just an output.
It’s also a data collection tool and a way to better understand your audience.
This conversation stood out to me because it challenges a very deeply rooted assumption in sports marketing.
For years, we have optimized content. Better videos, better storytelling, better distribution. The underlying model stayed the same: create something compelling and hope it drives engagement or clicks somewhere else.
What Michal describes is a structural shift away from that model.
The key idea is simple but powerful. The highest impact does not come from a story that reaches millions. It comes from a story where the individual sees themselves inside it.
That changes everything.
Once the fan becomes part of the story, the dynamic flips. You are no longer pushing content. You are creating an experience that is inherently relevant. This is where personalized video becomes more than just a creative format. It becomes a performance channel.
What I find particularly compelling is how this connects directly to CRM and revenue operations.
In most clubs, there is a clear separation:
Content drives awareness.
CRM drives conversion.
Ticketing handles transactions.
Webout effectively collapses these layers.
An interactive video can:
That is not just content. That is a full-funnel system.
From a CRM perspective, this is highly relevant.
First, the barrier to entry is much lower than expected. You do not need a perfect data foundation. Basic attributes like name, contact data, and light segmentation are enough to get started. This makes it accessible even for clubs that are still early in their CRM maturity.
Second, the flow reverses. Video is not only powered by data. It also generates data. Every interaction, every choice, every engagement becomes an additional signal. This turns personalized video into a data collection layer, not just a delivery channel.
This is where it becomes particularly interesting in the context of modern football CRM, fan engagement, and marketing automation.
Clubs are constantly trying to:
Interactive personalized video sits right at the intersection of all of these.
The results shown in the examples are not surprising in that context. Higher CTR, strong completion rates, meaningful uplifts in revenue. Not because of a single trick, but because the format aligns incentives. It connects emotion, identity, and action in one environment.
Another important angle is distribution.
These campaigns are not limited to one channel. They can be embedded across email marketing, apps, microsites, and social. This makes them compatible with existing marketing stacks rather than requiring a complete rebuild.
From a broader perspective, this also touches on where marketing is heading.
We are moving away from static campaigns towards adaptive experiences. Away from generic messaging towards individual relevance. Away from separated funnels towards integrated systems.
Personalized interactive video is a very concrete example of that shift.
For clubs thinking about digital transformation, CRM strategy, and fan experience, this is not a “nice to have creative idea”. It is a new building block.
And importantly, it is one that can be tested pragmatically. Start small, use minimal data, and build from there.
That combination of strong storytelling, clear commercial impact, and realistic implementation is what makes this approach so interesting.
P.S.: Check out their case study with Sparta Prague, super impressive: https://www.youtube.com/watch?v=0BM0h2usk4E
