Teatro Real hits with SugarCRM


Founded in 1818 by Fernando VII within the remodeling project of Plaza de Oriente, Teatro Real is one of the most important cultural opera institutions in Europe. Since its foundation it has undergone numerous rehabilitations and in October 1997 it began its journey as an international opera coliseum. It is located in a privileged place in the heart of Spain's capital and there are many visitors who are attracted every day to its many operatic and theatrical performances.

Currently, its activity focuses on the representation of great operas and other performances by Mozart, Wagner, Verdi, Bellini … co-productions of the highest quality and renowned lyrical and theatrical artists. During the 2016/17 season a total of 12 major titles will be represented.


Before the beginning of the crisis, the institution received almost all of its financing from public aid that was reduced by the deep economic crisis of recent years. It is then when the Teatro Real is forced to adapt its business model requesting collaboration and support to companies (patrons, sponsors, collaborators …) and civil society lover of opera and the Teatro Real, which he called “Friends of the Real”, to guarantee its sustainability.

Currently, this institution is moving towards an “American” management model whereby one third of its financing comes from box office revenues, another third from public financing and the rest from the exploitation of its own resources through various sponsorship figures, among others. who are patrons, sponsors, collaborators, benefactors and friends in their different categories.

It is in the improvement of the processes of administrative management, of the benefits, discounts and expenses associated with each sponsor of the Teatro Real, in which the CRM project is mainly focused.

In order to solve this situation, it was decided to implement SugarCRM and again trust Intelligence Partner to lead the project given the success experienced with the implementation of Google Apps (now G Suite)

Highlighting as main lines of action of the project:

  • The need to fit the different figures of sponsorship in the accounts and contacts modules, and the relationships between themselves and with the different types of contacts.
  • Configuration of a sponsorship model that contemplates, in the development of its collaboration document, the entire sales cycle, ranging from the collection, to its billing, according to each agreement.
  • The creation of the catalog (productions, shifts, seasons, agreements, consumptions …) to be able to carry out its follow-up and subsequent analysis.


Once the first needs analysis and requirements recap meeting with the consultant were made, “the Intelligence Partner collaborators understood our processes from the first moment and give them shape in the way we expected”, comments Fernando Martínez Cortés, CIO of the Teatro Real.

It was considered that Sugar was the CRM that best adapted to the needs of the Teatro Real. Not only in terms of functionality; It was also the one our users felt more comfortable with in their usability and exploitation.

Sugar, as an innovative and visionary CRM tool, offered the Teatro Real the most flexible option adapted to its complex and peculiar business model, allowing, for example, the creation of different types of clients, which for its specific business was essential. The user customization capabilities offered by Sugar along with the ease of integration with other systems used in this cultural institution made Sugar the most appropriate option to advance the CRM implementation process.

For this project, Intelligence Partner used an interactive implementation methodology in based on functional blocks, which allowed an “agile and dynamic” adaptation to the working environment of the Teatro Real. We collaborated very closely with the end users, taking into account their considerations when modeling the CRM, trying to achieve the best possible integration within the processes and the day to day of the institution.

The results took little time to become visible “In less than 2 months we had an application in place that allowed us to start working”.


Once the tool was implemented, all the departments of Teatro Real began to appreciate numerous benefits among which Fernando highlighted:

  • The increase in the rate of loyalty among the sponsors and Friends of the Real.
  • Greater knowledge of the client in order to offer more personalized benefits.
  • Access to new market niches still untapped within the Theater and that are currently generating great additional income.
  • The significant increase of sponsors in just one year and an almost triple increase in the number of regular subscribers within the different categories of “Amigos del Real”.

Upcoming challenges

Currently, the Teatro Real is in a phase of “expansion of the application” with new features for the management of events, venues, campaigns and leads, among others.

On the other hand, thanks to the satisfaction of Fernando Martínez and his team with the advice and implementation carried out by Intelligence Partner, the Teatro Real plans to collaborate again in the coming months with them in the incorporation of a Business Intelligence tool -Tableau Software- which thanks to the internal developments made by Intelligence Partner, it allows easy integration with the Sugar CRM.

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