NBPA CRM

Product Process

1. 01

   Discovery & Requirements

   Mapped how Player Experience, Legal, Finance, and Communications actually tracked players, agents, contracts, and every touch point delivered to a player, and scoped which of that could become structured Salesforce objects versus stay a manual staff process.

2. 02

   Design

   Designed the data model (player, agent, financial advisor, and contract/change-request objects) and the Experience Cloud community that would host four distinct portal personas, using the same Figma user story map that scoped the mobile app.

3. 03

   Build

   Directed the engineering team building roughly 107 Apex classes and a nine-endpoint REST API layer on Sales Cloud and Experience Cloud, plus Lightning Web Components and four embedded Vue single-page apps for internal staff dashboards.

4. 04

   Launch & Rollout

   Launched org-wide in November 2025 alongside the mobile app, onboarded every PA and T450 staff member, and personally ran training as lunch-and-learns rather than a one-off announcement.

Leadership & Team

NBPA CRM was a real cross-functional delivery. I led the data model and integration decisions (which systems needed a direct Apex integration versus a staff workflow), the requirements gathering across Player Experience, Legal, Finance, and Communications, and the staff rollout and training. An engineer I directed implemented the Salesforce org itself: the Apex REST layer, the trigger-based automation, and the embedded Lightning/Vue admin tools described below.

Key Features

System Architecture & Tech Stack

The mobile app and this CRM are two sides of the same system. Salesforce is the system of record; nine Apex REST controllers, covering players, agents, financial advisors, medical professionals, and a public/unauthenticated surface, are the only door into it from outside, and the mobile app authenticates as a genuine Experience Cloud portal user rather than through a separate token scheme. Internally, that same schema powers a distinct set of tools staff use directly: Lightning pages, trigger-based automation across roughly 114 triggers, and four embedded Vue single-page apps. A custom schema-to-TypeScript codegen tool keeps the mobile app's types and the Vue admin tools' types in sync with the live Salesforce schema automatically, so the two sides can't silently drift apart.

Salesforce Platform

Integrations

Design & Operations Decisions

• Row-level access enforced in code, not sharing rules. Every mobile-facing REST controller deliberately runs without sharing, with row-level access enforced by explicit query filters instead, so the mobile app only ever sees the logged-in player's, agent's, or advisor's own records.
• Four Experience Cloud profiles, one org. NBPA Player, NBPA Agent, NBPA Financial Advisor, and NBPA Medical Professional are separate, auto-provisioned Salesforce profiles, so each portal persona only sees the metadata relevant to their role.
• Per-relationship permissions, not blanket access. A financial advisor's ability to view documents or update banking info is a flag on the relationship itself, grantable and revocable per player, not an all-or-nothing account setting.
• A homegrown error log, not a black box. Every unhandled exception in the REST layer writes a structured log record automatically, giving staff a queryable history instead of a silent failure.
• Department routing reuses the Role Hierarchy. Internal QTP staff tasks are routed by matching a task's department to a staff member's Salesforce role, rather than building a separate assignment system.

Planning: The User Story Map

Scoping the CRM meant mapping requirements across far more than the four portal personas. Legal, Finance, Player Experience, Brand Partnerships, Brand Comms, Crisis Management, Mental Health, Licensing, and Operations all fed into one Salesforce user story map, tying together players, agents, contracts, financial advisors, events, QTPs, waivers, and roster data into a single system, the same map that scoped the mobile app on the other side of this system.

Outcomes

Salesforce launched alongside the Portal in November 2025 as the organization's CRM. I planned and led the staff rollout myself, running training as lunch-and-learns rather than a one-off announcement. It now powers core workflows across Player Experience, Legal, Finance, and Communications, replacing siloed spreadsheets and undocumented individual knowledge with a shared system of record.

The most significant outcome is visibility the NBPA never had before. Quality Touch Points are tracked org-wide, over 4,200 delivered this fiscal year alone, and staff can open a player's profile and see the full picture of service delivered to them: foundation setup, facility usage, fine arbitration, financial audits, and more. That's the first meaningful layer of institutional data in the union's history.

The agent side shows the same shift. Over 200 agent applications, from intake through certification, have been processed end-to-end in Salesforce this fiscal year, and the full infraction lifecycle, detection through Sportsradar, arbitration by Legal, and player communication, now runs as one structured workflow instead of manual record-keeping and siloed email.

On the finance side, live AP/AR balances flow in through the Sage Intacct integration and 1099s are delivered digitally, cutting the manual, per-player work that used to eat staff time every tax season.

Reflections & What's Next

Salesforce is now the operational backbone the union didn't have before, and the roadmap keeps building on that foundation: a Salesforce-native AI agent trained on NBPA data to answer questions about contracts, QTPs, and market value; an Acuity integration to validate incoming financial data from players and advisors; a Bank of America integration to centralize agent-dues payments; and a Circle of Influence feature to map the contacts closest to each player, populated both manually and automatically from facility check-in data.