Director, Ticket Sales & Sales Enablement

Bo Farley

Ticket sales leadership.
Team development.
Sales enablement.

I lead premium, group, and inside sales initiatives for the Sacramento River Cats and Athletics. My work combines hands-on selling, practical coaching, and systems that support the team.

View selected work dfarley241@gmail.com
Bo Farley wearing a suit jacket
$60M+Combined annual revenue portfolio supported
$1.5M+Personally sold across River Cats & Athletics products
38Reps advanced into promotions or new roles
02

Selected work

Selected work

Three examples of my work in premium and group sales, seller development, and sales technology.

01 Selected impact

West Sacramento • 2025—27

Premium &
group sales.
AthleticsRiver Cats

Ticket sales at Sutter Health Park.

My role

Selling and leading Athletics ticket sales

When the Athletics' West Sacramento residency was announced in April 2024, I was a ticket sales manager. I supported the premium onsale directly—selling annual suite contracts, including three-year agreements, and generating more than $1.2M personally.

With each promotion, the assignment grew. I moved from carrying revenue myself to leading prospecting and WolfCycle campaigns, owning the A's group-sales push, and guiding the team selling memberships, groups, and hospitality.

Now the work extends upstream into pricing analysis and recommendations for 2027—connecting what the market tells us with how the sales team executes.

The progression

Responsibilities by role

01 • Manager
Premium sales

Joined the premium onsale personally and closed annual and three-year suite agreements.

02 • Senior manager
Group sales campaigns

Led prospecting, WolfCycle, and group campaigns—taking group sales from a near-zero first-year plan to more than $1M.

03 • Director
Sales leadership & pricing

Lead the sellers across memberships, groups, and hospitality while helping shape pricing strategy for 2027.

02 Selected impact

CATalyst Career Acceleration Training program artwork over the Sacramento skyline

Program design

CATalyst inside sales development

I led the redesign of the River Cats' inside sales function into CATalyst: a full-time, 12-month development experience designed to accelerate early-career sellers into the sports industry.

The model combines real ticket-selling responsibility for the River Cats and Athletics with weekly training, one-on-one coaching, mentorship, modern sales technology, and exposure to NBA, MLB, and MiLB operations.

CATalyst graduates and team members at Sutter Health Park
CATalyst team members at Sutter Health Park.

Development

Coaching &
mentorship

Weekly training, individual feedback, and support for the next career step.

03 Selected impact

Sales systems & workflows

Salesforce, outreach
& coaching.

Prospecting, follow-up, and visibility into the pipeline.

I built our sales tech stack to make the team's work easier and give us the data and insights to shape strategy. Those goals can pull in opposite directions: every additional CRM field may help a report, but it also asks a rep to spend more time entering data and less time selling.

My approach connects data, outreach, coaching, video, and AI around how sellers actually work. I evaluate whether a tool helps reps follow through with customers and gives managers useful information for coaching.

01 · For the sales team

Seller workflow

Reduce the administrative work between a seller and a customer. Bring prospecting, outreach, and coaching into a practical workflow that helps reps prepare, connect, and follow through.

02 · For the business

Reporting & coaching

Use the data behind that work to understand what is working, where the team needs support, and where opportunity exists. Turn those insights into better coaching, priorities, and strategic decisions.

The toolkit behind the approach

Tools and their uses

Customer context & prospecting
Salesforce · ZoomInfo
Outreach & connection
Vozzi · Conquer · WolfCycle · OneMob
Coaching & AI assistance
Spinify · ChatGPT
03

About

My background

I lead the full ticket sales and service department for the Sacramento River Cats, the Triple-A affiliate of the San Francisco Giants. My responsibilities span group sales, premium sales, CATalyst inside sales, and membership experience. The same team also supports the Athletics during the club's time in Sacramento.

I got into sports business with the Carolina Hurricanes after working in home sales, operations, and college coaching. I bring that mix of selling, operations, and coaching to my work with early-career sellers and experienced managers. Outside work, I enjoy running, climbing, and learning French.

Bo Farley smiling in a cream sweater

Core strengths

01Leading teams02Growing revenue03Sales coaching04Practical technology05Developing people
04

Experience

Career experience

Open any role for the details.

01

CurrentSpecial project with Athletics Baseball Club

Sacramento River Cats

Jul 2023 — Present

Director, Ticket Sales & Sales EnablementDec 2025 — Present
  • Lead the full ticket sales and service department, including group sales, premium sales, CATalyst inside sales, and membership experience.
  • Lead sellers and managers across River Cats and Athletics work, supporting a combined portfolio of more than $60M in annual revenue.
  • Coached and developed sellers, with 38 advancing into promotions or new roles.
  • Set sales forecasts at Triple-A and MLB levels and manage the ticket sales and service budget.
  • Work with Marketing, Finance, HR, Legal, Partnerships, and Ticket Operations on promotions, contracts, staffing, and inventory.
  • Represent Sales and Service on the Sacramento Kings AI Council and join sellers in high-value client meetings.
Senior Manager, Ticket Sales & Sales EnablementJan 2025 — Nov 2025
  • Turned Inside Sales into CATalyst, a development program built around coaching, practical tools, and hands-on training.
  • Put together a sales toolkit that includes Salesforce, Vozzi, Conquer, WolfCycle, ZoomInfo, Spinify, ChatGPT, and OneMob.
  • Created the LEAD Off mentorship program to pair early-career sellers with experienced leaders.
  • Reworked group programs for schools, nonprofits, and military communities.
  • Personally sold more than $1.5M in tickets across River Cats and Athletics products.
Manager, Ticket SalesJul 2023 — Dec 2024
  • Managed a Membership Development team of 10 Account Executives.
  • Built a new training program centered on continuous learning and growth.
  • Generated leads through FanCompass, StellarAlgo, and internal ticketing data.
  • Planned weekly team development sessions with training, guest speakers, and team-building.
  • Named Employee of the Month in February 2024.
02

Professional sports • Ticket sales

Carolina Hurricanes

Jan 2022 — Jul 2023

Account Executive, Business DevelopmentMar 2022 — Jul 2023
  • Sold a full menu of products spanning season tickets, groups, premium areas, and hospitality packages.
  • Generated more than $1.2M in revenue and exceeded the 2022–23 revenue goal.
  • Built pipeline through outside events, relationship development, and direct sales.
  • Received the 2022 Business Development Heart and Hustle award.
Inside Sales AssociateJan 2022 — Mar 2022
  • Generated more than $145,000 in revenue across season tickets, group tickets, and suite rentals.
  • Achieved the monthly sales goal in both months on the sales floor.
  • Led Inside Sales call volume in February and March.
  • Managed incoming sales and service calls while maintaining detailed CRM communication history.
03

Operations • Customer experience

Southern Custom Doors

May 2021 — Dec 2021

Operations ManagerMay 2021 — Dec 2021
  • Ensured the smooth, on-time installation of 10–20 custom door units each month.
  • Directed installation and finishing teams through onsite projects.
  • Coached team members one-on-one and led a company-wide worker safety overhaul.
  • Resolved customer concerns through direct, open communication.
04

New construction • Residential sales

Beazer Homes

Sep 2016 — Oct 2020

New Home CounselorSep 2016 — Oct 2020
  • Generated $9M in new-construction home sales in 2020.
  • Analyzed monthly competitive information to shape sales strategy.
  • Partnered with sales leadership and marketing to position Beazer’s product in the local market.
05

Collegiate athletics • Coaching

University of North Carolina at Chapel Hill

May 2016 — May 2019

Assistant Cheerleading CoachMay 2016 — May 2019
  • Coached 50–60 student-athletes each academic year.
  • Helped new team members acclimate to the demands of college athletics.
  • Collaborated with senior coaching staff to create athlete development plans.
05

Foundation

Education & perspective

Education

University of North Carolina at Chapel Hill

Bachelor of Arts in Biology

May 2016

Industry involvement

Sacramento Kings AI Council

Sales & Service representative

Sales technology and team training

Speaker, 2026 RevOps Summit
San Francisco

Contact

Get in touch

Email Bo