The ultimate goal is, of course, transparency. Using tickets and suites strategically requires due diligence and accurate data to measure return on investment. Increasing scrutiny from regulatory agencies regarding gifts and entertainment has put additional pressure on companies to track and report on these assets, among others.

Companies like Penske Truck Leasing are already seeing the benefits of a structured ticket management platform. The truck and fleet leasing company uses approximately 4,000 tickets annually to build customer relationships in the Philadelphia area alone. Companies like Penske need an automated, transparent and efficient process that yields accurate reporting data and quantifies the benefits that accrue from managing this asset intelligently.

"Because suites and tickets are an important element of our marketing mix, it's vital that we measure those efforts and see the impact of our investments on our bottom line with absolute clarity," says Jim Feenstra, senior vice president of marketing at Penske.