![An Arts Professional Feature in partnership with Baker Richards](/sites/artsprofessional.co.uk/files/administrator/baker_richards_ed_partnership_banner_v3.png)
![Image of interlocking cogs](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/three_interlocking_cogs_-_shutterstock.jpg?itok=JH9ZkkW2)
Are you leaving money on the table? Tim Baker explains how taking an integrated approach to earned income can help arts organisations improve their bottom line.
![Birmingham Hippodrome Image of theatre audience](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/neil_pugh_-_hippodrome_audience_2008.jpg?itok=5N0fBLtW)
To achieve true customer relationship management all marketing activities should be turned upside down, focusing much more on the customer than the product, says David Reece.
![Metropolitan Opera Photo of theatre with audience](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/baker_r_image_july.jpg?itok=iXEvLGkh)
![Superposition 4 Photo of two people sitting on set with black & white lighting](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/superposition_4_by_kazuo_fukunaga.jpg?itok=BjBA4Mi_)
A simple repertoire scoring system is far more effective than a crystal ball for predicting the popularity of a programme, setting budgets and segmenting an audience. David Reece explains how it works.
![Photo of people looking at a painting in gallery](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/red_photographic_1_large.jpg?itok=4Pt9cBwG)
Need to forecast attendances or ticket sales? Jenny Scudamore explains how to make better predictions.
![Mark Taper Forum Photo of exterior of arts building at night](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/taper_exterior_cropped.jpg?itok=-6b1iraw)
Dynamic pricing is all the rage, but is just one tactic amongst many. David Reece explains how organisations can benefit by placing dynamic pricing in a wider context.
![Image of swan](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/swan_blue.jpg?itok=qhzaNdOW)
Even small adjustments in pricing can boost ticket sales and increase revenues, explains Tim Baker.
![Compton Verney Exterior of Compton Verney](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/baker_richards_-_compton_verney_house_exterior_c_2013_john_cleary_photography_brightened.jpg?itok=b3CqLUf9)
If you only have one level of membership you’re missing a trick. Debbie Richards explains how Baker Richards helped Compton Verney gain thousands of additional members by expanding its offer.
![CBSO Photo from the orchestra pit](https://www-artsprofessional-co-uk.ezproxy-b.deakin.edu.au/sites/artsprofessional.co.uk/files/styles/220_by_160_sidebar/public/main/articles/cbso-credit_neil_pugh.jpg?itok=PjY3vtby)
Is it possible to double the response rate you get from your direct marketing and save money at the same time? Tim Baker explains how the CBSO did just that.