The Blueprint For Building A Successful NFL Franchise: The Rams.....And Seeing The Forest For The Trees







The first week of free agency turned out to be a fast-paced, frenetic microcosm in time. Rams fans rode the roller coaster of emotions throughout the week: the signing of TE Jared Cook, the drama of the Jake Long saga, watching division rivals Seattle and San Francisco improve their football teams and witnessing offensive stalwarts Steven Jackson, Danny Amendola and Brandon Gibson sign with other teams. Many were left wondering: did the Rams do enough this past week? Have their chief rivals put more distance between themselves and the Rams?

A friend of mine (who is also a Rams fan), here in Canada, was left perplexed, distraught and asking the very same questions posed above. My answers to his questions were: you have to see the forest for the trees and KeepCalmAndSneadOn. After all, this was only one week in the life of this franchise. I told him that the Rams were in the process of building a successful franchise, one that will be able to sustain excellence for many years. He, in turn, asked me how a successful franchise is actually built. His question led me to investigating some of the more successful franchises in the NFL and pondering whether the Rams are indeed on the right path to becoming as successful as those franchises.

When I think of successful franchises in the NFL, the following teams come to mind: the New England Patriots, Pittsburgh Steelers, Baltimore Ravens, Green Bay Packers, New York Giants and the San Francisco 49'ers. Since the Rams won their only Super Bowl in January, 2000, the first five teams named on this list have won 10 out of the last 13 Super Bowls. The Niner's are building a franchise along the same lines as the first five teams mentioned. They are moving forward successfully into year three of that plan. What are the characteristics these franchises share that allow them to sustain excellence and success?

Ownership and the front office

Robert Kraft. The Rooney family. The Mara family. The Green Bay Packer community. Ozzie Newsome. Trent Baalke. Ted Thompson. Jerry Reese. These are but a few of the owners and general managers who are associated with successful franchises in the NFL. The stability and business sense of the owners, coupled with the football knowledge and management skills of the GM's, have played a huge role in the continued excellence of these successful franchises.

Coaching and player development

Each of the successful franchises mentioned in this article all have head coaches (and staffs) that would rank among the best in the business. The Harbaugh brothers, Mike McCarthy, Mike Tomlin, Tom Coughlin and Bill Belichick would all be considered among the top ten coaches in the NFL. Except for Jim Harbaugh, all have been the head coach of their respective teams for at least five seasons (with Belichick the longest tenured at 13 seasons). The excellence, stability and continuity that each of these coaches bring to their respective franchises are a large part of the reason for the continued success of their teams.

The franchise quarterback

One of the keys to building a successful NFL franchise is drafting a franchise quarterback. Tom Brady and Aaron Rodgers are both considered to be elite quarterbacks in the NFL. Eli Manning, Ben Roethlisberger and Joe Flacco are all great quarterbacks. All five of these players have led their teams to Super Bowl victories. Colin Kaepernick is part of the new breed of mobile quarterbacks, who create havoc for defenses with their ability to run the ball and throw from outside of the pocket. Since the Rams Super Bowl victory, 11 out of the 13 Super Bowls played have been won with quarterbacks who would be considered franchise quarterbacks (Brad Johnson and Trent Dilfer being the lone exceptions).

The NFL draft

Surrounding your franchise quarterback with quality players (on both offense and defense) through the draft is a trademark of all of these successful NFL franchises. Bill Belichick practically invented the draft strategy of accumulating picks by consistently trading down, year after year. Ted Thompson of Green Bay pays little heed to free agency as a means of adding quality players, preferring the draft to maintain the teams excellence. The new CBA, flat salary cap and new rookie wage scale all favour a team building through the draft.

Free agency

It was fun to watch the Miami Dolphins this past week. The first week of free agency was like a highlight reel of spending for them. Mike Wallace, Dannell Ellerbe, Philip Wheeler, Brandon Gibson and Dustin Keller were all signed by the Dolphins in the last week. For the most part, the teams mentioned in this article did not create a big splash during the first week of free agency. They rarely do. For them, adding free agents is done on a very selective basis, looking for players that fit their systems (not for players that they have to fit their systems around). These teams are cautious in free agency, paying particular attention to team fit and the effect of free agent signings on their salary cap space. Some, like Ted Thompson of Green Bay, eschew the whole idea (for the most part) of adding free agents to enhance the building of a team. Yet, none of the these teams are afraid to pull the trigger on a big free agent acquisition if it fits into their overall organizational plan.

Defenses win championships

Five of the six teams/franchises mentioned in this article have won Super Bowls in the past 13 years. One of the primary reasons they did so was the presence of a strong defense. New England, which boasted the number one offense in the NFL last season, did not reach the Super Bowl. The biggest reason for this was an inadequate defense. The Patriots are aware of their defensive shortcomings. It is the biggest reason they devoted almost their entire draft last year to defensive picks. And why they signed Adrian Wilson, Aqib Talib and Kyle Arrington this past week, to shore up their suspect secondary. It is not surprising that all six teams mentioned in this article finished in the top 13 defensively, in points allowed, last season.

Managing the salary cap: the new economic reality

It is commonplace to read about the salary cap troubles of teams in the NFL. Washington, Dallas and the New York Jets are but three of the teams to have had serious salary cap problems recently. In the age of a relatively flat salary cap, it has become imperative that franchises exercise considerable restraint and fiscal responsibility in their financial affairs. Signing your core players, while maintaining a competitive advantage and all the while managing the salary cap, is quite a juggling act and incredibly complex. The successful franchises mentioned in this article are not among the franchises that continually run into problems with the salary cap. Their fiscal restraint and responsibility are part of what makes them as successful as they are.

Continuity and stability

When I look back on all of the points mentioned earlier in this article, two words stand out in describing what the key is to these franchises success: stability and continuity. Whether it be in financial matters, draft and free agency strategies, ownership, systems put in place, etc. these franchises stand out for their stability and continuity in all of the areas that encompass a successful franchise.



How are the Rams faring in THEIR pursuit of building a successful franchise?

August 25, 2010. That was the date the Rams truly started building towards becoming a successful franchise again. What happened on that day??? Stan Kroenke took over full ownership of the Rams. He had been a 40% owner of the franchise since it moved to St. Louis in 1995. He acquired the remainder of the team on that August date from the Estate of Georgia Frontiere. Mr. Kroenke is not an Al Davis-type of owner. He does not interfere in the day-to-day operations of the football team. In a fashion similar to the other business's and sports franchises that he owns, he puts excellent people in place and lets them do their jobs. A stable, knowledgeable and committed owner of the highest order.

January 13, 2012. That was the date that Jeff Fisher agreed to become the head coach of the St. Louis Rams. A well-renowned coach with 17 years experience as a head coach and a proven track record. No more experiments with coordinators having no head coaching experience. Instead, a consummate professional, who wasted no time in putting together one of the best coaching staffs in the NFL.

February 13, 2012. On this date the Rams hired Les Snead to be its General Manager. Kevin Demoff had this to say about his hiring (click on link).

Speaking of Kevin Demoff, he is now in his fourth year as Executive Vice President of Football Operations and Chief Operating Officer. Despite all the changes that have occurred in the last 2.5 years, Demoff has remained in his position with the Rams. Why? He is among the best in the business, a wizard at mastering the complexities and vagaries of the CBA and salary cap.

One of the biggest reasons Jeff Fisher decided to come to the Rams was the presence of franchise quarterback Sam Bradford. Bradford has had his ups and downs in a three year career. This past season, he showed marked improvement in all facets of his game. When I think of Bradford, I can't help but think of Joe Flacco. The fifth year quarterback led the Baltimore Ravens to a Super Bowl victory this past season and just signed a six year, $120 million contract. With a weaker offensive line and fewer weapons than Flacco had, Bradford put up numbers that were strikingly similar to Joe Flacco's:

Player Comp Att Comp % Pass Yards TD's INT's QBR
Flacco 317 531 59.7 3817 22 10 87.7
Bradford 328 551 59.5 3702 21 13 82.6

The Rams have committed to improving the offensive line and adding playmakers to the offense during this off season. Statistics only tell part of the story. Bradford must step up to fill the leadership role vacated by Steven Jackson. It has come time for Bradford to lead the Rams to wins, the playoffs and ultimately the Super Bowl. He is being given the supporting cast that will allow him to flourish, as Joe Flacco has. His continued improvement is a necessity in order for the Rams to reach the next level. In two years I believe you will see Sam Bradford replicating Joe Flacco's performance of this past season and leading the Rams to the Super Bowl.

Most Rams fans are excited about the next two years NFL drafts. The Rams have committed to building through the draft and have 2 first round picks in each of 2013 and 2014. In their first draft together last April, Jeff Fisher and Les Snead did an admirable job in putting together the best draft the Rams have had in many a year. Given their preparation and expertise, much of the same is expected in the next two drafts.

Given Jeff Fisher's history as a coach and player, it was evident early on in his tenure that building the defense would be his first priority. He certainly accomplished that in his first year. Michael Brockers, Janoris Jenkins and Trumaine Johnson were drafted. Kendall Langford, William Hayes, Jo-Lonn Dunbar and Cortland Finnegan were added as free agents. The defense kept the Rams in many games last season and were the chief reason the Rams went from 2-14 to 7-8-1 in 2012.

The Rams, free agency and the last week

In assessing the last week, with the benefit of hindsight, it is clear the Rams had a definite plan in mind as to how they were approaching the opening of the free agent signing period. The Rams cut Quintin Mikell and Wayne Hunter, freeing much needed cap space. The defensive line has always been a priority for Jeff Fisher. The Rams wasted little time in re-signing William Hayes and Jermelle Cudjo, in the process keeping their defensive line rotation intact from last season. It was clear to Fisher and Snead that they needed to address the offensive line and add playmakers to the offense (everyone in the TST community felt the same way). The Rams proceeded to sign TE Jared Cook early last week. Then the news came late last night that the Rams had reached terms with LT Jake Long. At all points in the last week, the Rams showed patience, a clear vision and stood firm on offers to free agents, Long included. They pursued safety Louis Delmas; however, they wisely offered him a one year "prove it" contract only (given his injury history) and ended up not signing him. The Rams clearly had a vision of how they wanted this last week to unfold..........and they executed that vision. A vision that was hinted at by Kevin Demoff at the recent MIT panel discussions (click on link):

The Rams are now into year two of building a successful franchise. They have not yet achieved the continuity, longevity of success and stability of the franchises mentioned in this article. This will take time. Given the comparisons to those successful franchises noted in this article, the Rams are well on their way to achieving the lofty status of those other franchises.......and well on their way to a Super Bowl berth. It has been a long, up and down, roller coaster of emotions kind of week. Sometimes though, you just have to sit back, take a deep breath.......and see the forest for the trees.

Your thoughts, comments and opinions are always welcomed and appreciated. Please vote in the poll and give your thoughts on the upcoming draft and how it can take the Rams another step further in the quest for the Super Bowl.


Please let the words of Jake Long talking about why he came to the Rams end this article (click on link):
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