Best of Sponsorship Resources for CMOs

Let’s face it, Chief Marketing Officers don’t really need to be experts at sponsorship. If you’re a CMO, though, you do need to know at least the big picture stuff and the sponsorship basics, so that you can hire and lead a team that will make the most of this powerful medium. Here are a few resources that will help, and the questions you’ll ask of your team after you spend that time could make a huge difference in your results and the accountability of your sponsorship program.

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White papers

Last Generation Sponsorship Redux – best practice sponsorship framework

Disruptive Sponsorship: Like Disruptive Marketing, Only Better – cutting edge trends that drive modern sponsorship

What Every CMO Needs to Know about Sponsorship

Recommended blogs


Which Generation Corporate Sponsor Are You?

8 Ways to Ensure Your Sponsorship Portfolio Underperforms

9 Secrets of Amazing Sponsors (infographic)

The Best Sponsorship is Process-Driven Sponsorship

How to Structure a Sponsorship Portfolio

Why Using Sponsorship for Data Acquisition is a Bad Idea

Do You Really Need a Sponsorship Policy?

Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation

Sponsors: What If You Could Start Over?

How Much Should You Budget for Sponsorship Leverage?

Sponsorship Measurement: How to Measure what’s Important

Staffing and consultants

What is the Role of a Corporate Sponsorship Manager?

8 Traits of a Great Corporate Sponsorship Manager

How to Hire a Corporate Sponsorship Consultant

5 Things Your Sponsorship Consultant Won’t Tell You


The Corporate Sponsorship Toolkit

This is my book for corporate and government sponsors, and anyone who wants to understand that side of the business. Forewords by industry heavy-hitters, JW Cannon and Rob Fleming. Available in paperback, Kindle, and on iTunes.

Need more assistance?

If you need additional help, you can find more on the services I provide below. You’re also welcome to drop me a line to discuss: