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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What Every CMO Needs to Know about Sponsorship (Redux) – fully rewritten for 2023 and beyond
Last Generation Sponsorship Redux – best practice sponsorship framework
Disruptive Sponsorship: Like Disruptive Marketing, Only Better – cutting edge trends that drive modern sponsorship
Which Generation Corporate Sponsor Are You?
Using Sponsorship to Support DEI and ESG Initiatives (and Not Just Pay Lip Service)
8 Ways to Ensure Your Sponsorship Portfolio Underperforms
Sponsorship and Emerging/Improving Technology: The Rules of Engagement
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
Sponsorship in a Recession: A Sponsor’s Guide
What is the Role of a Corporate Sponsorship Manager?
8 Traits of a Great Corporate Sponsorship Manager
How to Hire a Corporate Sponsorship Consultant
Why I’m Not the Right Sponsorship Consultant for You
5 Things Your Sponsorship Consultant Won’t Tell You
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: