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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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
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
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.
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: