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

What Every CMO Needs to Know about Sponsorship (Redux)

Last Generation Sponsorship Redux – best practice sponsorship framework

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

Recommended blogs

General

The Sponsorship Consistency Conundrum for CMOs

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 Limitations of Data-Driven Marketing and Sponsorship

The Best Sponsorship is Process-Driven Sponsorship

How to Structure a Sponsorship Portfolio

Sponsorship Selection for Smart Sponsors

Why Using Sponsorship for Data Acquisition is a Bad Idea

Do You Really Need a Sponsorship Policy?

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

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

Why I’m Not the Right Sponsorship Consultant for You

5 Things Your Sponsorship Consultant Won’t Tell You

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:

• Sponsorship consulting and portfolio audits
• Sponsorship training
• Sponsorship strategy sessions
• Sponsorship Systems Design for large or diverse organisations
• Sponsorship coaching for frontline teams and senior executive strategists