1、B Y K I M S K I L D U M-R E I DWH A T E V E R Y C MO N E E D S T O K N O W A B OU T S P ON S OR S H I P Kim Skildum-Reid 2009-2024.All rights reserved.I write a lot about sponsorship books,blogs,white papers and virtually all of it is aimed at the frontline sponsorship and brand management teams.Its

2、 all about how they can get better results,how they can leverage more cost-effectively,how to create measurement plans,and all the minutiae of planning and implementing great sponsorship.The thing is,after more than 30 years in this business,I know they cant do it on their own.What Every CMO Needs t

3、o Know about Sponsorship(Redux)by Kim Skildum-Reid Kim Skildum-Reid 2009-2024.All rights reserved.2What Every CMO Needs to Know about Sponsorship(Redux)Even if they are the most skilled,best connected,shrewdest sponsorship professionals around,your investments will not deliver strong,consistent resu

4、lts unless the senior management team,particularly the Chief Marketing Officer,sets a strong agenda and the right expectations.Frankly,CMOs dont need to know a lot about sponsorship,but what you do need to know and do is absolutely crucial to your companys success in this media.Sponsorship is one of

5、 the most needlessly wasted of all marketing media.Seriously,most sponsorship money creates virtually no real returns.Why?Its not the media,because when its done right,sponsorship provides one of the most powerful,flexible,and accountable of all marketing media.No,in 99%of the cases,sponsorship fail

6、s because of a lack of strategic direction,a lack of skills,and a lack of accountability all areas where small changes precipitated by you can invoke huge changes in your fortunes.The advice Ive included in this white paper isnt what I would tell your frontline sponsorship or brand team.Its not as d