Align marketing and sales handover within event sponsorship and partnerships so leads are not lost.
Building Event Sponsorship and Partnership Strategies
A senior-level treatment of event sponsorship and partnerships, focused on what changes outcomes.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in event sponsorship and partnerships is imperfect; that is not a reason to stop measuring it. Most disappointing results in sponsorship and partnerships trace back to an audience defined too broadly. The difficulty is not agreeing that the wider marketing and commercial practice agenda matters — it is deciding what to stop doing to make room for it. Comparative studies of event sponsorship and partnerships across sectors find the same handful of failure points recurring. Participants come from operational and oversight roles, and both perspectives on this aspect of marketing and commercial practice are used deliberately. They leave able to brief senior management on sponsorship and partnerships in terms that support a decision. Discussion is anchored to worked examples of event sponsorship and partnerships rather than to abstract argument. Content is organised around the decisions practitioners actually face in sponsorship and partnerships, not around theory headings. The closing exercise tests whether the participant's plan for the wider marketing and commercial practice agenda survives a hostile question.
Expected Learning Outcomes
Select indicators that show whether sponsorship and partnerships is improving, and reject those that only look useful.
Set measurable objectives for event sponsorship and partnerships tied to revenue rather than reach.
Design the qualification criteria that stop effort being wasted in sponsorship and partnerships.
Design a training and briefing approach that sustains competence in event sponsorship and partnerships.
Test creative and messaging on sponsorship and partnerships before committing budget.
Recognise early indicators that event sponsorship and partnerships is drifting away from its intended design.
Who Should Attend
Brand and communications specialists shaping event sponsorship and partnerships.
Officers preparing reports on sponsorship and partnerships for boards or oversight committees.
Customer experience managers improving event sponsorship and partnerships.
Planning staff whose forecasts and budgets are affected by sponsorship and partnerships.
Agency and consultancy staff supporting clients on event sponsorship and partnerships.
Digital marketing specialists executing sponsorship and partnerships.
Course Modules
Event sponsorship and partnerships: audience definition and segmentation
2 sessions · 8 pointsSession 1Choosing channels for event sponsorship and partnerships on evidence
- Collect evidence on the present handling of event sponsorship and partnerships before proposing changes.
- Compare the cost of sponsorship and partnerships with the cost of its absence.
- Write down the assumptions underpinning the approach to event sponsorship and partnerships.
- Define qualification criteria that disqualify quickly in sponsorship and partnerships.
Session 2Qualifying out of sponsorship and partnerships early and without guilt
- Select channels for event sponsorship and partnerships based on evidence, then cut the rest.
- Build the report on sponsorship and partnerships that answers whether to spend more or less.
- Compare cost of acquisition against value in event sponsorship and partnerships.
- Document the sales process for sponsorship and partnerships so a new joiner can follow it.
Sponsorship and partnerships: the customer journey and decision points
2 sessions · 8 pointsSession 1Testing the message on sponsorship and partnerships before spending
- Set objectives for event sponsorship and partnerships in revenue terms with a timeframe.
- Agree what will be standardised in sponsorship and partnerships and what will not.
- Remove steps in event sponsorship and partnerships that add effort without adding assurance.
- Prepare the response for the most likely failure in sponsorship and partnerships.
Session 2Defining the audience for sponsorship and partnerships narrowly enough to matter
- Agree the attribution model for event sponsorship and partnerships and state its known limits.
- Build the content that answers the buyer's real question about sponsorship and partnerships.
- Identify where judgement in event sponsorship and partnerships is legitimate and where it is not.
- Record what was learned when sponsorship and partnerships did not go as planned.
Sponsorship and partnerships: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Escalation and decision rights in sponsorship and partnerships
- Map the handovers in event sponsorship and partnerships between functions and secure them.
- Script the three most common objections in sponsorship and partnerships and the responses.
- Distinguish symptoms from causes when event sponsorship and partnerships underperforms.
- Reduce the variation in how sponsorship and partnerships is carried out between teams.
Session 2Moving event sponsorship and partnerships from approval to execution
- Define the handover point between marketing and sales in event sponsorship and partnerships.
- Set the discount authority for sponsorship and partnerships and require justification.
- Test the procedure for event sponsorship and partnerships against a realistic scenario.
- Benchmark the organisation's sponsorship and partnerships against comparable operations.
Sponsorship and partnerships: positioning and the honest claim
2 sessions · 8 pointsSession 1The handover between marketing and sales in sponsorship and partnerships
- Describe the buyer for event sponsorship and partnerships specifically enough to name who is excluded.
- Structure pricing for sponsorship and partnerships against perceived value.
- Estimate the resource event sponsorship and partnerships requires to run as designed.
- Map the decision journey for sponsorship and partnerships and mark where the choice is actually made.
Session 2Keeping sponsorship and partnerships alive after the initial push
- Build the internal briefing that explains event sponsorship and partnerships to those affected.
- Test creative for sponsorship and partnerships at small scale before full commitment.
- Set out the decisions in event sponsorship and partnerships that require sign-off and by whom.
- Choose the next segment for sponsorship and partnerships and state why it is next.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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