CMO · Playbook · Intermediate · Saves 55+ hours
Conference Sponsorship Playbook
A playbook for maximizing ROI from conference sponsorships.
What's included
- Sponsorship Selection
- Evaluation criteria
- ROI modeling
- Negotiation tactics
- Contract review
- Pre-Event
- Goal setting
- Meeting scheduling
- Content preparation
- Team briefing
- At-Event
- Booth strategy
- Networking tactics
- Speaking sessions
- Lead capture
- Post-Event
- Follow-up sequences
- Lead handoff
- ROI analysis
- Relationship nurturing
Best used when
- Evaluating conference sponsorship opportunities
- Maximizing ROI from existing sponsorships
- Training team on sponsorship execution
- Negotiating sponsorship contracts
Why this is Gold
Sponsorships are expensive and often underutilized. This playbook maximizes value from every dollar spent.
The template
The Template
SPONSORSHIP SELECTION
Evaluation Scorecard
SPONSORSHIP EVALUATION SCORECARD
EVENT: _______________
DATE: _______________
COST: $_____
AUDIENCE FIT (Weight: 30%):
Target audience alignment: 1-5
Attendee seniority: 1-5
Company size match: 1-5
Score: _____
VALUE (Weight: 25%):
Speaking opportunities: 1-5
Lead capture access: 1-5
Branding exposure: 1-5
Score: _____
LOGISTICS (Weight: 20%):
Location convenience: 1-5
Timing fit: 1-5
Booth quality: 1-5
Score: _____
ROI POTENTIAL (Weight: 25%):
Expected leads: _____
Pipeline potential: $_____
Cost per lead: $_____
Score: _____
TOTAL SCORE: _____/100
RECOMMENDATION: ☐ Proceed ☐ Negotiate ☐ Pass
ROI Projection Model
| Metric | Conservative | Expected | Optimistic |
|---|---|---|---|
| Booth visitors | |||
| Qualified conversations | |||
| Leads captured | |||
| Meetings booked | |||
| Opportunities | |||
| Pipeline value | |||
| ROI |
PRE-EVENT EXECUTION
Pre-Event Checklist
PRE-EVENT PREPARATION (8 weeks out)
STRATEGY:
☐ Define event goals
☐ Identify target accounts at event
☐ Set meeting targets
☐ Brief sales team
LOGISTICS (6 weeks out):
☐ Finalize booth setup
☐ Order collateral
☐ Book travel
☐ Schedule staff
OUTREACH (4 weeks out):
☐ Email target accounts
☐ Schedule meetings
☐ Post on social
☐ Invite customers
PREPARATION (2 weeks out):
☐ Finalize meeting schedule
☐ Prepare demos
☐ Staff training
☐ Confirm all logistics
WEEK OF:
☐ Final briefing
☐ Confirm all meetings
☐ Ship materials
☐ Prepare lead capture
Meeting Scheduling Template
PRE-EVENT MEETING OUTREACH
Subject: [Event Name] - Let's connect
Hi [Name],
I noticed you'll be at [Event] next month.
Would you have 20 minutes for a coffee or a quick
chat at our booth? I'd love to [specific value:
show you something new / get your input / etc.]
I have availability on:
• [Day 1] at [times]
• [Day 2] at [times]
[Calendar link or simple ask]
Best,
[Name]
AT-EVENT EXECUTION
Booth Shift Schedule
| Time | Person 1 | Person 2 | Person 3 | Notes |
|---|---|---|---|---|
| 8-10am | Setup | |||
| 10-12pm | Peak | |||
| 12-2pm | Lunch shifts | |||
| 2-4pm | Peak | |||
| 4-6pm | Wrap-up |
Lead Qualification Criteria
| Level | Criteria | Action |
|---|---|---|
| Hot | Budget, timeline, authority | Immediate sales handoff |
| Warm | Interest, exploring | Fast follow-up nurture |
| Cool | General interest only | Standard nurture |
POST-EVENT FOLLOW-UP
Follow-Up Timeline
| Timing | Action | Owner |
|---|---|---|
| Day 0-1 | Hot lead handoff to sales | Marketing |
| Day 1-2 | Thank you email to all | Marketing |
| Day 2-3 | Sales follow-up on hot leads | Sales |
| Day 3-5 | Personalized follow-up | Marketing/Sales |
| Week 2+ | Nurture sequence | Marketing |
Frequently asked questions
What is the Conference Sponsorship Playbook?
A playbook for maximizing ROI from conference sponsorships.
Who is the Conference Sponsorship Playbook for?
It is built for CMOs and their teams working on Event Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Conference Sponsorship Playbook take to use?
It saves roughly 55+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Conference Sponsorship Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Conference Sponsorship Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.