CAMBER.
Delivery & Reporting

Module 10: Proof of Performance

The Renewal Mindset: Data is Gold

The most dangerous thing in sponsorship is “Guessing.” If a sponsor has to guess if the partnership worked, they will cancel it. Data eliminates guesswork and justifies increased investment.

The Sponsorship Value Score (SVS)

We use a metric called the SVS. It is a holistic combination of:

  1. ROI (Hard Return): Reach, link clicks, media value, and direct sales.
  2. ROO (Objectives): Quality of hospitality experiences, B2B connections made, and employee morale impact.

Capturing Digital ROI: The Key Metrics

A CMO cares about more than just “Likes.” You must track and report on:

  • Impressions/Reach: Total eyeballs on the content.
  • Engagement Rate: The percentage of people who interacted (likes, comments). This proves the loyalty of your audience.
  • Click-Throughs (CTAs): Use unique tracking links or promo codes to prove you are driving sales.
  • Earned Media Value (EMV): The calculation of what it would have cost the sponsor to buy that exposure via advertising.

Reporting ROO: Quantifying Quality

ROO is about quality experiences. How do you measure a handshake?

  • Hospitality Value: Report on the seniority level of the guests hosted and the number of post-event business introductions you facilitated.
  • PR Value: Report on the number of media mentions that included the sponsor’s name and the quality of the outlet (national vs. local).
  • Internal Impact: Use qualitative feedback like photos of happy employees or quotes from their executives.

The Quarterly Report Template

The “Gold Standard” of professional drivers is the Proactive Report. Do not wait to be asked. Send a clean report every 3 months.

Key Sections:

  1. Executive Summary: A one-paragraph, high-level success statement.
  2. KPI Dashboard: A visual display of your top 3 metrics (Engagement, SVS, PR Value).
  3. Delivery Log: Photos and links proving every promised deliverable (Module 5) was met.
  4. Forward Look: A brief preview of the next quarter’s activity to keep them excited.

Final Rule: Deliver reports on time, every time. Consistently proving value is the foundation of a lifetime career.