Chief Marketing Officers (CMOs) need robust evidence to justify sponsorship spending to CEOs and boards. Thought Leadership sponsorships, whether podcasts, editorial or events, often deliver intangible benefits such as brand recognition and positive brand sentiment, but CMOs must be able to translate these benefits into measurable business outcomes.
You know it works, but you need to show it works.
Data‑driven attribution models help marketing leaders understand which sponsorships drive pipeline, convert leads and influence revenue, allowing them to allocate budgets intelligently and defend marketing investment in a tough economic environment.
Many technology and consulting firms are increasingly adopting these sophisticated attribution tools because sponsorship spending is under scrutiny; however, most of the ROI in thought leadership marketing is found within qualitative data, which is much more challenging to record, track and trace back.
This snapshot report dives into how you can make sure your marketing efforts are data-driven and trackable.
About the Author
She is also an award-winning content creator, podcast host, event moderator, and speaker, with multiple honors and recognitions, including the CN 30underThirty in 2022. She leverages her expertise and passion for data and infosec to produce and host industry-leading content, moderate large-scale events, and spearhead communities that foster knowledge sharing and collaboration among professionals and leaders.
In addition, Catherine is an instructor at the University of British Columbia's Sauder Business School, where she teaches the Marketing Intelligence and Performance Optimization module for their Data and Marketing Analytics Course. She enjoys sharing her insights and best practices with the next generation of data and marketing analysts.
Catherine holds a Bachelor of Economic and Social Studies from Cardiff University, with a focus on sociology. She is committed to promoting diversity, inclusion, and accessibility in the industry, and is a vocal ally and advocate. Outside of work, she loves gardening and spending time with her partner and two Pomeranians.
