CMO Council：每个CMO都需要了解赞助报告（英文版）

Even if they are the most skilled, best connected, shrewdest sponsorship professionals around, your investments will not deliver strong, consistent results unless the senior management team, particularly the Chief Marketing Officer, sets a strong agenda and the right expectations. Frankly, CMOs don’t need to know a lot about sponsorship, but what you do need to know – and do – is absolutely crucial to your company’s success in this media.