We found this interesting article from IEG...what do you think?
Realizing Partnerships' Potential
Strange as it seems, the similarity between corporate sponsorship programs and information technology is striking.
Partnerships with sports, entertainment events and causes have followed the same path as IT systems over the past couple of decades - beginning as ad hoc projects that grew and evolved tremendously, but also remained fragmented and siloed.
And, just as forward-thinking companies are re-engineering their technology infrastructure from top to bottom to become more interconnected, efficient and effective, so must they redesign their sponsorship programs to optimize and integrate partnerships, and align them behind growth and enterprise-wide impact.
This requires a shift from being a buyer of sponsorships to an investor in partnerships.
A buyer acquires something for limited use or to serve a single purpose an arms-length transaction. Although such purchases may have their place, their capacity is curbed.
An investor seeks to maximize its return, exploring and developing multiple ways in which it can earn dividends, and working in concern with the investment property.
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