Quick Context: Your Brand & What Brought You Here

• Tell us the brand name and the one-sentence mission we should keep front of mind during this conversation.
• Which best describes the primary trigger for exploring sponsorship now? Options: A competitor just signed a high-visibility deal, New CMO or leadership change, Existing sponsorship expiring, Budget reallocation discussion, Testing a new channel/strategy, Other
• What is the rough annual sponsorship budget range you’re planning to allocate this cycle? Options: Under $1M, $1M–$5M, $5M–$10M, $10M–$25M, $25M+
• Which marketing objective is highest priority for this sponsorship (choose up to two)? Options: Brand awareness, Brand favorability/consideration, Sales attribution/short-term revenue, Audience acquisition, Cultural relevance/brand repositioning, Hospitality/retention
• Who on your team will lead this initiative day-to-day? Please include role, title, and preferred contact method.
• What previous sponsorship or partnership are you most proud of—and why? (Quick example that captures what worked.)

What If Your Sponsorship Actually Had to Prove Itself?

• If the CFO asked you to justify this spend tomorrow, what single metric would you point to—and why would that metric win the conversation?
• How has your leadership historically evaluated sponsorship ROI? Options: Brand lift studies, Attribution to sales, Media equivalency/value, Engagement metrics (video, social), Qualitative executive feedback, Not consistently evaluated
• Give an example of a sponsorship that didn’t land internally—what broke down (measurement, activation, audience mismatch, resourcing, expectations)?
• When a sponsorship underperforms, how severe are the consequences for future budgets or team credibility? Options: Cuts to budget immediately, Increased reporting/scrutiny, Shift of funds to other channels, No immediate change but lower confidence, Depends on external factors
• How comfortable are you with contracts that include performance clauses or partial payment tied to measured outcomes? Options: Very comfortable, Somewhat comfortable, Neutral, Reluctant, Not at all comfortable

Who Are You Trying to Reach — Really?

• Stop us if this sounds familiar: your target audience on a property looks similar on paper—but are those the fans who actually convert? Which audience segment matters most to your growth this year? Options: Core buyers (existing customers), New-to-brand high-value prospects, Younger cultural audiences (Gen Z), Regional audiences (specific markets), Affluent/hospitality targets, Other
• Describe your ideal fan profile in one paragraph—demographics, behaviors, and purchase triggers we should be designing toward.
• Which audience signals or data sources do you trust most when validating a property's fit? Options: 1st-party CRM data, Third-party panel/demographic data, Viewership and attendance reports, Social audience analytics, Proprietary research (brand studies), None/We need guidance
• Are geographic markets foundational, or is the audience behavioral/interest-based? Please rank preference. Options: Geographic focus only, Primarily geographic with behavioral targeting, Primarily behavioral with some geo focus, National/scale-first approach
• What reach vs. depth trade-off do you prefer: wide exposure to many people, or deeper engagement with fewer, high-value fans? Options: Wide reach, Deeper engagement, Balanced hybrid, Unsure—need modeling

What’s at Risk If This Goes Wrong?

• Imagine we miss the agreed KPIs by 20%—what happens inside your org the next 30–90 days?
• Which internal stakeholders are most likely to question this spend if outcomes are unclear? Options: CEO/Board, CFO/Finance, Sales leadership, Product/Category leads, Agency partners, Legal/Compliance
• How visible will results be to external audiences (press, competitors) and how much does reputational risk matter here? Options: Very visible and high risk, Moderately visible, Low visibility, Not sure
• Has your company ever retracted or reallocated marketing dollars because of a single underperforming sponsorship? Tell us the story.
• What level of downside protection are you expecting contractually (credits, makegoods, partial refunds, extended activations)? Options: Strong protection required, Moderate protections, Standard industry clauses, Minimal protections, Unsure

Beyond Logo: What Activation Feels Authentically Yours?

• If your brand were a moment inside an event, what would that moment feel like to a fan—subtle prestige, immersive surprise, content-first storytelling, or something else? Options: Subtle prestige, Immersive surprise, Content-first storytelling, Hospitality-led intimacy, Cause/CSR-driven activation, Other
• Which activation levers do you believe deliver durable value for your brand (select up to three)? Options: Naming rights, Hospitality/CRM experiences, Digital/social amplification, Branded content creation, On-site experiential activations, Retail/merchandising tie-ins
• Tell us about one activation idea you’ve loved from another brand—what specifically made it feel aligned and effective?
• How much bandwidth does your internal team have for executing complex activations (creative, production, analytics)? Options: Full internal capability, Mostly internal with some support, Need agency/partner to run end-to-end, No capacity—must be turnkey
• What level of hospitality inventory matters to you (corporate suites, client experiences, employee rewards) and how should it be prioritized relative to measurement spend? Options: Hospitality is primary, Measurement is primary, Both equally important, Hospitality secondary to brand exposure

How Will You Demand Proof — and Will It Hold Up?

• If you had to choose one measurement approach to be the source of truth—brand lift studies, attribution modeling, or media exposure value—which would you insist on and why? Options: Brand lift studies, Attribution modeling, Media exposure valuation, Mix of two, We need education to decide
• Which partners or vendors do you require or prefer to run measurement (e.g., Nielsen, Kantar, Google, in-house analytics)? Options: Nielsen/Kantar, Google/Facebook measurement, In-house analytics team, Third-party econometric vendor, Open to agency recommendations
• What access to business data are you prepared to share for attribution (sales by region, promo codes, digital traffic, CRM matches)? Options: Full access with NDA, Limited aggregates only, Willing to use proxy metrics, Not willing to share sensitive data
• How frequently do you expect measurement reporting—real-time dashboards, weekly check-ins, or periodic formal studies? Options: Real-time dashboard, Weekly summary, Monthly deep-dive, Quarterly formal study, Ad-hoc as needed
• What would you accept as independent verification of brand lift or attribution (third-party audit, replicated study, on-site tracking)? Options: Third-party audit, Replicated study, On-site sensors/tracking, Agency-verified reporting, Unsure—need proposal

Decision Map: Who Signs, Who Sits Out, and How Fast?

• If this opportunity landed on your desk today, who are the three non-negotiable signatures or approvals required before a contract can be executed?
• Who are the informal influencers who could kill or accelerate this deal (people or committees outside procurement)?
• How does your procurement or legal group typically approach performance SLAs in partnership contracts? Options: Insist on strict SLAs and penalties, Negotiate balanced SLAs with remediation, Prefer standard commercial terms only, We avoid performance-based clauses
• What's your typical timeline from proposal to signed agreement for a deal of this scale? Options: Under 30 days, 30–60 days, 60–90 days, 90+ days
• Are there fiscal or budgeting constraints (quarterly budget closes, board approval cycles) that would affect timing or payment terms? Options: Yes—quarterly close, Yes—annual budget window, No rigid constraints, Unsure

If This Had to Impress the Board Next Year, What Numbers Would Silence Doubters?

• What three KPIs would make the board comfortable to renew—be explicit (e.g., X% brand lift, Y CPA improvement, Z incremental revenue).
• What baseline or benchmark do you currently use for those KPIs (internal historicals, category averages, competitor wins)? Options: Internal historicals, Category averages, Competitive benchmarking, No clear benchmarks
• What minimum improvement over baseline would you consider a successful outcome (select approximate range)? Options: 1–5% uplift, 6–10% uplift, 11–20% uplift, 20%+ uplift, Depends on metric
• Would you entertain a pilot with staged payments tied to early milestones to reduce risk? Options: Yes—prefer staged payments, Maybe—depends on terms, No—prefer simple commercial terms
• If we model three scenarios (conservative, expected, aspirational), which one should our first proposal optimize for? Options: Conservative (protect against downside), Expected (balanced), Aspirational (maximize upside)

Barriers to Getting Started — What’s Real vs. Negotiable?

• What internal processes usually slow deals like this down the most—creative approvals, legal, measurement setup, or other? Options: Creative approvals, Legal/procurement, Measurement/data integrations, Budget sign-off, None—we move fast
• Are there regulatory, industry, or brand-safety constraints we need to know about (e.g., alcohol restrictions, regional ad rules, political sensitivities)? Options: Yes—specific restrictions, Some general constraints, No major constraints, Unsure
• How flexible is your timeline if a premium property requires earlier commitment for inventory (e.g., season start, tour announcement)? Options: Very flexible, Somewhat flexible, Prefer strict dates, Need education on lead times
• Would a pre-defined playbook for activation and measurement (template SOW + reporting cadence) make internal approvals faster? Options: Yes—very helpful, Somewhat helpful, Not helpful, Unsure
• What internal or external resources would you need from us to accelerate contract execution and go-live?

Next Steps: What Would Make You Comfortable Moving Forward?

• What would a productive next meeting look like—who should attend and what three decisions should we aim to make?
• Would you prefer a short pilot activation (single event or market) or a full-season package as the first step? Options: Short pilot, Full-season package, Hybrid phased approach, Undecided
• What is your preferred payment/contract structure: upfront, milestone-based, or performance-tied? Options: Upfront lump-sum, Milestone-based payments, Performance-tied payments, Hybrid
• What outstanding concerns would you need addressed in a proposal to feel comfortable moving to term-sheet?
• Realistically, when would you be ready to receive a formal proposal with commercial terms and a measurement plan? Options: Immediately, Within 2 weeks, In 2–4 weeks, Longer than a month

• Pre-Experience Data Alignment
• Comparable Activation Walkthrough (Solution Experience)
• Quantified Impact Modeling & Scenario Planning
• Measurement Design & Verification Workshop
• Executive Validation & Next Commercial Steps

• Establish reporting cadence and remediation pathways if measured outcomes deviate from expectations.
• Reaffirm Current State & Consequence
• Validate 2–3 real activation playbooks that clearly map to the customer's audience and problem.
• Surface any evidence gaps and agree the specific metrics that will be modeled (reach, engagement, brand lift, incremental sales).
• Obtain explicit customer validation on applicability of each comparable activation.
• Seller: Deliver full PDFs/data exports of the three case studies including raw metrics, methodologies, and contactable references.
• Customer: Flag which case study (or elements) best matches their priorities and provide any missing segment definitions.
• Analytics: Prepare inputs for the Quantified Impact Modeling session based on chosen playbooks.
• Short Re‑cap (Current State → Future State)
• Produce credible, numeric projections the customer can use to compare sponsorship ROI against alternative media investments.
• Secure customer alignment on a target scenario to carry forward into commercial scoping.
• Identify the key inputs (data, CLV, conversion rates) required to finalize the model.
• Seller Analytics: Share the scenario model spreadsheet with assumptions exposed and editable.
• Customer: Provide CLV/average order value and incremental conversion assumptions or grant access to representative performance data.
• Both: Agree timeline for finalizing the scenario the Solution Scope team will price against.
• Restate Measurement Objectives
• Agree a defensible measurement plan that will be contractually embedded as the verification standard.
• Document data access requirements and privacy constraints to avoid later delays.
• Introductions & Meeting Objectives
• Seller: Produce a measurement SOW with sample sizes, vendor roles, timelines, and estimated cost for inclusion in commercial paperwork.
• Customer: Initiate analytics/legal review of the proposed data flows and measurement SOW.
• Measurement Vendor: Provide a methods appendix illustrating confidence intervals and historical performance on comparable activations.
• One‑Sentence Recap: Current State, Consequence, Future State
• Receive executive approval to proceed to detailed Solution Scope and commercial drafting based on validated evidence.
• Ensure all parties understand the measurement conditions that will determine renewal or remediation.
• Confirm timeline and owners for the Solution Scope deliverable and contract negotiation kickoff.
• Seller: Draft and distribute a short Executive Summary packet with validated projections, measurement plan, and proposed commercial outline.
• Customer Executives: Provide formal approval to proceed or list required reservations within 3 business days.
• Both: Schedule the Solution Scope scoping session and identify legal/commercial contacts for term sheet drafting.
• Establish a single, explicit current state statement that guides all subsequent experience work.
• Confirm and obtain the audience datasets and measurement baselines needed to run comparable activations and modeling.
• Align on stakeholders, timelines, and what success looks like to expedite decision making.
• Customer: Deliver audience segments, reach/frequency data, recent campaign performance, and CRM sampling access by agreed date.
• Seller: Prepare a shortlist of 4–6 comparable activations and notify which case studies will be shown in the Solution Experience.
• Admin: Schedule the Comparable Activation Walkthrough and share calendar invites with required stakeholders.
• One‑Sentence Current State
• Define the Future State (One Sentence)
• Validated Projections Summary
• Review Past Measurement Outcomes
• Modeling Assumptions Review
• Audience Profile Review (Pre-Read Verification)
• Measurement & Verification Commitments
• Scenario 1: Conservative
• Proposed Measurement Approach
• Case Study 1: Comparable Activation + Raw Metrics
• Marketing Mix & Budget Constraints
• Scenario 2: Expected
• Commercial Implications & Draft Term Sheet Highlights
• Validation Checkpoint 1
• Data Flow, Access & Privacy
• Decision Makers, Timeline & Success Criteria
• SLA, Verification Criteria & Reporting Cadence
• Case Study 2: Different Activation (Hospitality/Content/Experiential)
• Scenario 3: Aggressive
• Decision & Next Steps
• Pre‑Work and Data Handoff
• Sensitivity & Risk Factors
• Validation Checkpoint 2
• Validation & Sign‑Off Path
• Case Study 3: Measurement & Attribution Example

• Install Stadium and Naming Rights Signage
• Operate VIP Hospitality Suites and Guest Services
• Produce Branded Short-Form Video Series
• Deploy Onsite Experiential Activation Pop-Up
• Integrate Sponsor into Live Broadcast Graphics
• Execute Social Media Takeover and Content Distribution
• Run Onsite Sampling and Promotional Giveaways
• Run Athlete and Talent Meet-and-Greet Sessions
• Fulfill Branded Merchandise Production and Distribution
• Implement In-Venue Digital Display Integration
• Launch Sponsor Microsite and Contest Engine
• Execute Paid Media Amplification for Activations

Install Stadium and Naming Rights Signage

• Do you intend to acquire permanent naming rights or temporary event-branded naming? Options: Permanent naming rights, Seasonal/event naming, Single-game naming, Undecided
• What physical signage types are required (e.g., exterior façade, concourse banners, seating bowl) — list specifics if custom?
• What is the desired installation timeline? Options: Pre-season (6+ weeks), 4-6 weeks, 2-4 weeks, Under 2 weeks
• Are there venue-specific permitting or branding restrictions we should account for? Options: Yes, No
• Do you require design and creative services for signage, or will you provide print-ready assets? Options: Design + production required, Production only (we supply designs), We supply print-ready assets
• What verification do you require post-installation (photos, GPS-tagged evidence, third-party audit)? Options: High-resolution photos, GPS / timestamped photos, Third-party installation audit, Venue sign-off certificate, Other

Operate VIP Hospitality Suites and Guest Services

• What type of hospitality experience is expected (private suite, branded lounge, club access)? Options: Private suite, Branded lounge, Club-level access, Hospitality village, Other
• How many guests per activation (per game/event) should the service support? Options: Less than 25, 25-75, 76-200, 200+
• What level of catering and F&B customization is required? Options: Standard venue menu, Curated menu with brand menu items, Full custom catering + beverage program, Not applicable
• Will you require dedicated guest services staff, host escorts, and check-in systems? Options: Yes - full staffing, Partial staffing, Venue provides staffing, No
• Are experiential elements within hospitality needed (on-site activations, product sampling, branded photo moments)? Options: Yes, No
• What reporting and verification metrics do you want for hospitality (guest lists, attendance logs, NPS/post-event survey results)? Options: Guest list and attendance, Photo/video of guest experience, Post-event guest satisfaction survey, Lead capture/contact details, Other

Produce Branded Short-Form Video Series

• What is the target format and length for videos (vertical 15s, 30s horizontal, episodic 2-3 minute)? Options: 15s vertical, 30s horizontal, 60s social, 2-3 minute episodic, Other
• How many episodes/edits are required and what is the delivery schedule?
• Do you require scripted concepts, storyboarding, and talent casting as part of production? Options: Full concept + production, Production from provided script, Editing only (we supply footage)
• What usage rights and distribution windows are needed for produced assets? Options: Global, perpetual, Global, time-limited, Regional only, Platform-specific
• Which KPI measurements matter for the video program (views, view-through rate, completion rate, engagement, social shares)? Options: Views, View-through rate, Completion rate, Engagement (likes/comments/shares), Site traffic from video
• Do you require third-party verification for view metrics or brand lift studies tied to video exposure? Options: Yes - third-party verification, No - platform metrics sufficient, Open to recommendation

Deploy Onsite Experiential Activation Pop-Up

• What is the primary objective of the pop-up activation (lead gen, product trial, brand storytelling, PR)? Options: Lead generation, Product trial/sampling, Brand storytelling/awareness, PR/earned media, Other
• What footprint and type of structure is needed (kiosk, 10x10 booth, modular experiential build, vehicle activation)? Options: Kiosk/stand, 10x10 or 10x20 booth, Modular experiential build, Vehicle/mobile unit, Other
• What are the expected daily throughput and staffing requirements? Options: Under 500 visitors/day, 500-2,000 visitors/day, 2,000-10,000+ visitors/day
• Will the activation require power, internet/WiFi, custom AV, or refrigeration? Options: Power only, Power + internet/WiFi, Full AV and staging, Special requirements (refrigeration, rigging)
• How will leads or interactions be captured and what CRM or data handoff is required? Options: QR code to landing page, Onsite lead capture tablet, Badge-scan integration with venue, No data capture required
• What safety, insurance, or venue approvals must we secure for the activation? Options: Standard venue approvals, Additional insurance required, Permitting or municipal approvals, Not sure - need guidance

Integrate Sponsor into Live Broadcast Graphics

• What broadcast elements are you seeking integration with (score bug, lower third, sponsor-id, replay stings)? Options: Score bug, Lower third/bug, Replay stings, Sponsored segments, Custom graphic packages
• Do you need live data overlays or promo content synchronized with broadcast (e.g., social leaderboards)? Options: Yes - live data overlays, No, Maybe - need consultation
• Which networks/platforms will carry the broadcast and are there technical specs we must meet?
• What approval workflow and turnaround time for broadcast graphics do you require? Options: 24-hour turnaround, 48-72 hours, Weekly approval cycle, Other
• Do you require measurement of impressions and viewability tied specifically to broadcast integrations? Options: Yes - quantify impressions, No - brand presence only, Interested in estimating GRPs/AVEs
• Are there exclusivity or category-rights considerations for broadcast integrations? Options: Yes - category exclusivity required, No, Undecided

Execute Social Media Takeover and Content Distribution

• Which social channels are priorities for the takeover (Instagram, TikTok, X, Facebook, YouTube)? Options: Instagram, TikTok, X (Twitter), Facebook, YouTube, Other
• Do you want the rights-holder's official accounts to post on your behalf, or to co-create and amplify sponsor content? Options: Rights-holder posts sponsor content, Co-created content with sponsor, Sponsor posts and rights-holder amplifies, Other
• What cadence and duration do you expect for the takeover (single-day, weekend, season-long)? Options: Single-day, Weekend, Single season, Multi-season/year-long
• What KPIs will define success for social takeover (reach, engagement rate, follower growth, clicks to site)? Options: Reach/impressions, Engagement rate, Follower growth, Clicks to sponsor site, Video completions
• Do you require influencer or talent amplification as part of the social plan? Options: Yes - influencers required, No, Open to recommendation
• Will you need a content distribution calendar and post-approval workflow integrated with your team? Options: Yes - content calendar + approvals, No - adhoc, Need guidance

Run Onsite Sampling and Promotional Giveaways

• What type of sampling is planned (food/beverage, trial units, coupon redemption)? Options: Food/beverage samples, Trial-size product, Coupons or vouchers, Demo/experience only
• How many units do you plan to distribute per event and over the contract term? Options: Under 1,000, 1,000-10,000, 10,000-50,000, 50,000+
• Do samples require food-safety certifications, refrigeration, or special handling? Options: Yes - food safety/refrigeration, No special handling, Not sure - need guidance
• Will you require audience targeting for distribution (season-ticket holders, certain sections, demographic targeting)? Options: General venue attendees, Section-specific targeting, Ticket-type based targeting, Demographic targeting via opt-in
• What lead capture or redemption mechanics are needed (barcode scan, SMS opt-in, coupon code)? Options: Barcode/QR scan, SMS opt-in, Coupon code redemption, No capture
• Are there returned-goods or waste-management logistics to plan for end-of-day? Options: Yes - returns/waste plan needed, No, Not sure

Run Athlete and Talent Meet-and-Greet Sessions

• What level of talent access is required (walk-and-greets, Q&A panels, photo ops, autograph sessions)? Options: Photo ops/autographs, Q&A or panel, On-field/court appearance, Private meet-and-greet
• How many sessions and how many guests per session are expected?
• Do you require talent travel, accommodation and rider management included in scope? Options: Yes - full travel & rider management, Partial support, Talent will self-manage
• What brand deliverables are expected around the talent appearance (branded moments, scripted messaging, promo calls-to-action)? Options: Branded photo backdrop, Scripted messaging, Co-branded social posts, Product integration during appearance
• What security, credentialing, or guest screening requirements are necessary for the sessions? Options: Standard venue credentials, Enhanced security and guest screening, VIP list only
• How should talent session results be verified (attendance log, photo evidence, signed release forms)? Options: Attendance log, Photo/video evidence, Signed releases, Guest feedback

Fulfill Branded Merchandise Production and Distribution

• What merchandise types are required (apparel, promo items, collectible items)? Options: Apparel (tees/hoodies), Promo items (hats, lanyards), Collectibles (pins, programs), Eco-friendly merchandise
• What are projected quantities and SKU variations (sizes, colors)?
• Do you require warehousing, pick-and-pack, and fulfillment to retail or direct-to-consumer? Options: Onsite event fulfillment, Warehouse pick-and-pack, Direct-to-consumer shipping, Retail distribution
• Are there compliance requirements for materials, labeling, or country-of-origin disclosures? Options: Yes - we have compliance needs, No, Unsure - need guidance
• What branding approval workflow and lead time for proofing do you require? Options: 24-48 hour proof approvals, 5-10 business days, Long-lead - 3+ weeks
• Do you want sales or redemption tracking for merchandise (POS integration, barcode scanning)? Options: POS integration, Barcode/QR redemption, Manual counts, No tracking required

Implement In-Venue Digital Display Integration

• Which digital assets are in scope (LED bowl, concourse displays, digital concierges, scoreboards)? Options: LED bowl/arena ribbon, Concourse digital displays, Suite displays, Scoreboard integration, Other
• What asset formats and technical specs must be supported (resolution, file types, safety areas)?
• Do you require dynamic content feeds (real-time offers, social feeds, live stats) or static creative rotations? Options: Dynamic real-time feeds, Static scheduled rotations, Combination of both
• What scheduling cadence and runtime windows are expected for your creative? Options: Per-play/run schedule, Per-quarter/hour block, Custom campaign windows
• What verification and measurement do you expect (play logs, timestamped screenshots, third-party viewability)? Options: Play logs, Timestamped screenshots, Third-party verification, Venue playback reports
• Are there integration points with ticketing or CRM for targeted messaging to segments? Options: Yes - integrate with ticketing/CRM, No targeting required, Unsure - need recommendation

• Term Sheet
• Master Services Agreement (MSA)
• Statement of Work (SOW)
• Commercial Schedule & Payment Terms
• Performance Benchmarks & KPI Schedule
• Measurement SLA & Reporting Plan
• Data Processing Agreement (DPA)
• Rights & IP License Agreement
• Activation Resourcing & Production Plan
• Verification & Audit Rights
• Renewal & Performance Trigger Agreement
• Escalation & Governance Matrix
• Change Order & Scope Amendment
• Termination & Exit Plan
• Insurance, Indemnity & Liability Schedule
• Hospitality, Ticketing & Access Allocation
• Compliance & Approvals Checklist

• Success Executive Review
• Measurement & Attribution Deep Dive
• Learnings & Optimization Workshop
• Commercial Renewal & Performance Terms
• Operations & Reporting Handoff

• Document any contingent items that require measurement rework or additional verification before signing.
• If required, run agreed sensitivity analyses and deliver within X business days.
• Update the measurement SLA to reflect any new verification requirements or caveats.
• Brief Recap: Current State & Measured Consequence
• Document actionable learnings tied to evidence and map them to specific optimizations.
• Agree on a prioritized pilot plan with owners, budgets, and measurable success criteria.
• Ensure every optimization ties back to a business consequence and a measurable KPI.
• Produce an optimization roadmap with prioritized pilots, owners, budgets, and KPI targets.
• Create pilot charters for the top 1–2 experiments and schedule kickoff meetings.
• Update activation resourcing plan to cover any additional execution needs identified.
• Recap Performance vs Contractual Benchmarks
• Reach agreement on a preferred commercial renewal structure and the KPI/measurement terms that will govern it.
• Define timelines for term sheet, legal review, and final execution.
• Welcome & Meeting Objectives
• Draft and circulate a term sheet with the chosen commercial option and detailed KPI/measurement language.
• Assign legal and finance reviewers and set deadlines for sign-off.
• If needed, commission any final verification analyses tied to contingent commercial clauses.
• Operational Current State & Future State Definition
• Ensure all operational components and data pipelines are in place to measure and deliver against the agreed KPIs.
• Establish clear owners, reporting cadence, and escalation processes to minimize execution risk.
• Set the next checkpoint date to review early pilot or renewal performance data.
• Share an operations runbook detailing contacts, data schema, report templates, and SLAs.
• Provision necessary data access and schedule the first recurring performance report delivery.
• Confirm staffing and production timelines for the next activation window or pilot start date.
• Ensure executives understand outcomes in business terms and how they map to board-level concerns.
• Obtain an explicit decision or directional mandate on renewal vs optimization.
• Agree on immediate next steps, owners, and timelines for commercial follow-up.
• Distribute a one-page executive summary (headline outcomes, consequence, recommended path) within 24 hours.
• If decision is to renew or negotiate, initiate drafting of term sheet and commercial options.
• Schedule detailed follow-up sessions for measurement deep-dive and commercial negotiation.
• Pre-work Verification & Data Sources
• Agree on the validity of brand lift and attribution results and document any outstanding analytic concerns.
• Get stakeholder sign-off on which metrics will be used in renewal/performance discussions.
• Identify any follow-up analyses required and resource owners to run them.
• Deliver full measurement report and raw result tables (with methodology appendix) to all analytics stakeholders.
• One-sentence Current State & KPI Recap
• Staffing, Production & Scheduling Alignment
• Top 3 Wins and Top 3 Gaps
• One-sentence Current State for Measurement
• Proposed Renewal Structures
• Consequence Summary (Business Impact)
• Brand Lift Methodology & Results
• Data Flows, Access & Reporting Cadence
• Negotiate KPIs, SLAs, and Incentive Mechanics
• Root-Cause Analysis for Each Gap
• Escalation Paths & SLA for Issue Resolution
• Headline Brand Lift & Attribution Results vs KPIs
• Ideation: Optimization Options (Media, Creative, Activation, Measurement)
• Attribution Model & Incremental Conversions
• Operational & Legal Next Steps
• Data Quality, Caveats & Sensitivity Analysis
• Prioritization & Pilot Definition
• Confirm Owners, Recurring Meeting Schedule & Next Checkpoint
• Recommendation: Renew / Optimize / End
• Assign Owners & Next Steps
• Proof → Tieback to Problem
• Executive Decision & Next Steps
• Validation & Metric Sign-off