Sponsorship & Event Marketing ROI: Exposure Value, Leads & Pipeline

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Add up what Vantora's five sponsorships really cost, see each one's share of the budget and flag the ones that are under-activated.
• Put a dollar value on the exposure Vantora got from the Harbor Half Marathon: impression channels at a CPM equivalent, broadcast logo seconds at a spot-price equivalent, both discounted for quality.
• Turn badge scans rated hot, warm and cold into MQLs, qualification rates and cost per MQL for Vantora's four lead-generation events, and find the cheapest source of qualified leads.
• Follow Vantora's MQLs into the CRM: opportunity rate, pipeline value, expected won revenue and the share of that revenue the events can claim under a multi-touch attribution rule.
• Measure what the Harbor Half Marathon did for Vantora's brand: change in the event city, change in a control city, the net lift in percentage points, the people it represents and the cost per person reached, plus a pre/post chart.
• Calculate first-year ROI for the four lead events from attributed gross profit, then score the Harbor Half Marathon against its brand objectives with a capped, weighted ROO score.
• Score Vantora's five sponsorships on five weighted criteria, rank them, name the winner and chart the scores largest first.
• Price each renewal quote, calculate year-2 ROI, combine it with the ROO and fit scores into Renew / Renegotiate / Exit, and work out how far the DevCraft price must fall.