Event CRM - Managing Sponsor Relationships

Event CRM - Managing Sponsor Relationships (For Organizers)

Event CRM serves as the central hub for managing professional relationships across your entire event ecosystem. It provides full visibility into partner engagement, sponsorship progress, and long-term relationship development.

Core Capabilities

• Sponsorship Tracking – Monitor sponsorship packages, deal stages, and overall progress.
• Lead Management – Capture new leads and analyse retention and engagement trends.
• Relationship Building – Strengthen sponsor partnerships with transparent tracking of deliverables and communication history.

Partners CRM

The run.events Partner CRM enables you to manage all partner types involved in your events, including sponsors, exhibitors, press, media, and any custom categories you define.

Key Features:

• Sponsorship Sales Tracking - Track negotiations, leads, conversions, contracts, and renewals.
• Partner Communications - Send newsletters, automated updates, and lifecycle messages.
• Flexible Partner Types - Create and manage custom partner categories tailored to your event structure.
• Streamlined Onboarding - Add new partners quickly using intuitive workflows and centralized data.

Configuring Partners CRM

Partner Labels

Partner labels are customizable internal tags used to categorize and segment partners for internal organization and targeted communication.

Purpose

• Improve filtering and reporting
• Support targeted outreach
• Add descriptive metadata to partner profiles

Examples

• Gold Sponsor, Media VIP, Startup Exhibitor, Returning Partner, Lead Sponsor

Setup

Go to: Organizer Dashboard → CRM → Partner Labels

Click +Add new

Configure:

• Partner Label Name – e.g., Sponsor, Exhibitor, Media
• Color and Badge – Assign visual identifiers for dashboards and reports

Configuring Partner Types

Partner types define the structural role of a partner in your event ecosystem.

Purpose

• Categorize partners by function
• Support reporting and segmentation

Examples

• Sponsor, Exhibitor, Media, Press, Vendor

Creating a Partner Type

Go to: Organizer Dashboard → CRM → Partner Types

Click +Add new

Configure:

• Partner Type Name – e.g., Sponsor, Exhibitor, Media
• Color – Assign a color for easy identification

Managing Partners

Go to: Organizer Dashboard → CRM → Partners

Click +Add new to create a new partner profile.

Configure the partner profile with:

• Partner Name
• Partner Type(s)
• Status
• Owners
• Labels
• Description

All partners—whether imported from events or added manually—appear in a centralized partner list. Use the Search function to locate partners for communication or management tasks.

Partner Profile Tabs Explained

By clicking on a partner’s name, a detailed profile window will open, displaying key information.

Partner Tab

Provides a detailed profile of each partner, offering essential information to support effective relationship management and event coordination:

• Legal Name – The partner’s officially registered business name
• Description & Owners – A summary of the organization and its key stakeholders
• Contacts – Individuals linked to the partner, including their roles and contact details
• Addresses – Business and operational locations
• Partner Type – Categorization such as Sponsor, Exhibitor, Media, or any custom-defined type

Tax Tab

This tab contains key financial and legal details about the partner used for invoicing and compliance purposes, including:

• Registration Authority – The official body where the partner is registered
• Registration Number – Their unique business identification number
• VAT ID and Other Tax Numbers – Tax-related identifiers used for invoicing and compliance

Staff Tab

Allows you to:

• View all contacts associated with the partner, including personal details such as email address, job title, and role within the event.
• Add new staff members to the partner’s profile, ensuring accurate team representation and streamlined collaboration.

Event Tab

Displays detailed partner participation history, including:

• Events attended
• Sponsorship packages and their monetary value
• Number of tickets used
• Number of tickets paid

This tab provides a clear overview of each partner’s engagement and financial contribution across your events.

Notes Tab

This is internal space where you can enter and store all your personal comments related to the partner. Use it to capture insights, reminders, meeting summaries, or any other context that helps you manage the relationship more effectively. Notes remain internal and are not visible to partners.

Partner Status Management

You can update partner status via Edit button in a partner’s profile to reflect their current relationship with your events. Available status options include:

• Prospect – Potential partner, not yet confirmed
• Active – Currently engaged and participating
• Archived – No longer active, retained for historical reference
• Other – Custom or undefined status for special cases

This feature helps you track partner lifecycle stages and maintain a clean, organized CRM.

Sending Partner Communication

To send email communication:

Enter Sender Information – Provide required email user details.

• Select an Email Template – Choose from templates linked to your events.
• Define Subject and Body – Add your message content.
• Click Send

Save Time with CRM Integration

To minimize time and manual entry, you can import partner information directly from your CRM into the Sponsorship Deals module.

Search and match partners using specific attributes:

• Name
• Type
• Registration details

This enables fast and accurate data transfer and deal creation.

Best Practices

• Define Partner Types clearly at the start
• Use Labels for segmentation, not lifecycle tracking
• Maintain updated tax details for invoicing
• Review Event tab before renewal discussions
• Keep Notes updated after meetings