Do you consider yourself an expert? I do, but only in a couple of areas. I consider myself an expert in sponsorship marketing, sales, and marketing in general. But when it comes to fixing a car, building a shed, or managing my investments, I consult professionals.
Even in my own organization, I have team members who manage our website, invoicing and receivables, as well as some key areas of asset valuation and report writing. They are experts upon whom I rely to ensure we get the best value and results for our clients and ourselves. The same exists in your organization.
Unfortunately, I often hear people complain about how someone just doesn’t get sponsorship. They are exasperated that Sally or John does not understand. Maybe they asked someone to write a fulfilment report or brainstorm on activation ideas. Then when that person looks like a deer in the headlights, they storm off reminding themselves how brilliant they are and how stupid everyone else is because they “don’t get it.”
Everyone in an organization has a role. It is our role to recognize that not everyone “gets” sponsorship and the sponsorship department. Furthermore, it is our role to educate them and help them to understand in a constructive way, not a demeaning way. When we fail to do this, we end up sabotaging our sponsorship program. In order for us and our sponsorship program to be successful, we must educate and support those who do not understand.
Remember, everyone has a role to play in your organization. We need to focus on helping people do their best in areas where they do not excel. Our role is to help them excel—not fail! Albert Einstein said it well when he noted, “Everyone is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life thinking that it is stupid.”
Think about that the next time you want to complain about how incompetent the rest of the organization is compared to your brilliance!
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