What I Learned at the ROI Forum
A week ago at the ROI Forum in Vancouver, we gathered as marketers, strategists, creatives, analysts, or rightsholders, but as a community with something rare in today's noisy, surface-level world: a hunger for the truth.
And that truth? It came in many forms. Some of it was data-driven. Some emotional. Much of it was overdue.
From the moment we opened the doors, we felt a shared energy. People weren't just there to attend—they were there to engage, ask better questions, share real challenges, and listen without ego. No one came to flex. They came to learn.
And perhaps most importantly, nobody was afraid of the truth.
In my opening remarks, I challenged the room not to be afraid of the truth. There is no debate. We want our industry to grow and create sustainable, equitable, innovative, and impactful sponsorships. In that case, we must stop shying away from what the data is telling us, what our customers are telling us, and what we know deep down isn't working anymore.
For a long time, we've hidden behind a lot of "gut feel." Some of that was necessary—we're storytellers, after all. But creativity unmeasured is just art. Sponsorship is an investment. So, let's treat it like one.
This Forum wasn't about vanity metrics. It was about value. And I saw a room full of professionals ready to do the work.
Justin Ferrell, Director of Strategic Partnerships, Institute of Design at Stanford University
Who knew data could be so sexy?
From Spotify to TikTok, YouGov to PNE, Two Circles to Elevent—we weren't just bombarded with dashboards. We were offered insight. We saw how data can bring fandom to life, empower creative breakthroughs, and help a sponsor stop interrupting and start participating.
Matt Hoffmann of Two Circles brought the rallying cry, "Don't just buy visibility, build fandom ." That resonated far beyond the beautiful conference room with its spectacular mountain view. I know these words are making their way into all attendees' work this week and beyond!
And then Justin Ferrell from Stanford's d.school took us deeper.
He reminded us that we are not just marketers but builders of futures. That "creative destruction," coined by economist Joseph Schumpeter, isn't something to fear. It drives growth, clears space for new ideas, and calls on us to be brave when bravery is needed.
That bravery was present at every turn.
In hallway conversations, panel debates, and post-presentation reflections, there was this underlying current: "We know we need to do better, and now we have the tools to do it." We weren't just given frameworks—we were permitted to test, question, call out the metrics that don't matter and lean into the ones that do.
Because here's what we know: ROI is essential. So is ROO. And so is the truth.
We saw that in the way people wrestled with the definitions. One attendee told me, "I came thinking I needed ROI. I'm leaving, realizing I also need ROO, ROE, ROM, and ROT." Metrics aren't the problem—they're the path.
Our industry doesn't need to abandon creativity to get there—quite the opposite. As I shared in my keynote, I've been drawn to stories most of my life. I've always believed in the power of the narrative arc—conflict, tension, transformation. But working with some of the world's most demanding brands over time, I realized my stories weren't enough. They needed proof. And honestly? I did, too.
Lindsay O'Brien, Senior Director, T1 Agency
At some point in my career, when I started listening to people like Don Mayo, Jan Kestle, and Steve Levy, I got smarter by learning. Today, our sector has leaders such as Kristin Crawford, Amy Knowles, and Cynthia Pachovski. The researchers didn't ask me to change who I was—they gave me the tools to back it up. They showed me that data doesn't silence a story—it gives it a second act.
We often discuss our campaigns' ROI, but we also have to ask about our own ROI.
What value are we creating inside our organizations? Are we helping our teams grow? Are our partnerships meaningful or just transactions? Are we extracting from communities or investing in them?
ROI Forum attendees at the PNE Reception at 49 Brewing Co.
This Forum was a step toward answering those questions.
It reminded us that sponsorship is not just a media buy, not just a logo, not just a belief. Like any smart investor, we must assess the fundamentals. Who's managing this property? What's the market telling us? What are we getting in return—emotionally, culturally, and commercially?
We're at a turning point.
Sponsorship is evolving from expense to asset class. And to invest wisely, we need to do the work. That means evaluating not just impressions but impact, not just who showed up but who stayed, not just the moment but the momentum.
And this community? We're ready. We're equipped. We've got the tech. We've got the insights. We've got the curiosity. And most of all—we've got each other.
If there's one thing I hope every attendee took away, it's this: You are not alone in this work. The internal sell, the pressure to prove value, the challenge of bridging art and science—it's hard. But it's not yours to carry alone.
The ROI Forum was never just an event. It was a call to action: to measure better, invest smarter, tell the truth, and build sponsorships that do more than decorate—they deliver.
So what's next?
We get back to work, bring our new frameworks to our teams, share what we learned, keep asking better questions, and build the kind of industry that future marketers will be proud to inherit.
We don't just believe in sponsorship but in what it can do.
And now? We've got the numbers to prove it.