Key Takeaways Transcript

Press play to uncover key strategies and fresh perspectives as we explore how to measure success beyond monetary returns, with a focus on objective outcomes with Mary Beech, Chief Growth Officer, Thorne and Mark Harrison, Founder, MH3 Collective.

Show Notes

Episode Summary 

This episode of Sponsorship X dives into ROI in sponsorship with Mary Beach, 

Thorne’s Chief Growth Officer. Mary shares real-life case studies, analytical 

approaches, and how sponsorship fuels business growth, highlighting the “negative 

split” strategy for long-term success. Learn how to measure success beyond simple 

impressions and leverage partnerships for authentic brand enhancement. 

In This Episode: 

00:00 Welcome to Sponsorship X 

00:31 Meet Mary Beach: The Runner 

03:01 The Negative Split Strategy 

05:39 A Career in Marketing 

07:41 The Power of LinkedIn 

08:10 Innovating at Disney 

11:01 Transitioning to Thorne 

13:08 Metrics That Matter 

16:03 Creative Collaboration 

19:11 Finding Your Value 

21:11 Getting Thorne on the Public Stage 

24:00 Partnerships for Performance 

27:11 Measuring Success 

29:51 Understanding Key Metrics 

31:01 Partnerships and Brand Alignment 

32:48 Personalized Wellness Solutions 

34:05 Authenticity in Athlete Partnerships 

36:05 Measuring Fan Engagement 

39:04 Coaching Partners to Keep Score 

41:02 Maximizing Sponsorship Investments 

42:23 Applying Negative Split Strategy 

46:33 Celebrating Success and Moving Forward 

Key Takeaways: 

● Apply the “negative split” strategy: Run the second half of your career (and 

life) even better than the first, leveraging experience and knowledge. 

● Prioritize key metrics: Focus on brand awareness, customer acquisition, and 

lifetime value for measurable impact. 

● Maximize sponsorship assets: Go beyond simple contracts; actively manage 

and utilize all partnership resources for optimal ROI. 

● Cultivate authentic partnerships: Choose partners aligned with your brand 

values and whose audiences genuinely connect with your message. 

● Measure and share results transparently: Regularly track key metrics and 

share progress with partners to foster collaboration and accountability. 

Resources Mentioned: 

● Jeff Galloway’s running books 

● Younger Next Year book 

● Creativity Inc. by Ed Catmull 

● The First 90 Days book 

● Andrew Huberman Podcast

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

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