United Kingdom · Events and experiential marketing · Director/VP (16-20 years)

Director, Global Sponsorships

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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Experience bandDirector/VP (16-20 years)
Direct reports25-100+ reports
Reports toVP, Global Partnerships & Experiential
UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as VP, Global Partnerships · Head of Sponsorship & Experiential Marketing · Global Commercial Director, Events

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

No confident skill match yet for Director, Global Sponsorships. The closest we hold is below.

ISM Level 5 Diploma in Sales (RQF) Institute of Sales Management · Level 5 · covers 1 of 1 standard

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Develop working relationships with stakeholders ISM Level 5 Diploma in Sales (RQF)

The future skills this job leans on

AI Fluency working with AI as a thinking partner

Data Fluency turning numbers into a decision

AI Governance Fluency using AI responsibly

Sustainability Fluency building care for people and planet into the work

Frontier Fluency the next wave, beyond mainstream AI

2AI and this work

Will AI change your work as a Director, Global Sponsorships?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

Web3 & Metaverse Experiential Design
Advanced Predictive Analytics for Sponsorship

Why each one is rising

The future skills this job leans on

AI Fluencyworking with AI as a thinking partner
Data Fluencyturning numbers into a decision
AI Governance Fluencyusing AI responsibly
Sustainability Fluencybuilding care for people and planet into the work
Frontier Fluencythe next wave, beyond mainstream AI

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Director, Global Sponsorships plan as you set up, starting with the free Growth Mindset module. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

This job means shaping global sponsorship strategy, building large partnerships, and driving revenue growth across a portfolio of events. It involves working out how brands connect with audiences worldwide, and staying ahead of shifts in the market.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Salesforce (Sales Cloud) Strategic

Designing the global CRM architecture, defining lead scoring models, integrating with marketing automation platforms, and building executive-level dashboards to track global pipeline, revenue, and team performance. You'll use it to drive strategic decisions.

PandaDoc / Proposify / DocuSign CLM Architect

Selecting and implementing the enterprise-wide platform for proposal automation and contract lifecycle management. You'll set global standards for dynamic template creation, redlining workflows, and contract compliance across all regions.

Asana / Monday.com / Smartsheet Strategic

Implementing portfolio management views to track resource allocation, project dependencies, and profitability across all global sponsorships. You'll use it to ensure strategic alignment and efficient delivery across your entire team.

Notion / Confluence / Google Workspace (Advanced Sheets) Strategic

Designing the information architecture for the entire global partnerships division, including knowledge bases, strategic planning documents, and complex financial models in Sheets for multi-year ROI and P&L forecasting.

Cvent (Sponsorship Module) / Bizzabo / Swoogo Strategic

Evaluating and selecting event tech platforms based on their ability to deliver and measure sponsor value on a global scale. You'll ensure these platforms integrate seamlessly with our CRM and analytics tools to provide a holistic view of partner engagement.

Tableau / Power BI Strategic

Defining the key metrics and building executive-level dashboards for the C-suite and board, presenting data-driven narratives on global sponsorship performance, market trends, and strategic opportunities. You'll use these to influence major business decisions.

Anaplan / Workday Adaptive Planning Expert

Modelling multi-year global revenue forecasts, managing the entire sponsorship P&L within the platform, and running complex scenario analyses to inform strategic planning and investment decisions across the business unit.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choice	Coming in	Where you are now	The step above
Global Sponsorship Strategy & Vision	No input. Executes defined tasks.	Proposes minor adjustments to existing packages for individual accounts.	Designs and recommends new sponsorship packages and pricing for specific events.
P&L Management & Budget Allocation	None. Tracks personal expenses.	Manages individual account budgets and expenses within defined limits.	Manages workstream budgets up to £5K, making recommendations for larger spend.
Major Partner Contract Negotiation & Approval	No authority. Assists with document preparation.	Negotiates standard contract terms for small to mid-sized deals within approved templates.	Leads negotiations for complex six-figure deals, consulting legal on non-standard clauses. Seeks approval for final terms.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Business Unit P&L Attainment

Achieving or exceeding the budgeted profit and loss targets for the global sponsorship function.

Target · Deliver >£10M in sponsorship revenue with a 45%+ gross margin, annually.

Q3 2024 saw sponsorship revenue hit £2.8M against a £2.5M target, with gross margin at 47%, demonstrating solid financial control and growth.

Year-over-Year (YoY) Revenue Growth

The percentage increase in global sponsorship revenue compared to the previous year, excluding one-off deals.

Target · Achieve >20% YoY growth in recurring sponsorship revenue.

In 2023, global sponsorship revenue grew by 23% from £8.5M to £10.4M, driven by new strategic partnerships and expanded digital offerings.

Strategic Partner Acquisition & Retention

The number of new, high-value global partners secured and the renewal rate of existing multi-year strategic accounts.

Target · Secure 3-5 new Fortune 500 partners annually; maintain >90% renewal rate on top 20 accounts.

Successfully brought on 'Global Tech Corp' and 'Mega Pharma Inc.' as new multi-year title sponsors, while renewing 18 of our 20 largest partners for 2025.

New Revenue Stream Contribution

The percentage of total sponsorship revenue derived from innovative, non-traditional offerings (e.g., year-round digital programmes, bespoke experiential activations).

Target · New revenue streams contribute >15% of total global sponsorship revenue.

Our new 'Year-Round Thought Leadership' digital packages generated £1.8M in 2024, accounting for 16% of our overall sponsorship income.

Market Leadership & Innovation

How well we're perceived as innovators in the global sponsorship space, setting trends rather than following them.

Regularly invited to speak at industry conferences, recognised with awards for creative activations, consistently bringing new, market-leading propositions to our partners. Your team's ideas are often copied by competitors, frankly.

Team Development & Retention

The health and growth of your global team, ensuring we have the right talent and a strong succession plan.

Low attrition rates in your direct team, clear progression paths for high-performers, positive feedback in 360 reviews regarding your leadership and mentorship, successful internal promotions to senior roles. You're building future leaders, not just managing sellers.

Strategic Influence & Board Alignment

Your ability to influence executive-level decisions and ensure the board understands and supports the global sponsorship strategy.

Regularly presenting to the board and C-suite, your recommendations are adopted into company-wide strategy, you're proactively consulted on major business initiatives, and you're seen as a trusted advisor on commercial growth.

Global Brand & Reputation Management

Ensuring our brand integrity is maintained and enhanced through our partnerships, especially on a global scale.

No major brand conflicts or negative press related to sponsorships, positive feedback from partners on brand alignment, our events are consistently seen as premium platforms for top-tier brands. You're protecting 'the property's' value.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy

Strategic Impact & Business Transformation

You're driven by the opportunity to define the future of sponsorship, not just execute existing plans. You'll spend time thinking about how to integrate new technologies, expand into new markets, or create entirely new partnership models. This shows up in your relentless pursuit of innovative solutions and your desire to challenge the status quo.

Leading the charge to develop a year-round digital content sponsorship offering, rather than just event-specific packages, and seeing it become a major revenue driver.

P&L Ownership & Commercial Growth

The financial health of your business unit is a personal mission. You get a real buzz from seeing your strategies translate into significant revenue growth and healthy margins. You're constantly analysing market data, identifying new commercial opportunities, and optimising pricing structures to maximise profitability.

Successfully negotiating a multi-year, multi-million-pound global deal that exceeds your quarterly targets and significantly boosts the business unit's overall P&L.

Building & Leading High-Performing Global Teams

You're passionate about nurturing talent, developing leaders, and creating a cohesive, high-achieving global team culture. You'll invest heavily in mentorship, training, and empowering your direct reports, taking pride in their individual and collective successes.

Seeing two of your direct reports promoted to Head of Sponsorship roles in different regions, knowing you played a key part in their development.

What frustrates people

Having a multi-million-pound deal fall apart at the 11th hour due to internal legal delays or a sudden change in a partner's global strategy.
The constant pressure to prove direct, quantifiable ROI on brand-focused sponsorships, especially when attribution models are imperfect and the client's goals are qualitative.
Navigating complex internal politics and getting different regional teams or departments to align on a unified global strategy, often when their individual targets are misaligned.
The 'asset chase' on a global scale: relentlessly hounding major international brands and their agencies for creative assets, legal approvals, and payment, often across multiple time zones.
Dealing with scope creep from top-tier partners who, despite signed contracts, continually ask for 'just one more global activation' that strains resources and budgets.
The challenge of integrating new digital or year-round sponsorship offerings into traditional event-based sales cycles, requiring a significant shift in mindset for both your team and partners.

What this role does not give you

A quiet, predictable 9-to-5 work schedule. Global means different time zones, and major deals mean urgent requests at odd hours.
A role where you can avoid internal politics. You'll be at the heart of it, influencing and negotiating constantly.
A guaranteed 'win' on every deal. You'll face significant rejections and setbacks, and you need to be okay with that.
A purely operational role. This is highly strategic and commercial, though you'll need to understand the operational realities.
A role without significant travel. You'll be visiting key partners, events, and regional teams globally.

8Who you work with

Your work directly shapes the financial health and strategic direction of our Events_Experiential_Marketing business unit. You're accountable for a significant portion of our global revenue, driving growth, and ensuring our sponsorship offerings remain competitive and innovative. Essentially, you're a key driver of our commercial engine, influencing everything from event content to operational budgets.

Inside the business

C-Suite (CEO, CFO, CMO)
Board of Directors
Regional Event Directors
Global Marketing & Communications
Legal & Finance Teams
Product & Content Development

Outside the business

Major Global Brand Partners (CMOs, VPs of Marketing)
Sponsorship Agencies
Industry Associations & Thought Leaders
Key Vendors (Event Tech, Production)
Investors & Analysts

9What you need before you start

Not a wish list. The things you would be expected to already have.

Proven track record of managing a multi-million-pound P&L for a significant business unit or function within events or experiential marketing, or a related commercial field.
Extensive experience (10+ years) leading and developing large, geographically dispersed commercial teams, including other managers.
Demonstrable success in negotiating and closing multi-year, multi-million-pound strategic partnerships with global brands at the C-suite/VP level.
Deep expertise in sponsorship valuation, asset monetisation, and the design of innovative, high-value experiential marketing programmes.
Significant experience presenting complex commercial strategies and financial performance to board-level audiences and investors.
A strong understanding of global market dynamics, competitive landscapes, and emerging trends in the events and experiential marketing sector.

10What to practise next

Where the job is going, and what to do about it starting this week.

Enterprise CRM & Marketing Automation Integration

As we scale globally, the seamless flow of data between CRM, marketing automation, event platforms, and financial systems becomes critical. You'll need to understand how to design and oversee these integrations to ensure a single source of truth for partner data and automated workflows.

API integrations and data mapping between disparat · Designing complex lead nurturing and partner commu · Data governance and quality strategies across inte · Scalability considerations for global enterprise s · Understanding the impact of integration on sales a

This quarter: Review our current CRM integration architecture and identify key pain points.
Next 6 months: Lead a project to improve data flow between Salesforce and our primary marketing automation platform.
Next 12 months: Develop a multi-year roadmap for full enterprise system integration, prioritising based on commercial impact.
Ongoing: Engage with IT and marketing leadership to ensure alignment on technology strategy and resource allocation.

Quick win: Map out the current data flow for a key partner lifecycle stage (e.g., lead to opportunity) and identify 2-3 immediate integration improvements.

Data Visualisation & Storytelling for Executive Audiences

Presenting complex global commercial data to the board requires more than just charts; it requires a compelling narrative. You'll need to master advanced data visualisation techniques to simplify complexity and tell a clear, actionable story that drives strategic decision-making.

Principles of effective data visualisation (e.g., · Using Tableau/Power BI for advanced dashboard desi · Crafting data-driven narratives that resonate with · Identifying and mitigating cognitive biases in dat · Leveraging animation and interactive elements for

This quarter: Review recent board presentations and identify areas for improved data visualisation.
Next 6 months: Take an advanced course in Tableau or Power BI focused on executive dashboard design.
Next 12 months: Lead the redesign of our core global sponsorship performance dashboards, focusing on clarity and actionability.
Ongoing: Seek feedback from board members and C-suite on the effectiveness of your data presentations, continuously refining your approach.

Quick win: For your next internal leadership meeting, redesign one key chart using a more impactful visualisation technique and gather feedback.

11Staying current once you are in

What people here do to keep up

Regularly attending and speaking at major global events industry conferences (e.g., IMEX, IBTM World, SXSW) to stay abreast of trends and network with peers.
Participating in executive peer groups or leadership forums to share insights and learn from other senior commercial leaders.
Mentoring emerging talent within the industry or through formal programmes, which helps refine your own leadership and strategic thinking.
Subscribing to leading industry publications and research (e.g., IEG Sponsorship Report, WARC) to maintain a deep understanding of market dynamics and competitor strategies.
Actively engaging in thought leadership through articles, webinars, or social media, positioning yourself and the company as innovators in global sponsorships.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Web3 & Metaverse Experiential Design

Brands are increasingly looking for innovative ways to engage audiences beyond physical events. Virtual and augmented realities, NFTs, and decentralised platforms offer new frontiers for immersive brand experiences and unique sponsorship assets. Our competitors are already experimenting here, and we need to be leading the charge.

Understanding blockchain fundamentals and NFT util
Designing immersive virtual environments (metavers
Integrating AR/VR experiences into physical events
Exploring decentralised autonomous organisations (
Measuring engagement and ROI in virtual and hybrid

Advanced Predictive Analytics for Sponsorship

Moving beyond historical reporting, we need to predict which deals will close, which partners will renew, and which assets will deliver the highest ROI. This allows for proactive intervention, optimised pricing, and more efficient resource allocation. It's about data-driven foresight, not just hindsight.

Machine learning models for sales forecasting and
Customer lifetime value (CLV) modelling for sponso
Predictive analytics for identifying churn risk in
Optimisation algorithms for dynamic pricing and as
Ethical considerations and bias in predictive mode

13What you’ll use

What you’ll use

Skills this role draws on

Technical

Sponsorship Valuation & Asset Monetization (Global Scale)
Activation Strategy & Fulfillment (Multi-Regional)
Rights & Benefits Packaging (Strategic & Innovative)
Consultative Selling & Negotiation (Executive Level)
Partnership Lifecycle Management (Global Portfolio)
ROI & ROO Measurement (Advanced Analytics)

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

1
Head of Sponsorships (L5) within a large organisation
3-5 years at L5
Skills to master
- Full P&L ownership for a significant business unit, managing a team of managers, consistently exceeding multi-million-pound revenue targets, and driving strategic initiatives for a portfolio of events. You'd have already proven you can operate at a very senior level.
You're ready to move on when
- Consistently delivered 120%+ of your P&L targets for 3+ years.
- Successfully mentored and promoted at least 2-3 direct reports into leadership roles.
- Led the development and launch of a significant new revenue stream or sponsorship product.
- Regularly presented commercial performance and strategy to the C-suite.
2
Commercial Director / VP of Partnerships at a smaller, high-growth company
4-6 years in a similar role
Skills to master
- Building a commercial function from scratch, driving rapid revenue growth, securing foundational strategic partnerships, and navigating the complexities of a fast-paced, evolving business. The scale might be smaller, but the breadth of responsibility is similar.
You're ready to move on when
- Grew commercial revenue by 50%+ YoY for 3+ consecutive years.
- Built and scaled a commercial team from 5 to 20+ people.
- Successfully closed and managed 5+ multi-million-pound strategic partnerships.
- Demonstrated strong entrepreneurial drive and adaptability in a dynamic environment.
3
Senior Director / VP, Global Sales or Business Development (from a related industry)
5-7 years in a similar role
Skills to master
- Leading large global sales teams, developing complex commercial strategies, managing multi-million-pound P&Ls, and a strong understanding of B2B relationship selling at an executive level. You'd need to quickly learn the nuances of experiential marketing and sponsorship.
You're ready to move on when
- Managed a global sales team with a budget of £10M+.
- Proven ability to translate complex product offerings into compelling commercial solutions.
- Strong network of C-suite contacts in relevant industries.
- Demonstrated quick learning and adaptability to new industry specifics.

15Where this role leads

The long view: This role can lead to board positions, independent advisory work, or founding a venture in experiential marketing or event technology.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Director, Global Sponsorships is actually changing.

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Develop working relationships with stakeholders, worked against Director, Global Sponsorships.

Develop working relationships with stakeholders Level 5

Applied to your work in Director, Global Sponsorships

The objective of this unit is to develop learners' understanding of the importance of effective working relationships with stakeholders, including different stakeholder groups and their needs. Learners will be able to determine the scope for collaboration, develop productive relationships through clear communication, and evaluate the effectiveness of stakeholder engagement.

How the thinking builds

1 Remember
2 Understand
3 Apply
4 Analyse
5 Evaluate
6 Create

An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration

Director, Global Sponsorships

Sponsorship Valuation & Asset Monetization (Global Scale)
Activation Strategy & Fulfillment (Multi-Regional)
Rights & Benefits Packaging (Strategic & Innovative)
Consultative Selling & Negotiation (Executive Level)
Partnership Lifecycle Management (Global Portfolio)
ROI & ROO Measurement (Advanced Analytics)

This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Director, Global Sponsorships is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

VP, Global Partnerships & Experiential (L7)
3-5 years

From business unit leadership to enterprise-wide strategic leadership.
- Designing and implementing enterprise-wide partnership frameworks and policies.
- Overseeing the development of new business models for company-wide revenue generation.
- Leading complex, multi-functional integration projects post-acquisition.
- Developing and nurturing relationships with key industry influencers and regulators.
Chief Commercial Officer (CCO) / Chief Revenue Officer (CRO)
5-7 years

From a specific business unit commercial leader to overall company commercial leader.
- Developing and optimising company-wide pricing and packaging strategies.
- Implementing integrated commercial technology stacks across sales, marketing, and service.
- Leading market expansion into new geographies or product categories.
- Building and managing relationships with key strategic partners and alliances across the enterprise.

Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, at your level, time is your most valuable asset. Imagine reclaiming hours each week from repetitive tasks, allowing you to focus on truly strategic initiatives, high-stakes negotiations, and mentoring your global team. That's exactly what AI can do for you.

We're not talking about replacing your strategic brain; we're talking about augmenting it. AI tools are becoming indispensable for global sponsorship leaders, helping you to cut through the noise, gain deeper insights, and communicate more effectively across continents. Think of it as having a highly efficient, tireless assistant for market analysis, deal shaping, and executive communication.

Global Market & Competitor Intelligence

Use AI to continuously scan global news, financial reports, industry trends, and competitor activities (e.g., their recent sponsorships, new product launches). Get automated, consolidated briefings on emerging markets, potential partners, and competitive threats, helping you spot opportunities before anyone else. This frees up your team from manual research, giving you a strategic edge.

Predictive Deal Shaping & Valuation

An AI assistant can analyse vast amounts of historical global deal data – across different regions, industries, event types, and package structures – to recommend optimal pricing, asset bundles, and contractual terms for new, complex prospects. It can even predict the likelihood of renewal for existing partners, allowing you to proactively intervene. This means more profitable deals and higher conversion rates.

Executive Briefings & Strategic Narratives

Before a board meeting or a crucial negotiation with a global CMO, use AI to generate comprehensive, data-driven executive briefs. It can summarise complex financial models, highlight key market insights, and even draft compelling strategic narratives, ensuring you're always prepared to articulate your vision and defend your commercial decisions with precision.

Cross-Border Contract & Comms Optimisation

AI can drastically speed up the review and drafting of multi-jurisdictional contracts by flagging inconsistencies, suggesting optimal clauses based on regional regulations, and summarising lengthy legal discussions. It can also help draft culturally nuanced communication for global partners, ensuring your messages land effectively across different markets.

Common questions

How do you become a Director, Global Sponsorships?

Common routes in include Head of Sponsorships within a large organisation (3-5 years at L5), Commercial Director / VP of Partnerships at a smaller, high-growth company (4-6 years in a similar role) and Senior Director / VP, Global Sales or Business Development (from a related industry) (5-7 years in a similar role). Times vary with prior experience.

Where can a Director, Global Sponsorships progress to?

This role can lead on to VP, Global Partnerships & Experiential (3-5 years) and Chief Commercial Officer (CCO) / Chief Revenue Officer (CRO) (5-7 years), depending on the skills you build.

What new skills matter most for a Director, Global Sponsorships?

Increasingly, Web3 & Metaverse Experiential Design and Advanced Predictive Analytics for Sponsorship. These are the skills our record of this role lists as growing.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Growth Mindset module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.

Director, Global Sponsorships

Where should we send it?

Two short quizzes about you

Will AI change your work as a Director, Global Sponsorships?

What's rising in its place

Web3 & Metaverse Experiential Design

Advanced Predictive Analytics for Sponsorship

Skills this role draws on

Technical

How you actually get there, here

Head of Sponsorships (L5) within a large organisation

Commercial Director / VP of Partnerships at a smaller, high-growth company

Senior Director / VP, Global Sales or Business Development (from a related industry)

The credential is what you can do today. These are what keep you valuable.

Roles this leads to

One to one, on the work you already do

Everything else the record holds

The career path, and where it branches

VP, Global Partnerships & Experiential (L7)

Chief Commercial Officer (CCO) / Chief Revenue Officer (CRO)

Where AI is starting to help

Global Market & Competitor Intelligence

Predictive Deal Shaping & Valuation

Executive Briefings & Strategic Narratives

Cross-Border Contract & Comms Optimisation

Common questions

Want a read on where you stand?