I recently came across this quote that perfectly portrays the act of selling partnerships...

“People ask me what a sign on the Green Monster is worth, but I don’t need to know that,” insisted Sam Kennedy, Boston Red Sox senior vice president of sales and marketing. “I have to know what someone will pay for that sign. You need to have data, because it is part of the sale now, but there’s no way I can justify our rates purely with math or impressions. I have to show them how they can create a halo for their brand.”