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Get real, actionable sponsorship insight without clearing your calendar. Hosted by Jason Smith, The Sponsor Pod features conversations with the people shaping the industry across sports, entertainment, brands, agencies, nonprofits, and more.
New episodes every other week.
This episode is brought to you by Sponsor CX, the modern sponsorship platform that combines the ease of a spreadsheet with the power of automation by bringing your entire partnership process into one place so your team can move faster and prove value. Welcome to The Sponsor Pod. I'm your host, Jason Smith. Every other week, I sit down with the leaders shaping the sponsorship industry for a short conversation. Similar questions, different perspectives so you can learn what's actually working right now.
Jason Smith:Let's get into it. Hey. How's everybody doing? Today? I'm here with Peter Lubell, vice president of corporate partnerships with Barrett Jackson.
Jason Smith:Peter, thanks so much for joining me on the podcast today.
Peter Lubell:Good to see you, Jason, as always.
Jason Smith:He's the vice president of corporate partnerships at Barrett Jackson. He's a seasoned sports entertainment executive with over twenty five years of experience and revenue strategy, sponsorship development, and brand partnerships across professional sports, motor sports, live entertainment, and collegiate athletics. Since joining Barrett Jackson in 2014 as vice president of corporate partnerships, Peter has overseen national and local sponsorships, exhibitor sales, brand licensing, and development of key fan engagement initiatives, including fantasy bid, Barrett Jackson cup, the future collector car show, Barrett Jackson collector car road tours, and the company's youth STEM program gearing towards the future. That's a lot, man. Holy cow.
Jason Smith:Yes. That is awesome. Before joining Barrett Jackson, Peter served as director of sponsorship sales at Live Nation, leading Brand Partnerships for Phoenix top concert venues, including is it it's auction pavilion. Right?
Peter Lubell:You killed it.
Jason Smith:Yep. And America theater earlier in his career, he was chief operating officer of the NBA G leagues, Austin Toros under the Spurs Sports Entertainment group, where he oversaw all aspects of the team's business operations. So we got a a veteran here with us today. Peter's background also includes leadership roles with CBS Sports Properties, Clear Channel Entertainment Under Motorsports, and several sports marketing agencies where he built successful programs for national brands such as Ford Ford, Toyota, Chevrolet, Coca Cola, Gatorade, and many others. He is recognized for his ability to drive revenue growth, build high performing teams, craft long term partnership strategies, and connect brands with fans in meaningful ways.
Jason Smith:Peter holds an MBA from DePaul University and a bachelor's degree in public relations from Boston University. He currently serves on the sports business advisory board for Arizona State's W. P. Carey School of Business. Welcome, Peter.
Jason Smith:Thank you. Thank you so much for for joining the podcast. Why don't you tell everyone a little bit about Barrett Jackson and what you what you do there?
Peter Lubell:So Barrett Jackson, Jason, is the world's premier collector car auction and automotive lifestyle brand.
Jason Smith:It's so cool.
Peter Lubell:Yeah. So listen. We are... If you are a fan of collector cars, muscle cars, supercars, exotic cars, That's what Bear Jackson is. So our auction is the centerpiece of what we do, but we build a huge automotive lifestyle festival in the background.
Peter Lubell:And if you come to one of our events, you know, our event in Scottsdale in January is nine days. It's over 300,000 people. We sell over 2,000 cars, and it is... There's an experience for everybody. You know, whether it's obviously seeing all the auction cars on display, you can shop for all the coolest products out there in our exhibitor marketplace.
Peter Lubell:You can jump into a Ford Mustang or a Dodge Hellcat and get a ride around our performance track by these professional drivers. You can listen to live music. You can drink some adult beverages. You can eat to your heart's content. And then we have we have special programming all over the place.
Peter Lubell:So it is, you know, it is one of the largest events here in the country, and by all means, you have to wear some very comfortable shoes if you're gonna come to Bear Jacks.
Jason Smith:Yeah. Yeah. I had the pleasure of going with Jessica a few years ago, and you you took us around, and I was floored a, how many people were there? B, how many vehicles are flying through there to bid on? Like, and they're beautiful vehicles that are coming through that have been either restored or or brand new or whatever they are.
Jason Smith:Like... But it... It's it's pretty... And they have it down. It's just a machine.
Jason Smith:These cars are flying through there and people are bidding on them. And I don't know the operational energy that goes into that is just gotta be unreal.
Peter Lubell:Yeah. We're putting a car over the block every two and a half minutes. So, I mean, you Crazy. New game and being ready and Yeah. What's coming and when it's coming.
Peter Lubell:And, you know, listen. We've got people on-site bidding on vehicles. In January, we have over 7,000 bidders that come out.
Jason Smith:Got it. Yeah. It's nuts.
Peter Lubell:And then we have people, listen, all over the country. Right? I mean, our auctions are broadcast live on History Channel and FYI Network, and it is... You know, you can you can bid live. You can bid online.
Peter Lubell:You can bid by phone. You can bid by proxy. It is... We we give everyone an opportunity, but you gotta be you gotta be on your toes and be quick.
Jason Smith:And you've got, yeah, you got Scottsdale and how many other shows across the country?
Peter Lubell:We have three other events outside Scottsdale. We've got Palm Beach, Florida in April. We have Columbus, Ohio in June, and we have Las Vegas out in September.
Jason Smith:Scottsdale's the biggest though. Right?
Peter Lubell:That's that's our flagship. Been around for over fifty five years.
Jason Smith:I think it's really cool how you guys, like, implement your sponsors throughout everything as well too. It's pretty unique. I mean, if you think of, NBA or NFL or some some sort of pro sports, event, it's gonna rival anything like that. In fact, there's way more eyeballs and it has all the same types of things. You got signage, You've got, you know, actionable marketing assets.
Jason Smith:You've got hospitality, business development opportunities. It's it's pretty cool how a show can have some really high impact touch points.
Peter Lubell:Yeah. It... You know, I think it's evolved in all reality. I mean, I've been here now, as you'd mentioned, listening to that bio. It makes me feel like I'm 80 years old.
Peter Lubell:I... You know, I've been here for twelve years. And when I came in, I think we were kind of really focused on... We were very asset driven. Right?
Peter Lubell:We're all about the the sort of the basics of of sponsorship. And over the twelve years, I think there's been a really interesting evolution really throughout the industry, but Bear Jackson in itself is, you know, we sort of have shifted into more of an experiential property where
Jason Smith:Mhmm. Mhmm.
Peter Lubell:Look at it as much anymore as what are the assets that we can sell.
Jason Smith:But Yeah.
Peter Lubell:So what is our fan journey from start to finish? Right? When they first hear about Barrett Jackson, get their tickets, prepare to go to the event, arrive at the event, come through the front door, go through the event Yep. Engage with the event, and then leave the event, and then afterwards. And all of those parts of the journey are sponsorable moments that we try to
Jason Smith:That's really interesting.
Peter Lubell:Match sponsors with Yes. Experiences and those those fan intersections because that really is what affects and what can elevate the property. So that's really now where we're at, which I think is really the cool part and how we are... We're really not like some other properties. Like, you mentioned earlier an NBA game, an NFL game, college sporting event, whatever it may be.
Peter Lubell:And albeit, they all are engaged in fan experiences as well. But
Jason Smith:This is totally unique.
Peter Lubell:Yeah. Because we're like a mixture of of grassroots event with global extensions. Right? So it's very... It really is unique, in in how we're different than everybody else.
Peter Lubell:You know, we... I I kind of always tell the story that Bear Jackson is, half spectator sport, half participatory sport. And then I compare it to the Waste Management Open here at TPC where if you try to jump on to the sixteenth hole and play, you're gonna get arrested. But at Barrett Jackson, if you're a spectator and you want to participate, you simply go into our auction office and register, and all of a sudden you're on the floor being. So it's that different.
Peter Lubell:Right? You can be both. You can come and watch or you can come and play.
Jason Smith:Well, and you talked to... You talked about the beginning of the event, pre event, during the event, post event. How are you outlining that for a sponsor? Yeah. Like, what does that look like to have a sponsor have that kind of exposure across the whole life cycle of the event?
Peter Lubell:A 100%. So we try to tell that story first when we're talking to brands. And a lot... We customize all of our our packages and and sponsorships. So, you know, if I'm in a discussion, I'm asking them all about, you know, what what are your goals?
Peter Lubell:What are you trying to achieve? What are the products that you're trying to feature right now? What are the metrics that you're gonna measure your success by? And then, you know, we sort of will back into where where possibly can you tell your best story in one of these areas of the fan journey, so that way the sponsor recall is the greatest. And that's really the goal is, you know Yeah.
Peter Lubell:We talk to brands all the time about, listen, you wanna... If you're gonna spend your money, you you have to stand out. Right? And if you stand out, what is the best place for you to do it? And you've gotta be able to incorporate your your your products and services, but do it in a way that's organic.
Peter Lubell:You know? Nobody wants to go to Barrett Jackson and hear about taxes. Right? They don't wanna hear about, you know Definitely not. A law firm.
Peter Lubell:Right? They... But those brands have every opportunity to sponsor Yeah. Barrett But it's just in a different way. Right?
Peter Lubell:So for example, if a law firm can come to Barrett Jackson and make one part of that journey way better for the fans than it ever was before, it doesn't matter what their product and services are. They're going to make that... They're they're gonna resonate with those fans because they brought them that experience. So that's where we try to, you know, try to tell that story of, listen, these people are coming along this emotional journey. Right?
Peter Lubell:Bear Jackson Yeah. Yeah. It's a nostalgia, you know, journey because you see... You know, it's generational. You see grandpa...
Peter Lubell:Grandfathers and grandmothers with their kids and then with their grandkids, and they're walking around, and they're telling stories of where they were when, and this was my first car, and this is what I was going through, and then you see the emotion on their faces because it brings them back into their lives, you know, years and years before.
Jason Smith:So cool.
Peter Lubell:And so when you have everyone in that emotional state, it's a perfect way for a brand to get in there and say, listen. We wanna support this journey you're on, and this is the way to do it.
Jason Smith:Yeah. That's cool. What's something you're, like, you're excited about or proud of that you guys did this past year? Well,
Peter Lubell:I mean, I think the first one, I would say, is probably we we went to Columbus, Ohio for the first time this past June, so that was the first Midwest auction that we had produced, and that was great. You know, when we go to a new market, people are really thirsty. They watch Bear Jackson on television. They have... It's so funny when I talk to people.
Peter Lubell:Oh, I've always watched Barrett Jackson. My my my parents, we sit around the the living room, and we'd watch Barrett Jackson, and we'd all guess what the cars would sell for, and we all sat there and and dreamed, oh, that'd be great to have that car. Well, when we go... A lot of those people don't always travel to Scottsdale or the other markets to see it, so when we bring Bear Jackson to a new market, the buzz around it is is incredible. So when we went to Columbus this past June, we felt that same energy, and so it was great.
Peter Lubell:The crowds were awesome. The cars sold really well. We're gonna we're gonna go back to Columbus in, you know, 2027 and probably
Jason Smith:That's awesome.
Peter Lubell:Yeah. Be another day to the auction because it was so big. So that's the type of thing that I think is is great. And and for... From a sponsorship perspective, when you can, you know, bring your your partners with you and you have all these new eyeballs around the country that are, you know, able to interact with your your brands, that...
Peter Lubell:That's, you know, obviously a a gold for us. So we we we always loved going to new markets.
Jason Smith:Is there is there a partnership or sponsorship situation that challenged... Changed how you, you know, approach your work now? Even from... Maybe from that experience or other events?
Peter Lubell:Yeah. I mean, I'll give you a good example. So I would think that, you know, years ago, I kinda talked about, you know, this whole fan journey and and the the fan experience. Years ago, we had launched... It's actually a relaunch because we we sort of brought it back, which is our fantasy bid program.
Peter Lubell:It's one of the things you mentioned earlier.
Jason Smith:Yeah.
Peter Lubell:And, you know, it was an idea of how do you keep our fan base engaged with the auction and having fun along the way. So baseball analogy, you go to a baseball game, you sit there, and you're passing a cup around, and you're trying to figure out, you know, who's gonna hit the next single, who's gonna hit the next double, and you're having fun with your friends. Well, we created Fantasy Bid to give everybody this virtual, should I say, digital game or in gamification of the auction where you can sit on your phone and you can predict the winning bid of select cars and then Okay.
Jason Smith:So that's what you're doing. Yeah. You're the bid.
Peter Lubell:Predicting the bid.
Jason Smith:Yeah.
Peter Lubell:That you're doing. So Yeah. When you're doing that, you're then accruing points the closer you get to the winning bid. And
Jason Smith:Very cool.
Peter Lubell:We do it at every auction, and then over the year, the person with the most accrued points ends up winning a brand new Dodge vehicle. So it's pretty fun. Right? I mean, you get a chance
Jason Smith:That is fun.
Peter Lubell:On with the auction, and then you're getting a little competitive, and then you're trying to to win the thing. And so I I... The reason I bring that one up is it gets right back to what I'm saying is that sponsorship these days is all about that experience. Right? I mean, it's it's very, very seldom do you renew your sponsorships based on a a signage placement or a, you know, you know, a number of tickets in a ticket bank that you're gonna offer to somebody.
Peter Lubell:I mean, it's it's so much
Jason Smith:It's gotta be so much more creative now.
Peter Lubell:My gosh. You absolutely do because... And and you gotta remember is as a as a property, there's so much more noise in the industry because there's
Jason Smith:Oh, yeah. Gotta stand out.
Peter Lubell:There's so many more sports. There's emerging sports. There's new technology. There's so many ways for brands to spend their money these days. And if you aren't creative, and you just sort of conform to the the regular, you know, mode of how we've always done it, you're never gonna break through.
Peter Lubell:So you have to get creative. You have to figure out what makes my property different than everybody else. Right? And and it it it challenges you in this industry to, every year, almost continuously think outside of a wider box. Because being creative is one thing with a brand, but now it's like you you have to continue to raise your bar.
Peter Lubell:So it's just the only limitation is your own creativity. So you
Jason Smith:Yeah.
Peter Lubell:You gotta think through that.
Jason Smith:Yeah. And you gotta listen to them, make sure you're putting something together that fits the need, Right? But also creative. There's so many nuggets there. Yeah.
Jason Smith:What is... What's changing fast in your industry? Like, what's maybe how you're using AI or something that's that's kinda changed really fast?
Peter Lubell:Well, you know, AI is definitely a part of it, but that's not actually... And and and companies are always trying to figure out how to incorporate it. But Yeah. In our world, I think it actually comes back to to data, and it comes back to data on both the property side and the brand side.
Jason Smith:Awesome.
Peter Lubell:You know, so I I keep telling the story that brands are getting smarter because not only are properties using data in order to show, you know, what is the demographic, psychographics, segmentation studies of
Jason Smith:All the things in the proposal.
Peter Lubell:Yep. Yeah. But now brands are starting to use data as well. So now they're they're now realizing like, hey. Listen.
Peter Lubell:If I'm a property and I go to a brand with data, they need to also have their own data that they're using. And so I say this, and and I know there'll be some brands that are listening to this, but brands are getting smarter, but they're not all the way there yet. Okay? And I'm not trying... This isn't this isn't an insult.
Peter Lubell:This is a this is a is a way of properties being able to consult better with brands.
Jason Smith:Help them with their decisions.
Peter Lubell:A percent. Yeah. Is if you're gonna buy this, how are you going to not only use it, but how are you gonna measure it? And that's where I think most brands fall short, because they love the idea of of, you know, the association with sports teams and properties and whatever. A lot of it is an emotional buy.
Peter Lubell:But at the end of the day, what is the measuring stick? Right? How are you going to sit in a room a year from now and prove that your decision is worth renewing and look good about it because you are able to show that you got in for this reason. Here were, you know, here's here's what you were trying to achieve, and here was how this... The metrics that you used to measure the success.
Peter Lubell:But I think they fall short when it comes to that measurement, and being able to come back and say, yep, we achieved this. We saw these results over this amount of time, and we had this residual result over the the next six months after we left.
Jason Smith:How do you help them measure it? Yeah. How do you help them get there?
Peter Lubell:A 100%, but a lot of the times, I think people don't think that equation all the way through. So I think... So the data that is now available has been the biggest change that at least allows people to be a little bit smarter about their decisions, but I think there's quite a ways to go.
Jason Smith:And how do you do that? How do you usually get them to understand how to activate and fulfill? What's your
Peter Lubell:The best way to do it, a lot of the times, is you gotta really, you've gotta use the, you know, in your needs analysis when you're going through the process, you've gotta start at the top of the funnel, and you've gotta come all the way down between
Jason Smith:Yeah.
Peter Lubell:How to keep asking more and more questions about Mhmm. You know. So if we How am
Jason Smith:gonna rate this sponsorship?
Peter Lubell:Yes. If we did... Yeah. Exactly. If we did this, then what is the end result?
Peter Lubell:And then, again, the goal for every seller is you wanna make whoever you're selling to look fantastic to their bosses, and get them promotions, and and the only way to do that is by setting them up for success on their side is to say, this is gonna be the best thing you've bought in a decade, and you're gonna be able to show your boss that. So it's, you know... So, yeah, a lot of it is... It's it's consulting. It's a ton of consulting to make them realize and say, listen, let's not just do this for the sake of doing it.
Peter Lubell:I'd rather you save your money and use it however you want to, but when you come work with us, I wanna make sure that every dollar you put in, there's an equation of what your ROI is gonna be at the end.
Jason Smith:And in some cases, they're working with 50, hundreds of different properties or partnerships, and if you can help them do their job a lot better and make it easier to present to the CMO, even better.
Peter Lubell:That's it.
Jason Smith:Yep. Totally. That's great. Yeah. What's one small thing you do to keep a partnership strong that may...
Jason Smith:Most people maybe overlook?
Peter Lubell:Yeah. I mean, listen, I try to tell my team that it's all about the little details. Right? I mean, the little details are... Yeah.
Peter Lubell:And this is how we really try to set ourselves apart is when you come to our auctions, this amount... The service that you're gonna get is, it's gonna be, you know, 20 fourseven. You always can have access to us at any point in time, but it's also the little things beyond that. It's the constant visits at the auction. It is the follow ups and touch points between auction time.
Peter Lubell:It is the birthday cards. How many people these days like writing handwritten notes? Not many. You wanna stand
Jason Smith:It's a lost art.
Peter Lubell:Dude, pick up a pen, grab a card, and tell someone happy birthday and send
Jason Smith:I love that.
Peter Lubell:And it took you all of five seconds. You gotta go find a stamp, stick it on it, and I promise, it's like, wow. I I just know that that stands out. So, you know, it it... It's just the little details.
Peter Lubell:We we created at Barrett Jackson, sort of like, let's call it awards for our best on-site customers, and we'll walk around at the end. We we... We're our... We're the judges, and we have criteria for each of these categories. And then we'll create a certificate.
Peter Lubell:We'll put it in a frame, and, you know, I'll sign it, and then we go, and we congratulate the the exhibitors at the end of the show, and we take pictures with them, and then we'll post them and send them out to everybody and announce the winners. And those little gestures go such
Jason Smith:a long way.
Peter Lubell:Right? They go such a long way. So I would probably say that's one thing. And the other is, and this is where another area that I think a lot of properties tend to get caught up, I think in our business, too many brand... Too many properties make assumptions on their own.
Jason Smith:Mhmm.
Peter Lubell:Make assumptions for what we think our fans want. We make assumptions of what we think our brand partners want. And so when you simply sit with a partner, and you ask them questions about what would you like to see different? Well, how can we improve? How can your experience get better?
Peter Lubell:From a service perspective, that goes such a long way. And so I think those little details, those being interested in your customer's business, not so it doesn't seem transactional, but it really seems like you have a strong, you wanna show them how strong your relationship is.
Jason Smith:Yeah. Those small details mean mean a lot. Even just little text messages here there along the way. Yep. They just go they just go a long way.
Jason Smith:Yep. Yeah. That's great. Well, couple couple last questions for you before we wrap up here. We, you know, we love to praise people in the industry, you know, that that we admire and would love you to do...
Jason Smith:Be able to do the same. Is there anybody in the industry here that that that you admire that you wanna maybe call out?
Peter Lubell:Boy, that's a great question. You know, I... Listen. I I surround myself with so many people in the industry that that I I call mentors, And, you know, and and people that I've been when... As I...
Peter Lubell:As long as I've been in Phoenix that, you know, especially that I've I've been, you know, so close to, and and they look out for me. You know? They're and I and I'll just name names, and and and all of these people have sort of taught me something along the way. Right? They've always sort of given me something to think about.
Peter Lubell:They they continue to challenge me. They, you know... And that's a good lesson for everybody, is find a great circle, a network of people.
Jason Smith:Totally.
Peter Lubell:You know, Lee Rosenthal, Scott Horowitz, Tony DeFeo. These are all people in my circle here in Arizona that all... Have all either worked with me in sports, or entertainment along my career path, or have, you know, been one of my customers, and or I've been one of their customers, but they've all sort of been very, I would say, a great support system because, again, this industry is challenging. Know, I teach at Arizona State. I teach intro to sports marketing and sports business.
Peter Lubell:And one of the things I tell the students all the time is that, you know, it seems like a shiny object when you're looking at it on television, but when you get behind the curtain and you're working in the sports industry, that is... It... It's challenging, man.
Jason Smith:It it Sometimes it's not as glamorous.
Peter Lubell:It isn't. Well, it isn't, and there's so much time you have to put into it. And over your career, you have to be willing to dedicate the hours upon hours of of, you know, being what I call a student of the game. Right? You've have to you have to study the industry.
Peter Lubell:You have to put your best foot forward. You have to find and have initiative that you that you can, you know, know, you can take a a task and you can see it all the way through with some some measurable results. And and that is... It gets wearing because you're gonna go through a lot of different environments, you're gonna work with a lot of different people, and you're gonna... You know, we work in Scottsdale at the Scottsdale auction.
Peter Lubell:We have 330 different corporate partners, and of all size, shapes, and sizes.
Jason Smith:Lot of work.
Peter Lubell:And that's not always easy because everyone's different, and everyone has their own needs, and everybody is managed and communicated with differently. So... You know, but having a network of people that you admire that you can turn to and ask questions, and and, you know, they challenge you and you challenge them, and that's really what it's about. It's a, you know, build your network and and good things should happen.
Jason Smith:It's a it's a large but small network in the sports business world. Like, it's it's it's vast. It's huge, but a lot of people know each other in the in the industry. And that's that's what makes it small, but that's also what makes it fun as well too. Like, you just have so many connections that know somebody, you know somebody, and it's just, it makes it really, really good.
Jason Smith:But it's mentors like that that make all the difference in the world or even just colleagues that you really highly respect that make this industry a lot of fun to work in.
Peter Lubell:You know, I'll I'll I'm gonna I'm gonna answer your question one other way, and I'll I'll I'll brag on you for a second as I admire
Jason Smith:Jeez.
Peter Lubell:You, Jason Smith, because of what you have done, honestly, just... I know this sounds like an infomercial, but I admire what you've done at Sponsor CX because
Jason Smith:of
Peter Lubell:where you... And I I know that we were one of your first customers, man, and it was Yeah.
Jason Smith:You're from the early days.
Peter Lubell:It was it was awesome, and I I I think it was fun because we had the opportunity to sort of give feedback to how this platform could be great, and it looks
Jason Smith:Super valuable.
Peter Lubell:You've listened all the way, plus plus plus, but I admire what you've built, because you both came from my seat, and you came from the brand side as well. And I think by you combining that expertise and building into... Building Sponsor CX into what you have, man, kudos Thank dude. I I give you a call.
Jason Smith:I I appreciate that. And I think the world of you too, I I, you know, I don't know what we would do without partners like you guys that believed in us from the beginning, and it means a lot. So thank you.
Peter Lubell:Amen. Yeah.
Jason Smith:Well, anything else? Anything else for the for the listeners today that you wanna share that's on your mind?
Peter Lubell:You know, I think, again, the only thing I would say is that we're... Because of AI, because of technology, things are moving faster today than they ever have. Right? I mean, it's like it's wild. I mean, we thought that, you know, the the evolution of the sports business would...
Peter Lubell:You know, was fast twenty years ago, but it, you know, it's... It just continues to speed up. And it it makes it even more challenging to think five years ahead and ten years ahead, but you have to continue to look ahead. Right? Because you have to understand you you can't you can't jump on the treadmill at the back of the treadmill.
Peter Lubell:You've gotta really be ahead of it. And and so it's, you know, you you need to be smart. You've got to be creative. You've got to, you know, again, you you just have to keep that initiative and figure out what is it that the brand... Where are brands going?
Peter Lubell:Where are properties going? What do the opportunities look like in the future? And and, you know, it's... I think it's awesome. I think there's so many things, though, to get your head wrapped around and so many so many cool opportunities and, you know, whether it's technology, whether it's media, whether it's, heck, even live event.
Peter Lubell:I mean, live events are are, you know, an interesting evolution themselves. So it's just such an awesome time to be a part
Jason Smith:of it. Yeah. And you and you've you talked about ten, five or ten years ahead, but sometimes in this age of AI, you gotta think you don't even know what's gonna be available two weeks from now. Right. That you can start to implement to make your business more efficient, better, more data at your fingertips.
Jason Smith:There's so many different things that are coming and it's only gonna get smarter and smarter. You can either look at that and say, Hey, I'm scared or look at it and say, Hey, there's opportunity, you know, to be, to, to be better. And, I mean, we look at that as Sponsor CX. We're we're constantly looking at... We have to stay up to it every day on what's happening with AI.
Jason Smith:I'm super excited for our launch of AI here in the coming months, but like, you have to stay on top of this and it could, it can change things on the dime of what you can do to just just be be even better.
Peter Lubell:I think it's important to stick and and have your five year, your ten year strategies. You know, you have to do that as a corporate agent. Totally. I think what this has proven now is that the pivot points, you have to really be nimble, but not lose sight of where that five and ten year plan is. I Totally.
Peter Lubell:That's important because while the line isn't always exactly straight to get to the end point, I think that as long as you're able to navigate and know that you're gonna take some turns along the way, but don't, you know, just keep coming back to the path, and I think you'd be alright.
Jason Smith:Stick stick to the path. I call it the fence post. It's like my, my, my, my grandpa, he, we had a, we had a family farm in Idaho. And when I was young, I used to sit on his lap. And while he was, you know, plowing ahead and he said, and he'd give me the wheel while I was sitting on his lap and he'd look at that fence post.
Jason Smith:He's go straight to the fence post. And, and I'd be going along and I'd want to look back and see if my lines were straight or I'd see a Jack rabbit running. And when I did that, he'd be like, no, Jason on the fence post. Right? Because if I do that, I'm gonna I'm gonna start I'm gonna start drifting right from the side.
Jason Smith:So you gotta gotta keep the fence post, the five to ten year, and, you know, just have the little goals along the way, little pivots, like you said, and there is important. So, anyway, Peter, thanks so much.
Peter Lubell:Got it, Jason, man. Always a pleasure to talk to you, Pat.
Jason Smith:Always always fun to hang out with my my good buddy. So I appreciate you. Okay.
Peter Lubell:Go Celtics.
Jason Smith:That's Peter Lubell, vice president of a corporate partnerships with Barrett Jackson. If you enjoyed it, follow the Sponsor Pod so you don't miss the next episode. We release a new conversation every other week, and you can find clips and updates from the show following the Sponsor Pod on LinkedIn. Thanks for listening, and I'll see you next time.