A marketer representing a major B2B corporation approaches an event organizer seek- ing a large block of premium seatingexclusive access, and hospitality opportunities for their upscale clients. The event already has a presenting sponsor under contract that paid more than the B2B company is willing to spendand is receiving less in return than is sought by the marketer. How can the event organizer increase the value of the relationship for the existing sponsor or increase the consideration offered by the B2B company to ensure that all partners are satisfied and treated fairly?