What it is, why it matters, and how it works in the messy real world.

Summary: Project Sponsors play a critical role in a project’s success. As the senior leader directly responsible for delivering the project, they use their position and connections to keep the team resourced and on course. While the Project Manager is their lieutenant for day-to-day matters, a Sponsor bridges the gap between a project’s requirements and organizational realities.
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The study ‘Silence Fails: Five Crucial Conversations for Flawless Execution’ reports that “65 percent of project managers face problems with AWOL [absent without leave] sponsors.” Absent sponsors can harm a project’s success. “More than three-quarters come in substantially over budget, behind schedule, and below specifications.”
An effective Project Sponsor is more than a figurehead. He or she is a critical component of a project’s success. The Project Sponsor is the Captain of the (project) ship, and the Project Manager is the First Mate. While the Project Manager handles the day-to-day logistics of the project, the Project Sponsor provides guidance, direction, support, and resources. Together, they keep the project on course.
Which all sounds well and good. But as a senior leader in the organization, you’re responsible for dozens of different initiatives, all of which require your attention. Ultimately, the primary role of the Project Sponsor is to bridge the gap between a project’s requirements and organizational realities. You affect change in the spaces where the Project Manager can not go.
What Effective Sponsorship Looks Like
Running Interference for the project. Tight budgets. Competing initiatives. It seems like just when you get your Project Manager and project team together, someone else comes along and tries to reallocate a key player or change a deadline. And that’s where you come in. Sponsors discourage resource raiding. They negotiate expectations around what the project will and won’t do. They’re also the first line of defense against others adding deliverables midway through a project.
Championing a project’s value. Strategic projects do not start and finish overnight. A sponsor reminds the organization of why the project is needed. He or she will defend–and actively secure support for–the choices and (necessary) changes that the project team makes. He or she will also publicly celebrate wins along the way.
Guiding the project team. Things are happening at the leadership level that your project team won’t–and in some cases can’t–know about. Your greater perspective will save the project team time and money by guiding them away from decisions that do not fit with the business’ strategy. You’re also the torch bearer and final arbiter for the project’s vision and scope.
Let’s consider what that means on a day-to-day basis.
Excellent Project Sponsors
…are actively interested and enthusiastic about the project. You don’t need to be involved with the smallest details, but if your team needs to meet with you, you make the time. As the person ultimately responsible for results, you make the choices between trade-offs and consequences. You keep a pulse on how your decisions will affect the rest of the organization.
…are clear about their expectations from the beginning. This includes working with the Project Manager to put those expectations in writing in the Project Charter and decision log.
…meet as needed with the Project Manager. Your PM will tell you when the project is running into trouble before it’s too late to course correct.
…inspire and encourage the project team to do their best work. Every project hits a point where things get hard. Your support will help the team to go the distance.
…hold the project team accountable for progress on their deliverables. Excellent project sponsors are flexible and understanding, but at the end of the day, the project team must solve the stated problem. If a project team member isn’t doing the work, the sponsor escalates the issue.
…trust the team when they say the project needs additional support. Pick people you can trust to do the right thing and escalate when necessary. Listen to their recommendations and be guided by them.
…ask probing questions and verify the accuracy of information. When a project team is in the weeds, they can sometimes miss a more efficient solution.
Project Sponsors are the Captains of projects and need to play an active role in their success. By acting as champions and guides, they navigate the team through the shifting waters of the organization’s strategy to ensure the project delivers on its commitments.










