6 Ways to Be a Successful Project Sponsor

One of the top challenges organizations face, according to The State of Project Management Report 2021, is “poorly trained project sponsors.” This issue has consistently ranked in the top 10 challenges since this research began five years ago. Back in 2015, the National Audit Office noted in its Annual Review of Projects that “the effectiveness of the project sponsor is the best single predictor of project success or failure.”

While training efforts often focus on project managers, those assuming the role of project sponsor are frequently overlooked. It’s often assumed that senior decision-makers naturally possess the skills required to excel as sponsors. However, anecdotal evidence from project managers highlights common frustrations, including sponsors being absent or overstepping into the project manager’s role.

To improve project management maturity, organizations must invest in sponsor training. After all, how can someone succeed in a role without the necessary training? Sponsors need a clear understanding of their responsibilities to effectively champion a project.

Here are six essential tips for successful project sponsorship. If you’re a project manager dealing with a new or underprepared sponsor, feel free to share this list to set expectations.

The sponsor represents the organization’s interests throughout the project lifecycle. They must ensure the project adheres to established project portfolio management (PPM) processes and governance. This includes compliance with stage gates, financial approvals, and budgeting principles. Beyond processes, sponsors should ensure the project aligns with the organization’s culture, ethical standards, and codes of conduct.

The sponsor owns the business case and is responsible for its development, approval, and ongoing maintenance. They should clearly articulate the project’s vision, costs, benefits, and business drivers. A good sponsor understands the scale of change involved and its impact on the broader organization, particularly when juggling competing projects.

Additionally, the sponsor champions the project at the executive level, ensuring that stakeholders fully grasp and support the business case and its anticipated benefits.

Sponsors must provide guidance and organizational context to project managers. While project managers focus on delivery, sponsors bring foresight and strategic alignment. They should ensure the project remains feasible, encourage innovation within the business case, and act as a “critical friend” to the project manager.

Sponsors provide clarity on project priorities and help navigate potential trade-offs, ensuring the project’s outcomes remain aligned with organizational goals.

When risks or issues exceed the project manager’s ability to resolve them, the sponsor must step in as a point of escalation. Timely leadership and guidance are crucial in these moments. Sponsors must also handle changes beyond the project manager’s governance thresholds, providing swift approvals or rejections as necessary.

Sponsors play an active role in stakeholder management alongside the project manager. While the project team typically develops a stakeholder communication plan, sponsors should participate in and support this process. Their involvement is particularly valuable in managing senior stakeholders and representing the project at higher organizational levels.

Regular project status reports from the project manager are a must. Sponsors should critically evaluate these reports to understand the true status of the project. If every KPI appears green, it may indicate superficial reporting. Sponsors should encourage transparency by addressing amber or red flags constructively, and collaborating with the team to resolve issues and restore progress.

Effective project sponsorship is far from a passive role. Sponsors are pivotal in ensuring project success, from championing the business case to providing leadership and stakeholder engagement. They must collaborate with project managers to establish a shared approach for achieving project objectives.

Organizations that invest in sponsor training alongside project manager development create a foundation for smoother project execution and more successful outcomes. Committed, knowledgeable, and available sponsors can eliminate many frustrations for project teams, paving the way for consistent project success.