What Drives Project Success?

Reflect on your most recent successful project, and think about what contributed to its success. Was it a clear plan? Access to the right resources at the right time? An enthusiastic and engaged team? Or simply luck?

Many factors lead to project success, but one stands out: the active involvement of a project sponsor. Knowledge of business strategy analysis can be critical in aligning your project with your organization’s goals. 

Exploring their strategic importance in project management is key to achieving desired outcomes. Additionally, practical strategies for building a mutually beneficial relationship help overcome challenges.

Who is the Project Sponsor?

A project sponsor, typically a senior manager or a key stakeholder in an organization, plays a critical role in the success of project management. 

They are entrusted with high-level responsibilities, acting as the bridge between senior management and the project team.

They help identify the business needs behind the project, help the project manager keep work on track, and ensure the organization enjoys the full benefits of the final deliverables.

Strategic Role of a Project Sponsor

A good sponsor should possess a strong understanding of your organization’s strategic goals and their role in influencing the project’s direction. With some project management experience, they help bridge the gap between strategy and execution. 

Since the sponsor holds a part-time position, they manage other responsibilities outside of the project, such as overseeing daily operations and participating in senior management meetings. 

Their time is valuable, but they ensure that the project aligns with strategic objectives and contributes to successful outcomes.

Key Attributes of an Effective Project Sponsor

When selecting a project sponsor, consider their personality, temperament, and skill set. Some key attributes to look for are:

• A strategic, innovative mindset to align the project with the organization’s long-term objectives.
• High emotional intelligence and self-awareness to manage project dynamics and external stakeholders.
• Excellent communication skills, including negotiation and conflict management, to drive project success.
• Strong decision-making skills to oversee the project’s critical roles and manage potential risks effectively.

What are the Responsibilities of a Project Sponsor?

The project manager is responsible for overseeing the team and daily execution of critical tasks. The sponsor helps to create the right environment to support the project manager. This support can take a variety of forms, such as:

Aligning the Project with Business Strategy

The project sponsor ensures the project aligns with the organization’s business objectives. They integrate the project’s aims with the broader corporate strategy, guaranteeing it contributes to the business’s overall success.

Participating in Project Planning

The sponsor plays an active role in the project’s planning phase, helping to shape the project’s direction. Their understanding of managing expectations helps create a realistic, robust plan aligned with business needs.

Developing a Clear Problem Statement

The sponsor clearly defines the problem that the project aims to solve. A well-articulated problem statement gives the project team a focused direction.

The effectiveness of this role is essential, as research indicates that the project sponsor’s effectiveness in defining and communicating goals often impacts the project’s success.

Ensuring the Solution Resolves the Issue

The sponsor ensures that the solution developed by the project team addresses the identified issue and avoids unnecessary scope changes to ensure project relevance and effectiveness.

Creating an Inspiring Vision

The sponsor motivates the project team by sharing a clear vision of the project’s impact. 

Their enthusiasm and commitment to the vision inspire team members to engage fully with the project. Creating an effective project communication plan is vital in this regard.

Assisting with Resource Management

The sponsor aids in managing resources, including budgets and allocating skilled team members. They ensure the project has the necessary financial and human resources to succeed.

Ensuring Quality Standards

The sponsor ensures the project is launched and executed according to established organizational standards and best practices, maintaining quality and consistency.

Tracking Project Progress

The sponsor monitors project performance, taking corrective action if it veers off track.

Addressing Last-Minute Change Requests

When unexpected change requests arise, the sponsor manages them to minimize delays or disruptions.

Securing Buy-in and Stakeholder Engagement

The sponsor is responsible for securing buy-in from critical project stakeholders. Stakeholder engagement in project management promotes support throughout the project.

Providing Decision-Making Support

They offer informed insights into critical decisions, driving the project forward and ensuring decisions are made promptly.

Resolving Major Issues

The sponsor addresses issues and conflicts outside the project manager’s authority, ensuring smooth project progression.

Evaluating Project Success upon Completion

Post-project, the sponsor evaluates the project’s success, assessing its outcomes against initial objectives and learning from the experience.

Celebrating and Rewarding Success

The sponsor celebrates the team’s achievements, fostering a culture of recognition and motivation.

Mentoring the Project Manager

The sponsor offers guidance to help develop the project manager’s skills and capabilities. With such a broad range of responsibilities, the project sponsor is ultimately accountable for the project’s outcome. Given their influence, they can make or break a project.

What are the Most Common Challenges When Working with a Project Sponsor?

Developing a beneficial relationship with your project sponsor can be complicated for several reasons.

One major challenge is that, typically, project sponsors are assigned to a project before work commences, meaning project managers rarely have the opportunity to choose their sponsor.

It can lead to a mismatch in expectations and working styles between the project manager and the sponsor.

Sponsor Assignment

Appointing sponsors who are not genuinely invested in the project presents a significant challenge. This situation often occurs because a project needs approval from a sponsor.

As a result, the project may end up with a sponsor who lacks commitment and truly understands its objectives, which can negatively affect its overall direction and success.

The ‘Accidental Project Sponsor’

The project sponsor may be an ‘accidental project sponsor,’ a term referring to individuals who lack project portfolio management experience but become project sponsors due to their seniority within the organization. 

Their limited knowledge can lead to misunderstandings and misalignments regarding project goals and the best ways to achieve them.

Lack of Resources for Project Sponsors

Project managers have access to various knowledge sources and training, but project sponsors lack similar resources. 

This often leaves them unsure of their exact role and responsibilities, which limits their ability to guide and support the project effectively.

Busy Schedules of Project Sponsors

Project sponsors are often busy individuals involved in multiple projects simultaneously. Their workload may prevent them from dedicating adequate time and attention to each project, especially those requiring extra guidance.

Research shows that most project sponsors dedicate about 34 hours per week to the projects and programs they oversee. Despite this effort, they often manage 2-5 projects simultaneously, with 45% reporting delays and late delivery due to time constraints.

Issues with Sponsor Influence and Engagement

Suppose your project sponsor operates at the wrong level or lacks organizational influence. They may struggle to advocate for the project effectively. 

This limitation can be a significant barrier, especially when critical decisions or approvals are necessary for progress.

Dealing With Unhelpful Sponsor Relationships

Project managers working with disengaged or unhelpful sponsors face a tough choice:

• Either forge ahead as best they can or 
• Take proactive steps to guide and support the sponsor. 

Engage project sponsors actively and help them understand their responsibilities with the project to improve collaboration.

Strategies for Working with Project Sponsors

Collaborating effectively with your project sponsor, a key stakeholder, and a senior manager is essential for the success of a project. We recommend using tools like Office 365 integrations to streamline processes.

The steps below outline building a strong partnership with your sponsor while focusing on strategic business goals and corporate strategy.

1. Set Expectations

Before launching a new project, meet with your project sponsor to decide how you will work together. 

This step is significant if you have never worked with the sponsor or if the sponsor is taking up this role for the first time. Sponsors cannot effectively contribute unless they understand what is expected of them.

Review past sponsor relationships to identify what worked and what didn’t. This reflection will help improve future engagement and project management practices. 

Even if you’ve worked with the sponsor before or they are experienced, it’s important to align from the outset. 

Establish roles, responsibilities, and resources, and improve communication in a project management plan. Review the plan together and identify key milestones and check-in points. Make sure the sponsor recognizes the importance of their input and commitment.

2. Kick-off Meeting

Ask the project sponsor to attend the kick-off meeting with the team to share their vision for the project and its intended outcome. 

Their attendance also indicates the project’s importance to senior management, which is a helpful motivator!

3. Communication

Follow the communication plan established in Step 1 to keep your sponsor engaged and informed. Tools like BrightWork 365 can be instrumental in facilitating a seamless exchange.

Communication channels include status meetings, automated reports, dashboards, and impromptu conversations. The plan should also outline processes for addressing urgent situations or decisions.

Since sponsors have limited time, ensure every message is clear, concise, and actionable. Tailor your communication to their preferences, whether they prefer meetings, detailed charts, or summaries.

4. Keep them Involved

In addition to status updates and reports, ask your sponsor periodically for their insight and guidance.

Seek their input when dealing with issues, a difficult team member, or brainstorming alternative approaches. The best project sponsors coach and nurture project managers and have extensive knowledge to share.

Regularly reaching out to your sponsor keeps them engaged and strengthens the relationship for everyone involved.

5. Evaluate and Improve Sponsor Support

Check if your organization offers any training and support for new sponsors. If consent is available, examine the information and make suggestions for improvement.

In cases where support does not exist, advocate for the development of resources and training by your PMO. Enhancing support mechanisms for sponsors can significantly impact the overall project performance.

Maximizing Project Success through Effective Sponsor Engagement

As project managers, we often juggle numerous responsibilities, from resource allocation to team dynamics. 

To maximize your project’s success, aim to be the project manager that top sponsors want to work with. Focus on delivering consistent results that demonstrate your competence and commitment. 

Strong relationships with senior management and project stakeholders will help build your reputation as a reliable leader. When nurtured, this connection can elevate your project, but when neglected, it can create obstacles. 

Remember, a well-engaged project sponsor is a formality and a strategic ally. Work closely with your sponsor, engage them actively, and recognize the importance of a successful project sponsorship.

Find out more about effective project management with BrightWork 365 and elevate your project success to new heights.

This post was originally published in March 2021 and has been updated for accuracy, freshness, and comprehensiveness.