In the world of project management, there’s one role that often doesn’t get enough attention: the Project Sponsor. While the project manager oversees day-to-day activities of a project, the Project Sponsor plays a crucial role in ensuring the project’s success. So, what exactly do project sponsors do, and why are they so important for successful project delivery? Let’s break it down.

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What is a Project Sponsor?

In simpler terms, the Project Sponsor is like a guide. They are usually a business leader (or group of people) who provides high-level strategy, support and oversight for a project. They’re responsible for making sure the project has what it needs to succeed, such as the right resources, funding, and approval. They steer the project in the right direction, provide assistance when challenges arise, and make key decisions to help the team move forward.

Project sponsors act as a link between the project team and the organisation’s senior management, ensuring that the project aligns with business goals.

Here are some industry-specific examples of project sponsors:

💻 IT: Chief information officers or senior IT leaders.

🏗️ Construction: Project owners (for example, a real estate developer or government entity).

💊 Healthcare: Hospital executives or the government Chief Medical Officer.

📰 Marketing: Marketing directors.

☀️ Energy: Energy project directors.

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Why Are Project Sponsors Important?

A strong Project Sponsor can be the difference between a project that runs smoothly and one that struggles to meet its goals. When a Project Sponsor isn’t involved or engaged, the project can lose its focus, run into funding issues, or face delays. In fact, the Project Management Institute (PMI) has previously reported that 41% of failed projects can be attributed to inadequate sponsor support.

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Key Responsibilities of a Project Sponsor

The Project Sponsor doesn’t manage the project directly. However, they do have several important duties that keep the project on track:

Defining the Project’s Vision

The Project Sponsor helps establish the project’s purpose and ensures everyone involved understands its importance. A clear vision helps the team stay focused on the end goal. They are accordingly very important during the Project Initiating Phase, although they play a role throughout the entire Project Lifecycle.

Securing Resources and Project Team

The Project Sponsor ensures the project has the necessary resources – such as funding, equipment, and the right team members. This includes selecting the right project manager. Without this support, projects can quickly hit roadblocks.

Removing Obstacles

When problems or challenges arise, the Project Sponsor is there to help find solutions. This could mean securing additional resources, making tough decisions, or navigating organisational roadblocks.

Providing Governance and Guidance

The Project Sponsor makes sure the project is aligned with the organisation’s goals and provides advice when needed. They are a point of contact for major decisions and challenges.

Championing the Project

A good Project Sponsor is an internal advocate for the project, ensuring it gets the attention it needs from senior management and stakeholders.

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What Happens Without a Strong Project Sponsor?

So, what happens if a project doesn’t have a strong Project Sponsor?

Unfortunately, it’s not good news. Here are a few things that can go wrong:

Lack of Direction

Without a clear vision or guidance from a Project Sponsor, the project may struggle to stay focused. Teams can get confused about priorities or make decisions that don’t align with the bigger picture.

Budget Problems

If the Project Sponsor doesn’t secure proper funding or keep track of the budget, it’s easy for costs to spiral out of control. This can result in delays, reduced quality, or even project cancellation.

Unresolved Issues

Projects rarely go entirely smoothly. Without a Project Sponsor to help solve problems and remove roadblocks, teams can get stuck and lose momentum.

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The Skills Every Project Sponsor Needs

A Project Sponsor needs to have certain skills to be effective. Here are some of the most important:

Strong Communication

The Project Sponsor needs to keep everyone in the loop, from the project team to senior management. Clear communication ensures that everyone knows what’s happening and why.

Decision-Making

There will be times when difficult decisions need to be made. A good Project Sponsor can make these decisions confidently and quickly to keep the project moving forward.

Leadership

A Project Sponsor sets the tone for the project. They need to inspire confidence and help keep the project team motivated.

Problem-Solving and Resolving Conflicts

When challenges arise, Project Sponsor should be able to step in and help resolve issues, whether they’re related to resources, schedule, or scope.

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Tips for Becoming an Effective Project Sponsor

If you find yourself in the role of Project Sponsor, here are a few tips to help you succeed:

• ‍Stay Involved: Don’t just sign off on the project and walk away. Regularly check in with the team and offer support when needed.‍
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• Be Available: When the project manager or team faces challenges, make time to help solve problems and answer questions.‍
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• Trust the Team: You’ve chosen skilled people to handle the day-to-day tasks, so trust them to do their jobs. Provide support but avoid micromanaging.‍
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• Stay Positive: Even when the project faces setbacks, staying positive and focused can help the team stay motivated.

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A Sponsor of Success

Project Sponsors play a vital role in ensuring a project’s success. While they may not be involved in the day-to-day management, their guidance, support, and decision-making are key factors that help a project reach its goals. Without a strong Project Sponsor, even the most well-planned projects can fail.

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