What your project sponsor really needs from you: A project manager’s guide to strategic engagement

Recently, a project manager told me, “My sponsor just does not get it.” They were frustrated, not because their sponsor was not smart or capable, but because the engagement felt surface-level, reactive and out of sync.

This is more common than you think. One of the most overlooked delivery risks is the disconnect between project managers and their sponsors. And it’s not about competence, it's about clarity.

The truth? Most sponsors are given the title, but not the playbook. They are expected to steer strategically, unblock decisions and realise benefits while juggling a thousand other things.

And that is where you come in.

Why this matters

Sponsors want to add value. They want to lead well. But without the right cues, they often end up either too distant or too deep in delivery.

When you understand what really matters to them, you can shift from upward reporting to strategic engagement.

Based on insights from my SponsorACTION™ Framework, here are five questions every PM should help their sponsor answer:

1. Is there a clear vision and case for change understood by all?

Why it matters: If people do not understand the “why,” your sponsor inherits resistance.

How you can help:

Aligning stakeholders around the purpose.
Sharing feedback and pulse checks.
Helping your sponsor draft, publish and test the message.

2. Has the change been set up for success?

Why it matters: If foundations are weak, sponsors get pulled into firefighting.

How you can help:

Flagging gaps in decisions or resources.
Bringing them into key design discussions.
Providing clarity on governance and scope.

3. Is the change under control?

Why it matters: Sponsors want confidence and early warning if that is at risk.

How you can help:

Offering clear milestones and risks (not just traffic lights).
Escalating early with options, not just problems.
Giving them space to lead, not react.

4. Are they leading the way for the team?

Why it matters: Their visibility signals importance or lack of it.

How you can help:

Creating moments for them to show up and lead.
Letting them know when their silence is noticed.
Encouraging them to champion and communicate the bigger picture.

5. Are they ready to drive out the benefits of the change?

Why it matters: Go-live and the completion of your project are not the finish line, this is the start of value realisation.

How you can help:

Defining success early.
Tracking benefit enablers like ownership and readiness.
Encouraging post-implementation planning.

From reporting to partnering

These five questions are not just for sponsors, they are a bridge.

When you align your updates, conversations and escalations around what your sponsor actually needs to lead well, you become more than a project manager. You become a trusted partner and this changes everything.

Let us take it further

I run hands-on workshops for project sponsors and delivery teams who want to build stronger partnerships, accelerate delivery and unlock more value from change.

Whether you’re looking to improve executive sponsorship or gain more traction from your projects, I would love to help.

📩 Visit www.nexgeninnovationconsulting.com to learn more.