The sponsor is more than a leader; it is the backbone of successful change. Together with three other change management roles, the sponsor forms a powerful change coalition (read more about this in our earlier blog Four Roles in Organizational Change). In this blog, Garry Chan elaborates on the role of the sponsor and how this role makes a difference.  

Who is the sponsor?

The sponsor is often a senior manager or executive who drives the change and is responsible for ensuring the resources, priorities and focus needed to make the change a success. A strong sponsor drives the change and communicates the urgency and vision to the entire organization. 

Change that affects multiple business units or sites requires a coalition of sponsors working together according to a coordinated approach to drive change in each part of the organization. The primary sponsor is tasked with creating this coalition and activating and facilitating them to sponsor the change. Effective sponsor coalitions: 

• Ensure engagement throughout the organization.
• Create support and cooperation from managers and encourage exemplary behavior.
• Openly solicit and receive feedback from management.
• Align expectations among people managers.
• Create, coach and maintain a network of active change agents.

Sponsors determine project success 

Prosci's annual research shows time and again that the effectiveness of the sponsor is crucial to the success of a project. In fact, Prosci's most recent research shows that projects with a highly effective sponsor are more than twice as likely (and nearly three times as likely) to meet or even exceed set goals compared to projects with an ineffective sponsor (see chart below). If sponsors do not lead by example, do not adequately support or communicate the change, they undermine the likelihood of success. Ultimately, people will never be more committed to a change than the sponsor themselves are. 

Relationship between effective sponsorship and achievement of change objectives:

The three pillars of effective sponsorship 

These pillars are the main responsibilities of a sponsor:

1. Active and visible leadership

• The face of change: The sponsor acts as the public leader of the change. This visible and active support convinces others in the organization of the importance of the change. 
• Motivation and inspiration: Employees are more likely to get involved if they see the sponsor's personal commitment and enthusiasm for the change. 

2. Building a sponsor coalition

• Broad-based support: A coalition of sponsors ensures that the change is supported and propagated by multiple leaders. This builds trust with employees and stakeholders. 
• Legitimacy and authority: When several executives actively promote the change, it is perceived as legitimate and important throughout the organization. This helps reduce resistance. 

Did you know that resistance to change occurs most often among mid-level, relative to senior management, board and staff? Good alignment of expectations and roles and visible support and promotion by sponsors help build trust and reduce resistance. 

3. Communication

• Consistent message: The sponsor communicates progress, successes and challenges regularly, consistently and through various channels. This is crucial to maintain and reinforce employee engagement and trust. 
• Addressing barriers: Sponsors' high position within an organization allows them to address escalations or political barriers that slow down the change process. 

Did you know that employees have strong preferred channels of communication? About company-wide and strategic changes, they prefer to hear from the sponsor and/or upper management. When it comes to the specific, personal impact of changes, employees prefer direct communication with their own supervisor. 

Make a difference with the right support 

The success of a change depends conclusively on the effectiveness of sponsors. This is why supporting the sponsor is a central pillar of Valid's change management approach, the Valid Change Spiral. We help leaders prepare, develop the right skills and fulfill their crucial role in the change process with confidence and effect. Our change management consultants guide not only specifically the sponsors, but the entire organization through strategic planning, coaching and practical tools. In this way, we ensure that your change process is not only supported, but also makes a lasting impact. 

Change managers support sponsors and other roles during the change to perform their role effectively, be able to fulfill his or her role and carry the responsibilities.
The importance of change management is additionally clarified and the role of the sponsor is powerfully established so that successful change results will be achieved.