The Sponsor Advantage is Real

As a change program manager, gathering feedback in the early stages of your approach is crucial. However, the true value of this feedback often lies in how well it is interpreted and acted upon. This is where the role of a sponsor becomes invaluable. A sponsor can leverage their position and experience to bring clarity and direction to the feedback process.

Let's take a deeper look at how sponsors can be beneficial in understanding feedback:

1. Historical, Cultural, and Nuanced Context

Sponsors often have a deep understanding of the organization’s history and culture. This background allows them to interpret feedback more accurately and provide context that may not be immediately apparent to others.

Historical Insight: A sponsor who has been with the organization for a significant period can draw parallels between current feedback and past experiences. For instance, if employees express concerns about a new system being "complicated," the sponsor might recall a previous implementation that faced similar issues and can provide insights into what worked or didn’t work then.
Cultural Context: Understanding the organizational culture is key to decoding feedback. A sponsor can explain why certain feedback is given in a particular way. For example, in a culture where direct criticism is frowned upon, seemingly positive feedback might hide underlying concerns. The sponsor can help interpret these subtleties.
Nuanced Understanding: Sponsors can discern the underlying reasons behind feedback. If the feedback is "We don't have enough support," the sponsor might understand this as a need for more training or better communication and in what format, based on their nuanced understanding of the organization’s dynamics.

2. Prioritizing Issues

Feedback can be overwhelming, with numerous issues being raised simultaneously. Sponsors can play a critical role in prioritizing these issues based on their impact and urgency.

Strategic Prioritization: Sponsors can help identify which issues align most closely with the organization’s strategic goals. They can prioritize feedback that directly impacts these goals, ensuring that critical areas are addressed first.
Resource Allocation: With their broader view of the organization’s resources and constraints, sponsors can advise on which issues are feasible to address immediately and which might require long-term planning.
Managing risk: Sponsors can assess the risks associated with each feedback point. They can prioritize issues that pose significant risks to the success of the change initiative, ensuring that these are tackled promptly.

3. Shaping the Narrative (This one is a no-brainer)

One of the most powerful roles of a sponsor is in shaping the narrative around change.

Dispelling Fears: Sponsors can address concerns head-on, providing reassurance and clarity. For example, if there is fear about job losses due to a new system, the sponsor can explain the rationale behind the change and emphasize the organization’s commitment to retraining and upskilling.
Sharing Past Wins: By drawing on past successes, sponsors can remind people that they have been through this before, and have been successful.
Building Consensus: Sponsors can use their influence to build consensus and support across different levels of the organization. By actively engaging with various stakeholders, they can foster a collective commitment to the change.