Introducing the SponsorACTION® Framework: A Smarter Way for Project Sponsors and SROs to Lead Projects to Success

Most project sponsors I work with have no shortage of ambition, experience, or accountability. Yet, time and time again, projects fail, not because teams lack capability, but because the project sponsorship environment is unclear, unsupported, or inconsistent.

This is not a delivery issue. It is a sponsorship issue.

Poor decision-making, lack of alignment, stalled momentum, and benefits not being realised are all symptoms of weak sponsorship structures, not weak leaders.

The reality is that project sponsors are often expected to “just know” how to do the role well, without any support. But project sponsorship is a capability, not a job title. And without a clear roadmap, even the most experienced executives struggle to make consistent impact.

That’s why I developed the SponsorACTION® Framework.

What Is the SponsorACTION® Framework?

The SponsorACTION® Framework is a practical, structured roadmap that supports executive sponsors in delivering real business value through projects and change portfolios.

It is built around five pivotal actions every sponsor must address to keep projects moving and aligned to strategy, regardless of sector or complexity.

This framework helps sponsors:

Stay focused on what really matters
Avoid typical project derailers
Improve visibility, engagement and decision-making
Deliver value faster and with less friction

It is designed to work with your real-world context and time pressures, not add more complexity.

Why This Matters

When project sponsorship is weak, the impact is felt across the whole project:

Decisions are delayed or unclear
Teams lose momentum
Benefits are missed or misunderstood
Risks are raised but not resolved
Project managers are left exposed

A strong project sponsor brings clarity, confidence and direction. But it is hard to lead when you are overstretched, under-supported, or unsure how to step into the role effectively.

The SponsorACTION® Framework provides the clarity and structure project sponsors need to lead with impact.

The Five SponsorACTIONs

While the full framework is explored in more depth in my programmes, here is a high-level look at the five core actions:

Align
Set and reinforce strategic direction. Ensure the project stays connected to organisational goals.
Champion
Actively advocate for the project across the organisation and unblock barriers to progress.
Track
Maintain visibility on delivery, risk, and performance to enable early intervention.
Inform
Communicate effectively with stakeholders at every level and ensure consistent messaging.
Own
Take accountability for outcomes, benefits realisation, and overall project success.

Designed with Sponsors in Mind

The SponsorACTION Framework is the backbone of my SponsorMAX® Project Sponsorship Accelerator. It has been developed from 25+ years of experience supporting transformation leaders in regulated, high-stakes environments.

Whether you are: