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Project success is a team effort, and when the project sponsorship role is better understood, the whole team benefits. Culture shifts within an organization are most successful when driven from the top-that is from senior management acting as the sponsors of corporate projects. To get the full value of project management tools and methodologies, most organizations have to undergo a culture shift regarding how they deal with issues such as project prioritization, risk, contingency, communication, and stakeholder involvement.

Senior management must have an understanding of project management skills and the ability to integrate a sound project management culture. Projects are the means by which organizations achieve goals and satisfy client needs, and successful implementation of projects is critical to an organization's performance and overall profitability. We do not expect project managers to understand everything there is to know about project management just because we give them the title of project manager-so why do we expect senior managers to automatically understand what is involved in sponsoring projects? It also covers specific activities they should be doing as sponsors of a project, specific things they should look for in projects they are sponsoring, and specific questions they should be asking of project managers and teams throughout the project lifecycle. This paper represents a unique and important area that is mostly underserved, and addresses the areas that senior management needs to focus on in order to promote a culture of project management excellence in their organization.