Executive sponsorship — done right — creates executive-level customer relationships, accelerates growth, and removes internal barriers. Done poorly, it can undermine the SAM, create confusion, and erode trust. This panel will clarify what good looks like, define the executive sponsor role and the key behaviors internally and externally, share practical rhythms and briefing approaches to keep sponsors engaged, and explore common sponsor “types” and how to coach them toward high-impact engagement.
By the end of this session, participants will be able to:
- Define executive sponsorship vs. ad-hoc escalation and clarify what it is not.
- Apply a practical operating system (cadence, briefing/debrief, and simple templates) to keep sponsors informed and engaged.
- Diagnose and improve sponsor effectiveness using common sponsor patterns (“types”) and concrete guardrails for executive customer interactions.
