A Change Manager without a sponsor is a nonsensical proposition. Getting sponsorship right is a conversation needed right from the outset. Unfortunately it's all too common for a Change Sponsor to recognise they have a change coming up, hire a Change Manager and feel like that's the end of it - job done.
The role of a Change Sponsor can be a challenging one, as is having a Change Sponsor understand why their active involvement is essential in bringing about effective change. Let's look at why just hiring a Change Manager is not enough to get the job done and why the involvement of the Change Sponsor is essential. It all comes down to roles.
Change Manager and Change Sponsor are both crucial roles in managing organisational change, but they have distinct responsibilities and focus areas. These aren't intended to be exhaustive lists, just enough to illustrate the similarities and differences between these two key change roles.
Change Manager
1. Responsibilities:
- Developing and implementing change management strategies and plans.
- Identifying stakeholders and assessing their readiness for change.
- Creating communication and change plans to effectively convey the change.
- Managing resistance to change and addressing concerns.
- Monitoring progress and evaluating the effectiveness of change initiatives.
- Providing support and training to employees affected by the change.
2. Focus:
- Operational aspects of change management.
- Day-to-day coordination and execution of change initiatives.
- Ensuring that change processes are followed and goals are achieved.
- Mitigating risks associated with change.
3. Skills:
- Strong project management skills.
- Excellent communication and interpersonal skills.
- Ability to analyse and address resistance to change.
- Knowledge of change management methods and best practices.
Change Sponsor
1. Responsibilities:
- Providing leadership and direction for the change initiative.
- Securing necessary resources and support for the change.
- Communicating the vision and rationale behind the change to stakeholders.
- Championing the change within the organisation.
- Removing barriers and obstacles that may impede the change process.
- Ensuring alignment of the change with organisational goals and values.
2. Focus:
- Strategic aspects of change management.
- Setting the vision and direction for the change.
- Engaging with senior leadership and key stakeholders to gain buy-in.
- Providing the necessary authority and support for the change to be successful.
3. Skills:
- Strong leadership and influencing skills.
- Strategic thinking and visioning.
- Ability to communicate effectively with diverse stakeholders.
- Understanding of the organisation's culture, dynamics, current context and future.
Similarities and Differences
Both roles are essential for the success of change initiatives. They require effective communication skills to convey the vision and manage stakeholders' expectations. Both roles involve managing resistance to change, although the Change Manager may deal with it more directly at the operational level, planning for when it happens while the Change Sponsor may address it from a strategic perspective and be involved in direct conversations with employees.
Where they differ is that the Change Manager focuses on the day-to-day execution and operational aspects of change management, while the Change Sponsor is more concerned with setting the strategic direction and providing leadership for the change. Change Managers typically have a more hands-on role in implementation working amongst the project team, whereas Change Sponsors often operate at a higher level, influencing organisational strategy and culture.
Change Sponsors typically have more authority within the organisation and are responsible for securing resources and support for the change initiative, while Change Managers may have less authority, and sometimes no authority at all, and rely more on persuasion and collaboration to drive change forward.
People impacted by change want to see their leaders setting the example, they want to hear about the change from their leaders and they want the information delivered in as familiar a context as possible.
Start here with Change Sponsorship
Change Managers can start here to simplify the critical Change Sponsorship conversation.
Ensuring the Change Sponsor understands these three priorities will uplift their effectiveness and get the change started well. Only after these have been achieved, should the Change Manager and Change Sponsor worry about refining the effectiveness of the sponsorship role in other areas.
Active and visible participation: including providing resources, setting clear expectations and objectives for the teams involved, regular attendance at review meetings and playbacks, making timely decisions and removing roadblocks, being accessible to the team and providing unwavering support by modelling change behaviours and adoption with enthusiasm.
Build support and manage resistance: this is were the sponsor works towards Kotter's famous coalition of sponsorship. They work with managers at all levels to overcome resistance and secure business leader and stakeholder support. They coordinate and align with other organisational priorities, ensure consistency of message, manage expectations of stakeholders and customers and minimise conflicts around resources and operational objectives.
Communicate directly with impacted groups: have the Change Sponsor be the spokesperson that delivers awareness messaging: why the need for change, the cost of not changing, organisational alignment, project goals. Follow this up by strong communications throughout the project recognising good work achieved, emphasising the benefits of the future state, celebrating successes. Always encourage the Change Sponsor to be open and honest even when communications are difficult, and encourage feedback and tough questions.
By having a simpler conversation with Change Sponsors about these three focus areas, Change Managers can get started more effectively. When the two roles are working together successfully, the change is bound to be set up for success.
To find out more about how we can help you get set up for success, book us for a free conversation.
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