In alliance management, one of the most important success factors lies in the proactive involvement of senior executives. Unfortunately too often, executive sponsors are not really involved or not appointed at all.
A true executive sponsor plays a critical role. When actively involved, they serve as strategic champions, lending visibility, credibility and momentum to the alliance. Their presence signals that the partnership is not just another project, but a truly strategic initiative.
The benefits of early and ongoing executive engagement are significant. From the outset, executives help assess potential partnerships through a broader strategic lens. Their involvement also accelerates issue resolution. Instead of navigating layers of hierarchy, alliance managers can escalate concerns swiftly to someone with the authority to act.
Visible executive commitment builds confidence on all sides. Internally, teams are more likely to prioritise the alliance when they see top-level support. Externally, partner organisations take the collaboration more seriously when they see it’s backed by leadership.
To make this work, alliance managers must lead the way in engaging their sponsors. It starts by identifying the right executive, someone whose responsibilities align with the alliance’s goals. Once identified, expectations must be clear. Sponsorship is not a ceremonial role; it involves unblocking issues, advocating across leadership levels, and showing up at critical moments.
Ongoing engagement is essential. Sponsors should receive concise, strategically relevant updates, not just during crises, but throughout the alliance’s lifecycle. Where possible, they should also connect directly with their executive counterparts at the partner organisation. These senior-level relationships often shape the level of trust that helps to drive the alliance’s success.
When done right, proactive sponsorship transforms the internal culture around alliances. Executives begin to see partnerships not as peripheral but as central to their business strategy. And the alliance stands a far better chance of delivering the strategic value it was designed for.
I’ve written a white paper for executives on their role in strategic alliances. You can download it here and use it to brief your sponsor or spark a new conversation about their involvement.