These are two distinct areas, but can be interlinked, which is why I’m covering it in one go.
Project sponsors are more often seen in large organisations where software is written for internal purposes. They tend to be senior management and add practical help and credence to a project. They also need to have a passion about the project and willing to drive it through any obstacles the team come across. I am assuming that the project is a worthwhile exercise for the organisation, another benefit the project sponsor will require - a view from outside the immediate project team.
With small software houses the project sponsor, in my experience, doesn’t exist. The development team aren’t trying to implement new processes or functionality into part of their organisation and it’s up to the sales team to present the application to other companies. In The Beermat Entrepreneur the authors Mike Southon and Chris West talk about the benefits of a sponsor for the fledgling company. Typically the sponsor would be well know in the industry and provide similar guidance to an internal project sponsor in a large organisation.
Too often we have a battle between users and the development teams, which covers the buy in part of this posting. I consider buy in necessary for the business the application is supporting and the team that are developing it. Buy in is a general belief in the aims of the project and not necessarily agreement on every requirement and technical solution. Tracey Kidder’s The Soul of a New Machine follows Data General building a new 32 bit mini computer in the late 1970s. It is one of my favourite books and one I haven’t read for a while. Early on after the team has being recruited the project managers, including Tom West (no relation) “sign-up” the team for the development. Basically this means giving all of their waking hours to the project, but it’s similar to buy in for a less pressurised project. The Soul of a New Machine highlights certain project techniques and effects I would avoid at all costs, heroics being one, but the book shows a good example of a “can do” team.
In one case I witnessed many years ago, a mainframe based contact management application was developed very quickly, with limited information to support a major change in part of the business. The application wasn’t perfect by a long shot, but did offer basic functionality and was stable. However there wasn’t a project sponsor and the business viewed the system as worthless, taking every opportunity to criticise the application and the team that had written it. I found out later that the people complaining the most were sales people brought in who weren’t performing and using this as a diversion. I don’t know what became of the application, but I know the turnover in the team was very high, including project managers, which is never a good sign.
It’s hard to predict the outcome of this example if either a project sponsor or there had been buy in from the business users, but I would expect either one factor to have made a significant improvement to at least the perceived success of the project. The negative reactions from the business were the opinions of two overbearing personalities, which set expectations for the other users. This common human trait can be played to the projects advantage with a sponsor. I’m not suggesting that they overstate the project like a spin doctor might, but positive promotion of an application will foster a more positive reaction.