Avoiding Change Mistakes: How to Change Leaders into Effective Sponsors 

Common Challenge: Leaders Who Support the Change—But Don’t Lead It 

Quick Summary

Leaders often agree with a change initiative but don’t know how to actively sponsor it. This gap between intention and action weakens support, confuses stakeholders, and slows adoption. This article explores how to guide leaders from passive approval to active sponsorship using the LaMarsh Managed Change™ Model. 

The Challenge

Most leaders understand their business goals—but not their role in leading change. They may say the right things in meetings or sign off on plans, yet fail to model behaviors, communicate effectively, or remove obstacles. Without visible and consistent support, employees begin to doubt the importance—or viability—of the change. 

Why It Matters

Change doesn’t stick unless it’s championed from the top. Effective sponsorship builds trust, clears barriers, and reinforces priorities. When leaders lead the change, others follow. 

The LaMarsh Perspective

The Managed Change™ Model treats sponsorship as a behavior—not a title. Leaders need tools, coaching, and clear expectations to become visible, credible sponsors. This means aligning their words, decisions, and actions with the goals of the change. 

How-to Solution: Build a Cost-Benefit Case

1. Define Sponsorship Behaviorally
   Don’t assume leaders know what “sponsoring the change” looks like. Clarify expectations around visibility, decision-making, and communication. 
2. Coach, Don’t Just Inform 
   Provide one-on-one coaching to build self-awareness and skills. Help leaders identify where they can influence—and where they may need to change themselves. 
3. Align Sponsorship with Business Outcomes 
   
   Show leaders how their support of the change drives measurable business results. Connect the dots between sponsorship and success. 
4. Give Them the Language and Tools 
   
   Supply clear messaging, FAQs, and examples. Make it easy for them to speak consistently and authentically. 
5. Reinforce and Adjust
   Provide feedback and encouragement. If a sponsor drifts or struggles, recontract and reengage.

Pro Tip

If a leader can’t clearly articulate their role in the change, neither can anyone else. 

Wrap-Up

Sponsorship is not automatic—it’s built. The LaMarsh Managed Change™ Model gives you the framework to turn willing leaders into powerful change sponsors. 

👉 Need help developing sponsors? Contact us to explore our coaching services or join our next Managed Change Workshop  ≈ to build leadership that lasts.