Build an executive sponsor program

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that sell into complex or strategic accounts.

The quick answer

Pick your top accounts by revenue and influence. Map each to a senior leader who meets the customer each quarter. Use a short agenda. Outcomes delivered, roadmap, risks, and introductions. Keep notes in the CRM and assign actions with dates. Do not sell in the sponsor call. Remove roadblocks so renewal and growth are easier.

The method in seven steps

Select the sponsor list
Choose accounts that drive revenue, brand, or learning. Limit each executive to a manageable number so quality stays high.
Match leaders to accounts
Pair by domain fit and past relationships. Share expectations and time commitment with each leader.
Set the quarterly agenda
Outcomes delivered since last meeting. Next milestones and roadmap. Current risks or blockers. Introductions that help both sides.
Prepare a one page brief
Health score, current projects, open risks, and the customer’s priorities. Send the brief to the executive sponsor before the call.
Run the sponsor call
Keep it thirty minutes. Listen first. Capture actions with owners and dates. No active selling in this meeting.
Track and close actions
Enter notes and tasks in the CRM. Review progress in the weekly leadership meeting until closed.
Measure the program
Look at renewal rate, expansion velocity, and time to resolve escalations for sponsored accounts versus the rest.

Example

A company assigned eight strategic accounts to the CEO, COO, and Head of Product. Quarterly sponsor calls surfaced two process fixes and opened introductions that led to expansion deals.

Pitfalls and fixes

Sponsor calls that turn into sales pitches. Keep the focus on outcomes and risks.
No follow through. Track actions in the CRM and review in leadership.
Too many accounts per executive. Keep the list realistic.

Checklist

Account list and sponsor matches
One page brief template
Quarterly call schedule
CRM notes and task flow
Program metrics on the dashboard