Since executive sponsors rarely have enough time to manage projects personally, they must rely heavily on project managers. The Project Management Institute, a professional association for project management professionals based in Newtown Square, Pennsylvania, states that having executive sponsors who are actively engaged is the leading factor in project success. Among the sponsor's key responsibilities are explaining how the project fits into the big picture, defining the performance standards and helping the project manager set priorities. As the project progresses, communication needs to take place regularly between the project team, the project manager and the stakeholders to make sure that the expectations are being met
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