The final step is to prioritize how you will engage your shortlisted sponsors throughout the project lifecycle. You can use a matrix to plot each sponsor based on their level of interest and influence, and define the appropriate engagement strategy for each quadrant. For instance, those with high interest and high influence should be consulted and informed at all stages of the project; building trust and rapport, communicating frequently and clearly, and seeking input and approval on key decisions are essential. Those with high interest but low influence need to be kept satisfied and updated on the project progress, so acknowledging their interest and feedback, sharing relevant information and milestones, and leveraging their support and expertise is key. Low interest but high influence sponsors should be kept aware of the project benefits by monitoring their attitude, providing concise messages, and addressing any concerns or objections. Finally, those with low interest and low influence should be informed occasionally but minimally on the project status; respecting their time and attention, providing brief updates, and avoiding overloading them with details or requests are important. By identifying and prioritizing product sponsors for your projects in this way, you can ensure that you have the right people on board to support your product planning and delivery.