“If sponsors are too busy (…), I recommend project managers camp out – take their laptop and work in the lobby outside the sponsor’s office, if need be, until they can get an audience.” – Corinna Martinez
Source: PM Network, May 2012
For projects managed on the customer’s side, where there’s typically more need for an active Sponsor, setting up a recurring update is a useful practice (e.g. weekly or biweekly – depending on the project’s length, among others).
When problems occur, we shouldn’t expect our executive to become engaged, if we haven’t kept him or her interested in the initiative while there were none whatsoever.