The program manager's primary role at the outset is to ensure the program is aligned with the organization's strategic objectives. The program sponsor is the key stakeholder who champions the program and provides the link to this strategy. Therefore, the first and most critical step for the program manager is to work directly with the sponsor to understand the business case, strategic goals, and the intended target market and its needs. This collaboration establishes the foundational strategic context upon which the program will be defined, planned, and executed.

A. The program team is responsible for program execution, not for making initial strategic decisions like defining the target market. This is a top-down activity.

B. Identifying competitors is a part of market analysis, but it should only be done after the primary target market has been clearly defined with the sponsor.

C. Project managers are responsible for individual components (projects) and are not the source for defining the overall program's strategic direction or target market.

1. Project Management Institute. (2017). The Standard for Program Management (4th ed.).

Section 1.6.2

Role of the Program Sponsor: This section details the sponsor's role in providing "guidance and support to the program manager

" "championing the program

" and ensuring it is aligned with organizational strategy. The program manager's first point of contact for strategic clarification

such as defining the target market

is the sponsor.

Section 3.3

Program Definition Phase: This phase focuses on authorizing the program and developing the program charter and business case. The text states

"During this phase

the program manager works with stakeholders to reach a common understanding of the program's strategy

goals

and objectives..." The sponsor is the principal stakeholder for this activity.

Section 4.2

Program Business Case: The business case

often developed by the program manager in collaboration with the sponsor

"provides the basis to determine...the target market and market window." This confirms that assessing market needs is a foundational activity performed with the sponsor.