How to gain (meaningful) sponsorship from your org

A presentation at Button: The Content Design Conference by Jonathon Colman

The Button 2023 Leadership Program is on October 16-17, 2023. Hear from experienced peers. Get the support you need. Make connections that last well after the conference ends! Our all-new Leadership Program includes talks, interviews, and plenty of audience Q&A on timely topics for content design managers and leaders.

So you’ve got a content design team — congratulations! But now the real challenge begins: influencing your partners and stakeholders to support you and your team members.

Where do you begin? What does “good” look like? And, most of all, how can you set your team up for visibility & success?

In this session, Patricia and Jon will ask the hard questions and share real-life strategies and tactics about what works—and what doesn’t. They’ll also be taking your questions live!

Come prepped with your hardest challenges and leave with tools & tips you can start using right away.

Learning objectives:

  • How to move from evangelization to stakeholder support
  • Find sponsors and build relationships to earn trust & investment in your organization
  • Coach your team members and set them up to be more strategic for more impact


  • Patricia Gómez Jurado: Patricia is a content design and localization leader with more than 15 years of experience. She’s currently the Associate Director of UX Writing at King, where she is building one of the first UX Writing crafts in the videogames industry.
  • Jonathon Colman: Jonathon Colman co-leads global content design at HubSpot. He’s a Webby Award-winning designer and keynote speaker who’s built and led design and content teams at Facebook, Intercom, IBM, REI, and The Nature Conservancy.