Stakeholder Management and the Pivotal Role of the Sponsor 139 programs, talks, and campaigns, can spread the spirit of project management throughout the company. Another view is the evolution theory to promote a cause. Author Tom Pe- ters looks at the issue like this: "How do you `sell' this concept `up' to your bosses? Don't!" Instead, he says, the positive results obtained through project management should filter up through the system and do their own marketing. 8 Third-party marketing, then, by way of the customer or internal client, is a way to let bosses know what a great job is being done via the diligent application of project management. If Peters's approach sounds a bit simplistic, there are more proactive ways to promote project management among corporate stakeholders. One way is to compare performance with other companies or participate in benchmarking groups to see what practices are prevalent and effective. Numbers are another way to go; showing the potential savings of project management will surely move even the most resistant stakeholder.