Pla c ehold er for Cover Im a g e

CCSM- 503

UTILIZING EFFECTIVE
STA KEHOLDER M A PPING
Slid e Ha nd outs
 Effective
Stakeholder
Mapping

Do your homework.
Understand the problems you
are there to solve.

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 NOT IMPACTED
Remember each (HOPEFULLY INVESTED)
STACKEHOLDERS
stakeholder is on their
own journey, and at
INDIRECTLY IMPACTED
varying stages. STACKEHOLDERS
EXECUTIVE
SPONSOR
Your stakeholder DIRECTLY IMPACTED
STACKEHOLDERS
map helps you track
this complex
landscape. CORE
TEAM

Learning Objectives 1 Understand the importance of

stakeholder mapping.

What 2 Learn how to visualize a stakeholder

you’re
map.

Identify how to use the stakeholder m ap

3
going to to design your Influence Plan.

learn. 4
Measuring your level of stakeholder
influence & engagement.

2
 Understanding
Why Stakeholder
Mapping Matters

Beyond Your Key Contact

It’s critically im portant to ensure your success
and value realized m oves well beyond your
key contact.

Kellie Contact

Single Point of
Contact is Risky
It’s im portant to establish m ore than a single point
of contact. It’s so im portant that you have m ultiple
lines of com m unication open.

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 One Contact = Single
Point of Failure
Aim to cultivate a healthy, diverse
portfolio of cham pion relationships.

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Multiple Communication
Channels
Multiple points of contact provides you with
increased opportunities to get updates or
clarifications.

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Map Early to Setup

the Future
Set an expectation for
transparency and inclusion.

Integration isn’t always a technical

problem.

Your stakeholder map can be

invaluable for executives – on both
sides.

Identify other Customer Journeys

that your product supports for
stakeholders at this customer.

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 Visualize Your
Stakeholder
Map

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Stakeholder NOT IMPACTED

(HOPEFULLY INVESTED)

Universe
STAKEHOLDERS

INDIRECTLY IMPACTED
STAKEHOLDERS
EXECUTIVE
SPONSOR

DIRECTLY IMPACTED
STAKEHOLDERS

CORE
TEAM

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Stakeholder NOT IMPACTED

(HOPEFULLY INVESTED)

Universe
STAKEHOLDERS

ü Champions INDIRECTLY IMPACTED

STAKEHOLDERS
EXECUTIVE
SPONSOR
ü Executive Sponsors
DIRECTLY IMPACTED
STAKEHOLDERS
ü Power Users

ü Other Fans CORE

TEAM

ü Known Resistors

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 Stakeholder Carole Jones

Universe CTO
(Other Fan)

NOT IMPACTED
STAKEHOLDERS

Vicki Smith, VP of Product INDIRECTLY IMPACTED

Executive Stakeholder STAKEHOLDERS
Joe Michaels
Joan Hacks VP of Engineering
Director of
Product (Other Fan)
Development
Product (Champion) Engineering
Team Kim Mann
Product Mgr.
Britney Smith
Team
(Champion) Developer
DIRECTLY IMPACTED (Champion)
Joe Montana
Product Mgr. STAKEHOLDERS
Mike Morris
(Champion) Developer
Frank Garvey (Power User)
Product Mgr. Kellie Contact
Product Mgr. Team Lead
(Power User) Emma Harris
(Champion) Developer
Jerry Lesh
Developer Mike Green – Product Mgr. (Resistor)
(Power User)
Mary Black - Developer
Stu Marks Demi Michaels – IT Support
Developer
(Resistor) Molly Jones - Enablement

CORE
TEAM

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Changing
Escalation Roles and
Paths Authority

02 03

Proper
Engagement 01 04
Employee
Turnover Reducing Risk
Some risk factors and areas to stay
aware of to mitigate or influence by
connecting with the right customer
stakeholders

07 05
Missed Pre-
Sales 06 Budget
Opportunities Cuts
Emerging
RFP’s

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Using Your Map

to Design an
Influence Plan

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 Who To Carole Jones

Influence? CTO
(Other Fan)

NOT IMPACTED
STAKEHOLDERS

Vicki Smith, VP of Product INDIRECTLY IMPACTED

Executive Stakeholder STAKEHOLDERS
Joe Michaels
Joan Hacks VP of Engineering
Director of
Product (Other Fan)
Development
Product (Champion) Engineering
Team Kim Mann
Product Mgr.
Britney Smith
Team
(Champion) Developer
DIRECTLY IMPACTED (Champion)
Joe Montana
Product Mgr. STAKEHOLDERS
Mike Morris
(Champion) Developer
Frank Garvey (Power User)
Product Mgr. Kellie Contact
Product Mgr. Team Lead
(Power User) Emma Harris
(Champion) Developer
Jerry Lesh
Developer Mike Green – Product Mgr. (Resistor)
(Power User)
Mary Black - Developer
Stu Marks Demi Michaels – IT Support
Developer
(Resistor) Molly Jones - Enablement

CORE
TEAM

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H ig h

Ranking
Impact & UNDERSTANDING
(keep in fo rm ed )
ADVOCACY
(keep in vo lved )

Influence
INFLUENCE

AW ARENESS FLUENCY
(keep visib le) (keep en g a g ed )

Lo w IMPACT H ig h

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Influence
Plan

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Measuring
Stakeholder
Influence and
Engagement

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Product & Usage Measures

Measure What ●
●
Overall usage of your product
Usage of the stickiest features
Matters Most ●
●
Depth of usage - % of product used
Breadth of usage - # of licenses

Financial Measures
● Invoice history
● Growth of the account
● # of renewals/upsells completed
● % of spend that is non-recurring

Customer & Satisfaction

Measures
● Survey/ NPS results
● Support Request –and Type – by Volume
● Product feedback
● Community involvement

Account Relationship Measures

● Marketing participation
● Executive relationship
● Overall relationship
● Administrative hurdles

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 Remember your EQ, not IQ.

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Share Your Insights

After you com e to understand your stakeholder
audience, think about how you can share these
insights with others working with the account.

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Wrap-Up

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 1 Understand the importance of
stakeholder mapping.

Learning 2 Learn how to visualize a

stakeholder map.
Outcomes Identify how to use the
3 stakeholder map to design your
Influence Plan.

Explain how to measure your

4 level of stakeholder Influence
& engagement.

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Success COACHING
www.successcoaching.co

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