stakeholder-led project management

© CITI Limited, 2016

STAKEHOLDER-LED PROJECT MANAGEMENT

changing the way we manage projects

Fiona Magee - Managing Consultant

These are all stakeholders


Stakeholders

‘Know thy Stakeholders’ – Rail Project

sponsor

steering group

…and the train drivers

… and the people who work on the tracks

…and the passengers


It’s not who you know now…

It’s who you are going to get

to know

‘Know thy Stakeholders’ – Rail Project


We MANAGE our stakeholdersMANAGEMENT

=

Co-ordination

and Control

ENGAGEMENT

=

Participation

and

Responsiveness


We UNDERSTAND our stakeholders

Level of Interest

Po

we

r /

Infl

ue

nce

Sponsor

Business

Owner

Looks fine …

and it’s no big

dealNot for me –

looks like an IT

thing!

Sponsor

Business

Owner


Senior manager: “We thought they were using it.”

Business owner: “I knew it wouldn’t work. Couldn’t see why we

did it.”

Ops Team: “Looks great but there’s just not the time...”

The corporate story: The new credit control system has been

implemented successfully

The reality: 3 months later - nobody was using the new system

A simple change... or not


EVERYBODY is a stakeholder

PMI 2013 PMBoK 5

Ulrich, 1983

“The involved and the affected...”

An individual, group or organisation who may affect,

be affected by, or perceive itself to be affected by a

decision, activity or outcome of the project


Role-based

Agenda-based


Role-based Agenda-based

Stakeholders

sponsor

steering group


It’s all about COMMUNICATIONPurposeful

communication

Information Giving

Information Seeking

Co-ordination

Marketing

Persuasion

Inspire Action


Stakeholder-neutral

Agenda-based

Role-based

Numbers of stakeholders

Co

mp

lexi

ty o

f e

ng

ag

em

en

t

Update training materials

Stakeholder-sensitive

Introduce Windows 10

Implement a new sales

commission scheme

Change personnel terms &

conditions

Build a nuclear power

stationStakeholder-led

Some projects don’t need

stakeholder engagement


In conclusion

• Engagement

• Purposeful communication

• Role-based

• Agenda-based

• Stakeholder voice

• Space ‘…to participate’

How is it on your projects?


Louise Worsley is a visiting lecturer at the University of Cape Town

and has lectured to an international audience through the UCT

Business School.

Louise is a member of the CITI consulting team.

Visit us on Stand 56

stakeholder-led project management

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