Stakeholder ManagementCarl Block

23 Nov 2011

Without satisfying the business need and being accepted by stakeholders, a project is worthless, even if it is completed on time and on budget

Who Cares?

Why do it?

Obtain buy-in and consensus for change

Minimize the “Lows”Get to the “Positives” sooner

ProjectStart

ProjectComplete

Stak

ehol

der

Reac

tion

The story of Xerox PARC

How do you do it?

PMO Stakeholder Identification

The Enterprise

Assessment Methodologies

Power Mapping (PUL) Power / Clout Urgency Legitimacy

Grouping IT delivery organization Direct internal

customers Senior executives The external community

Degree of Support Oppose On-the-fence Support

Assessment Map

Low HighDegree of Political Influence (Pull)

Degr

ee o

f Sup

port

Oppo

seSu

ppor

t

Management Plan

Low HighDegree of Political Influence (Pull)

Degr

ee o

f Sup

port

Oppo

seSu

ppor

t

Recruit persuadable opponents to your cause Restrict your influential opponents Retain your influential supporters

Seek their suggestions Include their concerns

Recognize your weak supporters Align them with stronger groups

Review your weak opponents They might become stronger You may be able to recruit them to become

supporters

Basic Tactics

The story of boiling water

Diffusion is a process which The innovation Is communicated through certain channels Over time Among members of a social system Who make a decision

Advanced Tactics

Communication Channels

Mass Media Posters Email Web-Ex Training Sessions Videos Newsletters TV Radio

Interpersonal Channels Meetings Opinion Leaders Discussion with friends Discussion with managers Early adopters Discussion with strangers

Adoption Over Time

ProjectStart

ProjectComplete

Perc

ent A

dopt

ion

Early Adopters

Take-Off

Late Adopters

System Norms – how people interact

Innovators Sometimes perceived as deviant by average

members of the social system “Too far out in front”

Opinion Leaders Not always a function of formal position Serve as a model of behavior for their “followers”

Among Members of a Social System

In the end, people make decisions Positive reinforcement helps people adopt Incentives help people adopt The ability to “reinvent” the system to their

needs helps people adopt

Who make a decision

Discussion