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Stakeholder Management 8/4/2016 Stakeholder Management 8/4/2016

Stakeholder Management 8/4/2016 - PowerPoint Presentation

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Stakeholder Management 8/4/2016 - PPT Presentation

Agenda Intro 30 sec each 10 minutes Name organization years in product management and most interesting comment you have ever been told by a stakeholder Groups of four 20 min Share the most challenging stakeholder situation you have encountered and how you resolved or didnt ID: 782313

communication stakeholder product sales stakeholder communication sales product tool marketing understand stakeholders management people requests expectations plan development support

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Presentation Transcript

Slide1

Stakeholder Management

8/4/2016

Slide2

Agenda

Intro (30 sec each, 10 minutes)

Name, organization, years in product management and most interesting comment you have ever been told by a stakeholder

Groups of four (20 min)

Share the most challenging stakeholder situation you have encountered and how you resolved (or didn’t!)

Stakeholder Management Strategies Presentation (20 min)

Groups of four (20 min)

Each group pick a stakeholder type and summarize strategies for Management

Regroup (30 min)

Each team present their strategies back to the group (5 min each)

Slide3

Stakeholder Management Process

Slide4

How to approach stakeholder management?

Slide5

Identify stakeholders

Slide6

Stakeholder Identification

Traditional: Managers, Department leads, Business leads

Organizational Politics, Review & Approve, PMO

Agile: Peers, Agile Team, Sales, Marketing, Development

Team autonomy, peer to peer stakeholder

Slide7

Most Common Stakeholders in Product Management

Executives

Sales/Marketing

Support/Implementation

Engineering/Development

Design/Creative

Customers

Slide8

Analyze your stakeholders

Slide9

Stakeholder Needs

Executives

How does this product relate to the bottom line and company strategy?

Sales/Marketing

How do we convince people to buy this product?

Support/Implementation

How do we insure customer success with this product?

Engineering/Development

How do we build this this product?

Design/Creative

How do we maximize the user experience of this product to make it amazing?

Customers

How does this product solve my problems?

Slide10

Stakeholder Communication Mapping

How much control over resources and decisions does your stakeholder have?

How much do they care about your work?

Slide11

Stakeholder Behavior and Expectations

Slide12

Stakeholder Behavior and Expectations

People Styles, Merrill & Reid

Slide13

Stakeholder Behavior and Expectations

People Styles, Merrill & Reid

Slide14

Stakeholder Behavior and Expectations

People Styles, Merrill & Reid

Slide15

Stakeholder Behavior and Expectations

People Styles, Merrill & Reid

Slide16

Stakeholder Behavior and Expectations

What are the core motivations and behaviors of your stakeholder?

Slide17

Stakeholder Type

Sales, Marketing

Executives

Development, Engineering

Support, Services

Slide18

Communication Tools

Slide19

Communication Tool: Active Listening

Be sure to empathically listen to your stakeholders needs…

Slide20

Communication Tool: Organizational Politics

Politics occurs when two people interact

!

Financial

or emotional

interest?

Current opinion

of your work?

Information source? Influencers?

Are influencers stakeholders?

Plan how to bring them to support

9

]

Plan how to manage

their

opposition

Who do stakeholders influence

Slide21

Communication Tool: Organizational Politics

Resource: “I wish Id known that earlier in my career: the power of positive workplace politics” Jane Horan

Slide22

Communication Tool: Social Exchange and “Stroking”

Every interaction accumulates reservoir of good or bad will

This adds up over time!

Full bucket=favors and forgiveness

Empty bucket=blame and no forgiveness

Especially important in sales, support and peer to peer relationships

Slide23

Communication Tool: Transactional Analysis

We adopt ego-roles in our relations with others

Parent/child/adult

Relate to your stakeholder on their level or as an adult

Parent: “You must build this feature in the product..”

Child: “I don’t understand why you never build in the features we ask for…”

Adult: “ Let’s’ work together to understand what might be possible..”

Reference: “Games People Play” Eric Berne

Slide24

Communication Tool: Problem/Solution

Always be sure to get to the root cause of a request…often a solution is already available

!

Ask:

“What is the problem the user is trying to solve

“Tell me more about why you need this feature..”

“Let’s talk with the customer to understand the use case

..”

Offer Alternative:

“I know you asked for this, but based on your need this approach may work better…”

Slide25

Communication Tool: Negotiation

Most requests are a negotiation…

Both parties should feel “Win-Win” interaction

Especially important in working with sales

+ Issue -

- Relationship

Slide26

Communication Tool: Delay

Sometimes the best approach is to delay a response…

Take the request seriously, and don’t immediately decline

It also gives you time to find a negotiating point.

“Let me investigate a bit…”

“Let me regroup with development to understand technically what this might require..”

Slide27

Communication Tool: Respect, Defer, Data

Allow the other party to own the decision

Express respect for their expert knowledge

“I trust your expertise…”

Be sure to present your perspective backed up by data

Allow for candid, direct critique and “fierce conversations”

Crowdsource the analysis

Slide28

Manage and Monitor your stakeholders

Slide29

Manage/Monitor Your Stakeholders

Use your analysis to create a plan for each major stakeholder or stakeholder group

Manage and update that plan over time to assess if changes need to be made

Slide30

Activity!

Slide31

Exercise:

Break into groups of four and select a stakeholder persona from the list below:

Executive

Sales

Support

Development

Design

Marketing

Customer

Develop a plan for managing & communicating with this stakeholder

Present your plan back to the group

Consider:

Communication Needs

Communication format

Political factors

Driving motivation in role

Behavioral motivators

Challenges likely to be encountered

Approaches for overcoming challenges

Slide32

Marketing/Executive

I admit, I couldn't quite read these!

Slide33

Marketing/Executive

Marketing

Executive

Slide34

Sales

Talk with them in person/phone, not over email

Requests:

Don’t just say no, instead take the time to listen empathically to their needs

Build relationships with sales. If they feel you have done your due diligence in investigating a request and in helping them with other requests, they will be more accepting if you cant complete the current requests.

Be sure to track what you have done in the past to show

proffo

of what you will continue to do in the future-if you are trying to

convice

sales or a customer you can deliver on a feature, create a visual map of previous features delivered upon as a timeline.

When they make requests, place them in your product backlog and help them understand it

isnt

just “No” but more like “not right now, but maybe in the future”

If they have a significant demand, ask them to help you validate the request by verifying opportunity size. Ask them to commit to delivering on that opportunity size.

Good guy, bad guy approach can sometimes help.

Remind of Sales management alignment at a strategic level when asked for requests that are not aligned with strategy.

For GTM, Focused communication on their needs

Recognize their needs often tie to numbers

Messaging/positioning is most important, not all details of the product

Provide buyer personas and market segmentation in a concise GTM package

Slide35

Creative/Design

Reaffirm their value to the team and project

Provide feedback in a positive-critique-positive sandwich, so they feel affirmed

Help them understand the context of the problem by providing information about use cases, personas and why a change needs to be made

Set office hours for communication, but maintain boundaries to prevent excessive back and forth

Ask the 5 whys when trying to understand something that seems confusing

Recognize their reasons (they usually have reasons) and try to be understanding

Ask them to help understand not only the usability and aesthetics of the problem, but the ROI as well

If in conflict or disagreement, use customer testing as a way to resolve

Be certain to provide clear requirements and clear personas to the creative team to prevent having to rework or change later