To identify the key stakeholder groups and assess their positioning with respect to the change initiative.
One of the initial exercises to begin to establish the change leadership challenges ahead.
4 Step 1 Draw an Org Chart
Draw a high-level company org chart (7 to 10 boxes maximum).
CEO Bus. Unit B Marketing Finance Legal HR Bus. Unit A Customer Group(s) Supplier Group(s) Regulator(s) e.g. Sheet metal suppliers e.g. Tax Authorities e.g. Automotive Industry Customers 5 Stakeholder Positioning Matrix - Identifying Audiences
Senior Management Owners
AUDIENCES PROGRAM EXTERNAL INWARD
All areas of the organization
that will be affected
6 Step 2 Assessment
For each group identified assess
The criticality of having this group support the change (high medium low)
The likely current orientation of this group regarding the change (supportive neutral resistant)
The degree of influence this group will have on the change (large medium small). For internal groups this may be proportionate to their size in headcount but some groups may have influence beyond their size (legal or office of the CEO for example). For external groups the team will need to make an educated assessment.
7 Step 2 Example 8 Step 3 Matrix Building
Build a 3x3 matrix (Criticality across the top Current Orientation along the side).
Cut out paper circles for each group with the size representing their influence and position them on the 3x3 matrix.
Discuss and rearrange until the team is satisfied that the map reflects the current reality.
9 Step 3 Example Criticality to Success LOW MEDIUM HIGH CEO Finance SUPPORTIVE Marketing Automotive Customers NEUTRAL Tax Authorities Current Orientation Business Unit B Legal Business Unit A HR RESISTANT Sheet Metal Suppliers 10 Step 4 Implications
Discuss the implication of the positioning matrix.
Finance and the CEO are our biggest allies
Business Unit A is our biggest challenge with Legal and Automotive Customers close behind
Need to keep Marketing Business Unit B and Tax Authorities from becoming problems
Look for ways to make HR and Suppliers at least neutral to the change
11 Step 5 Game Plan
To develop a game plan to appropriately address and influence each stakeholder group.
Best to take an initial pass at this early in the change effort and revisit as needed.
Record each stakeholders current orientation and agree on a desired state.
Note each stakeholders key issues or concerns.
Devise a strategy to move each stakeholder toward the current state (or utilize supportive stakeholders to influence others).
Assign responsibility to team members to initiate the strategies.
12 Step 5 Example
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