Main takeaways: -Adopt an outward mindset when building stakeholder relationships to better understand their needs. -Take time to identify and prioritise your stakeholders to define an engagement strategy. -Stakeholder management is not a one time thing. It is a continuous process that needs to be reviewed and repeated when milestones are achieved and the scope changes.

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Engagement Strategies to Manage
Stakeholders by fmr Zalando PM

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5. How to Successfully Build
Engagement Strategies to Manage
Stakeholders
Arathi Philips Roy, Senior Product Manager at TIER mobility,
fmr Zalando PM

6. Agenda
Introduction
What is stakeholder management and why do we need it?
Adopt an outward mindset towards stakeholder relationships
How to identify and prioritise stakeholders to define an engagement strategy
The continuous process of stakeholder management

7. Hi, I’m Arathi Philips Roy 👋
Mobile Apps Economics &
Experimentation
Operations
Excellence

8. What is stakeholder management
IDENTIFICATION
Who are your
stakeholders?
Who should you
focus on and why?
ANALYSIS
PLANNING
How to get them
engaged and
supportive?
IMPLEMENTATION
How can you
achieve your
goals?

9. Why do we need stakeholder management?
Rely on others
to work
Feedback &
support
Know the
environment
To have a result that is
useful and USED!
Define the
scope

10. “When we look outwards and see other people, we have an outward
mindset. When we approach life concerned primarily on our own needs,
we have an inward mindset” - The Arbinger Institute
Adopt an outward mindset

11. Identify your stakeholders
How to find who are your stakeholders:
1. Review organisational assets
2. Brainstorm
3. Make a pitch

12. Identify your stakeholders
1. Review organisational assets
- Company intranet
- Project folders and documentation
- Tools such as Notion, Confluence, Github etc.
*This might be difficult if it’s a completely new project for the company and the project has no precedence

13. Identify your stakeholders
2. Brainstorming
- Have a dedicated workshop with the core team, key contributors, subject matter experts
to discuss potential stakeholders.
- Send around a questionnaire to identify potential stakeholders
- Looking for technical dependencies

14. Identify your stakeholders
3. Make a pitch
- Send out an introductory presentation of the project
- Send out a newsletter to a broader audience and ask the audience to subscribe to a
dedicated mailing list

15. Identify your stakeholders
Tip!
- Use the relevant identification approach(es) for your project
- Directly discuss with each stakeholders to gather information
- Update regularly.

16. Analyse and Prioritise
Why you should prioritise stakeholders?
- Know who to focus on
- Have relevant people in the room interact according to effect
- You don’t have the time to address ALL concerns the SAME way

17. Analyse and Prioritise
Classify stakeholders
- How they can influence
your projects
- What is their stake in the
project
- Their position in the
company
- What makes them unique
for your project
Interest
Power
High
High
Low
Low

18. Analyse and Prioritise
Classify stakeholders
Interest
Power
High
High
Low
Low
Keep
satisfied
Monitor
(minimum
effort)
Manage
closely
Keep
informed

19. Define your engagement strategy
Identify the best way(s) to engage/ communicate with each groups of
stakeholders
- Face-to-face meetings
- Weekly status report
- Bi-weekly meetings
- Dedicated ad-hoc meetings to address specific requests
- Informal 1:1
- Centralised business requirement document

20. Define your engagement strategy
Tip!
- You can pick any engagement method
- Focus on the most efficient method
- Spend most of your effort on main stakeholders
- For your main stakeholders, solution has to be tailored

21. Define your engagement strategy
How to keep your stakeholders engaged:
- Regularly remind them what the goals are
- Show progress frequently
- Celebrate milestones with them
- Ensure their contribution is recognised

22. Continuous stakeholder management
“Stakeholder management is not a one-time thing but a continuous
process.”

23. Continuous stakeholder management
When should you update your stakeholder management strategy
- Scope changes
- Delay or major blockers
- Major milestones are reached, a new phase begins
- Changes in the core team

24. Key takeaways
Adopt an outward mindset towards stakeholder relationships
Techniques to identify your stakeholders
Analyse and prioritise your stakeholder based on the power and interest
matrix
Techniques to define your engagement strategy
Stakeholder management is a continuous process

25. THANK YOU!

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