Cornell Project Management Methodology (CPMM


Lunch and Learn – 10/13/05

Stakeholder Analysis
Cornell University Office of Information Technologies
Instructor: Catherine M McNamara, PMP Senior Project Management Consultant E-Mail: Phone: 607-255-6956

Cornell Project Management Methodology (CPMM)

• Definitions of Stakeholders and how they relate to a Project • Understand the benefits of using a Stakeholder Analysis based approach • Identify Stakeholders • Prioritize your Stakeholders • Understanding your key Stakeholders •

Cornell Project Management Methodology (CPMM) Stakeholder Definition (PMBOK) Persons and organizations such as customers. performing organization and the public. They may also exert influence over the project and its deliverables.  3 . sponsors. that are actively involved in the project. or whose interests may be positively or negatively affected by execution or completion of the project.

which are impacted by. individuals or organizations. • (Handout) 4 . or can impact. the outcomes of this project. units. internal or external to our organization.Cornell Project Management Methodology (CPMM) CPMM Template Definition • Stakeholders are all those groups.

Cornell Project Management Methodology (CPMM) The Relationship Between Stakeholders and the Project Proj ect Spo nsor Proj ect Man ager Project Management Team Project Team Project Project Stakeholders 5 .

Cornell Project Management Methodology (CPMM) Why do Stakeholder Analysis? • Stakeholder Analysis is an important discipline that successful people use to win support from others • Builds the support that helps your project succeed • It is a technique used to identify the key people who have to be won over.  6 .

 7 .Cornell Project Management Methodology (CPMM) Benefits of using a stakeholder based approach • You can use opinions of the most powerful stakeholders to shape your project » They will more than likely support you » Their input can also improve the quality of your project • Gaining support from powerful stakeholders can help you get resources you will need on your project • Communicating early with stakeholders with your what your doing. means they can support you actively • You can anticipate reactions and build into your plan actions that will win people’s support.

Cornell Project Management Methodology (CPMM) Identify your Stakeholders Who are the people affected by your work? • Who fall in demographic groups affected by the project? • Who have clear roles in the project • Who are in areas adjacent to the situation? • Who are affected by activities or results of a project • Who can influence. support or resist the outcome • Who have a personal. financial. or professional interest in the outcome     8 .

Cornell Project Management Methodology (CPMM) Identify your Stakeholders  Who are the people affected by your work? • Who participate in activities? • Who shape or influence opinions about the issues involved? • Who have influence or power over it • Who have an interest in its successful conclusion or unsuccessful conclusion? • Who are the sources of reaction or discontent? • Who have relevant positional responsibility?      9 .

  Post-It™ Note Process     10 .Cornell Project Management Methodology (CPMM) Identify your Stakeholders  Step one Brainstorm who your stakeholders are.

..Cornell Project Management Methodology (CPMM) Stakeholders • • • • • • • • • Your boss Senior Executives Management Performing Organization Management Coworkers Prospective customers Your team Special Interest Groups • • • • • • • • • • Customers Consumers / Users Suppliers Regulators Performers Influencers Technology Groups Consultants Others. 11 .

Procedures. Technology • Social / Political–Changes in established relationships with others and the organization » Personal –“What’s in it for me?” » University –“What’s in it for the University?” » Professional interests –“What’s in it for my career?” » Co worker’s interests –“What’s in it for others?”   12  . Policy.Cornell Project Management Methodology (CPMM) Stakeholder Concerns • Impact on change the project will bring about » Process.

organizations. special interest groups. 13 . demographic groups etc. » Map out your stakeholders using the Power/Concern Grid show on the next slide.Cornell Project Management Methodology (CPMM) Prioritize your Stakeholders  You now have a long list of people.

Cornell Project Management Methodology (CPMM) Project Team Performs Assessment Identification – Stakeholders Post-It™ High Stakeholder Analysis Power Low Low High Concern 14 .

• Low power/ Low Concern – again monitor these people. but not so much that hey become bored with your message. These people can often be very helpful with the detail of your project.Cornell Project Management Methodology (CPMM) Power / Concern • High Power / High Concern . • Low power / High Concern– keep these people adequately informed and talk to them to ensure that no major issues are arising. but do not bore them with excessive communication 15 .these are the people you must fully engage and make the greatest efforts to satisfy • High Power / Low concern – put enough work in with these people to keep them satisfied.

Cornell Project Management Methodology (CPMM) Understanding your Key Stakeholders • You need to know more about you key stakeholders and understand what motivates them. » How are they likely to feel about your project » How best to engage them in your project » How best to communicate with them 16 .

Cornell Project Management Methodology (CPMM) Key questions that can help you understand your stakeholders? • What financial or emotional interest do they have in the outcome of your work? Is it positive or negative? • What motivates them most of all? • What information do they want from you? • How do they want to receive information from you? What is the best way of communicating your message to them? • What is their current opinion of your work? Is it based on good information? 17 .

what will win them around to support your project? • If you don't think you will be able to win them around. and who influences their opinion of you? Do some of these influencers therefore become important stakeholders in their own right? • If they are not likely to be positive.Cornell Project Management Methodology (CPMM) Key questions that can help you understand your stakeholders? • Who influences their opinions generally. how will you manage their opposition? • Who else might be influenced by their opinions? Do these people become stakeholders in their own right? 18 .

people are often quite open about their views.Cornell Project Management Methodology (CPMM) How do I get the questions answered? • A very good way of answering these questions is to talk to your stakeholders directly . 19 . and asking people's opinions is often the first step in building a successful relationship with them.

20 . blockers and critics in red.Cornell Project Management Methodology (CPMM) Summarize • You can summarize the understanding you have gained on the stakeholder map. A good way of doing this is by color coding: showing advocates and supporters in green. and others who are neutral in orange. so that you can easily see which stakeholders are expected to be blockers or critics. and which stakeholders are likely to be advocates and supporters or your project.

Cornell Project Management Methodology (CPMM) Finally • Ask yourself if you are communicating as effectively as you should be with your stakeholders? • What actions can you take to get more from your supporters or win over your critics? 21 .

Cornell Project Management Methodology (CPMM) Questions / Discussion  ??? 22 .

Cornell Project Management Methodology (CPMM) Stakeholder Assessment Evaluate stakeholder concerns and power* • Identification. Segmentation » Identify all possible stakeholders -use template/checklist. if available • Develop stakeholder assessment grid » Power / Impact – factors and weights » Level of concern – factors and weights    *Power: The ability to obtain results 23 . Assessment.

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