Unless you are working by yourself, you have to deal with stakeholders. But how do you do it? How do you persuade those that control your resources (people, budget, and systems) that your idea is the best one for your product? What if this skill is the difference between a successful product manager and a mediocre one? Come to this session to understand how to manage your stakeholders, how to craft your message, how to say “yes” and how to say “no” to senior leaders, and how to get the outcome you want, as if your idea was the stakeholder’s idea. Here from two experienced product leaders and your peers to gain skills that could change your career!
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Managing Stakeholders – 5 Tips from 2 Product VPs
1.
2.
3.
4. • Know the answer to “What’s in it for me?”
• Communicate clearly
• Influence priorities
5.
6. Who Are PM Stakeholders?
PM
CEO / GM
R&D
Sales /
Marketing
Finance/
HR/IT
SupplierOps / Mfg
Channel
partner
Support
Customer
• Stakeholders may be
sponsors, collaborators,
service providers or
consumers
• Understanding all
stakeholders is key to a
successful product
7. Role WhatThey Need What I Need
CEO / GM A product plan that supports
business goals and company
strategy
Funding, time, support from
other functional heads
R&D
Architect
Clear product definition,
timely feedback, voice of the
customer
Excellent design, quality
development, regular
communication
SalesVP A product the customer
wants, training, a partner
Feedback, courage,
relentless pursuit
Marketing
Lead
Understanding of customer
problems
Market positioning and
campaigns
Customer
Support
Product training, high
quality, ease of use
Excellent customer service,
feedback
Develop your
stakeholder list
Know what they care
about
Follow up, don’t
assume
Once is not enough!
9. • SCORE – a simple model to think through
and present your case.
• Situation – what’s happening?
• Challenge – what’s the challenge or problem?
• Options – what options were considered?
• Recommend – what’s the recommendation?
• Execution – what do we do next?
• Make sure to capture
• The decision – “Yes”, “No”, “Maybe”, “Later”, …
• Next steps
Tip #1
Craft a Clear and
Compelling Case
(alliteration helps)